In 2025, the Forrester Digital Experience Review™ (DXR) evaluated the smartphone apps of 28 banks across the globe to identify the leaders in mobile banking experiences. This report combines the results of the individual region reports and identifies the global leaders in mobile banking apps. Digital and CX professionals can look at the findings and best practices to improve their own mobile banking efforts. Banco Bilbao Vizcaya Argentaria (BBVA) is the global leader in Forrester’s DXR of mobile banking apps in 2025.

To drive loyalty and differentiate in a world where customers increasingly connect via digital channels, you must create digital experiences that are not only easy and effective but also emotionally resonant. Learn why emotionally resonant experiences matter now and what makes a digital experience emotionally resonant.

This report examines Indian mobile banking apps. IDFC FIRST Bank is the top performer, leading in features like personalized financial management tools and international transfers. ICICI Bank and Axis Bank follow with strong capabilities in security, balance views, and investment tools. This report highlights best practices, such as proactive alerts and consolidated balance views, to help banks enhance their mobile banking offerings.

Discover how European banks are turning mobile apps into smart, conversational experiences. Forrester’s 2025 review reveals key trends and leaders.

Mobile apps have become the channel of choice for millions of banking customers. To gauge the effectiveness and ease of use for different mobile banking experiences, we evaluated the smartphone apps of 11 European banks. Banco Bilbao Vizcaya Argentaria (BBVA), Intesa Sanpaolo, and PKO Bank Polski have the strongest mobile banking apps, but all banks have work to do in order to engage with and create value for users. Digital and CX executives can use this report to understand where European banks’ mobile banking apps excel, where they fall short, and how to strengthen their own apps.

Digital experiences lag on emotion, a missed opportunity for driving customer loyalty and brand differentiation. But changing this won’t be easy: Emotionally resonant digital experiences require more than just the elimination of pain points; they necessitate a nuanced understanding of human emotions and a delicate balance between different and often complex emotions. This report provides digital leaders with a three-step approach for creating emotionally positive digital experiences: understanding the emotional spectrum of the journey; identifying opportunities to drive emotional transitions; and facilitating those through functionality, content, or UX.

The Forrester Positive Emotion Creation Model provides a blueprint for organizations to craft digital experiences that elicit positive emotions from users. It guides the strategic evoking of positive emotions in digital experiences, aiming to boost user satisfaction, engagement, and loyalty. In this report, we describe how the Positive Emotion Creation Model leverages tools like Robert Plutchik’s Wheel of Emotions to facilitate the deliberate planning of emotional transitions throughout the user journey.

In 2024, the Forrester Digital Experience Review™ evaluated the smartphone apps of 29 banks across the globe to identify the leaders in mobile banking experiences. This report combines the results of each individual region’s reports and identifies the global leaders in mobile banking apps. Digital and customer experience professionals should look at the findings and best practices to improve their own mobile banking efforts.

This holiday shopping season, shoppers will increasingly turn to “buy now, pay later” (BNPL) in a sign of triumph for embedded finance.

Embedded finance is revolutionizing the ways customers access financial services. Several forces are driving this revolution: the demand for convenience, new revenue opportunities, advancements in open banking regulation and technology, and a competitive landscape. This new ecosystem depends on collaboration. Companies considering entry into this space must identify a compelling value proposition, select the right partners, and manage a complex ecosystem. This report provides an overview of embedded finance and introduces a three-step approach that will help organizations benefit from this opportunity.