Fintech Ad Effectiveness: Brand Lift & Recall Study

Welcome! Thank you for your interest in this study. This survey asks about your experience with money and payment apps, and any related advertising you may have noticed recently. It should take approximately 5 minutes to complete. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested only in your honest opinions. All responses are confidential, will be anonymized, and reported only in aggregate. By continuing, you consent to participate in this research.

In the last 3 months, which of the following money-related activities have you done using apps? Select all that apply.

• Used a mobile banking app
• Sent or received money with a peer-to-peer app
• Paid with a mobile wallet in-store
• Invested using a mobile app
• Applied for a loan or buy-now-pay-later service via an app
• Opened an online-only bank account
• None of these

When you think of apps for managing, sending, or investing money, which brand comes to mind first?

Which of the following brands have you heard of? Select all that apply.

• PayPal
• Cash App
• Venmo
• Chime
• Revolut
• Wise
• Robinhood
• Coinbase
• SoFi
• Other (please specify)
• I don't recognize any of these

In the past 4 weeks, have you seen any advertising for apps that help you manage, send, or invest money?

• Yes
• No
• Not sure

How likely are you to consider using a money management or payment app in the next 6 months?

To what extent do you agree or disagree: "Money and payment apps make managing my finances easier."

We'd like to explore your thoughts on money app advertising a bit further. An AI moderator will ask you a couple of follow-up questions based on your earlier responses.

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+

Thank you for completing this survey! Your responses have been recorded and will be used to help improve advertising and app experiences. We appreciate your time.

Where did you see that advertising? Select all that apply.

• Online video (e.g., YouTube, streaming)
• Social media feed or stories
• TV or connected TV (CTV)
• Streaming audio or music app
• Podcast
• Outdoor or transit ad
• Search ad
• In-app ad
• Website banner
• Other (please specify)

Based on the ad you recalled, how likely are you to consider using that brand?

To what extent do you agree or disagree: "I trust money and payment apps with my personal financial information."

Based on your responses in this survey, is there anything else you would like to share about money app advertising or your experiences with these apps?

What is your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

Which brand was that ad for?

• PayPal
• Cash App
• Venmo
• Chime
• Revolut
• Wise
• Robinhood
• Coinbase
• SoFi
• Other (please specify)
• Not sure / I don't remember

If you had to choose one money or payment app today, which would you pick?

• PayPal
• Cash App
• Venmo
• Chime
• Revolut
• Wise
• Robinhood
• Coinbase
• SoFi
• Other (please specify)
• None of these

To what extent do you agree or disagree: "Advertising for money apps helps me discover new features or services."

Where do you currently live?

• United States
• United Kingdom
• Canada
• Australia
• India
• Germany
• France
• Brazil
• Mexico
• South Africa
• Other

Thinking about the ad you recalled, what stood out to you most? (For example: the message, a specific offer, the visuals, or something else.)

Please rank the features you value most when choosing a money or payment app (1 = most important).

1. Low, transparent fees
2. Security and fraud protection
3. Ease of use
4. Fast transfers and payments
5. Customer support quality
6. Rewards or cashback

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college / Associate degree
• Bachelor's degree
• Postgraduate degree
• Prefer not to say

What is your current employment status?

• Working full-time
• Working part-time
• Self-employed
• Student
• Homemaker
• Unemployed
• Retired
• Prefer not to say

Which best describes your total annual household income (before taxes)?

• Under $25,000
• $25,000–$49,999
• $50,000–$74,999
• $75,000–$99,999
• $100,000–$149,999
• $150,000 or more
• Prefer not to say

Which smartphone operating system do you primarily use?

• iOS (Apple)
• Android (Google)
• Other
• I don't use a smartphone