Adaptive Mobile Banking: Forrester’s 2025 European Insights

Mobile banking continues to evolve. As banks race to deploy conversational experiences, mobile apps are becoming the primary stage for innovation. From intelligent assistants to proactive financial insights, mobile apps are evolving into dynamic, conversational hubs — not just transactional tools.

According to Forrester’s Financial Services Banking Survey, 2025, mobile banking apps remain the most popular banking channel. Banks generally perform well in this area: 70% of banking customers agree that their bank’s mobile capabilities meet their needs, according to Forrester’s Customer Experience Index (CX Index™). Few banks, however, exceed customer expectations in a way that has a meaningful impact on customer loyalty — most European customers still rate their experiences as merely in the “OK” category.

Our latest Forrester Digital Experience Review™ explores how well banks are adapting to rising expectations and where they still fall short. In 2025, Forrester evaluated the mobile apps of 11 leading European banks across 25 customer scenarios, usability testing with 110 customers, and CX performance scores. The Forrester Digital Experience Review™: European Mobile Banking Apps, Q3 2025, identifies the leaders, uncovers best practices, and highlights emerging trends that will shape the future of mobile banking.

BBVA, Intesa Sanpaolo, And PKO Bank Polski Set The Benchmark For Adaptive Experiences

BBVA retains its top spot in 2025, offering a highly intelligent and accessible mobile experience. Its conversational assistant centralizes access to transactions, support, and personalized financial insights. A simplified mode enhances accessibility, while proactive notifications and advanced financial health tools empower customers to stay in control. Intesa Sanpaolo follows closely, delivering a holistic approach to financial well-being. Its app features a comprehensive financial health score, peer comparisons, and automated savings. Customers benefit from seamless international transfers, QR-based bill payments, and strong fraud protection, all delivered through a thoughtfully designed interface. PKO Bank Polski ties for second place, standing out with a suite of value-added services. Its app supports BLIK recurring payments, real-time savings nudges, and personalized investment guidance via its “PKO Investomat.” Accessibility features such as voice navigation and screen reader support, combined with a conversational AI assistant, make the experience both inclusive and intuitive.

Banks Are Innovating — But Gaps In Security, Inclusion, And Usability Persist

While innovation in mobile banking is accelerating, many European banks still struggle to deliver consistently excellent experiences across key areas. Security and fraud protection often lack proactive features such as scam alerts and guided reporting, leaving customers without the tools they need to feel confident and protected. International transfers remain cumbersome, with limited transparency around fees and inconsistent support for real-time currency conversion. Accessibility and inclusion also vary widely, with essential features like voice navigation, simplified modes, and intuitive design not yet standard across the industry.

AI Assistants Are Redefining Mobile Banking

AI is no longer a novelty — it’s becoming central to the mobile banking experience. BBVA and PKO Bank Polski are leading the way with advanced AI assistants that go beyond basic chatbots. These assistants use real-time data and natural language interfaces to help customers complete tasks, receive personalized financial guidance, and make smarter decisions. As AI becomes more context-aware and proactive, mobile apps will evolve from simple transactional tools into dynamic, conversational experiences — transforming how customers interact with their banks.

If you’re a Forrester client, you can explore these findings in detail by downloading the report, The Forrester Digital Experience Review™: European Mobile Banking Apps, Q3 2025. And if you’d like to discuss this topic further or understand how your mobile app measures up, please reach out through an inquiry or guidance session.