2026 data · Sample size: 233 · Source: Bessemer Cloud Index 2025
25th %ile
0.11x
Median
0.2x
75th %ile
0.29x
90th %ile
0.41x
▬Trending stable year-over-year
About This Metric
Daily active users divided by monthly active users, measuring product stickiness and engagement depth.
Daily Active Users / Monthly Active Users
Higher is better · Unit: ratio
How to Improve
Build daily‑use features and notifications that bring users back regularly. Create collaborative workflows that require daily interaction with teammates. Implement notification and digest systems that drive habitual engagement. Add gamification elements that reward daily usage. Build integrations with daily‑use tools like Slack, email, and calendar.
Ehsan's Analysis
FinTech DAU/MAU has a counterintuitive relationship with business health: the "best" financial products have LOW stickiness because they work so well that users do not need to check them. A well-functioning automated savings app (Acorns, Digit) might have 10% DAU/MAU because there is nothing to do — money moves automatically. A poorly functioning one might have 40% DAU/MAU because users constantly check if their transfers went through. Cash App and Venmo have 25-35% DAU/MAU driven by social payments (a usage driver, not anxiety). The FinTech stickiness that matters: "intentional DAU" — users who open the app to DO something (send money, check portfolio, make a payment) versus "anxiety DAU" — users who open to verify their money is safe. Tracking the reason for app opens reveals more about product health than the DAU/MAU ratio itself. High anxiety-DAU signals a trust problem.
EJ
Ehsan Jahandarpour
AI Growth Strategist & Fractional CMO
Forbes Top 20 Growth Hacker · TEDx Speaker · 716 Academic Citations · Ex-Microsoft · CMO at FirstWave (ASX:FCT) · Forbes Communications Council
Frequently Asked Questions
What is a good DAU/MAU Ratio for FinTech companies at Series A stage?
The median DAU/MAU Ratio for FinTech companies at the Series A stage is 0.2. Top‑quartile companies (75th percentile) significantly outperform this baseline. The most important factor is consistent improvement over time rather than hitting any single target number.
How does DAU/MAU Ratio differ by company stage in FinTech?
DAU/MAU Ratio typically improves as FinTech companies mature from seed through growth stage. Earlier‑stage companies should benchmark against stage‑appropriate peers rather than comparing themselves to mature companies.
How often should FinTech companies measure DAU/MAU Ratio?
FinTech companies at the Series A stage should track DAU/MAU Ratio monthly with quarterly deep‑dive analysis. Set up automated dashboards and alerts for significant deviations from your baseline.
What factors most impact DAU/MAU Ratio in the FinTech sector?
In FinTech, the primary factors impacting DAU/MAU Ratio include product‑market fit maturity, competitive landscape intensity, customer segmentation strategy, pricing optimization, and operational efficiency. Series A‑stage companies should focus on the one or two highest‑leverage factors rather than trying to optimize everything simultaneously.
How does DAU/MAU Ratio for FinTech compare to cross‑industry benchmarks?
FinTech DAU/MAU Ratio benchmarks can differ significantly from cross‑industry averages due to factors specific to the FinTech vertical including customer acquisition dynamics, competitive intensity, and typical deal sizes. Always compare against industry‑specific benchmarks rather than broad averages for meaningful insights.