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The Five Fintech Products Scoring Big in EMEA

The analytics company Amplitude has processed 900 billion data points in a survey of over 6,000 digital products by more than 1,200 companies to achieve insight into today’s most popular digital trends currently being embraced by the EMEA (Europe, the Middle East and Africa) region.

Utilising information from their Behavioural Graph, Amplitude has published its first Product Report, highlighting emerging digital products and trends that are shaping our daily lives today, whilst predicting the climate for these products in the future.

The report found that globally, the daily use of digital products is up over 50% (compared to 2020), revealing the five digital products in EMEA with exponential growth.

These are the top 5 products to keep your eye on over the course of the next 12 months:

  1. Wordtune: The AI-powered writing tool acts as a platform extension to the likes of LinkedIn, Slack, and Google Docs, and improves the grammar and spelling of a document. The product continues to gain a loyal following; amassing active user growth of 8088% over a 13-month period.
  2. Vivid: Developed over the course of two years in parallel with worldwide fintech adoption, the German fintech has introduced its commission-free mobile banking and investing app. With a strong base of early adopters, Vivid saw its monthly active users grow 2390% in just one year.
  3. Oda: The Norwegian startup provides same-day grocery delivery, and has utilised its profitable position to expand into new markets; forecast to reach ubiquity in Europe over the next few years.
  4. Zopa: Since its founding in 2005, the British fintech has provided a P2P money lending service that is approved by both the FCA and HMRC. Between Q2 2020 and Q2 2021,  Zopa experienced monthly active user growth of 764%.
  5. PhotoRoom: The photo editing app saw 443% growth in monthly active users over the last year. And with the global turn towards e-commerce, the app could become an essential tool for online marketing and branding.

Other Key Findings

In April 2020, daily active users of digital products were up 18.9% compared to four months prior. As of August 2021 activity on digital devices is up a whopping 54.1% overall.

There was a 337% increase in daily active users of fintech products (apps and websites) from January 2020 to August 2021.

Ecommerce has also boomed over this same period, leveling out at a 55.9% increase in daily active users in August 2021 compared to January 2020.

However, the report also states that even though stay-at-home restrictions began in March 2020, it was actually in April 2020 when e-commerce activity really took off.

When compared to the January 1, 2020 baseline, usage increased from 1.22% in March, to 60% by mid-April

These rates of usage were maintained until the 2020 holiday season, when e-commerce activity hit new highs: 143% growth on Black Friday and 126% on Cyber Monday.

However, shoppers took a break on Christmas Day as this dipped down to 35.6% on 25th December 2020 – the lowest rate of activity since October that year.


  • Tyler is a fintech journalist with specific interests in online banking and emerging AI technologies. He began his career writing with a plethora of national and international publications.

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