78% of Consumers Use Brand App Financial Tools—But 80% of Brands Aren’t Ready, Galileo Research Finds

Consumer Demand for In-App Financial Services Outpaces Brand Readiness

While consumers have quickly adopted financial features in brand apps—from saved cards to instant refunds—most brands remain behind the curve. According to Galileo Financial Technologies, soon to operate as SoFi Technology Solutions (NASDAQ: SOFI), a striking 80% of brand executives acknowledge the need to launch integrated financial services, yet only 20% have acted. In a market where 54% of consumers are already comfortable using brand apps for instant refunds, the window for brands to catch up is quickly closing.

Payment Experience Drives Customer Loyalty and Brand Selection

Half of all consumers have actively chosen one brand over another simply because paying or getting a refund was easier. This direct correlation between payment experience and loyalty is only growing stronger. In fact, 63% of customers say they’re more likely to stick with brand apps that make transactions faster and easier, while 20% say integrated payment options drive more frequent purchases. In today's competitive landscape, features like seamless checkout, instant refunds, and robust rewards are no longer a differentiator—they’re a requirement.

Brands Face Urgency—But Only a Small Minority Have Implemented Integrated Financial Services

Despite the surge in consumer demand, only 1 in 5 brands have launched embedded finance solutions. Three out of four executives say competitor offerings have triggered a sense of urgency, and 70% report losing customers to rivals with stronger financial features. Economic pressures are accelerating the shift: 24% of consumers changed their payment methods last year due to rising prices, with many switching to apps that offer better rewards or more flexible options. Still, the majority of brands lag in implementation—effectively increasing risk to customer loyalty and market share.

Operational Risk and the Need for Strategic Partners Highlighted

The research doesn’t just chart consumer preferences—it underscores operational pains. Brands aren’t just worried about keeping up; they also want to offload risk. About 62% of executives prioritize fintech partners that can assume liability for compliance, fraud, and operational complexity, underscoring a critical consideration for companies eyeing a seamless transition into embedded finance.

Takeaway: Embedded Finance Is Now Table Stakes—Will Brands Catch Up?

Galileo’s findings spark a pivotal question for both brands and investors: As almost all brands indicate plans to launch integrated financial services within the next 18 months, can late adopters rapidly close the gap before loyalty is lost for good? With technology partners like Galileo (a SoFi division) ready to bridge these divides, much of the competitive landscape will likely hinge on how quickly—and smoothly—companies can pivot.

The report offers a window into not just technology adoption, but the reshaping of customer relationships. As embedded finance becomes a must-have rather than a maybe, expect the next wave of brand loyalty to be won or lost at the checkout. For SoFi and its Galileo division, the numbers suggest the real competition is just getting started.

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