As digital finance becomes increasingly mobile-first, the financial services industry has seen a surge in mobile innovation. From banking apps to investment platforms and retirement planning tools, award-winning mobile websites and applications are setting new benchmarks in user experience (UX), security, and accessibility.
The MobileWebAwards has honored many of these standout achievements, offering a lens into what’s next for mobile financial UX. Here’s a look at key trends, drawn directly from the industry’s top performers.
Retirement Planning Made Personal and Portable
John Hancock Retirement App (2023, 2022) – Winning Best Financial Services Mobile Application two years in a row, this app shows how intuitive design and personalized investment advice can turn complex retirement planning into a mobile-friendly experience. With seamless account access, goal tracking, and progress visualization, it exemplifies the trend of empowering users with easy-to-understand financial data.
Prudential Retirement Mobile App (2020) also embraced this approach, offering fingertip planning tools with a strong UX foundation to guide participants through their retirement journey.
Fidelity SmartRetire (2018) took things further by integrating both retirement and investment features into a unified app, winning both financial and investment mobile categories.
Takeaway: Financial firms are making retirement mobile—and personal—by offering tools that simulate, project, and track user goals in real time.
UX That Delivers Institutional-Grade Investment Tools
Goldman Sachs PWM Mobile App (2020) stood out by bringing the high-touch world of private wealth management to mobile. Winning Best Mobile Industry Application, it demonstrated that even traditionally complex services can be translated into intuitive, mobile-first solutions for high-net-worth clients.
NetXInvestor® Mobile (2014) by Pershing, LLC, a BNY Mellon company, set an early benchmark for mobile investment platforms by offering secure account access, real-time data, and trade capabilities in a clean interface.
Takeaway: Investment platforms are expected to mirror the speed, security, and polish of consumer apps, while still offering the depth and sophistication investors require.
Financial Services Websites Go Mobile-First and Responsive
SCBX Website (2023) and Billtrust Website (2019) show how modern financial service firms are turning their main web portals into fully mobile-responsive hubs. Navigation, payment tools, and service integrations are designed from the ground up for mobile screens.
BeckWay Group (2017), ICMA-RC’s Public Website (2016), and Blue Hills Bank Corporate Website (2015) each exemplified clean, fast, and accessible design—essential attributes for mobile web experiences.
Takeaway: Mobile websites aren’t just scaled-down versions of desktop experiences—they are now the primary platform for engagement and must reflect that in every design decision.
Credit Unions Leading the Charge in Multi-Category Innovation
American Heritage Credit Union’s Mobile Website (2021, 2022, 2023) consistently swept multiple categories—Best Credit Union Mobile Website, Best Financial Services Mobile Website, and even Best Investment and Non-Profit Mobile Website in 2021.
This winning streak shows how credit unions, often thought of as tech-laggards, are outperforming in user-centered mobile design, offering robust tools across loans, savings, and investments.
ASE Credit Union (2021) and MACU Website (2015) also demonstrated excellence in providing intuitive and responsive member experiences.
Takeaway: With fewer resources than large banks, credit unions are leveraging strategic design and member-focused UX to compete—and win—on mobile.
Innovation in Mobile Banking Interfaces
Beyond traditional apps, banks are focusing on feature-specific mobile solutions.
AI-Enabled Mobile App for Currency Detection by Daffodil Software (2020) showcases how financial services are embracing emerging tech like AI to assist with tasks like currency recognition.
Axis Bank (2013), RBC In-Branch Sales Aid (2014), and UBS Mobile Banking App (2013) offered early glimpses into mobile services designed to supplement in-branch experiences or bridge the gap to full mobile banking.
Takeaway: Specialized mobile tools—whether AI-powered or staff-facing—are becoming key differentiators in user experience and operations.
Design for Security, Speed, and Simplicity
One constant across winners is the emphasis on seamless, secure access—often with biometric login, responsive design, and intuitive workflows.
IQ Option (2016) won for Best Technology Mobile Application, reflecting the importance of frictionless UX in apps that demand both speed and trust. Similarly, MoneyRates.com Mobile Site (2012) emphasized clarity and comparison—important in financial decision-making tools.
Takeaway: Speed and trust are not trade-offs. Winning mobile UX in financial services combines them in elegant, secure designs.
Final Thoughts
Mobile-first is no longer a trend—it’s the standard in financial services. From retirement planning and investment tools to credit union apps and responsive banking websites, the winners of the MobileWebAwards highlight how institutions are adapting and excelling in the mobile age.
As the industry continues to evolve, these award-winning platforms offer a clear roadmap for what works: intuitive navigation, personalization, responsive design, and innovative features that empower users wherever they are.
Whether you’re a fintech startup or an established institution, the message is clear—great mobile UX is the key to user satisfaction and long-term growth.
If you’d like to have your financial services mobile website or app included in 14th annual MobileWebAward Competition, enter today at https://www.mobile-webaward.org/mwa/default.asp
