Custom product pages for finance apps

Which pages can a finance app make?

One per money goal. People rarely open the App Store wanting “a finance app”; they want to stop overdrawing, clear a card, or put something aside for a trip, and each of those needs a different first screen to believe you. A custom product page gives each goal its own screenshots, app previews and promotional text, and with its own keywords it appears in search for them instead of your default page.1 The basics are in the complete guide to custom product pages.

A plan for Brindle, a made-up budgeting and saving app:

The searches are examples of how people put these goals, not measured volumes. Your keyword field and ad reports show which ones you appear for.

What do the top 100 Finance apps lead with?

The most common lead is a feature, in 47% of their first screenshots. We read every screenshot of the top 100 free Finance apps on the US App Store on October 9, 2026, 581 in all, and counted the first of each set, the one people see first. The full set, app by app, is on the Finance page of the App Screenshot Index.

The shares do not add up to 100: a headline can do two of these at once, and some do none (a slogan, a single word, the app’s name). Headlines are quoted as the apps wrote them, without saying whose they are.

Finance is a category where people worry first, yet only 4% of the leaders’ first screenshots lead with trust and 4% with an outcome, against 47% with a feature. A large bank can lean on its name. A smaller app making a page for a single goal has room to say what life looks like when the card is paid off, or what keeps the money safe, and look unlike its neighbours.

These numbers describe what leading apps do, not what causes installs. A top app ranks for its brand, its budget and its age as much as for its screenshots, so read the table as the conventions your page will sit beside in search, and decide whether to match them or stand apart.

What goes in the first screenshot of each page?

The goal’s screen, with numbers a visitor could imagine being their own:

1. Lead with the goal, not the dashboard.A debt page opens on the payoff plan. A savings page opens on the fund filling up. The account overview is for your default page.
2. Use ordinary, made-up numbers.A balance of $2,340 reads as real life; $184,000 in a savings app reads as someone else’s. Never a real customer’s data.
3. Put the goal in the headline in plain words.“See when each card will be paid off” says more than “Take control of your finances”.
4. Name the person when the page is for one.Couples, freelancers and students each manage money differently. A page for one of them can say so.
5. Answer the worry in the set.One screenshot on how accounts are connected and protected, said as fact. Proof such as a rating belongs here only if it is true for the app today.

What will App Review look at?

Every page is reviewed against the App Review Guidelines, and finance has more of them than most categories.1

• Fictional accounts only. Screenshots should display fictional account information instead of a real person’s data, and you must hold the rights to everything in them.2
• No promised returns or false prices. Promoting services the app does not offer, or a false price, is grounds for removal.3 “Earn 8%” or “Free forever” on a page needs to be exactly true.
• Loan terms in full. Apps offering personal loans must clearly disclose all loan terms, including the maximum APR and payment due date; the APR may not exceed 36% including costs and fees, and full repayment may not be required in 60 days or less.4
• Crypto and trading. Crypto exchanges must be licensed where offered, and crypto apps may not offer currency for tasks such as downloading other apps.5 Binary options trading is not permitted, and apps for CFDs or other derivatives must be licensed in every jurisdiction they serve.6 A page for “start trading” cannot outrun those rules.
• Who submits. Banking and financial services apps should be submitted by the legal entity that provides the services, not an individual developer.7

If a page comes back anyway, see what to do when a custom product page is rejected.

How many pages should you start with?

Start with the searches you already get traffic from. Sort the keywords you already appear for into goals, add any Apple Ads ad group themes and partner links that already send people, and make the page with the most people behind it first. Add the next when it has its own route in. How many custom product pages you need has the full method.

How do you know a page works?

App Analytics reports each custom product page’s product page views, downloads and conversion rate, so you can compare it with your default page.8 Data for a page appears once it has at least five first-time downloads.8 For a finance app, look past downloads too: Apple also reports retention and average proceeds per paying user for each page, which shows whether a page brings people who keep using the app.18 The steps are in how to measure custom product pages.