Why Do Digital Wallet App Startups Fail

Why Do Digital Wallet App Startups Fail

Apple's first wallet app was launched in 2014. Few people could have imagined that it would become as popular as it has. Most consumers now prefer wallet apps, which eliminate the need to carry around cash. The majority of smartphones are compatible with wallet applications. This shows the huge potential of startups. You can target all smartphone users around the world with a wallet application. While starting an eWallet App Development Services startup may seem appealing, it poses its fair share of difficulties. Many startups hope for greater success through eWallet applications; therefore, understanding their essence before devising strategies to avoid potential roadblocks are of critical importance.

Which is the best time to invest?

The best time to invest is influenced by several factors, including your financial goals, risk tolerance, and investment horizon. Here are some key points to consider:

Fintech Technology Gains Popularity

Over 10,000 fintech startups exist in the world, which together make up the global fintech market worth trillions. Fintech firms are considered bankable because they provide a smooth user experience. The low entry barrier and scalable tech offer an attractive investment outlook. The ease of integration into associates' domains is another plus.

 The abundance of APIs

Fintech startups and financial companies are collaborating more frequently than they do currently. One factor that has prompted such collaborations is the availability of public APIs, also known as open-source APIs. Fintech companies are a subliminal sign of a need for more open-source APIs. This is to make it easier to work with big financial institutions. APIs are not the cause of Fintech, but they do enhance business opportunities in the financial services industry. The following APIs, for example, have simplified the lives of users:
  • Payment Processing APIs - Fintech developers have developed solutions using these APIs to allow merchants to accept multiple payment methods.
  • Lending program APIs – They automate the loan issuing workflows.
  • Regulation technology APIs – RegTech is a new branch of Fintech that offers options for app developers to verify users.

Rising government interest

The pandemic revealed inadequacies within the federal financial infrastructure. Los Angeles is a prime instance of this, as it failed to distribute financial aid equitably to communities in need. State authorities invested more in Fintech to combat this and partnered up with Mastercard. This latter helped collect donations through text messages and then distribute them to the recipients via debit cards. The digital future will require more collaborations like the ones mentioned above.

Consumer Mindset

Even basic banking services are expected to be more advanced by customers due to the increased adoption of the Internet and digitization. Fintech is no exception. 24/7 availability of service is essential. Fintech startups that fail often have customers who expect instant solutions to their problems, particularly when it comes to financial issues. Brand loyalty is also thrown out the window.

A pumped-up Workforce

Fintech companies have been rated as more than satisfactory by their employees. Fintech companies received a 4.1 rating from 15 fintech employees in a recent survey. We're confident that you can find professionals to help you with your project who are passionate about what they do and not just treating it as a job. FinTech is a great investment for companies. There are many reasons to do so, including the security of financial data, global blockchain adoption, and digital wallets' popularity. All the factors mentioned above lead in a positive direction.

What Is an eWallet Application?

A wallet app allows you to carry your wallet digitally. A wallet app is more than just a payment app that lets you use your smartphone for payments. The wallet app can replace all the items that are usually kept in a wallet. Credit cards, cash, and membership cards are all included. The app allows you to store all of the necessary information in digital form, so you don't have to carry it around with you. You can easily perform different types of transactions. You can verify your purchases quickly at the point of sale. Your credit card number is not visible when you transact through an app. Your data is, therefore, protected from prying eyes and fraud. Most wallet apps offer users rewards. Each wallet app may provide users with discounts on certain items.

Why do digital wallet app startups fail?

Why do most startups fail? You need to be an entrepreneur who knows how to survive in a competitive market. These are the most common reasons that mobile applications fail.

Poor Planning

Entrepreneurs must plan carefully to reach their goals. To compete in the market, a startup must plan properly. Before starting your business, you should ask yourself three questions:

  • What type of app would you like to create?
  • Will people use this app, and is there a need for it?
  • Can you provide the resources and team required to develop this app?

Timing Your Finances

Please don't confuse the fact that the investments have increased over time with the idea that you will always be able to get money when you want it. It is a myth that a handshake with a potential investor will result in immediate funds being released. The investor could wait anywhere from 3 months up to 1 year before releasing the funds. Plan at least six months of the time when you will need to borrow money. Fintech failures are a sign that investors prefer to wait for the best time to invest rather than waste their money on wannabes.

Customers need to be understood.

You can only be product-centric if your industry or niche is. You must instead think about your clients because this requires a thorough understanding of their behavior. This is why marketing and business are so focused on customer behavior today. Digital wallet app startups often need to understand their customers better. Most businesses overestimate their market, assuming that everyone who uses a smartphone app will also use a mobile wallet.

Mobile app development services differ significantly from digital wallets; thus it's vital that we remember this distinction. It's because it is a new way to transact. People who are used to buying with credit cards or cash may initially resist this new technology. It would be best if you adapted your business model to reflect this inactivity. You must, therefore, create a strategy that helps you sell your wallet app while also changing the mindset of customers. Cashback and discounts will only solve the problem in the short term. You must change this consumer behavior if you wish to win the race. Change customer perception by changing customer service, marketing campaigns, and your overall business model.

They Misunderstand Their Offer

Mobile wallets do not only refer to mobile wallets. Mobile wallets are so much more. All industries are affected by this. The business owner must go beyond the surface of their product. Features and attributes are important. It would be best if you sold a solution to your customer and an added benefit. You'll find that the majority of people will need to consider your app to be relevant enough for them to change their buying behavior. Recognizing and understanding the significance and advantages of a eWallet App Development Cost are of utmost importance, while making sure effective marketing occurs is paramount to its success. Neglecting this aspect has led to numerous digital wallet app startups fail due to lack of focus. Do not become one of them by disregarding this aspect.

Incompetent design

Poor design is the main reason why most apps fail. Your app is likely only to succeed if your design is visually appealing and user-friendly. Consider your users when designing your app. Users prefer to learn simple apps. People prefer attractive and simple apps that allow them to click one button after another intuitively. Apps should be designed for ease of use, simplicity, and clear visuals. Commonwealth Bank's app is easy to use for anyone, even if it's their first time. This app's home page includes important information about the business, and the headers clearly show the navigation. Presentation is important. If you don't like your app's design, it won't be used.

Ignoring Federal Rules

Fintech startups could find solutions by following the rules and regulations of federal institutions in the US. The US, although not free of flaws, is an excellent example of how financial institutions are governed and the penalties for non-compliance. Some of the biggest financial institutions in the world were fined heavily for failing to comply with local laws. Red tape is not only present in the operation of the app but also during the development phase. Fintech app designers must use acceptable practices to reach the business end of the app. They could include respecting local/international privacy/data laws.

Dependency of the User

In general, mobile apps depend on the end-users. When it comes to apps that discuss one's confidential or secure information, like UPI PINs, account details, or medical backgrounds, people abandon these mobile apps as a result. People still need to be more confident in saving their card details and account information in mobile apps. Lack of digital trust can be one of the reasons why such apps don't perform well or fail on the market.

The Threat of Security

The adoption of financial tools could be faster. This skepticism is the reason why many digital wallet app startups fail. Why is the wallet app a subject of suspicion and doubt? The sheer volume of bank frauds is the main reason. Digitalization is a boon for many, but it also makes our data more vulnerable to data breaches. It is easy to understand why people find it difficult to trust apps for wallets. Wallet apps have failed because they needed to build trust right from the start. It is vital to emphasize the steps you take to protect the information of your clients if you want to be successful in this field. Since wallet apps contain a great deal of sensitive data, a breach can be disastrous.

Wrong Marketing Strategy

One of the reasons why digital wallet app startups fail is because they need the right marketing strategy. Investors invest thousands of dollars to create one good app, but with a marketing strategy, your efforts will be worthwhile. Before launching your app, you should do thorough research and evaluate the companies that are in your industry. You must show the benefits of your app compared to your competitors' app. Starbucks launched a marketing campaign to encourage people to post pictures of their Starbucks drinks on social media. The app download link would appear when people clicked on the images to view them. Starbucks' app marketing campaign increased downloads by incorporating gamification, user-generated content, and gamification into the drive.

Unspecific Audience

Not all customers are yours. The most important factor in determining the success of your app is its target audience. You can only afford to concentrate on the right audience. It is important to understand the behavior of your audience. You can't advertise your app if you don’t know the basic motivation of your audience. Make categories for your potential clients based on their age, device type, occupation, and location. You can then survey each category and find out what they are expecting. It would be best if you never ignored customer feedback. Be sure to confirm the needs of your audience before you launch your app.

Incompatible app

You will never know how well your app performs if you don't test it properly during the development phase. Many startups cut corners or skip the testing phase to save money. The compatibility of your application is unknown, and the performance may suffer as a result. Your app must work well on all devices compatible with the platform for which it was created. The success of your application depends on the optimization of your product.

Extra Updates

It is important to update your software on time for performance and security. However, only a few updates can irritate customers. Many startups need to consider the impact of updates on user experience. Make sure your updates will help you to stay ahead of the game. Snapchat added a messaging function to its app, which is primarily visual, in 2013. The update allowed users the ability to talk and send longer messages without having to leave the app. This update was popular because it simplified communication. You should always ensure that your updates are useful and effective for the user. You may be setting yourself up for failure if you do not consider the user's perspective.

Budgeting Mistakes

Most digital wallet app startups fail due to bankruptcy. Budgeting is essential throughout the entire development and launch processes. You may not be a finance expert, but you are a co-founder of a mobile startup. If you want to be successful, you will need to spend time creating a budgetary plan. CB Insights analyzed 111 post-mortems of startups since 2018 and determined that inadequate cash flow was the main reason for failure. Prepare for several scenarios so that you're aware of the situation when Plan A fails. You are unlikely to make profits in the first year. From startup to IPO, it is a slow and steady process.  Please do not rely on large investors for funding, as they may not be able to provide it in the long term. Prepare a budget to keep your business running day-to-day, year-round. Refrain from assuming that venture capitalists will fund your business. While VC is a good way to secure long-term financing, most firms are very careful with their money, and you may find that other funding options are more accessible to you and your team.

How to make your Fintech startup a success

There are ways to prevent your startup from failing besides bringing in the best Fintech business ideas. The first tip is to improve customer relations and support client services. Customer engagement is key to your startup's success, no matter how advanced the Fintech service or product is. You can also follow these tips to help your Fintech startup grow and succeed.

Empathize with your customer.

Online financial services have become too convenient for customers to pay attention to. Startups are able to surprise customers, while traditional banks may need more organizational agility to shift gears quickly. They can take advantage of the most recent needs and package the services into a single bundle, stealing away important businesses from traditional banks. Fintech companies are a great fit for services like digital wallets, mobile banking, instant payments, and online loans. Fintech companies are expected to provide these services.

Minimalism is a selling point.

Fintech software developers should not overburden their apps with peeping popups and unwanted stickers. Most often, a minimal and convenient app design is the best option. Apps with intuitive functionality that encourage users to complete their goals as quickly as possible are the best models.

Build Trust

When you deliver extra customer service and match your frequency with customers, operations scale automatically, and reputation is built over time and can be destroyed in a single incident. Create an aura around your brand to make people want to be associated. Online audiences are drawn to user-generated social content. You'll never know how many business referrals you could receive.

Keep Innovating

eWallet app development trends that are disrupting the banking industry include blockchain, artificial intelligence, and augmented reality. Business leaders need to be aware of these industrial shifts and incorporate as much as they can into their product suite. Ant Financial, formerly Alipay, is a prime example. What began as a payment portal with a single offering is now a multibillion-dollar company that competes with the likes of JP Morgan Chase, Goldman Sachs, and others.


Success stories and failures are both common. JPLoft, one of the leading fintech app developers, has 600+ technocrats working together to transform products into headlines. You must put your customer's data security at the top of the list if you want to be successful in this industry. If sensitive information is leaked, it can cause many problems. Look at what you can do to provide a satisfactory experience for your target audience. Stay tuned to JPLoft every day for the latest information. We have created everything from dynamic KYC platforms and investment solutions to wealth management software, end-to-end bank solutions, and banking software.


1. Why do many digital wallet app startups fail to succeed?

Digital wallet startups often fail for a variety of reasons, including intense competition, lack of differentiation, poor customer experience, and insufficient market research.

2. What is the importance of market research in digital wallet app startups?

Market research is important because it allows startups to identify their customers' needs, preferences, and trends. If you don't conduct thorough research, your app may not meet the user's expectations.

3. What is the importance of user experience in a digital wallet startup?

The user experience is crucial. Users will only abandon your app if it is clear, easy to use, or lacking in security. Poor UX is a key factor in the failure of digital wallet startups.

4. How important is security to the survival of digital wallet startups?

Digital wallet apps must be secure. A lack of robust security measures can cause data breaches and a loss of trust. This can lead to the downfall of a startup.

5. Is overexpansion a mistake that digital wallet startups make?

Overexpansion can be a mistake. A rapid expansion without a strong user base could lead to financial stress. Focusing on sustainable growth is important.

6. How important is marketing to the success of an app for digital wallets?

Marketing is crucial for attracting new users. Many digital wallet app startups fail because they need to pay more attention to the importance of user acquisition and marketing strategies.

7. What can startups do to differentiate themselves from their competitors?

Differentiation is the key. To stand out from the crowd, startups should emphasize unique features, superior customer service, excellent security, or niche markets.

8. What are some success stories or lessons learned from digital wallet startups?

There are many successful digital wallet startups, including PayPal, Square, and Venmo. These fintech success stories highlight the importance of innovation and adaptability in the industry.