App Store Keywords for Finance Apps: Where Banking, Crypto and Tax Terms Land

Cells are estimated volume / estimated difficulty (0-100). Phrases were English in every storefront.

"Banking" is the clearest example of a head term: a score of 100 on both scales appears when the top 10 are apps with very large rating counts. "Mortgage calculator" shows the opposite problem, a phrase that exists in one market. Its 3 / 0 elsewhere mostly means that the English phrase has no local use, not that Germany or Japan are untapped. "Tax" is the opposite surprise: volume stays near 40 to 50 even in Japan and France, because tax tools carry demand in every country, even though the apps behind them differ.

Finance sits just above the median on every measure, with one exception: the exact-title share of 43% is almost identical to the median of 43.5%. By storefront the share ranges from 67% in Great Britain and 48% in the US to 32% in Japan, so in some markets the whole phrase tends to appear in names and in others it does not. The genre match is good: 86.7% of US results were Finance apps, the other 13% mostly Travel (8.3%) and Business (3.3%), which fits currency tools. The mapping is still approximate across the study.

1. Check each phrase in the market you serve. The mortgage row is a reminder that a phrase can be a good idea in one storefront and meaningless in another. See ASO for small storefronts.
2. Rank candidates by both columns. "Currency converter" has a mean difficulty of 31.0 against a mean volume of 47.2, a better ratio than "banking", which asks 72.7 for 78.0. The guide on choosing keywords you can rank for shows how to weigh them.
3. Be careful with regulated claims. Keyword research tells you what to say in metadata; it does not tell you what claims are allowed. Apple's App Review Guidelines apply separately.
4. Look at neighbours. An accounting or invoicing tool is also a Business app; a deal or price tool may be a Shopping app; a currency or trip budgeting tool may be measured against Travel. Apple's guideline 2.3.5 asks for the most appropriate category.

We tested six generic English phrases per category through the iTunes Search API (entity=software, limit=25) in the US, GB, DE, JP, FR and BR and analysed the top 10 results per query, fetched on 2026-11-01: 36 queries and 360 slots per category. Methods and limits are in the research methodology, the research hub and how we measure. Data: category CSV.

LocalASO is a Mac app that estimates keyword volume and difficulty in 52 storefronts, in each storefront's local language. The price is $29 one time, and while the download is free, the app needs a license key to run. See pricing.