Forrester’s 2025 Australian Digital Experience Review: Delivering Personalized Experiences And Prioritizing The Customers’ Financial Wellbeing Are Next Frontiers In Mobile Banking

Westpac Dominates Australian Mobile Banking For The Third Consecutive With Tailored Digital Experiences

SYDNEY, 30 September 2025 - A new Forrester (Nasdaq: FORR) report reveals that while Australian banks have improved their mobile app experiences, most still don't provide personalized digital experiences or tools that help customers manager their long-term financial health. According to Forrester's 2025 Financial Services Banking Survey, 69% of Australian online adults used a mobile banking app in the past month, making it the most preferred channel for banking. Yet Forrester's Customer And Brand Experience Survey, 2025, shows that the average Customer Experience Index (CX Index™) score for Australian banking customers falls into the "OK" category.

To evaluate the quality of the Australian mobile banking experience, Forrester reviewed the mobile apps of four major Australian banks: ANZ, CommBank, NAB, and Westpac to identify strengths, best practices, and areas of opportunities to deliver sophisticated, secure, and personalized digital interactions.

Key takeaways from the research include:

• Westpac excels with proactive, personalized experiences. For the third year in a row, Westpac's mobile app scored the highest in Forrester's Digital Experience Review™. The bank offers personalized insights and actionable recommendations, such as prompting users to top up low balances, and educate them on how to prevent future charges.

• CommBank shines in account management and investment features. CommBank's investment hub is a key differentiator, providing educational content and intuitive comparison tools that help customers choose investment products based on their experience level, goals, and risk appetite.

• Proactive fraud prevention is becoming a key differentiator. Leading banks are moving beyond basic scam warnings. CommBank and NAB pause payments when a potential scam is detected, and Westpac's SaferPay feature detects payments to potential scammers by asking a series of questions to validate the transaction.

"Australian banking customers expect more personalized experiences from their banks, beyond everyday transactions, " said Zhi-Ying Barry, principal analyst at Forrester and lead author of the report. "Leveraging AI-powered insights is a huge opportunity of Australian banks to help customers stay on top of their finances and and improve access to services."

To access this research or arrange an interview with a Forrester analyst, please contact [email protected].