Open the interactive data dashboard → — player map, engagement metrics, and a breakdown of 12 areas by the Rocket Tech research team.
What this research covers
A financial ecosystem (super app) in Kazakhstan is a multifunctional digital environment that covers not only users' transactional needs but also daily tasks: buying food and tickets, paying for transit, accessing government services, and managing healthcare.
This hub brings together a series of articles on how users choose ecosystems, the barriers they face when using various services, and the solutions that help fintech players increase audience engagement.
Methodology
The Rocket Tech team prepared this research. The focus is on how people actually behave in Kazakhstan's leading banking apps and where their journeys break down.
The study relies on in-depth interviews with Kazakhstanis of different ages, genders, and levels of experience with financial technology.
The analysis identifies current product blockers (UX gaps, infrastructure issues, trust barriers) and provides practical recommendations to improve the user experience across both financial and non-financial services.
Key audience segments
To better understand the user experience, all respondents were divided into five key cohorts. Each has its own logic for interacting with money and limits on trusting technology:
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Normies: Basic users whose choices are often driven by inertia and habit. They value simplicity, clear interfaces, and want results without extra clicks.
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Pragmatists: The most satisfied segment. Rational users whose choices rely on calculation (cashback, benefits, speed). They expect transparent pricing and a seamless customer journey from ecosystems.
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Old-schoolers: A conservative audience that struggles to adopt new technologies (like AI or complex investments). They prioritize reliability, familiar mechanics, and quality guarantees (such as fresh groceries during delivery).
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Financially literate: Advanced users who feel constrained by standard banking charts. They demand cross-bank aggregation and complex analytical tools. They are ready to trust AI assistants but currently have to track finances in spreadsheets.
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The burned: A segment with total distrust of banking ecosystems due to past outages, account blocks, or bad refund experiences. They fear "digital slavery" and hidden fees, and strictly reject personal data integration (medicine, government services).
Key findings
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Payments bring them in, delivery keeps them. QR codes and transfers are why people install the app, but food and grocery delivery make them open it every day.
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From "what was spent" to "what to do next." Simple spending charts are no longer enough. Users expect analytics and AI assistants to provide forward-looking tips: where to save and what to watch out for.
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Online answers for offline. Once a bank sells tickets, tours, and goods, it becomes responsible for offline problems—canceled flights, returned items, late couriers. Without partnerships and logistics, these scenarios break trust.
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Government services are the peak of trust. A bank that reliably connects a client to the state (documents, payments, certificates) gains the most loyal audience. But a single synchronization failure triggers data fears.
Research areas
Below are all the research materials, broken down by key fintech ecosystem product verticals:
| Topic | Core focus |
|---|---|
| Seamless payments and transfers | How P2P transfers and QR payments determine the choice of a primary banking app, and why payments are the entry point to a super app. |
| Food delivery and e-grocery | Why delivery services become the core of super apps and drive DAU (Daily Active Users), despite logistical challenges. |
| Transport and micromobility | Integration of transport scenarios (MaaS) and barriers when paying for transit, renting scooters, and carsharing. |
| Installments (BNPL) and e-commerce | How built-in banking marketplaces changed shopping culture and the refund problems users face. |
| Entertainment and lifestyle | Monetizing free time, buying tickets, and creating emotional value through social features like bill splitting. |
| Personal finance management (PFM) | The evolution of PFM services: why manual tracking fails and why the shift to proactive AI assistants is necessary. |
| Travel-tech in fintech | How banks replace tour operators through travel bonuses and installments, and why 24/7 chat support matters. |
| Digitizing government services (GovTech) | Integration with state databases (eGov) as a powerful driver of audience loyalty and ways to combat outages. |
| Retail investments | Democratizing brokerage services, financial literacy issues, and gamifying investments for beginners. |
| Kids' fintech | Apps for first money: balancing strict parental control with an engaging, game-like experience for the child. |
| HealthTech and telemedicine | Integrating pharmacies, clinics, and medical profiles into a single customer journey within a banking app. |
| AI and personalization | The role of artificial intelligence as an invisible, proactive assistant capable of solving non-standard tasks. |
Frequently asked questions
What is the main driver for using a super app in Kazakhstan?
Payment functionality (QR, P2P) is the basic entry point, but food and grocery delivery make users open the app every day.
What is the main problem with non-financial services in banks?
Users most often face a gap between a convenient banking interface and the actual customer experience (courier issues, flight cancellations, unavailable medications, refund failures).
Why do banks turn into aggregators for government services and tickets?
Integrating lifestyle services, government services, and transport allows ecosystems to monetize users' free time, accumulate data on their interests, and increase loyalty by acting as an indispensable daily assistant.