Open the interactive data dashboard → — a needs coverage matrix, audience segments, and a breakdown of 12 areas by the Rocket Tech research team.
What this study is about
This is a series of materials on how users choose ecosystems, what they stumble over in everyday scenarios, and what solutions bring them back to the app. Each material covers a separate area: from basic payments to investments.
How the study was conducted
The foundation relies on in-depth interviews with Uzbekistanis of different ages and varying experience with banking and payment apps. The Rocket Tech team looked at actual behavior rather than declarations: how people pay, save, order — and why they abandon started scenarios.
Key audience segments
Respondents are divided into four key segments:
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Ecosystem nomads: The segment with the highest satisfaction with current services.
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Functionalists: Focused on practical and targeted solutions to their tasks.
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Youth: An active audience aged 18–24.
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Refusers / Minimalists: The segment with the lowest ecosystem satisfaction.
Key study findings
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Mature areas: Payments and transport are the most developed service types within ecosystems. Payme and Uzum apps share market leadership in these categories.
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Systemic gaps: A critical lack of integrations with payment and banking ecosystems was identified in complex areas like financial accounting, health (HealthTech), children's finances, and investments.
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Unmet AI demand: Information search and processing using artificial intelligence is a major unmet demand among the technically advanced audience. However, mass adoption is currently hindered by a high barrier of trust in AI tools.
Study areas
The study covers 12 service categories (from basic payments to investments). The project presents a needs coverage matrix with scores from 0 to 10, showing how well current ecosystems meet the tasks of each segment.
Below are all the study materials, broken down by key product verticals of Uzbekistan's ecosystems:
| Material topic | Core and focus |
|---|---|
| Payments and transfers | Basic transactions as the foundation of fintech ecosystems and the main entry point for users. |
| Clothing shopping | Marketplace integration into banking apps, e-commerce customer journeys, and online shopping experience. |
| Entertainment and leisure | Ticket purchases, free time monetization, and lifestyle service development within super apps. |
| Artificial intelligence | The technically advanced audience's demand for intelligent search and data processing amid a high barrier of distrust. |
| Grocery delivery | Food ordering scenarios, logistical challenges, and their impact on daily app usage. |
| Transport | Fare payment, vehicle rental, and the development of transport scenarios as some of the most mature on the market. |
| Financial accounting | A critical lack of convenient tools for expense tracking, budgeting, and analytics. |
| Government services | Integration with state databases, service demand, and the level of trust in sharing personal data. |
| Travel | Travel sector development: booking tickets, hotels, and tours directly within the banking environment. |
| Children's finances | A systemic gap in products for young audiences and pocket money management by parents. |
| Health | Barriers and a lack of working medical service integrations (ordering medicine from pharmacies, booking clinic appointments). |
| Investments | A shortage of investment services within current payment environments and an assessment of deferred demand for retail investing. |
Frequently asked questions
Which services are most developed in Uzbekistan's banking ecosystems?
Payment functionality and transport remain the most mature areas, currently dominated by solutions from Payme and Uzum.
In which areas is there a lack of functionality?
Users face systemic gaps and a lack of quality integrations in financial accounting, medicine, investments, and children's banking services.
How do Uzbekistanis feel about AI integration in banking?
Advanced users need AI for data analysis and information search, but this demand remains unmet due to a high barrier of distrust in the technologies.