Peer-to-peer payment apps like Cash App, Paypal, Venmo, and Zelle have been the most downloaded finance apps in the US in 2023. Although Cash App leads the pack in terms of overall US downloads for finance apps, its download growth has slowed materially in the post-pandemic period, indicating market saturation. As a result, Cash App and its competitors have expanded their services to include consumer banking and have shifted their advertising strategies to promote debit card services and stock and crypto trading.