Faster Than Ordering Food: AMF Finds Investing Apps Now Require Single-Digit Clicks to Start

France’s financial regulator, the Autorité des Marchés Financiers (AMF), has raised concerns that fast and user-friendly investment apps may encourage investors to make decisions too quickly.

The AMF conducted a mystery shopping exercise on 14 mobile investment providers between November 2024 and January 2025. The regulator found that users could subscribe to financial products on most platforms in fewer than 10 clicks.

While the AMF acknowledged that smooth mobile experiences improve convenience, it warned that rapid investment processes may reduce the time investors spend considering risks before making decisions.

The review examined customer journeys, including pre-investment information, onboarding processes, and marketing strategies. The regulator found that some apps used notifications, promotions, video-game-style features, and community functions that could influence investment behavior.

The AMF also identified weaknesses in investor information. Some platforms provided unclear details about costs, financial products, and risks, while educational resources varied significantly between providers.

The regulator emphasized that protecting retail investors, especially younger traders, remains a key priority. It noted that as more people use mobile apps to access financial markets, firms must ensure that convenience does not come at the expense of informed decision-making.

The AMF did not disclose the names of the 14 providers reviewed or announce any enforcement actions.