In 2026, Freedom SuperApp’s monthly active user base reached 2.59 million people, up 154% year over year. Average daily active users grew almost 3.5-fold, to 634,600. This growth is driven by banking products and everyday services that give users additional reasons to use the app regularly.
We take a closer look at exactly which products attract customers, and why.
GHow Much Has Freedom SuperApp’s User Base grown
The number of users of Freedom Holding Corp.’s super-app reached 5.67 million by the end of June 2026. By comparison, when the super-app launched two years earlier, its user base stood at 107,000 people.
The sharpest increase in Freedom SuperApp’s customer base occurred in January 2025: the number of registered users jumped 146% at once, from 536,000 to 1.32 million. This followed the launch of a referral program that let users earn bonuses for inviting friends to SuperApp. To take part, a user shares a special link or promo code, and the invited user registers and completes an action specified by the program’s terms, such as making a payment or signing up for a product.
MAU grew 154%, DAU almost 3.5-fold
MAU is the number of users who opened the app during a month, while DAU is the average daily audience. Together, these metrics make it possible to gauge both the scale and the regularity of the service’s use.
In March 2026, Freedom SuperApp’s MAU grew 154% year over year, from 1.02 million to 2.59 million users. Average daily active users increased almost 3.5-fold, from 183,000 to 634,600 — a rise of roughly 247%. This dynamic shows that SuperApp’s growth isn’t driven by new sign-ups alone: users are regularly coming back to the app for payments, transfers, purchases, investments, and other everyday tasks.
From A Banking App To A Superapp
Timur Turlov, the holding’s founder and majority shareholder, calls Freedom SuperApp the “heart” of the entire ecosystem, since the app gives users access to all of its services, from financial platforms to everyday services. Unlike a classic banking app, SuperApp offers a wide range of everyday use cases. Users get a single entry point for transferring money, paying for services, applying for a loan or insurance, checking their investment portfolio, and handling other everyday tasks.
In the banking section, users can open accounts, issue cards, place money on deposit, and manage their existing products. Freedom Bank offers cards for different needs: multicurrency, investment, deposit-linked, social, children’s, and others. Cashback on some cards can reach 25%.
Lending products include mortgages, auto loans, cash loans and loans for immediate needs, and refinancing. Freedom is expanding its programs by taking part in government initiatives. For example, in April, Freedom Bank was the first commercial financial institution in Kazakhstan to announce the launch of a mortgage under the housing construction savings (ZhSS) system, at rates of 5–10%.
Freedom Bank also supports paying for purchases and services, transfers by phone number or card, and topping up accounts. The plans include developing joint payment solutions with WeChat Pay (Tencent) and Ant International (Alipay). Freedom’s clients will be able to make cross-border payments and direct money transfers between Kazakhstan and China, as well as pay for purchases via QR payments.
Through SuperApp, users can take out auto, travel, medical, or property insurance, get access to a brokerage account and securities trading, and use government services.
Lifestyle services let users buy plane and train tickets and tours, purchase tickets for concerts, sporting events, theater performances, and movies, order groceries, use mobile communication services, watch films and TV channels, find auto parts, and order household services.
How Cards, Payments, And Transfers Drive Daily Engagement
One of the main drivers of Freedom SuperApp is its flagship multicurrency card, SuperCard. It combines the functions of a payment card and a deposit: users can pay for purchases, hold funds, and earn interest on their balance. The card supports seven currencies: tenge, US dollars, euros, Russian rubles, Chinese yuan, Turkish lira, and UAE dirhams.
In addition, purchases earn cashback in Freedom’s investment currency. This is a monetary equivalent of an Exchange Traded Note (ETN) whose value is pegged to, and moves together with, Freedom Holding Corp. shares. The ETN has been listed and is traded on the Astana International Exchange (AIX). As a result, the cashback earned on purchases isn’t a fixed bonus: its value can rise along with the holding’s share price. This mechanism lets users with no investing experience get acquainted with stock market instruments through their everyday purchases.
The second driver of engagement is payments and transfers. These are the most frequent everyday operations, and they’re what turns a banking app into a constant financial tool. Users can transfer money, pay for purchases and services, and make NFC and QR payments. The latter are further encouraged through the loyalty program: the base cashback rate is 1% to 4%, with higher rewards available for contactless payments, QR payments, in-app purchases, and the use of partner services.
Freedom is developing digital banking that lets clients handle their banking remotely. Users can apply for a mortgage or an auto loan without visiting a branch. To support this, the holding operates its own certification authority, which allows it to identify new users, open accounts, and issue cards remotely.
For 2024, Mastercard recognized Freedom Bank for a successful strategic partnership and for issuing its first million cards. A year later, in 2025, the payment network Visa presented Freedom Bank with six awards, including for significant growth in card issuance, its work with younger customers, and the quality of its customer service.
