Connecting to financial institutions' web pages within the Toss app
Cases of up to 347% improvement... "Mutual growth through free support"
Toss announced on the 25th that partner financial institutions have seen their conversion rates improve by close to an average of 50% thanks to the "WebView in Toss" feature, which connects the financial company’s webpage directly within the application.
WebView in Toss is a feature that allows users to complete everything from credit limit checks to applications in one go within the Toss app, without installing a separate app for each financial institution or moving to an external browser. The key point is that users can conveniently complete financial procedures without leaving Toss, while financial institutions can increase their application completion rates.
Toss compared the conversion rates of customers using WebView in Toss with those of customers using the existing method, focusing on financial institutions that have adopted WebView in Toss from 2023 through early this month. The analysis, conducted on loan products, showed that customers using WebView in Toss recorded performance that was on average 48% higher.
The improvement trend is also clear across different types of financial sectors. Both first-tier and second-tier financial institutions saw double-digit increases in conversion rates. In particular, based on the period before and after the introduction of WebView in Toss, some savings banks recorded improvements of more than fourfold, and card companies and banks also showed double-digit growth.
Currently, 30 financial institutions are operating WebView in Toss within Toss’s loan services. WebView in Toss must be individually designed to match each financial institution’s unique authentication framework, security standards, and internal system environment. Rather than a simple linking function, it is closer to a customized implementation project that analyzes each institution’s existing loan process and optimizes it for the Toss environment.
Toss is directly supporting the entire process free of charge, from user interface and user experience (UI/UX) design and development, to testing, post-launch stabilization, and further enhancements. The company plans to maintain this free support policy going forward to strengthen partner financial institutions’ digital capabilities and to improve outcomes for financial consumers.
Consumers can enjoy a proven UX by continuing their loan applications within the Toss app without having to repeat differing application processes for each financial institution. By reducing the interruptions and need for retries that used to occur when moving to external apps, the application experience has become simpler and more stable.
A Toss representative said, "WebView in Toss reduces customer drop-off during applications, thereby improving access to financial services and helping financial institutions enhance their performance," adding, "We will continue working to create a convenient financial environment that satisfies both financial institutions and customers."
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