Microfinance institutions play a vital role in supporting small and medium-sized businesses and individuals outside the traditional banking infrastructure. However, increased competition in the financial market due to the entry of digital products from both traditional banks and fintech startups requires microfinance institutions to develop flexible digital strategies and quickly introduce mobile services. Mobile applications are becoming a key mechanism for expanding financial inclusion, including in the microfinance sector. Furthermore, growing customer demand for efficiency, transparency, and personalized service is driving the development of mobile app functionality, including online applications, automated decision-making based on artificial intelligence, personalized offers, online assistance, and modern forms of loyalty. Therefore, the aim of this study is to systematize existing knowledge on the need to use mobile applications within microfinance institutions' strategies, identify factors that determine their impact on competitiveness, and formulate recommendations for the effective implementation of digital tools in microfinance institutions. This article identifies the key advantages of using mobile apps in microfinance organizations, analyzes the volume and share of online loans issued in Russia, and compares their mobile apps based on the ranking of popular microfinance organizations. Finally, conclusions are drawn and future growth opportunities for microfinance organizations are identified to improve operational efficiency and customer focus.