Summary
Two years after a near collapse of the financial system, consumer trust in many US financial institutions has returned. But some firms rank much higher than others in our customer advocacy ratings. Smaller banking institutions outpace the big US banks — and are taking market share. Independent financial advisors rank much higher than the New York-based wirehouses and have grown client assets at their expense. Insurers rank highest of all, led by USAA. Smart eBusiness and channel strategy professionals will take lessons from customer advocacy leaders, such as simplifying their customers' lives.
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