Trends Report

The Canada Financial Services Customer Trust Index Rankings, 2023

How Well Canadian Financial Services Firms Earn Customers’ Trust

November 21st, 2023
With contributors:
David Hoffman , Sohm Gough , Aaron Suiter , Jen Barton


Canadian financial firms continue to struggle with customer trust, which stalled in 2023. Trust remained weak across auto and home insurers, banks, and credit card firms. Only investment firms saw moderate levels of trust on average. Customer trust matters because trust drives revenue. Forrester’s Financial Services Customer Trust Index helps financial services firms assess the level of trust customers have with them. This report reveals the trust scores and rankings of 26 Canadian auto and home insurance, banking, credit card, and investment brands. Customer experience and marketing execs in financial services can use this report to inform their ongoing efforts to earn customers’ trust.

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