Trends Report

The US Financial Services Customer Trust Index, 2023: Investment Firms

How US Investment Firms Earn Customers’ Trust

January 8th, 2024
With contributors:
David Hoffman , Vijay Raghavan , Sohm Gough , Niraj Patel , Brianna Karls , Aaron Suiter , Jen Barton


Customer trust in US investment firms was flat in 2023 compared to 2022 and remained moderate on average. Customer trust matters because trust drives revenue. Forrester’s Financial Services Customer Trust Index (FS Customer Trust Index) assesses the level of trust customers have with their financial services providers. This report answers the question, “Which US investment firms are earning the most customer trust and how are they earning that trust?” across 11 US investment firm brands that were analyzed as part of the FS Customer Trust Index in 2023. Customer experience, digital, and marketing executives can use this report to inform their ongoing improvement efforts to earn customers’ trust.

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