Vision Report

The US Financial Services Customer Trust Index Rankings, 2023

How Well US Financial Services Firms Earn Customers’ Trust

September 13th, 2023
With contributors:
David Hoffman , Sohm Gough , Niraj Patel , Brianna Karls , Aaron Suiter , Jen Barton


Consumer trust in US financial services firms remained relatively weak and largely unchanged in 2023 compared to 2022. Only banks managed a measurable improvement in average trust scores, and even that was small. Customer trust matters more than ever 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 53 US auto and home insurance, banking, credit card, and investment brands. Customer experience and marketing executives in financial services can use this report to inform their ongoing improvement efforts to earn customers’ trust.

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