Above all, trust is essential to customers' relationships with financial companies. It's critical for banks, brokerages, wealth managers, auto and home insurers, life insurers, fund companiesand credit card companies. But which are the most trusted financial companies?
To find out, Investor's Business Daily and TechnoMetrica Market Intelligence conducted a survey in two phases of over 6,000 consumers. We asked which financial companies rank highest in five trust attributes that customers consider most important to trust. Those attributes are:
- Commitment to protecting privacy and data security
- Quality of products and services
- Ethical practices and values
- Fair pricing and fees
- Customer service/treatment of customers
An overall IBD Trust Index was calculated based on customer ratings for the five trust attributes. Here, we present the 25 Most Trusted Financial Companies. (Read more about the survey results, including the methodology. To see the top three companies in each of the eight types of financial businesses included in the survey, click on the industry names above.)
This article was originally published on September 20, 2021, and was updated on November 12, 2021.
Read The Full Report On The Most Trusted Financial Companies
25 Most Trusted Financial Companies By IBD Trust Index Rating
| Rank | Company | Category | Trust Rating | Data Privacy | Quality | Ethics | Price | Customer Service |
|---|---|---|---|---|---|---|---|---|
| 1 | USAA | Auto Insurance | 91.1 | 93.0 | 95.3 | 91.6 | 84.1 | 89.7 |
| 2 | USAA | Home Insurance | 90.1 | 93.9 | 92.3 | 91.5 | 82.3 | 88.7 |
| 3 | Vanguard Brokerage | Online Brokers | 89.8 | 91.5 | 89.2 | 90.8 | 87.8 | 89.1 |
| 4 | Charles Schwab | Online Brokers | 88.6 | 90.0 | 88.1 | 89.1 | 86.4 | 88.8 |
| 5 | Vanguard | ETF/Fund Companies | 88.5 | 90.3 | 92.8 | 85.7 | 86.3 | 86.0 |
| 6 | Fidelity | ETF/Fund Companies | 88.0 | 89.4 | 90.4 | 88.6 | 82.3 | 88.1 |
| 7 | T. Rowe Price | ETF/Fund Companies | 87.9 | 87.7 | 90.8 | 89.0 | 83.3 | 87.9 |
| 8 | Discover | Credit Cards | 87.0 | 90.5 | 90.1 | 84.5 | 80.5 | 88.1 |
| 9* | Fidelity | Online Broker | 86.8 | 89.1 | 88.7 | 87.1 | 82.6 | 85.5 |
| 10* | Ameriprise Financial | Wealth Managers | 86.8 | 93.6 | 87.3 | 88.5 | 75.9 | 86.0 |
| 11* | TD Wealth | Wealth Managers | 86.0 | 87.6 | 87.0 | 86.8 | 77.8 | 89.9 |
| 12* | TD Ameritrade | Online Brokers | 86.0 | 89.6 | 87.9 | 85.0 | 82.0 | 83.8 |
| 13 | USAA | ETF/Fund Companies | 84.8 | 85.5 | 89.2 | 85.5 | 78.4 | 84.2 |
| 14 | Fidelity | Wealth Managers | 84.6 | 90.5 | 85.8 | 84.2 | 75.5 | 85.3 |
| 15 | Charles Schwab | ETF/Fund Companies | 84.3 | 86.6 | 86.9 | 82.9 | 80.8 | 83.1 |
| 16 | Erie Insurance | Home Insurance | 84.2 | 86.6 | 87.7 | 83.6 | 75.2 | 86.2 |
| 17* | Schwab Private Client | Wealth Managers | 83.4 | 87.9 | 82.7 | 86.2 | 74.4 | 84.3 |
| 18* | American Express | Credit Cards | 83.4 | 89.1 | 89.8 | 84.6 | 65.1 | 85.1 |
| 19 | Auto Club Exchange (AAA insurance) | Auto Insurance | 83.3 | 86.0 | 87.4 | 88.0 | 68.3 | 84.2 |
| 20 | Ally Invest | Online Brokers | 82.5 | 83.8 | 85.5 | 80.6 | 80.9 | 81.1 |
| 21 | T. Rowe Price | Wealth Managers | 82.2 | 85.7 | 86.8 | 82.5 | 73.3 | 80.2 |
| 22 | American Funds/Capital Group | ETF/Fund Companies | 82.0 | 85.2 | 86.5 | 83.2 | 71.0 | 81.9 |
| 23 | Merrill Edge | Online Brokers | 79.7 | 84.6 | 80.0 | 82.4 | 74.0 | 75.6 |
| 24 | ARK Invest | ETF/Fund Companies | 79.5 | 86.2 | 79.8 | 81.3 | 69.0 | 78.7 |
| 25 | Northwestern Mutual | Life Insurance | 79.4 | 86.8 | 83.1 | 81.0 | 63.5 | 79.4 |
*Ranking is based on unrounded numbers.
Source: IBD/TIPP Poll of 343 respondents in June-July 2021 in phase one, and in phase two, 6,578 respondents conducted July-August 2021.
The Most Trusted Financial Companies logo and accolades are available for licensing through Investor's Business Daily's partner, The YGS Group, by email at [emailprotected] or at 800-290-5460.
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