Banking is fundamentally an industry of trust. Building and retaining customers’ trust is vital to the survival and success of a financial institution. The inaugural edition of Javelin’s Trust in Banking Leader awards is based on the Trust in Banking study which provides financial institutions deep insights into this most important aspect of the relationships with their clients and identifies concrete steps that can be taken to strengthen the degree of trust that customers have in their respective financial institutions. Overall leaders in trust are ranked by two key aspects of trust -- reliability (how well accountholders believe their FI keeps their commitments) and goodwill (how well accountholders believer their FI looks out their customers’ best interest) -- among their customers.
Javelin ranked 17 of the largest FIs in the U.S. according to the level of trust accountholders reported for each bank or credit union they identified as their primary FI. Consumer data in this report are based on information collected in two random-sample panel surveys:
Financial institution rankings were derived from responses to questions about reliability and goodwill by respondents identifying each bank or credit union as their primary financial institution.