The Top 100 Most Loved Financial Services Brands 2020 - Who is winning the hearts of UK consumers?
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The Top 100 Most Loved Financial Services Brands 2020 Who is winning the hearts of UK consumers? savanta.com
Contents
Introduction 03
The power of love 04
Love in the post COVID-19 world 05
What drives love? 06
Which brands are the top performers? 07
The top 20 most loved financial services brands of 2020 08
Top 3 category medallists 09
— Payment platforms 10
— Aggregators 11
— Banking 12
— Neobanks 13
— Retailers 14
— Insurers 15
— Credit cards 16
— Credit check companies 17
— Investments & savings 18
Applying the lessons 19
Three ways financial services companies can inspire love 20
The league table in full 21
No. 01 — 100 22
How Savanta can help you 25
How we support financial services brands 26
How the BrandVue data engine works 27
The team behind the report 28
savanta.com 02
Introduction
04: The power of love
05: Love in the post COVID-19 world
06: What drives love?
savanta.com
Introduction
The power of love
The financial services industry is built question ‘what about when there are a Net promoter score (NPS) is word-of-mouth being such a powerful
on the foundation of trust. Financial number of organisations that I trust’? widely used in financial services to marketing tool, understanding how
products are intangible — we can’t see How do I then choose between them? understand customer satisfaction, many of your customers are active
or touch what we’ve bought. Financial loyalty and reduce churn. NPS promoters is important. When we look
This is where trust is no longer a
products are there to protect and provide also tells you how many of your at NPS vs brand trust and Brand Love,
differentiator. When we look at trust
for ourselves, our family and our future. customers are likely to actively a picture emerges showcasing how
of big banks, for example, there is
We therefore need to ‘trust’ financial recommend you and with powerful Brand Love can be:
very little to choose between them.
organisations to look after our money
Other differentiators come into play.
and keep it safe.
Data shows us that if a consumer loves
Many financial organisations had to
a brand, they are more likely to consider
work hard to rebuild trust after the Average percentage of customers who are promoters
and prefer it than if they just trust a brand.
2008 global financial crisis, so it’s not
Looking at average consideration and
surprising that finance organisations
preference of the top 100 brands, the
have focused on how to improve this
following data shows that if a consumer
metric. So, with trust being such a focus,
trusts a brand, that brand is twice as likely
why are we talking about love?
to be considered, however love gets a
There is no doubt that trust remains key. brand further. If a consumer loves a brand,
However, trust is also becoming a hygiene this puts that brand into the preferred
factor. Do I trust this organisation with rather than just considered category.
my money — yes or no? Then comes the Love is a differentiator:
87%
Brand consideration and preference
56%
49%
Prefer
Also consider 59%
53
%
25% Total Those who trust Those who love
46% market the brand the brand
26%
10%
28%
16 %
13%
This data is essentially saying that trust alone about it and recommend it. It’s those
Total Those who trust Those who doesn’t drive customers to be advocates of a who love your brand who are most likely
market the brand love the brand brand whereas love does. When a customer to be brand advocates. This is why love
loves a brand, they are more likely to talk is so powerful.
savanta.com 04
Introduction
Love in the post
COVID-19 world
COVID-19 has disrupted the world and shifted behaviours. It’s been
an emotional time for consumers trying to navigate the new world.
We have seen consumers shifting Customers have valued openness
attitudes towards their finances — and transparency at this time —
they’ve re-focused and re-engaged, which has helped build trust and,
wanting to simplify, consolidate and ultimately, love for brands.
feel more in control.
Things are still uncertain.
COVID-19 has been effectively the Consumers remain in a heightened
biggest behavioural nudge we’ve state of turmoil. Consumers are also
seen in decades. very receptive to messaging about
finances and financial products.
Financial services providers have been
They want to feel in control, they
the ‘good-guys’ this time by supporting
want to feel safe.
customers through the crisis. Providers
who have proactively given gestures Brands who can connect emotionally —
— premium rebates, mortgage or demonstrating empathy, understanding
loan holidays for example — have and commitment to being there for
shown empathy and understanding of customers — are the brands most
customer situations, making customers likely to turn trust into love and stand
feel valued, cared for and looked after. out in the post COVID-19 world.
savanta.com 05
Introduction
What drives love? Brand attributes that drive Brand Love
Helpful
For people like me
Trustworthy
On my side
BrandVue data shows us that the key drivers of brand
Gets me a good deal
love have softer, more personal, and emotional attributes.
Friendly
The chart on the right shows the are supported to resolve an Expert
impact of image attributes on issue or complete a transaction.
driving Brand Love. In essence, the contact was a Approachable
positive and personal experience.
Being ‘helpful’ and ‘for people like
me’ are the key image attributes that At the other end of the scale are more Caring
drive Brand Love. Both attributes reflect functional attributes. This doesn’t
an empathy and an understanding of mean they are unimportant but it Accurate
the customer and their needs. Being does mean they are less likely to
trustworthy is also critical in driving inspire Brand Love. For instance, Dependable
Brand Love — trust clearly remains key being dependable, straightforward
in financial services but is just one and knowledgeable are much less Innovative
aspect of Brand Love. emotional than helpful, friendly or
on my side. Straightforward
‘On my side’ is next on the list,
followed by ‘gets me a good deal’. Being a market leader or being innovative A market leader
Brands that demonstrate they are doesn’t impact love which is much more
there for the customer, are committed about getting the customer a good deal.
Knowledgeable
and help them get a good deal come Consumers clearly aren’t interested if
across as supportive and committed — a financial services brand is fun and
Inspires confidence
that they really care about the customer. entertaining or upmarket.
Last of the top 6 is ‘friendly’. Both All of the top 6 drivers of love are softer, Fun and entertaining
friendly and helpful imply a brand emotional and personal attributes.
that customers feel happy to access — Brands that inspire love are the brands Upmarket
and when they do, they’re treated with that connect emotionally with customers,
empathy, made to feel comfortable and keep it relevant and show commitment.
savanta.com 06
Which financial
services brands are
the top performers?
08: The top 20 most loved financial services brands
09: Top 3 category medallists
10: Payment platforms
11: Aggregators
12: Banking
13: Neobanks
14: Retailers
15: Insurers
16: Credit cards
17: Credit check companies
18: Investments & savings
savanta.com
Which brands are the top performers?
The top 20 most loved
financial services brands
1 PayPal 11 Revolut
2 Visa 12 Animal Friends
3 MoneySavingExpert 13 Barclays Bank
4 Apple Pay 14 Amazon Pay
5 Monzo 15 Compare the Market
6 G Pay 16 Samsung Pay
7 Klarna 17 Lloyds Bank
8 Nationwide 18 ClearScore
9 Post Office 19 Moneybox
10 Mastercard 20 TotallyMoney
The full Top 100 list can be found on Page 22
savanta.com 08
Which brands are the top performers?
Top 3 category
medallists
Context is everything
While there are valuable insights to be seen everyday lives — payment platforms
in how the financial services sector operates offer a simple, safe and protected way
as a whole, brand associations, engagement to spend and aggregators have helped
and support vary by sub-sector. customers compare and save on a
variety of different financial products.
The most loved sub-sectors are payment
platforms and aggregators. Both sub- Touch points are frequent and reward
sectors really enable consumers in their is tangible.
A special shout-out to
We have compiled a 'top 3' list across the following financial services
sub-sectors, appearing in order of average love across the category:
MoneySavingExpert
One of the most loved brands on our It focuses entirely on what’s best for
• Payment platforms • Insurers
panel doesn’t fit into any category, but the customer, rather than commercial
• Aggregators • Credit cards rather, forms a category of its own — gain, maintaining high scores in a
MoneySavingExpert (MSE). league of their own for positive image
• Banking • Credit check companies statements such as ‘on my side’.
MSE — AKA Martin Lewis — employs
• Neobanks • Investments & savings a no-nonsense, accessible approach to MoneySavingExpert is 3 rd in our
financial information, discussion and overall top 100 most loved financial
• Retailers guidance, underpinned by the “cutting brands, just behind the payment
your costs, fighting your corner” strapline. platforms PayPal and Visa.
savanta.com 09
Which brands are the top performers?
CATEGORY MEDALLISTS
Payment platforms
Zoe Davies | Senior Executive
Payment platforms top the leader board PayPal adds value for the
with PayPal and Visa receiving the most customer in terms of reliability
“love”. Both providers enable customers and security. It gives an additional
by giving them an electronic alternative layer of protection by not sharing
method of payment. Customers can customer card or account
easily and securely exchange money details with the merchant.
electronically without the need for
Similarly, Visa is the world leader
physical cash exchange, which has
digital payment network that not
become even more important in
only facilitates credit and debit card
the post COVID-19 world.
providers, but it allows card users to
PayPal was once synonymous with securely make digital transactions.
online auction sites such as eBay, but Their slogan “Everywhere you want
now it is a widely accepted method of to be,” encompasses how widely
1 PayPal online payment. Companies with online accepted they are as a provider
capabilities across the world, including across the globe. They are largely
retailers from Argos to Currys PC World, perceived as secure and reliable
travel agents, supermarkets, and even and have the capability of handling
2 Visa monthly subscription services such as
Netflix, all accept PayPal as a method
65,000 transaction messages
a second.
of payment.
The 3rd most loved brand amongst
A customer’s bank account, credit or debit the payment platforms is Apple Pay.
3 Apple Pay card can be associated with a PayPal For Apple users, Apple Pay can be
account which allows for fast and easy used for contactless payments and
payments to be made by simply typing in the digital wallet means card details
the account password or security key. are stored for easy online payments.
savanta.com 10Which brands are the top performers?
CATEGORY MEDALLISTS
Aggregators
Cicely King | Consultant
Price comparison websites (PCWs) On top of this, CtM has fostered strong
are designed to offer choice, guidance, brand loyalty, within a category with
and save customers as much money little differentiation, through their highly
as possible on essential financial successful reward schemes. Offering
products — and with these savings in tangible benefits such as meerkat toys,
mind, it’s no surprise that PCWs rank 2 for 1 cinema tickets, and restaurant
highly amongst the most loved discounts has pushed CtM into a much-
financial services companies. loved position amongst customers.
Whilst PCWs have begun to diversify MoneySuperMarket sits in 2 nd
their offerings, for example into energy place in the category. Famed for their
and credit monitoring, in a category exciting advertising, MoneySuperMarket
with very little differentiation in the completely repositioned their brand in
service offered, brand love becomes 2019, with an aim to give customers
crucial for growing share. control and a sense of ‘MoneyCalm’ over
their finances. With both new campaigns
Compare the Market (CtM) dominates,
and product offerings, such as energy and
topping the leader board within the
credit monitoring, MoneySuperMarket are 1 Compare the Market
aggregator category, and sitting in
moving into steadier levels of brand love.
the overall top 20 most loved brands.
Compare the Market’s long running, GoCompare (GoCo) takes 3 rd place in the
much loved meerkats campaign has
proven to be one of the most successful
category. With instantly recognisable
advertising in the form of Gio Compario,
2 MoneySuperMarket
brand campaigns of all time, within GoCo have built a highly salient brand.
any category, creating a distinct brand They have recently moved into incentive
identity and highly recognisable brand offers, such as restaurant discounts or
mascot that continues to charm free breakdown cover, proving the category 3 GoCompare
customers with each new iteration. is highly competitive and fast moving.
savanta.com 11Which brands are the top performers?
CATEGORY MEDALLISTS
Banking
Kate Turner | VP
The UK’s biggest building society, Barclays is in 2 nd place in the
Nationwide, tops the banking category for banking category, outperforming
being the most loved. Consistently ranking the other big 4 and is very much
high for customer service, Nationwide seen as the market leader. However,
outperforms big high street banks on it’s notable that among the specific
bank reputation, so it’s not surprising Millennial segment Barclays is the
to see the brand topping this category. number 1 most loved banking brand.
Nationwide is a brand perceived as much Since the global financial crisis in
more accessible to the wider consumer 2008 Barclays has succeeded in
market — it outperforms all competitors engaging the younger generations
for attributes such as ‘friendly’, ‘for people through initiatives such as digital
like me’ and ‘trustworthy’. Its commitment eagles, the let’s go forward campaign,
1 Nationwide to keeping branches open and keeping fraud smart advertising, really easy
the customer voice at the heart of its to use apps and enabling control
advertising through its ‘voices’ campaign over money that matches how
set it apart from competitors. Millennials like to access their funds.
2 Barclays
However, although Nationwide is loved Lloyds is in 3 rd position just
across age groups, it particularly stands behind Barclays. A relatively strong
out for over 50s and sits just behind performance from the traditional bank
Barclays and Lloyds when looking with the ‘by your side’ strapline, Lloyds
3 Lloyds specifically at the younger generations has the highest advertising awareness
(Gen Z and Millennials). of all the category medallists.
savanta.com 12Which brands are the top performers?
CATEGORY MEDALLISTS
Neobanks
Kate Turner | VP
Over the last few years, digital or account market in Q1 2020. Monzo is a
‘neobanks’ have played an important real threat to the main banking brands in
role in putting pressure on traditional terms of Brand Love as it's share grows.
high street banks to up their game in
Revolut currently sits in 2nd place in this
terms of mobile apps, user experience
category. Known for ease and simplicity,
and other digital functions — so much
Revolut has made managing money
so, we felt they deserved a category
incredibly simple and app features
of their own.
help customers to budget, plan and
Monzo is the overall winner in this feel in control. However, we have seen
category, loved for the speed and some drops in trust scores during the
simplicity of the app, its customer pandemic, therefore Revolut will have to
service, and innovations like its work hard to maintain this position.
community. Monzo is the only banking 1 Monzo
Starling is in 3rd place. Its digital
brand that features in the top five
background means it’s responsive and
most loved financial services brands —
technologically agile enough to introduce
showing its success at ‘putting the
love back into banking’.
innovations such as the ‘connected
card’ — a spare debit card for trusted
2 Revolut
The importance of love is reinforced shoppers aimed at vulnerable customers.
by the latest current account switching This has been particularly critical during
figures from BACS published on 30 th the COVID-19 pandemic where many
April 2020 which showed Monzo has the consumers have had to self-isolate and 3 Starling
highest number of net gains in the current rely on others for help.
savanta.com 13Which brands are the top performers?
CATEGORY MEDALLISTS
Retailers
Zoe Davies | Senior Executive
The Post Office is our gold medallist In the last few years the Post Office has
for the retailer sub-sector and it even increased their digital presence, meaning
makes it into the top 10 most loved they are poised as a real threat to more
financial services brands on our established players in the market.
league table, placing it much higher
Tesco Bank wins silver in this sub-sector
than our silver and bronze medallists
but they do come much further down our
Tesco Bank and Asda Money.
league table, ranking in the middle
The Post Office has the highest levels of our top 100. Although they sell general
of awareness when compared to other insurance, offer credit cards, loans and
retailers that also provide financial savings products, they have recently
1 Post Office services. It is so well known to the
UK public partly because it acts as a
closed their mortgage offering, selling
most of their business to Halifax.
hub for many towns and villages and
This attempt at refocusing their attention to
they have more branches than all the
their everyday banking services may have
banks and building societies combined.
2 Tesco Bank It also offers 170 different products
impacted their position on our leader board.
and services, including savings, travel Similarly, our bronze medallist Asda Money
money, loans, insurance, mortgages comes in at number 59 on our leader-
and credit cards. They are in the board. Much like the leaders in this sub-
3 Asda Money process of creating a Customer Hub sector, it has a wide offering in services,
which will bring all their products though the feeling of love towards the
together online. brand is much lower.
savanta.com 14Which brands are the top performers?
CATEGORY MEDALLISTS
Insurers
Kathy Ellison | Director
Insurers don’t feature in the top 10 with Relative newcomer Staysure appears
the highest ranked insurer, the AA, at as the 2nd most loved brand. Founded
number 31. As long-established, widely in 2004 to provide comprehensive
known, traditional British firms, the AA reasonably priced travel insurance for
and the RAC are not surprisingly two the growing number of over-50s within
of the nation’s top three most-loved the UK, it retains a relatively low
insurance brands. Obviously, their awareness. However, their recent focus
breakdown cover, alongside their role as on providing travel insurance with full
insurance providers, ensures they are high COVID-19 cover, when other insurers
in the nation’s consciousness. Both brands
have been stressing what they are doing
have pulled away from this, has made
them stand out from the crowd and
1 AA
to meet the COVID-19 restrictions and meet consumers current concerns.
offering advice on all of their products.
Other well-known direct brands (most
The AA are head and shoulders above
the others and have been for many
notably Esure and Direct Line) are close
behind. Admiral, who have attracted
2 Staysure
years. In recent months their offer of free recent positive publicity with their ‘Stay
breakdown service for all NHS workers at Home Refund’ of £25 to all motor policy
during the COVID-19 crisis as well as their
partnership with regional ambulance
holders, are presently much further down
the list, but we could well start to see a 3 RAC
services has shown their human side. growth in their love and trust over time.
savanta.com 15Which brands are the top performers?
CATEGORY MEDALLISTS
Credit cards
Cicely King | Consultant
Credit cards are no longer simply a way to Aqua takes 2 nd place, a credit card
pay, but a method to earn rewards, plan company focussed on helping customers
travel, gain access to events, and build grow their credit scores. Aqua not only
credit scores. The range of credit card offers credit cards aimed at improving
benefits available and the innovative credit scores for customers with bad
services offered have placed our top or low credit, but also offer a speedy
three winners in the most loved top 100 eligibility checker, as well as tips and
leader board. advice on how to improve credit scores
or budget for major life events, such as
Barclaycard is the category winner.
having a baby. Aqua’s promise to help
As the UK’s first ever credit card,
customers has proved invaluable within
customer awareness is extremely high,
the context of COVID-19, demonstrated
and Barclaycard has built on its legacy by
by their rapid growth in Brand Love as
continuing to innovate and offer best-in-
the year has progressed.
market deals. Barclaycard offers a range
of benefits beyond its attractive rates, Third place in the category goes to
such as an accessible app, or festival American Express. Best known for
and gig ticket discounts. With discounts attractive rewards, American Express
on experiences and high-profile festival maintains very high levels of awareness,
1 Barclaycard sponsorships such as Wireless and despite not being a universally accepted
British Summer Time, it is little surprise credit card in the UK. American
that Millennials have the highest levels Express has tapped into traditional
of Brand Love for Barclaycard in the loyalty schemes through their cards,
2 Aqua category. Beyond the attractive rewards building Brand Love through rewards,
offered, Barclaycard is committed to Avios travel points, and exclusive
helping customers keep on top of card access to experiences. With a brand
payments, manage credit card debt and purpose focussed on supporting SME
3 American Express create repayment plans, firmly placing
them as a much-loved credit card in
businesses, customers are able to see
tangible benefits to using AMEX for both
customers' minds. themselves and their community.
savanta.com 16Which brands are the top performers?
CATEGORY MEDALLISTS
Credit check
Cicely King | Consultant
Whilst always important in financial With an easy to use platform, tips on
planning, the relevance of credit scores improving scores, and personalised
and their effect on financial access has credit product comparison, it’s no
grown in customers' minds within the surprise that ClearScore has been
last few years. With this, new players steadily building Brand Love amongst
have emerged, offering accessible credit customers since its conception.
checks, advice on how to grow scores,
Second place in the category goes
and a tailored comparison service
to TotallyMoney, offering a clean user
of credit products available to the
experience and a brand promise
individual customer.
that their service will always remain
The highly personalised and helpful free, whilst only offering products that
service offered by credit check companies are beneficial to credit scores. As the
has both grown Brand Love and solidified brand purpose is centred around
the relatively new service need in building and improving credit scores,
customers' minds. All three winners in TotallyMoney is particularly popular
this category sit in similar positions, amongst Millenials and Gen Z, with
with ClearScore narrowly taking a top noticeable spikes in Brand Love
20 spot. All three winners offer free within these demographics during
tools and apps that look only to improve the first quarter of 2020, as more
customer’s scores through advice and
credit building products.
consumers become aware of their
financial safety nets within the
1 ClearScore
context of COVID-19.
ClearScore takes first place. A relatively
new company, ClearScore began in 2015 Credit Karma takes 3 rd place in the
and has rapidly expanded to become category. As a US company that have 2 TotallyMoney
one of the UK’s biggest fintech brands. expanded to Canada and the UK,
ClearScore has specifically targeted Credit Karma, like the other winners,
Millennials, focussing on building an offers free advice, an app, and
awareness and understanding of the
need for a healthy credit score in a
credit products personalised to the
customer's score, to both grow score
3 Credit Karma
previously disengaged group. and ensure they will be accepted.
savanta.com 17Which brands are the top performers?
CATEGORY MEDALLISTS
Investments & savings
Robert Seffert | Associate Director
Having savings has long been seen as A markedly higher love score for
a bedrock of guaranteeing financial Moneybox is a key differentiator, as
security among consumers. However, in there is little difference in awareness
the COVID-19 environment we have seen among the top three investment and
this become increasingly more important savings brands.
to consumer peace of mind (particularly
With the second highest love score
those directly financially impacted by the
is Fidelity, which also has a reputation
effects of the pandemic). In many cases
for particularly supporting those new
COVID-19 has acted as a behavioural
to investing, who are often looking for
nudge to get people to save more
simple, easily defined investment
and build a ‘savings safety net’.
options / processes.
Added to this, there is an increased
Just behind Fidelity is Old Mutual.
need among consumers for control
Old Mutual offers a more traditional
and for financial planning, with an
support and investment structure, with
increased use of online platforms and
engagement funnelled through financial
apps to engage with and manage finances.
advisers. Both Fidelity and Old Mutual
Moneybox is top of the investment are close in the top 100, sitting in 32 nd
and savings category, offering an app and 35 th position, some way behind
service for those beginning their savings Moneybox which holds the 20 th spot.
and investment journey.
Just below the top three and worth
Founded in late 2015 and now with mentioning, is National Savings and
over 400,000 subscribers, Moneybox Investment (NS&I). Whilst love for NS&I
advertises itself as an easy to access, is just below Old Mutual, awareness
1 Moneybox easy to use and integrated tool for is far higher than any of the top three
consumers to convert pennies from brands and the highest in this category.
online transactions (‘change’) into The government-backed savings bank
savings/investment contributions. has been impacted by a number of
2 Fidelity This plays to key current consumer actions resulting from the pandemic,
priorities, allowing an actionable way with the government in July increasing
to begin saving and investing, whilst the banks net financing target
catering to the drive for increased control dramatically, which followed an
3 Old Mutual
by linking it to everyday individual small
savings, easily monitored through an
earlier announcement that planned
cuts to variable interest rates were
online tool. being cancelled.
savanta.com 18Applying
the lessons
20: Three ways financial services
companies can inspire love
savanta.comApplying the lessons
Three ways financial 02: Be personal and targeted
services companies It’s not one size fits all. People respond
to personal, targeted messaging that
support people to reach their goals
and remember to keep it simple.
can inspire love
demonstrates an understanding of
Keep it relevant and ensure messages
the customer. Keeping it personal,
are targeted, especially to life stages.
simple and real will show empathy
Think about what the customer wants
and make customers feel the brand
— what are they passionate about?
is on their side.
Then relate products, services and
Assume a supportive role to connect messages to customer passions
emotionally. Helping people feel in and goals. Financial services are
control has emotional benefits for the there to help people reach their
customer — it reduces anxiety and personal goals. By keeping goals
makes people feel happier. Consider front of mind, messages will stay
what guidance can be offered to relevant and cut through.
01: Build an emotional connection 03: I
nnovatethrough personalised
supportive products and services
Data from BrandVue shows us that services, offer guidance and support. Think about the changing consumer Take advantage of the evolving
when brands build an emotional Link solutions to needs and emotional needs and develop innovative consumer relationship with
connection with customers, this has a benefits — help customers reduce products, services and tools to help digital and use new channels
strong influence on Brand Love. People anxiety and feel happier. them reach goals. This could be to develop the personal,
feel connected to brands who they feel saving, managing debt, investing or emotional connection —
Small gestures can have a big
represent and understand them, their even long-term planning. It could even e.g. live chat through an app,
impact — e.g. proactively offering
situation and their needs. be a budgeting tool to help people the opportunity to video call
help, giving rebates on insurances not
stay on top of their finances. Help the rather than audio call, wider
Brands can use language to demonstrate used, communicating about payment
customer feel like they’re getting a acceptance of chatbots,
empathy and understanding of today’s holidays, offering reassurance and
good deal and this, in turn, will make offering advice (or guidance)
emotional challenges — speak to the support. Brands that have connected
them feel the brand is on their side. over Teams and Zoom.
underlying customer need, assume a emotionally and demonstrated they
supportive and helpful role. Help people are there for the customers will inspire
feel in control through products and Brand Love.
savanta.com 20The league
table in full
22: No. 01 — 100
savanta.comThe league table in full
No. 01 — 100 11 Revolut
12 Animal Friends
13 Barclays Bank
01 PayPal
14 Amazon Pay
02 Visa 15 Compare the Market
16 Samsung Pay
03 MoneySavingExpert
17 Lloyds Bank
04 Apple Pay 18 ClearScore
19 Moneybox
05 Monzo
20 TotallyMoney
06 G Pay
21 Credit Karma
22 Starling Bank
07 Klarna
23 Halifax
08 Nationwide
24 Lending Stream
Post Office 25 Pingit
09
26 Barclaycard
10 Mastercard
27 MoneySuperMarket
28 Santander
Our methodology
We capture people’s love for a financial service with the most positive option of our BrandVue 29 Atom Bank
affinity question ‘How would you describe your opinion of the following financial serices
brands?’. The top box ‘Love’ represents the true brand affinity. The table of top 100 financial 30 AA
services is created by ranking the organisations by their Brand Love.
savanta.com 22The league table in full
31 Fidelity 51 Confused.com
32 Simplyhealth 52 Vitality
33 Staysure 53 Tesco Bank
34 Old Mutual 54 esure
35 National Savings & Investments 55 Principality
36 Coventry Building Society 56 Direct Line
37 nutmeg 57 First Direct
38 Canada Life 58 Asda Money
39 NatWest 59 Newcastle Building Society
40 HSBC 60 Danske Bank
41 St James's Place 61 Bupa
42 Aqua 62 Insure & Go
43 Hitachi Personal Finance 63 Tesco Compare
44 GoCompare 64 Elephant
45 Metro Bank 65 Aegon
46 Experian 66 MoneyGram
47 FindAndFundMyCar.com 67 Royal London
48 Satsuma 68 American Express
49 RAC 69 Equifax
50 Rias 70 Western Union
savanta.com 23The league table in full
71 M&S Bank
72 Funding Circle
73 The Co-operative Bank
74 Yorkshire Building Society
75 Churchill
76 Leeds Building Society
77 Scottish Friendly
78 Money.co.uk
79 Aviva
80 Privilege
81 Skipton Building Society 91 Ocean
82 TSB 92 Admiral
83 LV / Liverpool Victoria 93 Bank of Ireland
84 uSwitch 94 Co-operative Funeralcare
85 RSA/Royal SunAlliance 95 MBNA
86 Investec 96 SunLife
87 Hargreaves Lansdown 97 Legal & General
88 Swift Cover 98 Capital One
89 Scottish Widows 99 Be Wiser
90 Prudential 100 Black Horse
savanta.com 24How Savanta
can help you
26: How BrandVue supports financial
services brands
27: How the BrandVue data engine works
28: The team behind the report
savanta.comHow Savanta can help you
Audience Brand
understanding performance
• Demographics • Awareness
• Household • Familiarity
• Employment • Advantage
• Sector behaviour • Brand status
• Interests • Affinity / Love
• Media • Open image associations
• Online / Social • Stated image associations
• Advertising
Using filters to show
Shown by customer and strengths and weaknesses
consideration groups
How BrandVue
supports financial
Market Marketing
intelligence performance
• Product usage • Positive buzz
services brands
• Penetration growth • Negative buzz
• Channel trends • Advertising awareness
• Use of aggregators • Spontaneous awareness
• Consumer trends
Using filters to identify
changes by key audiences
Coverage & capabilities: Shown overall and by product
to show trend variations
Six key uses with
relevant metrics Customer Customer
retention acquisition
• Penetration (LM) • Adoption pyramid
• Penetration (L12M) • Consideration
• Frequency • Preference
• NPS • Rejection
• In-store satisfaction • Image drivers
• Online satisfaction • Product awareness
• Experience area
Shown overall and by
performance
product to show the
Using filters to establish opportunities
the biggest threats
savanta.com 26How Savanta can help you
How the
BrandVue data
engine works
Leveraging the full power
of BrandVue for financial
services brands
£
72,000 consumers 220+ financial 30+ category
surveyed annually services brands metrics
50+ brand 35 All data on
metrics categories a dashboard
savanta.com 27How Savanta can help you
The team
behind the report
Get in touch with our
financial services experts:
Stephen Palmer Kate Turner Kathy Ellison
Executive Vice President Vice President Director
Robert Seffert Cicely King Zoe Davies
Associate Director Consultant Senior Executive
savanta.com 28BrandVue
Financial
Services
This report has been prepared for general interest only and no representation or warranty (express or implied) is given as to the accuracy or completeness. Of the information contained in it, to the extent permitted
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by law, Savanta Limited and its employees and agents do not accept or assume any liability, responsibility or duty of care for any consequences of anyone relying on the information contained in this report or for
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