IBD’s Sixth Annual Survey Of The Most Trusted Financial Companies
ANNE STANLEY | 09/12/2025
The following has been excerpted and adapted from the Most Trusted Financial Companies special report.
Consumer trust is a cornerstone of the financial services industry, but 18 years after the global financial crisis, customers are still wary. Research shows, however, that Americans’ trust in the financial companies they do business with is gradually improving. Also, that customer trust has the potential to be a key enabler of industry change.
This is borne out in Investor’s Business Daily’s sixth annual report on the Most Trusted Financial Companies. Our independent customer survey shows that over the past three years, the highest IBD Trust Index score has risen from 85.3 in 2023 to 89.9 in 2025 (out of a possible 100) for the top company on the list.
30 Most Trusted Financial Companies By IBD Trust Index Rating
| Rank | Company | Category | Trust Rating | Soundness | Quality | Privacy | Ethics | Customer Service | Prices | Sensitivity | Confidence In Mtg. |
|---|---|---|---|---|---|---|---|---|---|---|---|
| X | Company Name | Category | 85.2 | 92.0 | 85.9 | 87.8 | 87.6 | 82.5 | 73.5 | 76.1 | 87.2 |
Source: May-July survey by IBD/TechnoMetrica, 5,829 respondents (phase two)
Most Trusted Life Insurance Companies (Optional Category Chart)
| Company | Overall rating | Soundness | Quality | Privacy | Ethics | Customer Service | Prices | Sensitivity to customer needs | Confidence in mgt. |
|---|---|---|---|---|---|---|---|---|---|
| Company Name | 83.4 | 90.7 | 83.4 | 88.1 | 83.6 | 78.7 | 73.6 | 75.7 | 82.7 |
| USAA | 83.4 | 88.3 | 85.2 | 83.1 | 79.4 | 84.2 | 78.9 | 81.4 | 81.5 |
| State Farm | 79.6 | 83.3 | 79.3 | 83.2 | 78.7 | 79.8 | 71.9 | 76.8 | 77.7 |
| New York Life | 78.5 | 85.3 | 78.1 | 82.2 | 78 | 73.5 | 71.9 | 70 | 79.9 |
Financial Companies Where People Put Their Money And Trust
Americans have faced more challenges to their finances in 2025, including stubbornly high prices and uncertainty over tariffs and interest rates. These have been offset by positive stock market performance, rising 401(k) balances and lower mortgage rates.
But which companies do consumers and investors trust with their hard-earned money? And if you’re shopping for financial services, what do you need to know? Investor’s Business Daily’s Most Trusted Financial Companies special report aims to provide crucial information on trust, based on IBD’s survey of the companies’ own customers.
Consumers can see in this report how financial firms measure up to customer expectations on safety, service and quality of products. And how those firms measure up against each other.
Our 2025 list of the 30 Most Trusted Financial Companies draws on a customer survey that rated financial companies on the trust attributes most important to consumers. MarketWatch, a sister publication of IBD, is co-branding the report for a fourth year.
Financial Companies’ Soundness Is Critical
The improvement in Americans’ trust in financial companies may be reason for optimism, the American College of Financial Services says in its report on the State of Trust in Financial Services. Yet, “lingering trust issues remain among certain demographic groups. For example, those with low trust in financial services tend toward the older and younger ends of the age spectrum, including more women than men, are less educated, and have a lower household income. Many of these groups are those who would benefit most from the services the industry can provide.”
It’s no surprise, then, that in the 2025 IBD survey, customers declared financial soundness and security to be the most important attribute of the companies they trust. Quality of products and services offered was a close second. How well companies protected their privacy and security, along with ethics and values, also were of importance.
For IBD’s list of the Most Trusted Financial Companies in 2025, we asked more than 6,200 survey participants about how they judged the key attributes of the companies they do business with.
The survey was conducted from May to July by IBD’s polling partner, TechnoMetrica Market Intelligence.
There were again eight categories of companies in this year’s survey: ETF/fund companies, online brokers, wealth managers, credit card companies, banks, and life, home and auto insurers.
Financial Companies Vie For Eight Trust Attributes
Our survey covered eight areas of trust. The attributes for the 2025 IBD Most Trusted Financial Companies survey were financial soundness, quality of products and services, ethical business practices, privacy and security, customer service, prices, sensitivity to customer needs, and confidence in company management.
The first phase of our survey was conducted in March and April. The purpose of that phase was to identify the trust characteristics, or attributes, that are most important to consumers.
Financially sound/secure received the highest weight (19%) in our study, topping our list of the most critical trust factors for financial companies. Quality of products/services took the second spot (17%), followed by the commitment to protecting the privacy and security of personal data (15%).
More than 90% of survey respondents said trust was “very important” in their relationships with financial firms.
The second phase of the survey was conducted from May to July. Using the eight trust attributes arrived at in phase one, respondents evaluated the company they most often utilize in each of the eight business lines. (See details of our 2025 methodology.)
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