Increased competition and shifts in customer behavior kept the pressure on America's banks over the past year. For customers and companies alike, concerns rose about the economy, interest rates and inflation. But with only one bank failure so far this year and mortgage rates starting to trend lower, overall trust in banking institutions is on the rise. The best banks are competing on many fronts to earn their customers' trust.
The average customer now holds accounts at two or more financial institutions, and digital-only banks are encroaching on what bankers call "primacy." Primacy is the goal of being a customer's main or primary financial institution, where they conduct most of their financial activities and place their highest trust, says the American Bankers Association's ABA Banking Journal. While customer primacy has never been more valuable or more at risk, "for banks that succeed in securing primacy early — often within the first 90 days of the relationship — the payoff is significant," the journal said in a recent industry trends report.
Trust is a critical part of the battle for banking customers' loyalty. And that's on full display in IBD's 2025 special report on the Most Trusted Financial Companies. While the banks that qualified for this year's consumer survey scored well in the IBD trust index, only two made it into the ranks of the 30 most trusted companies. They are USAA and Chime. Two other banks made it into the group of the four most-trusted: Capital One Bank, part of Capital One Financial Corp., and Chase, owned by JPMorgan Chase.
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For USAA, it's all about service. Not just customer service for its clients, but also about the military service that its customers have done, and are giving.
USAA provides financial services to active military members, veterans, and their families. Eligibility is limited to the military community. USAA offers banking, credit cards, home, auto and life insurance products, as well as auto loans, home mortgages and retirement planning.
That broad array of products and a reputation for customer service put USAA at the top of the 2025 list of the 30 Most Trusted Financial Companies. Plus, four divisions of USAA — banks, credit cards, and home and auto insurance — account for four of the top 10 spots on the list.
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Michael Moran, president of USAA Bank, said, "We have a clear sense of mission: ensure the financial security of our membership. That mission drives everything we do. We're proud of the trust we've built with our members by being there in the moments that matter as well as for their everyday needs."
Moran adds, "Member service will always be paramount. It has constantly set us apart in a highly competitive marketplace. We take care of our members and, as the world has gone digital, we've strived to make mobile and online banking easy and meaningful. Our members log in or interact with us over 20 times a month on average and we treat every interaction as an opportunity to serve with excellence."
Best Banks: Companies Customers Trust The Most
For our sixth annual survey, IBD and polling partner TechnoMetrica asked thousands of customers about their online brokers, fund companies, wealth managers, credit card companies, banks, and auto, home and life insurers.
The survey, co-branded with MarketWatch, ranks companies in eight areas customers deem most important, including financial soundness, prices and confidence in management. We identify the 30 Most Trusted Financial Companies and the top four in each of eight business categories.
IBD, with its research partner TechnoMetrica Market Intelligence, surveyed more than 6,200 consumers in polls conducted from March to July. Read our overview story, IBD's Sixth Annual Survey Of The Most Trusted Financial Companies.
We asked about companies in eight business categories: wealth management, banking, credit cards, ETF/fund companies, online brokers, and auto, home and life insurance.
USAA customer David Rinaldo told IBD, "I have been with USAA through many chapters of my life, from initial military enlistment at age 17 through current retirement from both military and private sector careers." He added, "I appreciate using a completely virtual bank such as USAA and have had no issues due to that status. They make it extremely easy to do transactions virtually. Their mobile app makes it easy to deposit checks as well."
Bank Customers Want More Than Products
Another challenge the banking industry is facing is keeping customer relationships personal while at the same time promoting digitization and efficiency. Capital One Bank, among the four most-trusted in the banking group in this year's survey, looks beyond services. "Trust in banks today goes beyond reliable transactions. It's rooted in how well financial institutions understand and support their customers," said Andy Navarrete, head of global enterprise affairs at Capital One.
"Customers want more than just services; they're looking for great value, personalized guidance, compelling experiences, and simple tools that make managing money feel less intimidating and more empowering," he said.
USAA Leads The 4 Most Trusted Banks
| Company | Overall rating | Soundness | Quality | Privacy | Ethics | Customer service | Prices | Sensitivity to customer needs | Confidence in mgt. |
|---|---|---|---|---|---|---|---|---|---|
| USAA | 86.1 | 89.9 | 84.5 | 87.1 | 87.1 | 88.5 | 80.5 | 83 | 81.9 |
| Chime | 76.5 | 82 | 77.2 | 74.2 | 72.8 | 75.7 | 77.1 | 73.3 | 76.2 |
| Capital One Bank | 75.2 | 81.6 | 77.6 | 78.2 | 72.6 | 72 | 70 | 66.4 | 72.2 |
| Chase | 75 | 86.7 | 76.4 | 79.3 | 72.2 | 74.3 | 57.5 | 60.1 | 75 |
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 IBDlicensing@theygsgroup.com or at 800-290-5460.
IBD's special reports are objective and data-based. This independent special report is produced by the IBD editorial team. There is no sponsored content, nor are there any commission links. A company cannot apply to get on this list, and there are no fees.
