Investor's Business Daily's sixth annual Most Trusted Financial Companies survey spotlights the enormous value consumers place on safety: the financial soundness of their wealth managers, insurers, banks and credit card companies.
The past year has thrown up challenges for Americans and their wallets. It has confounded some on Wall Street, with decent gains on top of strong rallies in 2023 and 2024. We've seen market volatility, a focus on interest rates and fast-changing U.S. policy on trade and tariffs. All the more reason customers need to know they can trust the financial firms they do business with.
And this year, our survey respondents again showed us which companies proved worthy of their trust. For the 2025 list of the Most Trusted Financial Companies, 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.
Read Our Business Category Stories On The 2025 Most Trusted Financial Companies In Investing, Insurance, Credit Cards And Banking.
Financial Companies' Most Valued Qualities
Before the full survey, we asked consumers in March and April to rate the importance of nine trust attributes. The respondents were drawn from visitors to IBD's Investors.com website and email invitations to IBD readers.
Those attributes were narrowed down to eight:
- Financially sound/secure
- Quality of products/services
- Privacy and security of personal data
- Ethical business practices and values
- Customer service
- Prices
- Confidence in management
- Sensitivity to customer needs in the current economic and financial climate (inflation, stock market, etc.)
Financially sound/secure received the highest weight in our study, topping our list of the most critical trust factors for a financial company.
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In the second phase of the survey, we asked respondents to rate the financial companies they do business with, using the eight attributes. TechnoMetrica calculated an overall IBD Trust Index based on customer ratings for those seven attributes. Read more about the methodology.
Here, we present IBD's 30 Most Trusted Financial Companies.
Notables among the top 30 include USAA, which took the top three spots on the list, and accounted for four of the top 10.
Other winners include perennial favorites Fidelity Investments, Charles Schwab Corp. and Vanguard.
ETF/fund companies, online brokers and wealth managers scored at the top of the Trust Index. Credit card issuers and banks made up the middle of the pack. Life, home and auto insurers rounded out the list.
30 Most Trusted Financial Companies By IBD Trust Index Rating
| Rank | Company | Category | Trust Rating | Soundness | Quality | Privacy | Ethics | Customer | Prices | Sensitivity | Confidence in Mgt |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | USAA | Credit cards | 89.9 | 92.2 | 90.8 | 88.4 | 90.7 | 91.6 | 86.2 | 83.6 | 90.7 |
| 2 | USAA | Home insurance | 88.9 | 93.1 | 90.5 | 91.0 | 89.2 | 88.9 | 79.9 | 81.4 | 88.1 |
| 3 | USAA | Auto insurance | 88.2 | 92.6 | 91.6 | 91.1 | 87.5 | 88.1 | 75.6 | 81.9 | 85.7 |
| 4 | Charles Schwab | ETF/Fund companies | 87.6 | 90.8 | 89.6 | 88.9 | 85.8 | 87.2 | 83.0 | 81.2 | 88.0 |
| 5 | Fidelity Investments | ETF/Fund companies | 86.5 | 90.2 | 87.7 | 86.8 | 86.0 | 85.8 | 82.1 | 82.3 | 85.8 |
| 6 | USAA | Banks | 86.1 | 89.9 | 84.5 | 87.1 | 87.1 | 88.5 | 80.5 | 83.0 | 81.9 |
| 7 | Vanguard | ETF/Fund companies | 85.8 | 92.9 | 88.6 | 86.3 | 84.6 | 78.6 | 84.8 | 77.1 | 83.9 |
| 8 | Charles Schwab | Online brokers | 85.7 | 89.8 | 86.7 | 88.0 | 84.5 | 83.7 | 83.4 | 76.9 | 84.3 |
| 9 | Schwab Wealth Advisory | Wealth management | 85.5 | 89.8 | 86.7 | 89.4 | 82.0 | 85.4 | 81.0 | 80.3 | 80.8 |
| 10 | Vanguard Brokerage | Online brokers | 85.0 | 91.1 | 84.9 | 87.6 | 84.9 | 79.9 | 83.8 | 77.6 | 81.1 |
| 11 | Fidelity | Online brokers | 84.5 | 89.3 | 85.2 | 84.9 | 83.1 | 83.8 | 80.8 | 80.0 | 82.2 |
| 12 | Vanguard | Wealth management | 84.4 | 90.2 | 88.4 | 86.1 | 82.7 | 79.8 | 81.6 | 73.5 | 81.4 |
| 13 | American Express | Credit cards | 83.6 | 90.7 | 88.0 | 88.3 | 79.7 | 86.9 | 61.2 | 71.7 | 86.0 |
| 14 | Fidelity Wealth Management | Wealth management | 83.5 | 87.0 | 85.5 | 86.9 | 84.1 | 82.1 | 75.2 | 76.8 | 81.0 |
| 15 | Northwestern Mutual | Life insurance | 83.4 | 90.7 | 83.4 | 88.1 | 83.6 | 78.7 | 73.6 | 75.7 | 82.7 |
| 15 | USAA | Life insurance | 83.4 | 88.3 | 85.2 | 83.1 | 79.4 | 84.2 | 78.9 | 81.4 | 81.5 |
| 17 | Discover | Credit cards | 81.2 | 84.8 | 84.2 | 85.3 | 80.4 | 83.2 | 70.0 | 72.8 | 77.1 |
| 18 | State Farm | Life insurance | 79.6 | 83.3 | 79.3 | 83.2 | 78.7 | 79.8 | 71.9 | 76.8 | 77.7 |
| 18 | JPMorgan Funds | ETF/Fund companies | 79.6 | 83.8 | 84.0 | 84.3 | 76.9 | 76.3 | 67.1 | 75.8 | 78.3 |
| 20 | New York Life | Life insurance | 78.5 | 85.3 | 78.1 | 82.2 | 78.0 | 73.5 | 71.9 | 70.0 | 79.9 |
| 20 | Prudential | Life insurance | 78.5 | 87.2 | 73.5 | 80.1 | 76.5 | 76.3 | 74.9 | 76.5 | 78.7 |
| 22 | U.S. Bank | Wealth management | 78.3 | 78.8 | 78.9 | 79.5 | 74.7 | 83.6 | 72.3 | 76.4 | 79.5 |
| 23 | American Funds | ETF/Fund companies | 78.2 | 78.1 | 82.2 | 83.6 | 76.0 | 79.0 | 70.5 | 72.1 | 76.8 |
| 24 | Morgan Stanley Wealth Management | Wealth management | 78.1 | 85.2 | 81.9 | 81.3 | 77.9 | 81.9 | 54.2 | 70.9 | 75.2 |
| 25 | Chase | Credit cards | 77.4 | 89.0 | 80.1 | 80.3 | 73.4 | 77.4 | 60.8 | 64.3 | 75.9 |
| 26 | Geico | Home insurance | 77.3 | 82.5 | 78.8 | 80.3 | 73.1 | 76.3 | 68.2 | 77.4 | 75.5 |
| 27 | Merrill Lynch Wealth Management | Wealth management | 77.0 | 82.9 | 76.9 | 79.1 | 78.4 | 78.7 | 63.6 | 69.5 | 75.9 |
| 28 | Chime | Banks | 76.5 | 82.0 | 77.2 | 74.2 | 72.8 | 75.7 | 77.1 | 73.3 | 76.2 |
| 29 | JPMorgan Chase | Wealth management | 76.1 | 78.6 | 78.6 | 78.2 | 74.0 | 78.4 | 65.3 | 71.1 | 77.6 |
| 30 | Travelers Insurance | Home insurance | 75.9 | 86.0 | 80.5 | 78.1 | 76.2 | 75.7 | 52.3 | 65.3 | 73.9 |
Source: May-July survey by IBD/TechnoMetrica, 5,829 respondents (phase two)
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