US: YouGov Finance Purchase Funnel Rankings 2021

YouGov
October 13, 2021, 11:25 AM UTC

YouGov’s Finance Purchase Funnel Rankings 2021 reveal the financial services brands that are best at converting consumers through the purchase funnel. The Rankings are based on the Consideration score from YouGov BrandIndex among consumers who are Aware of each brand, over a period of 12 months. This allows us to show which brands are most successful at converting Aware consumers into ones that would consider the brand when next in-market.

This year's YouGov Finance Purchase Funnel Rankings highlight the Banking & Insurance brands that had the highest percentage of consumers aware of their brand express interest in potentially becoming a customer in the following categories:

  • Consumer Banks
  • Credit Cards
  • Financial Services
  • Insurance
  • Mortgage Lenders

Because these rankings measuring the success rate of moving consumers down the purchase funnel, not overall Brand Awareness or Buzz, established brands sometimes appear next to smaller, upstart brands.

To learn more about the methodolgy behind YouGov rankings, receive a free brand health check, or see how close your brand ranked, get in touch.

YouGov Finance Purchase Funnel Rankings 2021 in the US: Consumer Banks

YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE US: CONSUMER BANKS
Rank Brand Name Score
1 Chase 20.2
2 USAA 16.7
3 Capital One Bank 16.2
4 Navy Federal Credit Union 15.7
5 Truist 15.4
6 Bank of America 14.7
7 Ally 13.7
8 Huntington Bank 12.4
9 TD Bank 12.3
10 Umpqua Bank 12.1
Get in touch to see your brand data

The Top 10 Consumer Banks ranking order is determined by the highest Consideration score among each brand's Aware consumers, as measured in YouGov BrandIndex. This data corresponds to consumer surveys conducted between September 1, 2020, and August 31, 2021.

During this time period, the Top Improved Consumer Bank brand was BMO Harris Bank.

YouGov Finance Purchase Funnel Rankings 2021 in the US: Credit Cards

YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE US: CREDIT CARDS
Rank Brand Name Score
1 Visa 25.9
2 Mastercard 18.7
3 Capital One 18.4
4 Discover 15.0
5 American Express 14.4
Get in touch to see your brand data

The Top 5 Credit Cards ranking order is determined by the highest Consideration score among each brand's Aware consumers, as measured in YouGov BrandIndex. This data corresponds to consumer surveys conducted between September 1, 2020, and August 31, 2021.

YouGov Finance Purchase Funnel Rankings 2021 in the US: Financial Services

YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE US: FINANCIAL SERVICES
Rank Brand Name Score
1 Vanguard 18.3
2 Skrill 17.6
3 Sezzle 17.5
4 Empower Retirement 17.2
5 Fidelity 17.1
6 PayPal 16.3
7 Zip 16.1
8 USAA 15.9
9 Neteller 15.9
10 paysafecard 15.7
Get in touch to see your brand data

The Top 10 Financial Services ranking order is determined by the highest Consideration score among each brand's Aware consumers, as measured in YouGov BrandIndex. This data corresponds to consumer surveys conducted between September 1, 2020, and August 31, 2021.

During this time period, the Top Improved Financial Services brands, listed consecutively, are Equitable, Experian, Goldman Sachs, Fidelity, Morgan Stanley, T. Rowe Price, Vanguard, Franklin Templeton, SoFi, and UBS.

YouGov Finance Purchase Funnel Rankings 2021 in the US: Insurance

YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE US: INSURANCE
Rank Brand Name Score
1 State Farm 26.1
2 Geico 21.8
3 Blue Cross Blue Shield 21.2
4 Allstate 20.0
5 Progressive 19.9
6 USAA 19.0
7 AAA 17.6
8 UnitedHealthcare 16.1
9 Farmers Insurance 15.5
10 Liberty Mutual 15.1
Get in touch to see your brand data

The Top 10 Insurance Brands ranking order is determined by the highest Consideration score among each brand's Aware consumers, as measured in YouGov BrandIndex. This data corresponds to consumer surveys conducted between September 1, 2020, and August 31, 2021.

Looking at just Health Insurance brands, following Blue Cross Blue Shield and UnitedHealthcare are Anthem Blue Cross, AARP Medicare Plans from UnitedHealthcare, Humana, Kaiser Permenante, Aetna, CIGNA, and Blue Shield of California.

YouGov Finance Purchase Funnel Rankings 2021 in the US: Mortgage Lenders

YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE US: MORTGAGE LENDERS
Rank Brand Name Score
1 Mr. Cooper 28.3
2 Caliber Home Loans 25.9
3 Guild 24.1
4 United Wholesale 24.1
5 Navy FCU 23.0
6 Truist 22.8
7 Fairway Independent 22.7
8 Movement 22.1
9 Chase 19.9
10 Lakeview 19.8
Get in touch to see your brand data

The Top 10 Mortgage Lenders ranking order is determined by the highest Consideration score among each brand's Aware consumers, as measured in YouGov BrandIndex. This data corresponds to consumer surveys conducted between September 1, 2020, and August 31, 2021.

The rankings data is drawn from YouGov's daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the financial services sector around the globe. Want to know more? To see your brand's ranking, click here and one of our experts will be in touch.

Methodology 

The brands in YouGov Finance Purchase Funnel Rankings are ranked based on their Consideration score among consumers who are Aware of each brand. This allows us to show which brands are most successful at converting Aware consumers into ones that would consider the brand when next in-market. 

To identify the Aware audience we ask, ‘Which of the following brands have you ever heard of? Please select all that apply.’ And in follow up we ask the Consideration question, ‘When you are in the market next to use a product or service from a Financial Services brand, which of the following would you consider?’. The questions vary slightly from this template in different sub-sectors and regions. 

The rankings chart shows the brands with the highest average Consideration score between 1st September 2020 -  31st August 2021. The scores are representative of Aware consumers within the general population of adults 18+ (some regions are online or urban representative).   

All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.