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 |
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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 |
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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 |
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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.
