The rankings: USAA has topped Investor’s Business Daily’s 2025 “30 Most Trusted Financial Companies” ranking. The financial institution (FI) scored exceptionally well across nearly all trust attributes.

By the numbers: USAA beat out other financial giants across divisions like credit cards, banking, and home and auto insurance. That’s because it had consistently high scores across all trust categories, including financial soundness, product quality, customer service, and sensitivity to customers’ needs.

The next-highest–ranked banking product provider was Chime—which isn’t actually a bank—in 28th place. Chime was the only other banking product to register in the top 30.

How it got here: USAA’s customer base consists of military members, veterans, and their families. The FI has developed a strong understanding of these customers and their specific needs. It has applied those learnings to create products that directly address their unique challenges.

Our take: This ranking reinforces the importance of not only financial soundness, which respondents ranked consistently as their most important factor influencing trust, but also of developing a deep understanding of your customers. And the work doesn’t stop there—it’s what FIs do with that understanding that matters.