ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

Search engines reign, but social has standing in Latin America

Article |
 Jul 14, 2025

Timing, targeting, and transformation: Inside Every Man Jack’s full-funnel strategy

Article |
 Jul 14, 2025

Why commerce media networks have grown so quickly

Article |
 Jul 14, 2025

Levi Strauss streamlines product assortment to maximize profits amid uncertainty

Article |
 Jul 14, 2025

Google and Cognition divy up Windsurf to boost AI coding amid tech talent war

Article |
 Jul 14, 2025

Powerful but toxic: Why marketers might skip Grok despite AI edge

Article |
 Jul 14, 2025

CTAs lead the way in email engagement tactics

Article |
 Jul 11, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER
Spotlight

US Incumbent Bank Digital Trust 2022

How Consumers Rank Trustworthiness of the Top 10 US Banks

Report by Maria Elm  |  Sep 20, 2022
Download
Report
Share
Table of Contents
Executive Summary
Incumbents Have a Golden Opportunity to Cement Their Trust Advantage Over Neobanks
Incumbent Leaders in Digital Trust
How Incumbents Performed in Key Digital Trust Categories
Read Next
Sources
Media Gallery
About This Report
Incumbent banks remain firmly in the lead against neobanks on digital trust—but there are threats to keep their eyes on.
Topics
Banking
United States
Table of Contents
Executive Summary
Incumbents Have a Golden Opportunity to Cement Their Trust Advantage Over Neobanks
Incumbent Leaders in Digital Trust
How Incumbents Performed in Key Digital Trust Categories
Read Next
Sources
Media Gallery

Executive Summary

The 10 largest US banks by assets trounced neobanks in our latest US Banking Digital Trust Benchmark. But a few neobanks are starting to punch above their weight on winning consumer trust, threatening to narrow or even close the gap with their legacy rivals. That means incumbents must stay on their toes and protect their trust advantage.

Key Question: What drives incumbent banks’ performance across each of the key dimensions of digital trust?

Leading Providers US Digital Banking Users Would Trust Most to Provide Them with Banking Services, 2021 & 2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: Fewer consumers cited their current primary bank or credit union as their most trusted financial services provider this year versus 2021. Incumbents should act now to preserve their trust advantage over digital-only banks.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

9charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Incumbents Have a Golden Opportunity to Cement Their Trust Advantage Over Neobanks
  3. Incumbent Leaders in Digital Trust
  1. How Incumbents Performed in Key Digital Trust Categories
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

Leading Providers US Digital Banking Users Would Trust Most to Provide Them with Banking Services, 2021 & 2022 (% of respondents)US Incumbent Banks vs. Neobanks Scores Across Digital Trust Categories, June 2022 (points out of 100)
US Financial Institution Rankings Across Digital Trust Categories, June 2022 (rank out of 14, score out of 100)US Digital Banking Users' Security Perceptions, Top 3 Banks, June 2022 (rank out of 14, score out of 100)
US Digital Banking Users' Privacy Perceptions, Top 3 Banks, June 2022 (rank out of 14, score out of 100)US Digital Banking Users' Reputation Perceptions, Top 3 Banks, June 2022 (rank out of 14, score out of 100)
US Digital Banking Users' Reliability Perceptions, Top 3 Banks, June 2022 (rank out of 14, score out of 100)US Digital Banking Users' Feature Breadth Perceptions, Top 3 Banks, June 2022 (rank out of 14, score out of 100)
US Digital Banking Users' Ease of Use Perceptions, Top 3 Banks, June 2022 (rank out of 14, score out of 100)

authors

Maria Elm

Contributors

Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research
Tiffani Montez
Principal Analyst, Banking
Daniel Ramirez
Researcher, Financial Services
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo