Financial Services

The category has an average Brand Intimacy Quotient Score of 21, lower than the cross-industry average of 25.1. With three brands in the bottom twenty overall, underperformance could reflect rising interest rates and economic uncertainty, which may have eroded trust and reduced demand.

Enhancement is the dominant archetype in the financial services industry, with Chase ranking highest for enhancement. While the industry’s Quotient Score has dropped, the percentage of users across all stages of Brand Intimacy has increased compared to previous years.

Select two brands from this industry to compare. You might choose the top- and bottom-ranking brands for contrast, or two brands within the same category for a more direct comparison.