BEST RETAIL BANK
Top RETAIL BANKS in the 2025 America's Most Trusted Study Based on Customer Ratings
You want a bank you can trust when it comes to your money. With their familiar branches and ATMs, retail banks have long been a trusted source of financial services. From checking and savings accounts to loans and mortgages, they offer a wide range of products to meet your needs.
But with so many banks, how do you know the right fit for you? The answer often lies in trust. A bank that has earned your trust is one you can rely on to handle your finances responsibly and securely. Building customer trust is more important than ever in today's competitive market. So, which retail bank has proven to be the most trustworthy in the eyes of consumers?
The 2025 America’s Most Trusted Study
For over a decade, the America's Most Trusted® study has been helping consumers and brands understand the power of trust in consumer decisions. Brands that build trust with their customers see real benefits, from increased sales to stronger loyalty. This annual study is the gold standard for measuring brand trust, and its results are eagerly awaited each January.
Building trust with retail bank customers is essential for keeping them coming back. It's about proving that your bank can deliver on its promises. When customers trust a bank, they're likelier to recommend it to others and stick with it for the long haul.
Every year, we share the latest results of the America's Most Trusted® study. Thousands of people are surveyed about their experiences with over 75 products and brands. We use the Net Trust Quotient Score (NTQS) to measure how much people trust specific brands in each category.
The NTQS tells us how well a brand meets customer expectations compared to its competitors. By analyzing these scores, we gain valuable insights into consumer trust using social and opinion science research methods that meet the highest standards.
What are the most trustworthy brands in America according to independent consumer ratings research? What are the top retail banks people trust the most?
2025 America’s Most Trusted Retail Bank
The Lifestory Research 2025 America’s Most Trusted® Retail Bank Study found Chase to be the most trusted brand among people considering opening an account at a retail bank. With a Net Trust Quotient Score of 96.9, Chase had the highest trust rating among the largest retail banks in the United States. This is the sixth year Chase was rated as the most trusted retail bank in the America’s Most Trusted® Retail Bank study.
The Lifestory Research 2025 America’s Most Trusted® Retail Bank ranking is based on 5,998 opinions of people surveyed in the United States over the last 12 months. The most trusted retail banks were Chase, Capital One Bank, Citibank, Bank of America, US Bank, Truist, PNC Bank, TD Bank, Citizens Bank, BMO Bank, and Wells Fargo.
The top retail banks ranked in the 2025 America’s Most Trusted® study are listed below.
TOP 11 Ranked Retail Banks – 2025 Customer Ratings
| 1 | Chase | 96.9 | ★★★★★ |
| 2 | Capital One | 96.2 | ★★★★★ |
| 3 | Citibank | 90.6 | ☆☆☆ |
| 4 | Bank of America | 88.6 | ☆☆☆ |
| 5 | US Bank | 88.2 | ☆☆☆ |
| 6 | Truist | 86.9 | ☆☆☆ |
| 7 | PNC Bank | 86.9 | ☆☆ |
| 8 | TD Bank | 84.1 | ☆☆ |
| 9 | Citizens Bank | 82.9 | ☆☆ |
| 10 | BMO Bank | 80.7 | ☆☆ |
| 11 | Wells Fargo | 74.7 | ☆☆ |
No promotional use or advertising can be made of America's Most Trusted® survey results without the express prior written consent of Lifestory Research. America's Most Trusted® is a registered trademark of Lifestory with all rights reserved. Study results are based on survey responses and should not be considered legal or financial advice. Your experiences may vary.
Looking for quality customer ratings of products to make informed and trusted purchasing decisions? Discover genuine customer reviews that focus on various products' quality, reliability, and trustworthiness. Our independent research offers detailed product ratings, insights into quality, performance, durability, and overall value for money based on customer trust ratings. Explore the latest customer reviews to ensure you're making a purchase based on trustworthy ratings and superior quality, so you can buy with confidence! See the results of 75 different product studies here.
Brands Ranked in THE Study
The retail bank study is focused on measuring consumers' opinions of the most recognized retail bank brands in the US. Here, we provide information on the brands in the 2025 America’s Most Trusted® study. The brands are presented in the order they ranked in the 2025 America’s Most Trusted® study.
Chase
A financial giant with a long history, Chase has been a trusted name in American banking for over two centuries. Founded in 1799 as the Bank of the Manhattan Company, it has grown through strategic mergers and acquisitions, becoming one of the largest banks in the country. Today, Chase offers financial services, from checking and savings accounts to mortgages and investments.
Capital One
Known for its innovative products and customer-centric approach, Capital One Bank was established in 1988. While it's a relatively newer player than some competitors, Capital One has quickly made a name for itself, particularly in the credit card and auto loan markets. Its focus on technology and data-driven insights has helped it deliver personalized financial solutions to its customers.
Citibank
As one of the oldest financial institutions in the U.S., Citibank has a global reach and a long history of serving customers worldwide. Founded in 1812, Citibank has expanded its operations to numerous countries, offering a comprehensive banking and financial services suite. Its international presence and reputation for reliability make it a popular choice for domestic and international customers.
Bank of America
A cornerstone of American banking, Bank of America traces its roots back to the Bank of Italy, founded in 1904. Over the years, it has grown into one of the largest banks in the country, offering a wide range of financial products and services. Bank of America is known for its commitment to community engagement and its focus on providing personalized financial solutions to its customers.
U.S. Bank
U.S. Bank is a longstanding financial institution with a reputation for stability and reliability. Founded in 1863, it has grown to become one of the largest banks in the country. U.S. Bank offers a comprehensive range of financial services, including retail and commercial banking, wealth management, and payment services. Its focus on customer service and community involvement has helped it build a loyal customer base.
Truist
Truist is a relatively new bank formed in 2019 through the merger of BB&T and SunTrust Banks. As a result of this merger, Truist has become one of the largest banks in the United States. It offers a wide range of financial products and services, including retail banking, commercial banking, wealth management, and insurance. Truist is committed to providing personalized service and innovative solutions to its customers.
PNC Bank
PNC Bank has a long history dating back to 1845. It has grown through strategic mergers and acquisitions, becoming a diversified financial services company. PNC is known for its focus on customer service and its commitment to community involvement. It offers a wide range of financial products and services, including retail banking, commercial banking, and asset management.
TD Bank
TD Bank is a Canadian multinational bank with a significant presence in the United States. Known for its convenient branch locations and friendly customer service, TD Bank has expanded its reach through acquisitions, including the purchase of Commerce Bancorp in 2008. It offers a variety of retail banking services, including checking and savings accounts, loans, and mortgages.
Citizens Bank
Citizens Bank is a regional bank with a long history from 1828. It offers various financial services, including retail and commercial banking and wealth management. Citizens Bank is known for its commitment to community involvement and its focus on providing personalized service to its customers.
BMO
BMO Harris Bank is a subsidiary of Bank of Montreal, a Canadian multinational financial services company. With a long history dating back to 1817, BMO Harris Bank offers a wide range of financial products and services, including retail banking, commercial banking, and wealth management. It is known for its commitment to community involvement and its focus on providing personalized service to its customers.
Wells Fargo
Wells Fargo is one of the oldest and largest banks in the United States, with a history dating back to 1852. It offers various financial services, including banking, mortgage, and investment. Wells Fargo is known for its extensive branch network and its focus on providing personalized service to its customers.
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Foundational Principles
At Lifestory Research, we pride ourselves on being an independent research company committed to delivering unbiased and accurate insights into consumer behavior. Unlike many studies that lean on expert opinions or committees, our approach is rooted firmly in the voices of consumers themselves. This commitment ensures that our findings seek to reflect public sentiment.
By prioritizing consumer opinions, we effectively eliminate the biases that can come from personal agendas or industry affiliations. Our research methodology captures a wide array of perspectives, allowing our results to be representative of the broader population.
Core Principles of Quality Research
We uphold several foundational principles that define top-tier consumer research:
Reliability: We ensure our research consistently produces accurate results.
Validity: Our methods guarantee we measure what we intend to measure.
Objectivity: We take great care to avoid bias throughout the research process.
Generalizability: Our findings can be applied to the larger population.
Our Commitment to Excellence
Lifestory Research adheres to these principles through a series of rigorous practices:
Rigorous Sampling Methods: We carefully select representative samples to generalize our findings to the broader population.
Standardized Survey Instruments: These ensure consistency and reliability in data collection.
Quality Control Measures: Our team meticulously reviews and analyzes data to identify and rectify inconsistencies.
Ethical Standards: We prioritize the well-being of our participants and uphold their privacy throughout the research process.
When you explore our findings, you can trust that they are grounded in the authentic opinions of real people. This dedication to integrity makes our research a valuable resource for businesses and consumers.
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What Is the America’s Most Trusted® Study?
The America’s Most Trusted® study focuses on evaluating brands that offer products or services to consumers in their homes, particularly in the residential new home industry. Instead of attempting to survey every brand, the study specifically targets the largest and most impactful brands in this sector.
How Does the Survey Work?
Conducted throughout the year, the America’s Most Trusted® survey aims to gather consumer opinions while minimizing biases that might arise from external events or trends. This year-long approach helps capture a more accurate snapshot of consumer sentiments.
Participants are surveyed based on specific criteria, such as whether they are actively considering a purchase in a relevant category—like buying a home, faucet, HVAC. Only those who express familiarity with a brand are invited to share their opinions on its trustworthiness, ensuring that the study reflects genuine consumer insights.
The Importance of Brand Awareness
An essential component of the study is brand awareness. Participants are first asked to identify brands they recognize. Only those who are familiar with a brand proceed to answer questions about it. This criterion ensures that only brands with sufficient public recognition are included in the final trust rankings.
Sampling Methodology
The study employs a non-probability sampling design, relying on online panels to recruit participants. Online panels are organizations that have an established relationship with consumers who agree to complete opinion surveys. Lifestory randomly ask consumers questions that identify consumers shopping for a specific product. Qualified consumers complete an online survey in which they are asked a set of questions about specific product brands.
The number of people completing a survey is referred to as the sample size. Each of the America’s Most Trusted studies seek to obtain a sample size that is large enough to be representative. The sample size is also designed to collect a large number of consumer opinions to minimize error and to assure the study results reflect the majority of consumers sentiment about a brand.
Calculating Trust Scores
At the heart of the America’s Most Trusted® study is the Net Trust Quotient Score. Participants evaluate brands based on their trustworthiness through a series of targeted questions. The responses are then categorized into three groups:
Advocates: Consumers who express strong trust in the brand.
Neutrals: Those who trust the brand but do not consider it superior to others.
Antagonists: Consumers with little to no trust in the brand.
These evaluations are quantified using a statistical method called a z-score, which standardizes the responses, allowing for easy comparison across brands. The results are ultimately transformed into T scores, which are more intuitive for understanding how each brand ranks relative to the mean score of all brands surveyed.
Additional information about the study can be found on the survey methodology page of this website.
Additional insights and questions about the America’s Most Trusted® study can be found in the frequently asked questions section of this website.
