YouGov’s best banks 2025 report, released today, shows that neobanks now dominate customer satisfaction, while established banks such as Bank of America and Wells Fargo are regaining ground with Americans through improved trust and modernized offerings.
The in-depth study, based on daily surveys of YouGov’s panel of 7+ million US consumers, ranked leading traditional banks, credit unions and emerging neobanks based on customer satisfaction and consideration among new account openers.
Key Findings
- Neobanks dominate the top 10 rated banks in terms of customer satisfaction, with five of the seven highest-rated banks being digital-first, underscoring how newer players are redefining service and accessibility.
- Wells Fargo posts the strongest year-on-year improvement (+4.3) in satisfaction among its customers, reaching its highest score since before the 2016 fake accounts scandal. Bank of America also records a substantial gain (+3.8).
- Bank of America leads in consideration among new account openers (35%), especially with Gen Z and Millennials, ahead of Chase (21%) and Capital One (20%), reflecting strong brand appeal with younger consumers.
- New account openers skew younger, with nearly half (46%) aged 18 to 44. Half of this group (50%) agrees that “cryptocurrencies are the future of online financial transactions.”
- Navy Federal Credit Union ranks #1 overall in customer satisfaction (Net Score: 70%), followed by USAA (70%) and Revolut (60%).
- Traditional banks remain preferred by new customers (48% versus 27% for digital-only), though Millennials show the strongest tilt toward digital providers.
- Neobank customers are heavy digital users, with 39% using online banking at least once a day and 54% noticing ads on social media, presenting clear opportunities for digital engagement.
- Low or no maintenance fees remain the most important factor for traditional and digital customers when choosing a bank.
“Banking is at a pivotal moment where consumer expectations are being set by digital experiences,” said Todd Dupey, Senior Vice President of Research, Financial Services at YouGov. “Our data show that neobanks have carved out a strong position through convenience and innovation, while traditional banks such as Wells Fargo and Bank of America are regaining ground through trust-building and modernization. The competition now hinges on delivering simplicity, transparency, and value across every interaction.”
YouGov’s best banks 2025 is based on daily tracking data from YouGov BrandIndex (September 1, 2024, to August 31, 2025) and audience profiling via YouGov Profiles. The analysis includes satisfaction rankings among current and former customers, and consideration scores among new account openers, defined as consumers who are likely to open a bank account within six months.
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