October 13th, 2021, YouGov
YouGov’s Finance Purchase Funnel Rankings 2021 reveal the financial services brands that are best at converting consumers through the purchase funnel. The Rankings are based on the Consideration score from YouGov BrandIndex among consumers who are Aware of each brand, over a period of 12 months. This allows us to show which brands are most successful at converting Aware consumers into ones that would consider the brand when next in-market.
In the UK, Nationwide leads the Banks and Building societies list this year with a score of 28.8. Meanwhile, Visa leads the way in Credit Cards and Payment Services with a score of 30.8, and LV= tops the General Insurance category with 37.0.
YouGov Finance Purchase Funnel Rankings 2021 in the UK: Banks & Building Societies
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE UK: BANKS & BUILDING SOCIETIES | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Nationwide | 28.8 |
2 | NS&I Premium Bonds | 23.9 |
3 | Halifax | 22.3 |
4 | National Savings and Investments | 22.0 |
5 | Santander | 21.6 |
6 | Monzo | 20.9 |
7 | Barclays | 20.5 |
8 | NatWest | 19.9 |
9 | Lloyds Bank | 19.6 |
10 | Revolut | 19.5 |
YouGov Finance Purchase Funnel Rankings 2021 in the UK: Credit Cards & Payment Services
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE UK: CREDIT CARDS & PAYMENT SERVICES | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Visa | 30.8 |
2 | MasterCard | 24.8 |
3 | PayPal | 19.6 |
4 | Hitachi Personal Finance | 19.2 |
5 | Barclaycard | 17.1 |
6 | TransferWise | 13.0 |
7 | American Express | 11.4 |
8 | MBNA | 10.1 |
9 | Black Horse | 10.0 |
10 | Fairfx.com | 8.1 |
YouGov Finance Purchase Funnel Rankings 2021 in the UK: General Insurance
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE UK: GENERAL INSURANCE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Liverpool Victoria (LV=) | 37.0 |
2 | Direct Line | 36.9 |
3 | Aviva | 35.5 |
4 | Admiral | 33.6 |
5 | Churchill | 31.5 |
6 | More Th>n | 31.2 |
7 | Hastings Direct | 29.6 |
8 | Co-operative Insurance | 29.4 |
9 | AXA | 28.7 |
10 | NFU Mutual | 28.2 |
YouGov Finance Purchase Funnel Rankings 2021 in the UK: Life Insurance, Pensions & Wealth Management
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN THE UK: LIFE INSURANCE, PENSIONS & WEALTH MANAGEMENT | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Liverpool Victoria (LV=) | 24.6 |
2 | Aviva | 24.5 |
3 | Direct Line | 24.0 |
4 | Post Office | 23.8 |
5 | Hargreaves Lansdown | 23.4 |
6 | Legal & General | 22.3 |
7 | Fidelity International | 20.3 |
8 | AXA | 18.1 |
9 | Scottish Widows | 18.0 |
10 | Standard Life | 16.7 |
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the financial services sector around the globe. Want to know more? To see your brand’s ranking please click here and one of our experts will be in touch.
Methodology
The brands in YouGov Finance Purchase Funnel Rankings are ranked based on their Consideration score among consumers who are Aware of each brand. This allows us to show which brands are most successful at converting Aware consumers into ones that would consider the brand when next in-market.
To identify the Aware audience we ask, ‘Which of the following brands have you ever heard of? Please select all that apply.’ And in follow up we ask the Consideration question, ‘When you are in the market next to use a product or service from a Financial Services brand, which of the following would you consider?’. The questions vary slightly from this template in different sub-sectors and regions.
The rankings chart shows the brands with the highest average Consideration score between 1st September 2020 - 31st August 2021. The scores are representative of Aware consumers within the general population of adults 18+ (some regions are online or urban representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.