UK: YouGov Finance Purchase Funnel Rankings 2021

UK: YouGov Finance Purchase Funnel Rankings 2021

YouGov - October 13th, 2021

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

Get in touch to see your brand data

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

Get in touch to see your brand data

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

Get in touch to see your brand data

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

Get in touch to see your brand data

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.