The average Brand Intimacy Quotient for the top financial services brands is 31.1, which is slightly above the across-industry average of 28.7.

Enhancement is the archetype most associated with this category with ritual close behind. Interestingly, there is a higher percentage of customers fusing in financial services than in apparel, consumer goods, beverages, health & hygiene, apps & social platforms, hospitality & theme parks, travel, fast food and luxury. Five of the top brands are retail banks, with Chase garnering the highest ranking at #2. It is also the #1 financial services brand for women. PayPal repeats its top performance as the top brand for customers earning $35,000- $150,000, as well as the top brand for men. Visa increased its standing over MasterCard, and does slightly better with men versus women. It also performs strongly among those ages 25-44.


Visa is a more intimate brand than MasterCard. It has a higher Quotient score and has 32 percent of its customers in some form of intimacy. MasterCard has only 21 percent of its users having an intimate relationship with the brand. Importantly, Visa has considerably more fusing customers and performs better than MasterCard (or ties) across all archetypes, except for nostalgia. Notably, 15 percent of Visa’s customers say they are willing to pay 20 percent more for its products, whereas 10 percent of MasterCard’s say the same.





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