Financial Services
Financial Services ranks twenty-second in the study, with an average Brand Intimacy Quotient of 21.7, well below the cross-industry average. Geico leads the category, followed by American Express and USAA.
Industry Performance
Financial brands are often part of consumers’ lives out of necessity rather than preference, which likely keeps emotional engagement lower than more discretionary categories.
Components and Measures
Enhancement is the dominant archetype, and the category ranks nineteenth in the study for enhancement. Most users are in the first stage of Brand Intimacy, sharing.
Access Key Findings
Billions of data points. 425 brands. 15 years of research.
Access Key FindingHead to Head
Select two brands from this industry to compare. You might choose the top- and bottom-ranking brands for contrast, or two brands within the same category for a more direct comparison.