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Financial services has an average Brand Intimacy Quotient score of 32.1, which is below the cross-industry average of 36.8. However, the industry did improve its Quotient score performance by 15 percent since our 2021 study.
Enhancement remains the dominant industry archetype, and financial services ranks sixth overall for enhancement. PayPal is the highest ranked brand for this archetype. The category improved is fusing score, by an impressive 30 percent since 2021.
In comparing USAA and Standard Chartered, we see mixed performance. USAA is stronger across more archetypes, including fulfillment, identity, nostalgia, and indulgence. Standard Chartered ranks higher for bonding and fusing. Keywords for USAA include service and problem solvers, while Standard Chartered is associated with reliability.