According to the source, brands are ranked by net trust rating, which consists of the difference between the share of respondents trusting each brand to do the right thing and the share of those not trusting.
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Most trusted brands in the financial services category in the U.S. 2023
Visa ranked first as the most trusted financial brand in the United States in 2023, with a net trust rating of 53 points. Mastercard and PayPal came next, making to the top three most trusted brands in the banking, investments, and payments category in the U.S.
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Morning Consult. (May 24, 2023). Most trusted brands in the banking, investments, and payments category in the United States as of 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/494887/most-trusted-brands-financial-services-category-us/
Morning Consult. "Most trusted brands in the banking, investments, and payments category in the United States as of 2023." Chart. May 24, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/494887/most-trusted-brands-financial-services-category-us/
Morning Consult. (2023). Most trusted brands in the banking, investments, and payments category in the United States as of 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/494887/most-trusted-brands-financial-services-category-us/
Morning Consult. "Most Trusted Brands in The Banking, Investments, and Payments Category in The United States as of 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 24 May 2023, /statistics/494887/most-trusted-brands-financial-services-category-us/
Morning Consult, Most trusted brands in the banking, investments, and payments category in the United States as of 2023 ÌÇÐÄÆƽâ°æ, /statistics/494887/most-trusted-brands-financial-services-category-us/ (last visited July 24, 2026)
Most trusted brands in the banking, investments, and payments category in the United States as of 2023 [Graph], Morning Consult, May 24, 2023. [Online]. Available: /statistics/494887/most-trusted-brands-financial-services-category-us/
