Financial institutions are no longer judged solely on performance, but on transparency, integrity, and their broader role in society if they are to be trusted. This year’s findings reveal a complex landscape: rising demand for innovation paired with deep concerns about security, fairness, and a path to trust building.
Trust in Financial Services Remains Stable Despite Global Volatility
Despite a world facing increased insularity, economic anxiety, geopolitical tension, and tech disruption, Trust in the Financial Services Sector is unwavering globally at 63%, up 10 points in the last five years and the only sector achieving double digit growth since 2021, according to the 2026 Edelman Trust Barometer: Insights for Financial Services, launched this month.
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CEOs must Model Trust-Building Behavior
While 73% of people say CEOs are obligated to facilitate trust-building and actively bridge divides, only 44% believe they are doing it well (a 29 point gap), with effective actions including consulting people from diverse backgrounds when making decisions (75%) and constructively engaging critics and skeptics (74%).
Insularity is a Key Employer Issue
42% of employees would rather change departments than report to a manager with very different values, 34% of employees would reduce effort for a project lead with opposing beliefs, and 34% of the general population would accept higher prices and few choices to limit foreign companies operating in their country.
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The State of Financial Services
1. Financial Services Trust 50%+ Global, Favorable in 28 of 16 CountriesThe Financial Services sector is trusted at 63% with developing countries strongly trusting at 73 and developed countries in the neutral category at 63. While scores held steady in most countries, 10-point trust declines were seen in Japan and Thailand for Financial Services. |
2. Uneven Trust Across Financial Sectors with Banking on Top and Crypto LastBanks secured a 7-point gain in the last 10 years to achieve a 65-point Trust score, while Personal Insurance is also in the trusted category globally at 61. Financial Advisory and Investment Management maintain neutral status (58 and 54 respectively), while Crypto continues to trail in trust globally at 41. |
3. Trusted Sources on Social Open DoorsHigh income earners (in the top 25% quartile by country) are 13 points more trusting of the Financial Services sector in their country than low income earners (bottom 25% quartile) at 68 and 55 with high income in the trusted category and low income in the mid-neutral range. |
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Income and Wealth are Important Factors When Determining Who is Trusted
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Income-based Trust Gap in Financial Services Persists Globally
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The gap between high income individuals (top 25%) and low income (bottom 25%) is 12 points, with high income well into the trusted category (62%) and low income in the neutral category (50%).
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Low Income Far Less Trusting of Institutions Than High Income
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There is double-digit trust inequality in 22 countries based on trust across business, government, media and NGOs. The largest trust gaps are in Thailand (24 pts), Saudi Arabia (21 pts), and UAE (20 pts), compared to US (13 pts) and UK (11 pts).
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Less Trust in Financial Services Among Low Income and Left-Leaning
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While trust in Financial Services companies is high and near equal between men and women and across age groups, trust is in the neutral category globally among low income respondents and those with left-leaning political views.
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Methodology: The 2026 Edelman Trust Barometer is the firm’s 26th annual Trust survey. The research was produced by the Edelman Trust Institute and consists of 30-minute online interviews conducted between October 23 and November 18, 2025. Learn more >
33,938 | 28 | ±1,200 |