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 pt 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
Financial Services Trust 50%+ Global, Favorable in 16 of 28 Countries
The Financial Services sector is trusted at 63% with developing countries strongly trusting at 73% and developed countries in the neutral category at 53%. While scores held steady in most countries, 10 pt trust declines were seen in Japan and Thailand for Financial Services. |
Uneven Trust Across Financial Sectors with Banking on Top and Crypto LastBanks secured a 7 pt gain in the last 10 years to achieve a 65% 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%. |
High Income Earners More Trusting of Financial Services
High 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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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 |