Karsten Wenzlaff, Advisor
August 26th, 2025
Karsten Wenzlaff is a Crowdfunding and Fintech Expert from Germany. He is Secretary-General of Digit[...]
Fintechs Lead NPS Race as Banks Lag Behind
Customer Loyalty Report | Aug 20, 2025
Image: Freepik
CustomerGauge 2025 Benchmarks Show Fintechs Leading the Pack as Incumbents Play Catchup
The 2025 CustomerGauge NPS & CX Benchmarks report (120 page PDF report) helps stakeholders measure customer loyalty across the financial services landscape. The industry average NPS stands at 44, while the banking subset is at 30. Fintechs by contrast are setting new standards with NPS scores ranging from 77 to 90.
What is NPS?
Net Promoter Score (NPS) is a widely used measure of customer loyalty. It asks customers a simple question: How likely are you to recommend this company to a friend or colleague? Answers are scored on a scale from 0 to 10.
- Those who score 9–10 are called Promoters
- 7–8 are Passives
- 0–6 are Detractors
See: The Benefits of Implementing Automated Customer Journey Mapping in Your Business
The final NPS is the percentage of Promoters minus the percentage of Detractors, giving a score that can range from –100 to +100. Higher scores reflect stronger customer advocacy and satisfaction.
Reported NPS Scores for Leading Financial Firms
The table data below is from the CustomerGauge 2025 report, sorted high to low. These figures clearly show fintechs leading customer loyalty followed by USAA and First Republic, while many popular banks fall significantly behind.
| Company | Type | NPS |
| SoFi | Fintech | 90 |
| OnDeck | Fintech | 84 |
| Affirm | Fintech | 83 |
| LendingClub | Fintech | 79 |
| Funding Circle | Fintech | 77 |
| USAA | Financial Institution | 75 |
| First Republic Bank | Bank | 72 |
| First Direct | Bank | 66 |
| ING Luxembourg | Bank | 63 |
| American Express Bank | Bank | 52 |
| Charles Schwab | Financial Institution | 52 |
| Royal Bank of Scotland | Bank | 51 |
| ABN AMRO | Financial Institution | 30 |
| JP Morgan Bank | Bank | 31 |
| Santander UK | Bank | 27 |
| Tesco Bank | Bank | 23 |
| Bank of America | Bank | 18 |
| CitiGroup | Bank | 18 |
| Morgan Stanley | Bank | 16 |
| ANZ | Bank | 15.4 |
| National Australia Bank (NAB) | Bank | 15.4 |
| PNC Bank | Bank | 15 |
| TSB Bank | Bank | 12 |
| CBA | Bank | 10.4 |
| HSBC | Bank | 7 |
| Goldman Sachs | Bank | 5 |
| Westpac | Bank | -6.9 |
Global Region Benchmarks
To help compare and contrast 2025 CustomerGauge NPS figures, below is some regional data points for consideration:
- In Europe and the UK, NPS for traditional banks hovered in the low to mid 40s in 2024, based on Forrester analysis of 60 European banks.
- In Australia, NPS among big banks averages –12.7 in 2024, while the digital-only bank Up scores +49.
- NPS Prism report clocked Canadian banks NPS range in 2024 from 12-48, with Tangerine scoring the highest at 48
- Back in 2020, CSI financial ran an Ipsos poll to find that the average NPS of Canada's financial sector was 21.7
- Canadian fintech Nesto self-reported it's NPS of 76 in 2021, which is close to 2025 global fintech leaders scores
Why This Matters
Loyalty is still a competitive currency in financial services. With fintechs consistently outscoring banks by wide margins, Canadian incumbents in particular face mounting pressure to address gaps that stretch beyond digital convenience into trust, personalization, and value delivery.
See: Is FinTech getting it wrong? Focus on needs and wants
Put differently, improving NPS is not simply about catching up to fintechs but about meeting a global standard that modern customers expect globally. For Canada, this means that raising customer loyalty scores is directly tied to future competitiveness, investor confidence, and the ability to scale innovation in an increasingly global financial marketplace.
The National Crowdfunding & Fintech Association (NCFA Canada) is a financial innovation ecosystem that provides education, market intelligence, industry stewardship, networking and funding opportunities and services to thousands of community members and works closely with industry, government, partners and affiliates to create a vibrant and innovative fintech and funding industry in Canada. Decentralized and distributed, NCFA is engaged with global stakeholders and helps incubate projects and investment in fintech, alternative finance, crowdfunding, peer-to-peer finance, payments, digital assets and tokens, artificial intelligence, blockchain, cryptocurrency, regtech, and insurtech sectors. Join Canada's Fintech & Funding Community today FREE! Or become a contributing member and get perks. For more information, please visit: www.ncfacanada.org
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