Brand analysis
It’s official – a digi-bank is top of the Financial Services in the US chart. Chase has now tied with USAA Bank with an overall Effort Score of 68, up from 66 in Q3 2024 and an all-time high for the brand.
All it took were some modest gains in the component pillars, illustrating just how competitive the top spot is in Financial Services. Scores in Speed of Resolving Problems and Style of Communications increased +1 wave on wave, while Knowledge & Expertise and Valuing the Customer remained flat.
In April, Chase began applying its world-leading communications practices to a different kind of message. The bank has begun suing customers for fraud for exploding the so-called ‘infinite money glitch’. Last year, thousands of customers began depositing checks for a large sum of money and withdrawing the funds before it bounced. The bank has sent letters to more than 1,000 customers demanding they repay the money they took.