Brand analysis
Chase spends a second quarter tied at the top spot.
Despite adding +2 to its Overall Effort Score, the digi-bank has been unable to take the position for itself in Q2 2025. However, it’s not USAA Bank this time around, but Bank of America, which added +3 wave on wave.
Diving into the component pillars, we’ve seen improvements across all four. Valuing the Customer is up by +3 wave on wave while Style of Communication, Knowledge & Expertise and Speed of Resolving Problems add +2.
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.
