New research from YouGov reveals that DBS bank leads satisfaction among former and current customers in Singapore, with a net satisfaction score of 58.7. It is followed by Trust Bank (57.8) and POSB (54.2). HSBC shows the largest year-on-year improvement (+9.9 points), supported by rising satisfaction among millennial customers.

YouGov’s Singapore Consumer Bank Rankings 2025 analyses both customer satisfaction and financial services consideration across the country’s major institutions.

DBS leads satisfaction among existing customers and consideration among future ones

Among prospective customers likely to use a product from a financial services brand in the next six months, DBS also leads consideration (43.1%), followed by POSB (35.2%) and OCBC (24.1%). DBS maintains the top position across gender, age and income groups, reflecting broad consumer appeal and trust.

Younger, multi-bank customers drive future demand

The data highlights a young, digitally driven and financially confident customer base fuelling future growth. According to the report, 21% of Singaporeans are likely to purchase a financial product in the next six months. 42% of these financial product purchasers are aged 18-34, with 43% coming from higher-income household and 75% expressing interest in holding multiple bank accounts. This audience is highly engaged in mobile banking, with 51% using smartphone banking at least once a day. These intenders also show a stronger appetite for risk, with 47% willing to take high investment risk.

Neobanks firmly mainstream, with adoption across age groups

Neobanks have cemented their place in Singapore’s banking ecosystem: 55% of Singaporeans now use digital-only banks, including Revolut, Trust Bank and YouTrip. This reflects rising demand for convenience, seamless digital access, and diversified financial services.Interestingly, digital-only banking adoption is not limited to younger consumers. 49% of neobank users are aged 45+, signalling widespread digital acceptance across generations.Neobank customers are highly financially engaged, with 68% actively seeking profitable investment opportunities. They are also highly reachable online, with 65% saying online platforms are where ads are most likely to reach them and 81% using YouTube.This positions neobank users as a digitally accessible, investment-forward segment for financial marketers.

Download the full report here.

Methodology

The Singapore Consumer Bank Rankings 2025 are drawn from YouGov BrandIndex data collected between September 1, 2024 and August 31, 2025.

  • Satisfaction rankings are based on current and former customers’ responses to:
    “Of which of the following financial services brands would you say that you are a satisfied or dissatisfied customer?”
  • Consideration rankings are based on those who selected “likely” or “very likely” in response to: “How likely are you to purchase a financial product in the next 6 months?”

Profile analysis is based on Profiles+ Singapore (2025-10-19), a 52-week rolling dataset.

  • The first profile deep dive focuses on financial product purchasers (respondents who have selected “likely” or “very likely” to the question: How likely are you to purchase a financial product in in the next 6 months?​
  • The second deep dive focuses on neobank customers (current or former customers of Revolut, Trust Bank, or YouTrip)

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