Americans’ banking preferences are shifting as younger consumers increasingly embrace digital-first providers while long-established banks work to rebuild trust and modernize their offerings. New data from YouGov’s best banks 2025 report finds that neobanks now lead in customer satisfaction, yet traditional banks continue to hold important advantages among new account seekers.

The report, which draws on daily feedback from YouGov’s panel of more than seven million US consumers, ranks banks based on both customer satisfaction and how strongly they are being considered by Americans likely to open a new account within the next six months.

This year’s results show a notable divide in the market. Neobanks account for five of the seven highest satisfaction scores, highlighting how convenience, intuitive digital interfaces, and low-friction onboarding are resonating with customers. Navy Federal Credit Union and USAA remain the top-rated financial institutions overall, each earning a 70% net satisfaction score, while the leading digital-first provider, Revolut, follows at 60%.

At the same time, some traditional institutions are showing renewed momentum. Wells Fargo recorded the largest year-on-year improvement in customer satisfaction, increasing over four points and reaching its highest level since before the company’s 2016 account scandal. Bank of America also increased its satisfaction score by four points, reflecting stronger perceptions of reliability and modernized service among its customers.

Bank of America leads when it comes to consideration among likely new account openers. Thirty-five percent of these consumers say they would consider opening an account with Bank of America, compared with 21% for Chase and 20% for Capital One. 46% of new account openers are between the ages of 18 and 44, and 50% of that group agrees that “cryptocurrencies are the future of online financial transactions,” signaling how emerging financial behaviors could shape long-term loyalty

Although digital providers outperform on satisfaction measures, traditional banks remain the more common choice when opening a new account. 48% of new customers prefer established banks, compared with 27% who choose digital-only providers. Younger consumers show the strongest lean toward neobanks, reinforcing the generational dimension of the shift.

Neobank customers also display distinct engagement patterns. Thirty-nine percent use online banking at least once a day, and 54% say they frequently notice financial services advertising on social media. These behaviors suggest clear opportunities for targeted marketing at the point where financial decision-making is already happening.

Across both digital and traditional banking, consumers consistently identify low or no maintenance fees as the most important factor when selecting a provider, indicating that price sensitivity continues to play a central role in loyalty decisions.

Methodology

YouGov’s best banks 2025 findings are based on tracking data from YouGov BrandIndex collected between September 1, 2024 and August 31, 2025 and demographic and attitudinal analysis from YouGov Profiles.

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