Smart Money People's monthly risers data shows UK financial brands winning at moments of client stress — with lessons for mortgage lenders
Smart Money People’s August 2026 customer satisfaction index has named Aviva, Chase Bank, and StepChange as the UK’s top-performing financial brands. All three were credited for how they handled clients at moments of acute financial stress, not for product price alone.
The index tracks month-on-month movement in customer satisfaction ratings. It spotlights the banks, lenders, insurers, and savings providers that customers rated most positively in a given month.
Peer Jelendorf, chief executive of Smart Money People, said the results reflected what clients want when money is tight.
“With inflation still volatile and the cost of living continuing to bite, many people are managing real financial stress right now,” he said. “It’s particularly encouraging to see established names like Aviva and Chase recovering customer trust, alongside the vital work StepChange does at some of the most difficult moments in people’s financial lives.”
What drove customer satisfaction in August
Aviva posted the largest month-on-month gain of the three, rising 1.81 points to a customer satisfaction rating of 4.14. Reviews cited clear communication, competitive renewal pricing, and responsive service. Pension holders valued plain annual statements. Smart Money People’s analysts noted that complex journeys, particularly claims and pension withdrawals, remained an area where consistency would be critical.
Chase Bank rose 1.79 points to 4.45. Customers credited the app, quick access to human advisers, and strong savings rates. Quick, responsive security measures were also reassuring to customers, especially around unusual transactions.
StepChange, the debt advice charity, recorded a perfect customer satisfaction rating of 5.00, up 0.05 from the previous month. It also posted strong gains in the debt advice service category. Customers praised StepChange for offering clear advice, easy-to-use tools, and non-judgmental support.
| Provider | Sector | August rating | Change vs last month |
|---|---|---|---|
| Aviva | Insurance / investment | 4.14 | +1.81 |
| Chase Bank | Banking | 4.45 | +1.79 |
| StepChange | Debt management / support | 4.90 | +0.15 |
Three customer satisfaction trends worth looking at
Smart Money People’s analysts identified three trends from August’s results.
Established brands are recovering. Several of the month’s strongest risers came from providers that had underperformed in recent periods. Where well-known brands improved communication, product clarity, and service delivery together, sentiment recovered quickly.
Customers consistently valued clear digital journeys. The strongest experiences, however, combined ease of use with accessible human expertise for complex situations. Digital-first does not mean digital-only.
Critical moments shape the whole relationship. Where a brand responds well in a crisis – debt, fraud, illness, or bereavement – it earns loyalty that routine transactions never produce.
Customer satisfaction as a referral tool for brokers
For UK mortgage lenders and the brokers who place with them, the Smart Money People data provides a practical reference point.
Around 1.8 million fixed-rate deals are due to mature in 2026, according to UK Finance. Many clients coming through affordability reviews may already be under pressure. BSA research on the vulnerability gap in this year’s remortgage wave shows that financial difficulty often goes undisclosed. Clients do not always recognise themselves as vulnerable, even when their resilience is stretched.
Research from L&C Mortgages into borrower financial stress found that more than half of UK mortgage holders worry about repayments at least once a month. Some 42% name their mortgage as their single biggest financial pressure.
Brokers directing clients to lenders with a strong track record on customer satisfaction are better placed to retain those clients long-term. How a lender responds when things become difficult, not just the rate on offer, is what shapes lasting loyalty.
