The rankings reveal the most positively perceived brands among female customers in Singapore
On the occasion of International Women’s Day, YouGov BrandIndex – a syndicated brand tracker which continuously collects data on thousands of brands every day - looked at financial service providers and insurance brands’ former and current customers, and analysed the most positively perceived brands among female customers between the period of 1st March 2023 and 29th February 2024.
Among major financial service providers in Singapore, Trust Bank was viewed most positively by female customers over the past 12 months. It achieved the highest score of 49.3 – calculated as an average of its Impression, Quality, Value, Customer Satisfaction, Recommendation and Consideration scores.
Launched in 2022, Trust passed its one-year mark with over 600,000 customers, becoming one of the fastest growing digital banks in the world. It seems to have particularly resonated with female customers in the country as it emerges as the most popular brand in YouGov 2024 Women’s ranking.
DBS, that topped YouGov’s Brand Equity Rankings among all Singaporeans is the next most favourably viewed brand among females (45.0), followed by Visa (41.6), POSB Bank (40.3) and Mastercard (39.7).
Other brands to feature on this list are UOB (37.6), American Express (36.8), Revolut (36.0), OCBC (33.0) and PayPal (29.2)
Within the Insurance category, NTUC Income enjoys the strongest position among female consumers (50.5). In addition to being the top brand among women, it also led the Brand equity ranking of insurers in Singapore across 2023.
Singapore’s leading digital insurer FWD follows in second (45.7). Great Eastern is ranked third overall among women (44.6)- as opposed to fourth among men. Rounding off the top five is Prudential (38.2) and Singlife (37.7).
AIA took the sixth position (37.6), followed by Tokyo based property and casualty insurance brand Tokio Marine (35.8). Toronto headquartered Manulife (35.2), HSBC Life (32.7) and Etiqa (31.0) complete the top ten ranking of insurance brands among women in Singapore.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. YouGov examined around 50 leading brands within the financial services and insurance categories between March 1, 2023, and February 29, 2024. The brands were filtered by female former and current customers and then ranked using an overall score calculated as an average of Impression, Quality, Value, Customer Satisfaction, Recommendation and Consideration scores. Base size is equal to 100 or more. Learn more about BrandIndex.
