Digital Experience Drives Loyalty as Smart Money People Launches New Monthly 'Risers' Index

Quick Summary

The Smart Money Risers index is a new monthly benchmark tracking the fastest-improving financial brands based on verified customer reviews. In June 2026, M&S Bank, Monzo, and American Express emerged as leaders, proving that digital experience and seamless human support are now the primary drivers of customer loyalty in fintech.

How does the Smart Money Risers index measure success?

The Smart Money Risers index identifies financial institutions that are successfully closing the gap between digital-first efficiency and traditional service. Rather than just ranking the highest-rated firms, the index focuses on positive momentum in customer sentiment across banking, insurance, and lending. This month, M&S Bank saw a significant rating jump to 4.17, while Homeprotect reached 4.82 by focusing on transparent renewal pricing.

• M&S Bank: Improved rating to 4.17 (+0.48)
• American Express: Product category riser (+0.46)
• Monzo: Current account rating rose to 4.71

What trends are shaping customer satisfaction in 2026?

Analysis of the June data reveals that product experience is now more influential than legacy brand reputation. Consumers are increasingly prioritizing frictionless borrowing and app usability over long-standing institutional names. Specialist lenders continue to outperform incumbents by delivering faster decisioning and smarter application journeys.

• Speed of service: Faster loan decisions are driving 4.94 ratings for niche lenders.
• Hybrid support: Customers reward brands that offer real human support alongside digital tools.
• Renewal transparency: Competitive pricing at renewal is a key differentiator in general insurance.

"June's Risers show that customers are rewarding financial brands that make life simpler, whether that's a fairer renewal price, a faster loan decision, or just being able to speak to someone when it matters," said Peer Jelendorf, CEO of Smart Money People. "That's exactly why we built this index – to shine a light on the companies genuinely improving their customer experience and to show the industry where the Smart Money's at."

FF NEWS TAKE:

The launch of Smart Money Risers moves the needle by shifting the focus from static ratings to velocity of improvement. In a market where digital experience is often commoditized, this index highlights that the real winners are those who balance slicker digital journeys with high-touch human empathy. For legacy banks, the message is clear: brand history is no longer a shield against agile, customer-centric fintechs.