Fairfx.com is the nation’s most recommended credit card or payment services provider

New analysis released today by YouGov names Fairfx.com, the online foreign exchange platform, is the UK’s most-recommended credit card or payment services provider in the UK.

YouGov’s 2020 Recommend rankings reveal the brands with the highest percentage of their own customers recommending them to friends or colleagues.

Fairfx.com’s strong performance comes as the company is rebranding to Equals.co. The new-look service promises to expand its core offering beyond FX and international transfers.  The brand narrowly tops the list, with 68% of its current customers endorsing it to people they know.

The rankings data is drawn from YouGov Recommend+, a fresh approach to understanding consumer advocacy. YouGov Recommend+ is a highly cost-effective NPS® diagnostics approach that gives marketers the full picture on what drives existing and potential promoters. It provides brands with more actionable data about the attitudes and behaviours of consumers and will initially be available in the US, UK and Germany, rolling out into other markets in due course.

PayPal, the global online payments system, comes a close second with 67% of its current customers recommending it to people they know. The platform has built on its core offering over the last few years – acquiring iZettle and launching a Buy Now Pay Later service in the UK. American Express completes the top three with a score of 65%.

Zopa, the P2P lending platform, comes fourth with 62%. The company is currently pursuing a full UK banking licence and intends to offer other financial services in the near future.

Meanwhile, Western Union, the nearly 170-year-old financial services and communications company, has a score of 58% – a fifth-place finish that reflects the brand’s enduring strength.

Card and payment services occupy the next three places, with Visa (53%), Mastercard (50%), and Barclaycard (49%) ranking sixth, seventh, and eighth respectively. Hitachi Personal Finance (46%) and Black Horse (44%) – the vehicle finance provider – complete the top ten.

Commenting on the rankings, Julian Tooke, Global Director of Product Integration at YouGov said:

“Across the credit card and payment services brand, Fairfx.com and PayPal rank the highest for customer advocacy. The brands which performed the best are those which are online. The brands which rank in the top four all have customer advocacy scores over 60% and a large lead over the remaining six ranked brands.

“YouGov has been assessing consumer recommendation of brands for 20 years and we currently measure it in more than 40 markets. We understand the importance of recommendation as brand health and consumer satisfaction metrics but also as a powerful communications channel. While Recommend scores allow brands to accurately gauge what their own customers think of them, YouGov Recommend+ now allows brands to unlock this data and make it actionable.”