YouGov’s Finance Purchase Funnel Rankings 2021 Australia reveal the financial services brands that are best at converting consumers through the purchase funnel. The Rankings are based on the Consideration score from YouGov BrandIndex among consumers who are Aware of each brand, over a period of 12 months. This allows us to show which brands are most successful at converting Aware consumers into ones that would consider the brand when next in-market.
YouGov Finance Purchase Funnel Rankings 2021 in Australia: Banks
In Australia, Commonwealth Bank (CBA) leads the Banks list this year with a score of 33.8. ING came in second with a score of 24.9. In third and fourth position were ANZ and NAB respectively scoring 24.8 and 24.1. Rounding out the top five Westpac scored 22.2.
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN AUSTRALIA: BANKS | ||
| Rank | Brand Name | Score |
| 1 | Commonwealth Bank (CBA) | 33.8 |
| 2 | ING | 24.9 |
| 3 | ANZ | 24.8 |
| 4 | NAB | 24.1 |
| 5 | Westpac | 22.2 |
| 6 | Bendigo and Adelaide Bank | 19.4 |
| 7 | Greater Bank | 17.9 |
| 8 | ME Bank | 16.4 |
| 9 | Auswide Bank | 16.3 |
| 10 | St. George Bank | 16.2 |
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Chart shows the brands with the highest Consideration score among the Aware audience between September 1st, 2020 to August 31st, 2021
YouGov Finance Purchase Funnel Top Improvers 2021 in Australia: Banks
The most improved Banks in Australia this year is Bendigo and Adelaide Bank with a rise of +2.0 points, ahead of Westpac (up +1.7 points) and Commonwealth Bank (CBA) (which has improved by +1.3 points). The fourth and fifth position were NAB (+1.2 points) and Suncorp Bank (+1.0 points).
| YOUGOV FINANCE PURCHASE FUNNEL TOP IMPROVERS 2021 IN AUSTRALIA: BANKS | ||||
| Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
| 1 | Bendigo and Adelaide Bank | 19.4 | 17.5 | 2.0 |
| 2 | Westpac | 22.2 | 20.6 | 1.7 |
| 3 | Commonwealth Bank (CBA) | 33.8 | 32.5 | 1.3 |
| 4 | NAB | 24.1 | 22.9 | 1.2 |
| 5 | Suncorp Bank | 14.9 | 13.9 | 1.0 |
| 6 | Bankwest | 14.1 | 13.2 | 0.9 |
| 7 | St. George Bank | 16.2 | 15.3 | 0.9 |
| 8 | Rabobank | 10.3 | 9.6 | 0.7 |
| 9 | Bank of Queensland | 11.9 | 11.4 | 0.5 |
| 10 | ME Bank | 16.4 | 16.3 | 0.2 |
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Chart shows the Consideration score among the Aware audience from September 1st, 2020 to August 31st, 2021, compared to September 1st, 2019 to August 31st, 2020
YouGov Finance Purchase Funnel Rankings 2021 in Australia: Insurance
RACV/ RACQ/ RAA/ RAC / RACT leads the Australia's Insurance list this year with a score of 31.1. NRMA Insurance came in second with a score of 19.8. In third and fourth position were Cover.More and AAMI respectively scoring 18.6 and 18.0. Rounding out the top five Budget Direct scored 17.1.
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN AUSTRALIA: INSURANCE | ||
| Rank | Brand Name | Score |
| 1 | RACV/ RACQ/ RAA/ RAC / RACT | 31.1 |
| 2 | NRMA Insurance | 19.8 |
| 3 | Cover.More | 18.6 |
| 4 | AAMI | 18.0 |
| 5 | Budget Direct | 17.1 |
| 6 | Allianz | 16.9 |
| 7 | AIA | 16.4 |
| 8 | AHM | 14.0 |
| 9 | Medibank | 13.4 |
| 10 | Youi | 13.3 |
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Chart shows the brands with the highest Consideration score among the Aware audience between September 1st, 2020 to August 31st, 2021
YouGov Finance Purchase Funnel Top Improvers 2021 in Australia: Insurance
The most improved Insurance brand in Australia this year is GMHBA with a rise of +2.0 points, ahead of Budget Direct (up +1.9 points) and AAMI (which has improved by +1.8 points). The fourth and fifth position were Allianz (+1.6 points) and QBE Insurance (+1.5 points).
| YOUGOV FINANCE PURCHASE FUNNEL TOP IMPROVERS 2021 IN AUSTRALIA: INSURANCE | ||||
| Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
| 1 | GMHBA | 11.9 | 9.9 | 2.0 |
| 2 | Budget Direct | 17.1 | 15.3 | 1.9 |
| 3 | AAMI | 18.0 | 16.2 | 1.8 |
| 4 | Allianz | 16.9 | 15.3 | 1.6 |
| 5 | QBE Insurance | 11.5 | 10.0 | 1.5 |
| 6 | Medibank | 13.4 | 12.4 | 1.0 |
| 7 | Prudential | 7.3 | 6.4 | 0.9 |
| 8 | MLC Life Insurance | 6.1 | 5.3 | 0.8 |
| 9 | RACV/ RACQ/ RAA/ RAC / RACT | 31.1 | 30.4 | 0.7 |
| 10 | Bupa | 13.3 | 12.6 | 0.7 |
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Chart shows the Consideration score among the Aware audience from September 1st, 2020 to August 31st, 2021, compared to September 1st, 2019 to August 31st, 2020
YouGov Finance Purchase Funnel Rankings 2021 in Australia: Payment Systems
PayPal leads Australia's Payment Systems list this year with a score of 53.7. Visa came in second with a score of 37.9. In third and fourth position were Mastercard and Afterpay respectively scoring 34.1 and 26.0. Rounding out the top five Zip / Zip Pay / Zip Money scored 21.8.
| YOUGOV FINANCE PURCHASE FUNNEL RANKINGS 2021 IN AUSTRALIA: PAYMENT SYSTEMS | ||
| Rank | Brand Name | Score |
| 1 | PayPal | 53.7 |
| 2 | Visa | 37.9 |
| 3 | Mastercard | 34.1 |
| 4 | Afterpay | 26.0 |
| 5 | Zip / Zip Pay / Zip Money | 21.8 |
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Chart shows the brands with the highest Consideration score among the Aware audience between September 1st, 2020 to August 31st, 2021
YouGov Finance Purchase Funnel Top Improvers 2021 in Australia: Payment Systems
The most improved Payment Systems brand in Australia this year is Zip / Zip Pay / Zip Money with a rise of +2.3 points, ahead of Mastercard (up +2.3 points) and Visa (which has improved by +0.7 points). The fourth and fifth position were Diners (+0.3 points) and Afterpay (+0.3 points).
| YOUGOV FINANCE PURCHASE FUNNEL TOP IMPROVERS 2021 IN AUSTRALIA: PAYMENT SYSTEMS | ||||
| Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
| 1 | Zip / Zip Pay / Zip Money | 21.8 | 19.5 | 2.3 |
| 2 | Mastercard | 34.1 | 31.9 | 2.3 |
| 3 | Visa | 37.9 | 37.2 | 0.7 |
| 4 | Diners | 3.3 | 3.0 | 0.3 |
| 5 | Afterpay | 26.0 | 25.7 | 0.3 |
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Chart shows the Consideration score among the Aware audience from September 1st, 2020 to August 31st, 2021, compared to September 1st, 2019 to August 31st, 2020
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the financial services sector around the globe. Want to know more? To see your brand’s ranking please click here and one of our experts will be in touch.
Methodology
The brands in YouGov Finance Purchase Funnel Rankings are ranked based on their Consideration score among consumers who are Aware of each brand. This allows us to show which brands are most successful at converting Aware consumers into ones that would consider the brand when next in-market.
To identify the Aware audience we ask, ‘Which of the following brands have you ever heard of? Please select all that apply.’ And in follow up we ask the Consideration question, ‘When you are in the market next to use a product or service from a Financial Services brand, which of the following would you consider?’. The questions vary slightly from this template in different sub-sectors and regions.
The rankings chart shows the brands with the highest average Consideration score between 1st September 2020 - 31st August 2021. The improver chart ranks the brands with the highest increase in Consideration, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. The scores are representative of Aware consumers within the general population of adults 18+ (some regions are online or urban representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and at least 18 months to be included in the improver rankings (as well as being currently tracked).