Nordnet, S-Bank, and OP Group are reputable companies in the financial sector
Reputation&Trust of financial sector companies conducted by T-Media reveals that the most reputable organizations in the financial sector are Nordnet, S-Bank, and OP Group.
The survey, conducted in December, targeted the general public, and the organizations surveyed were in the financial sector. A total of 26 financial sector organizations were surveyed in this round. The organizations surveyed included banks, pension funds, and insurance companies, among others.
A total of 5,363 Finns responded to the survey. Of the top three companies, Nordnet had a reputation score of 3.68, S-Bank 3.63, and OP Group 3.60 on a scale of 1–5. These are also the only companies in the survey to have achieved a “good reputation” rating.
The biggest improvement in reputation in the survey was achieved by Ilmarinen Mutual Pension Insurance Company, which managed to boost its reputation by 0.15 points.
“Companies at the top of the reputation rankings have managed to maintain their reputation at a high level in a general climate that is more critical than ever, and, thanks to their good reputation, have also kept their trust capital strong. At the same time, the top three have maintained their positions at the top of the financial sector’s reputation rankings,” says Sari Maunula, Research Director at T-Media.
“Ilmarinen’s rise in reputation, which was the largest among the companies surveyed, can be considered significant. Typically, less than a quarter of the companies that succeed in improving their reputation achieve a rise of 0.15 points or more over the course of a single year.”
On average, the reputation of companies in the financial sector is at a moderate level
The survey revealed that the reputation of the financial sector organizations surveyed is, on average, at a moderate level—with 3.50 being the threshold for a good reputation. On average, the organizations surveyed received the highest ratings in the areas of finance, management, and employer practices.
“Every Finn is a customer of the financial sector. People are familiar with the products and services offered by companies in the sector based on their own customer relationships. Less well known to the general public, however, is the sector’s role in promoting the green transition. The financial sector is strongly committed to sustainable development and combating climate change. This means, among other things, directing financing toward solutions that align with sustainable development and reduce carbon dioxide emissions. We still have a lot of work to do as an industry to communicate this and make it visible,” says Tuomo Yli-Huttula, Director of the Finnish Financial Services Association.
IMAGE: Reputation&Trust of Financial Sector Companies, Q4/2023. The figures shown in the graph are averages of the ratings received by the 26 organizations surveyed. The rating scale is 1–5. Figures are rounded to two decimal places.
This is how we conducted the study
Financial sector companies Reputation&Trustsurvey aimed to assess the reputation of selected companies among the general public. Data for the survey was collected via an online questionnaire between December 1 and December 30, 2023.
Organizations were evaluated using T-Media’s Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. The areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).
A total of 5,363 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.
For more information:
Sari Maunula, Research Director, T-Media
Tel. +358 50 409 1543
Riku Ruokolahti, Director of Development, T-Media
Tel. +358 400 512 200
