NatWest, part of the group which brought Britain's banking sector to the brink of collapse, and Tesco, a relative infant in financial services, have made it into the top five most loved brands in finance, while all the big insurers languish in bottom place.
Banks and building societies dominated the top spots in Uffindell's first BrandLove Index, which measures consumers' loyalty and relationships with brands.
Out of a survey of 2,000 people, First Direct bank ranked highest, followed by e-commerce payment method PayPal, and Nationwide building society.
NatWest, part of the Royal Bank of Scotland which taxpayer were forced to bailout at a cost of £45bn, came fourth.
Tesco, which has only had a personal finance arm since 1997, grabbed the fifth top spot.
Lloyds TSB, which received a £37bn taxpayer bailout, and rival bank HSBC also made the top ten.
By comparison well established names from the insurance sector, which escaped relatively unscathed from the worst excess of the financial crisis, sit at the bottom of the index, suggesting the insurance industry needs to work much harder at building stronger customer relationships.
Legal & General, Admiral, AXA, Standard Life, Aviva and Scottish Widows, all languished at the bottom table as the least loved brands.
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