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The Harris Poll EquiTrend® Brands of the Year

Using an academically vetted brand equity model with elements like familiarity, quality, and consideration, brands create powerful connections with consumers.

The stronger the brand, the greater the bond. The Harris Poll EquiTrend® study benchmarks how deep those bonds go and honors the highest ranked brands in each award category.

EquiTrend® Categories

Digital Investing
2019 Harris Poll EquiTrend®

Digital Investing Brand of the Year

  1. Vanguard Personal Advisor Services

Brands ranked below the category average in alphabetical order: Intuitive Investor by Wells Fargo, Merrill Edge Automated Investing, Schwab Intelligent Advisory​
Digital Wallet
2019 Harris Poll EquiTrend®

Digital Wallet Brand of the Year

  1. PayPal

  2. Zelle
  3. Visa Checkout
  4. Apple Pay
Brands ranked below the category average in alphabetical order: Amazon Pay, AMEX Pay, Android Pay, Chase Pay, Google Pay, MasterCard MasterPass, Samsung Pay, Square Cash, Venmo​
Health Insurance
2019 Harris Poll EquiTrend®

Health Insurance Brand of the Year

  1. Blue Cross Blue Shield

  2. Anthem
Brands ranked below the category average in alphabetical order: Aenta, Cigna, Humana, Kaiser Permanente, UnitedHealthcare​
Investment
2019 Harris Poll EquiTrend®

Investment Brand of the Year

  1. The Vanguard Group

  2. Fidelity Investments Financial Services
  3. Raymond James
  4. Franklin Templeton Investments
  5. Scottrade
  6. TIAA
  7. Charles Schwab Financial Services
Brands ranked below the category average in alphabetical order: Ameriprise Financial, E*TRADE, Edward Jones, Northern Trust, Principal Financial, Prudential Investments, T. Rowe Price Financial Services, TD Ameritrade​
Life Insurance
2019 Harris Poll EquiTrend®

Life Insurance Brand of the Year

  1. Northwestern Mutual Life Insurance

  2. MassMutual Insurance
  3. Pacific Life Insurance
  4. New York Life Insurance Company
  5. Transamerica Life Insurance Company
  6. Guardian Life Insurance
Brands ranked below the category average in alphabetical order: AIG Direct Life Insurance, John Hancock Life Insurance, Prudential Life Insurance​
National Bank
2019 Harris Poll EquiTrend®

National Bank Brand of the Year

  1. CHASE Bank

  2. Capital One
  3. Citibank
Brands ranked below the category average in alphabetical order: Bank of America, Wells Fargo​
Online Bank
2019 Harris Poll EquiTrend®

Online Bank Brand of the Year

  1. Capital One 360 Bank

  2. Marcus by Goldman Sachs
  3. Synchrony Bank
  4. Discover Bank
  5. Ally Bank
Brands ranked below the category average in alphabetical order: Barclays Online Bank, CIT Bank, Nationwide Bank, State Farm Bank​
Online Lending
2019 Harris Poll EquiTrend®

Online Lending Brand of the Year

  1. SoFi

  2. Guaranteed Rate
Brands ranked below the category average in alphabetical order: LendingClub, Quicken Loans, Rocket Mortgage​
Payment Card
2019 Harris Poll EquiTrend®

Payment Card Brand of the Year

  1. Visa

  2. Mastercard
Brands ranked below the category average in alphabetical order: American Express, Discover Card​
Property & Casualty Insurance
2019 Harris Poll EquiTrend®

Property & Casualty Insurance Brand of the Year

  1. USAA Insurance

  2. State Farm Insurance
  3. AAA Insurance
  4. Allstate Insurance
  5. Progressive Insurance
Brands ranked below the category average in alphabetical order: American Family Insurance, Erie Insurance, Esurance Insurance, Farmers Insurance, GEICO Insurance, Liberty Mutual Insurance, MetLife Insurance, Nationwide Insurance, The General Auto Insurance, The Hartford Insurance, Travelers Insurance​
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