The state of online trust, 2026

Every year we look at the categories where consumer trust grew, the ones where it eroded, and what predicts the difference. 2026 was a year of widening gaps.

In finance, challenger banks at the top of the trust rankings extended their lead by more than half a star. The bottom quartile lost ground. Customers cited unclear fees and slow dispute resolution far more than any product feature.

In travel, on-time performance proved to be the single strongest predictor of a positive review — beating price, even beating loyalty programs. Airlines that publish their punctuality numbers visibly out-earn the ones that bury them.

Across every category, the gap between 'verified' and 'unverified' reviews narrowed: more people are now writing reviews after a tracked purchase, which is good for everyone — readers, writers and businesses.