The Finnish financial sector has steadily strengthened its reputation among the general public over the past several years. The sector’s overall reputation in Finland is also at a higher level than in the other Nordic countries. This finding is based on the annual trust and reputation survey, conducted by Reputation and Trust Analytics in November–December 2025. The survey respondents evaluated banking, finance and insurance companies and earnings-related pension providers.
The sector’s overall reputation score in Finland was 3.28 on a five-point scale. This figure is the best result recorded to date. For comparison, the overall score in the first survey year 2017 was clearly weaker at 2.96. The 2025 survey included 4,779 Finnish respondents, of whom 498 evaluated financial sector companies.
There is a strong statistical link between the sector’s reputation and the behaviour of the general public. When the reputation score improves, stakeholder support also grows stronger.
“Stakeholder support for the financial sector reached a record-high level in the latest survey. The score is boosted especially by the sector’s stronger reputation in areas that measure responsible corporate governance – namely, transparency and responsibility”, says Lauri Leppo, adviser at Reputation and Trust Analytics.
According to Leppo, companies have enhanced their operations and successfully developed their communications, which play an important role in clarifying the societal significance of financial sector organisations.
“The financial sector’s investments in modernised services, stronger interaction and promotion of responsibility are reflected in the results of the reputation survey. Finance Finland has actively highlighted the business transformation and sustainability work of its member companies. I’m glad to see young people have recognised that financial sector companies generate significant societal benefits and take environmental responsibility into account in their business”, says Tuomo Yli-Huttula, director of public affairs at Finance Finland.
Reputation and Trust Analytics has surveyed the sector’s reputation also in Sweden, Norway and Denmark. Although there are minor differences in their overall reputation scores, all of the Nordic financial sectors received a good score in areas related to the profitability and financial stability of companies.
“It’s heartening that the general public across the Nordics trusts in the financial reliability of the sector. This perception aligns with the assessment that supervisory authorities have consistently reached in recent years: that the Nordic financial sector is well-capitalised and resilient. Together, these views demonstrate a strong level of trust in the sector”, Yli-Huttula says.
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