Monthly financial services review data update: April

Download PDF version

By Jake Sandford, Head of Data & Analytics, Smart Money People

In a nutshell:

• Increased overall satisfaction across key metrics
• Customer service and value for money ratings both up
• Financial support still strong but showing signs of levelling off
• Investments dip slightly from the highs seen in March
• Insurance continues to underperform compared to the rest of the industry

Summary of results:

April delivered a strong uplift in customer sentiment across financial services, with all key overall scores rising. The average overall rating reached 4.95/5, while NPS jumped to +94.1 – the highest scores seen in 2025. Scores for customer service (4.87/5) and value for money (4.82/5) notably improved, while perceived fairness (98.57%) and product understanding (96.77%) were also slightly up.

Looking at selected product data, financial support services remain strong, but small drops from March in NPS and perceived fairness could suggest early signs of levelling off from the highs seen so far this year. Investments, while still performing well, saw a slight dip compared to March. This could reflect seasonal shifts in focus following the end of ISA season.

Business banking and credit cards delivered steady performance, though slightly behind the leaders. Meanwhile, insurance continues to underperform, with lower scores across all metrics - most notably perceived fairness (76.49%) and value for money (4.06/5) - suggesting persistent challenges in this sector.

Overall, April’s figures paint a positive picture. However, the data suggests that there are certain areas where momentum may be beginning to soften.