Our 2026 Smart Money People badges are now live!

Consumers want more than just products, they want to work with financial services companies that genuinely care. That’s why we launched our Smart Money People Customer Satisfaction and Consumer Guardian badges, recognising those who go above and beyond.

Since then, providers have proudly showcased their badges, celebrating their commitment to customers and setting the standard for exceptional service.

Now, we’re delighted to announce that our 2026 Smart Money People badges are officially live – continuing to celebrate the very best of UK financial services.

What are Smart Money People badges?

Smart Money People badges are a symbol of excellence, awarded to financial services providers that consistently go above and beyond for their customers. Companies that earn a badge can stand out against their competitors by displaying them across all their communications, showing both existing and potential customers that they are trustworthy and customer-focused.

They recognise those that stand out for their exceptional commitment to service, based on real customer reviews and Smart Money People’s core financial services focused metrics - including customer service, value for money and product understanding.

There are two badge types available:

• Customer satisfaction badge

With three badge levels – gold, silver, and commended – these are awarded to companies with consistently positive customer reviews, recognising the very best in UK financial services.

• Consumer guardian badge

Based on our Consumer Duty metrics, these badges recognise companies that go above and beyond to protect consumers, supporting them to make informed decisions, and ultimately achieve better outcomes.

Why we launched them

We created Smart Money People badges to celebrate those that are delivering exceptional customer experiences, and encourage ongoing improvement across the industry.

They represent a mark of excellence, giving companies the opportunity to showcase the brilliant impact they’re making. They also create powerful PR and marketing opportunities for the companies that earn them, giving recognition where it’s truly deserved.

Ultimately, it’s about empowering both financial services and consumers, making UK financial services more transparent for everyone.

How to get a badge

To qualify for a badge, your company needs to be on a Professional plan with us, have at least 50 verified reviews collected through our platform, have been actively gathered reviews for at least 90 days, and meet our required average review rating - demonstrating the high standard of services that earns this mark of excellence. We assess performance across a rolling 12-month period, from September to August, giving you plenty of time to build momentum and improve throughout the year.

Why you should strive for one

Let’s face it, customers have choices. And they’re choosing with their eyes wide open. A Smart Money People badge is a clear, independent signal that your company puts customers first.

Unlike generic review sites, every review we collect includes 16+ data points tailored specifically to financial services. That means our badges aren’t just based on stars and comments, they’re backed by deep insight and metrics that truly matter. When you earn one, it’s recognition from an industry expert that sets high standards and understands what excellence in financial services truly looks like.

Displaying a Smart Money People helps you outperform competitors by standing out in a crowded market. And most importantly, it can help drive more business and support long-term growth.

Want to get yours?

The best part? Your company may already be eligible for a Smart Money People badge. Contact [email protected] to learn how you can get yours.