Why you should invite customers to leave reviews

For UK financial services companies, reviews offer a unique opportunity to connect with customers, build trust, and achieve long-term success. Yet, not all companies proactively encourage customers to leave reviews. This oversight can leave businesses without one of their most powerful tools for growth — authentic customer insights.

Here’s why inviting customers to leave reviews should be a priority for every company, especially in the financial services sector.

1. Build trust and credibility

Financial services rely heavily on trust. Whether customers are choosing a bank, an insurance provider, or a mortgage broker, they want assurance that they’re in good hands. Reviews provide a credible, real-world endorsement of your services. When customers see a variety of opinions about your business, they gain confidence that your company is transparent and trustworthy.

Encouraging reviews ensures you have a constant flow of fresh, relevant customer reviews. In a sector where reputation is everything. These act as social proof, helping prospective customers decide in your favour.

2. Gain insights for improvement

Every customer review is a goldmine of information. Inviting customers to share their experiences allows you to identify what’s working well and where there’s room for improvement. Reviews highlight where things are going well as well as common pain points, and can uncover overlooked opportunities to enhance your products or services.

For example, if multiple customers comment on the complexity of your online banking app or mention delays in customer support response times, this insight becomes actionable data. At Smart Money People, we use our data models to identify key themes in customer reviews and can break down data by product, by channel, or according to your own personalised metrics. Companies that listen and respond to this input can make targeted changes that drive customer satisfaction.

3. Boost customer engagement

Inviting reviews isn’t just about collecting data — it’s also a way to deepen your relationship with your customers. By actively seeking their opinions, you demonstrate that their voices matter. Customers who feel heard are more likely to remain loyal and advocate for your brand.

Moreover, responding to reviews — whether positive or negative — enhances engagement further. A thoughtful reply to reviews shows that your company values customers’ experiences and is committed to enhancing their experience. This two-way interaction builds stronger connections with your audience.

4. Strengthen your online presence

Online visibility is critical, especially in competitive markets like UK financial services. Reviews play a significant role in improving your company’s presence on search engines. Review platforms like Smart Money People often rank high in search results, and having your business featured with a wealth of reviews can drive traffic to your profile or website.

Regularly inviting customers to leave reviews ensures a steady stream of new content that search engines love. This helps improve your rankings, making it easier for potential customers to find you when searching for services.

5. Meet consumer expectations

In a world where comparison shopping is the norm, reviews are now a standard part of the decision-making process. In fact, our research shows that more people use reviews (23%) to decide which financial products to use than asking an adviser (17%)*.

If your company has few or no reviews, potential customers may view it as a red flag or opt for a competitor with a more robust presence. By inviting customers to leave reviews, you not only meet their expectations but also position your company as modern, transparent, and customer-focused.

Summary

For UK financial services companies, inviting customers to leave reviews isn’t just a nice-to-have — it’s a business imperative. Reviews build credibility, provide actionable insights, and strengthen customer relationships. They also enhance your online visibility and keep you competitive in a crowded market.

Encouraging reviews is an opportunity to showcase your commitment to transparency, improvement, and customer satisfaction. By actively seeking reviews, you can unlock a wealth of benefits that help your business thrive while empowering customers to make more informed financial decisions.

So, make it a priority to ask your customers for reviews. After all, their experience is more than just a reflection of your performance — it’s the foundation for your future success.

Unlike our competitors, Smart Money People’s paid plans provide unlimited review invitations, giving you an edge in inviting customers to leave reviews. Contact our Business Development team to get started.

*Smart Money People research, October 2022