Credit Card Trust by Financial Vulnerability
There is big discrepancy in trust scores between customers who are financially vulnerable and those that aren’t. We ask participants about financial vulnerability by checking if bills are a heavy burden for them, somewhat of a burden or no burden at all. For every brand, customers who do not find bills to be a burden report higher trust scores. This isn’t surprising in the credit card sector given credit card statements will be one of those monthly repayments people could struggle with, but the gap between those who are financially vulnerable and those that aren’t varies a lot between brands. Amongst the larger credit card providers Nationwide has the smallest gap between these customer cohorts, those that find bills to be a heavy burden only report trust scores around 5p.p lower than those that don’t find them to be a burden at all. Santander also has a relatively small gap of about 9p.p. For Santander this means it has the second highest trust scores amongst customers who find bills a heavy burden, a long way ahead of Natwest who sit in 3rd place amongst this cohort. This contrasts with Santander's 5th place when looking at customers who don’t struggle with bills.
Capital One has the largest gap between the customer cohort's trust scores at 33p.p, followed by American Express with almost 29p.p. What’s interesting is the very different type of customer, and intended use, or credit cards with American Express and Capital One. Capital One focuses on higher risk lending and helping customers build their credit score, 18% of Capital One customers in our survey stated that bills were a heavy burden. American Express focuses on rewarding card holders through points and perks. Only 5.5% of American Express customers in our survey said that bills were a heavy burden, the lowest of all the large brands, but the massive drop in trust between the different customer groups suggests that their struggling customers are not happy with the outcomes. This could be because those struggling are more likely to be paying lots in interest charges, subsidising the rewards for those customers that pay in full every month. The graph below shows the trust scores for both financially struggling customers and those without financial difficulty.