South Africa’s banking sector is among the most advanced in the world; technologically sophisticated, highly competitive and globally respected. Yet, despite the industry’s innovation, the true currency of competitiveness remains confidence.
At this year’s ASK AFRICA Banking Brand Index, confidence once again revealed its emotional core: trust.
Discovery Bank emerged as the 2025/26 winner, followed by FNB in second place and RMB in third, demonstrating how identity, purpose and consistency now define leadership in banking.
“Leading from within isn’t just a slogan, it’s a mindset that defines how truly authentic brands operate,” says Dr Sarina Howie, director: global products at ASK AFRICA. “Identity drives consistency, consistency builds confidence, and confidence inspires trust.”
Emotional trust as the new currency
Over the past decade, disruption has dominated the narrative in banking. But the latest Index findings show that customers no longer reward novelty alone; they reward reliability, integrity and clarity. Amid constant change and uncertainty, confidence has become the key differentiator.
“We are seeing a need for brands to feel human, grounded, and clear about who they are,” notes Howie. “People crave less noise and more truth. Brands that know themselves are the ones customers believe in when the world feels unpredictable.”
Discovery Bank’s performance illustrates this shift: 73% of its clients rated their experience nine or 10 out of 10, signalling delight and deep emotional engagement, and notably, there were no signs of dissatisfaction (scores 0–4) among its customers. This rare balance of delight without discontent speaks to the bank’s remarkable consistency in delivering on its promises. Its brand promise is anchored in integrity, empathy, and reliability, the attributes that sustain confidence long after the marketing fades.
The power of shared value
Discovery Bank’s success lies in its shared-value model, which rewards customers for positive financial behaviour. When clients manage their money well, they benefit from better rewards, rates, and outcomes, creating a tangible link between well-being and trust.
This moves banking from a transactional relationship to a partnership based on mutual progress. Customers feel that the bank’s success is aligned with their own, which becomes a crucial driver of emotional loyalty and advocacy.
“What Discovery Bank has mastered is congruence,” Howie explains. “Its promise, product, and customer experience form one coherent story. That unity builds belief, and belief is the foundation of trust.”
Balancing technology and humanity
As a fully digital bank, Discovery Bank shows that technology and humanity need not exist at opposite ends of the spectrum. Its digital ecosystem is designed for control, safety, and simplicity, yet always with empathy at the centre. Technology is regarded as an extension of care, not a replacement for it.
This balanced approach is echoed by other high-performing brands such as FNB and RMB, both of which show that authentic connection, not just capability, defines meaningful innovation.
Identity-driven branding as a foundation for trust
Identity-driven branding is a strategic approach where a brand’s core identity, values, purpose, and personality becomes the foundation for everything it does, from customer messaging to experience design. It creates a cohesive and authentic brand presence that resonates with audiences, builds trust, and differentiates in competitive markets.
Howie elaborates: “When a brand’s sense of self is clear, every touchpoint, from its digital design to its frontline interactions, reflects that inner clarity. It’s the difference between a brand that reacts to change and one that leverages it.”
In this sense, the leading banks of 2025 aren’t simply adapting to change; they’re using it to reinforce who they are.
Intelligence as the competitive advantage
Drawing insights from over 4 000 banking customers across ten major institutions, the ASK AFRICA Banking Brand Index, now in its second year, evaluates both rational satisfaction and emotional fulfilment to offer a holistic view of brand health.
The data reveals that while product performance and fulfilment drive retention, emotional attachment is what drives advocacy. Consistency, empathy, and authenticity convert satisfaction into loyalty, and loyalty into advocacy.
“Emotional connection is not a soft metric; it’s a strategic one,” adds Howie. “When customers feel understood and valued, they don’t just stay, they speak up for you. That’s where real brand equity lives.”
The ASK AFRICA Banking Brand Index is not only about declaring winners and losers; it’s about equipping the industry with a lens to understand why certain brands thrive. By mapping emotional- and rational performance of 10 banking brands across 27 brand attributes and seven core themes, it provides a longitudinal view of what drives sustainable loyalty in South Africa’s banking landscape.
Howie concludes: “When trust deepens, markets stabilise. When emotional connection grows, loyalty follows. The future of banking belongs to brands that lead from within.”
Brands wishing to assess the ASK AFRICA Banking Brand Index performance can contact:
- Christian Nee-Whang, chief commercial officer – christian@askafrica.co.za
- Maria Petousis, executive: TGI & Benchmarks – maria@askafrica.co.za
ASK AFRICA is the ultimate strategic insights partner across Africa. With three decades of expertise rooted in rigour, the firm delivers locally relevant insights backed by internationally benchmarked expertise. Known for its Decisioneering methodology and bold thought leadership, ASK AFRICA is committed to Revealing the Unseen.
