Last month Roy Morgan released their latest Risk Monitor findings for brand trust and distrust. One key highlight caught my attention: banking has climbed to become Australia's fourth most trusted industry, a remarkable rise of 14 places in just six months. Bunnings continues to lead as the top trusted brand overall, the finance sector as a whole, including banks, superannuation, insurance, and payments, is making strong gains.
In contrast, other industries face ongoing challenges. Telecommunications ranks as the least trusted sector, impacted heavily by Optus's triple-zero outage. Supermarkets continue to struggle with public perception. Even major technology companies are slipping, with Google dropping five places and Microsoft falling 37 spots in the distrust rankings. Amid this landscape, banking emerges as a beacon of stability that consumers actively seek out.
As Head of Marketing and Engagement at Heartland Bank Australia, I see this shift playing out in real life. Older Australians are starting to view banks as dependable partners (again) rather than just service providers. This is in sharp contrast to pre-pandemic times and the Royal Commission - The industry had a lot of work to do in cleaning up it's reputation. This change has significant implications for how we market high-trust products, such as equity release solutions.
Products like reverse mortgages require a high level of trust because they involve major life decisions for people, often in their later years. Customers naturally hesitate when the stakes feel personal and long-term. In my experience at Heartland Bank (and my 15 years in banking), the most effective approach is to move away from hard sales tactics and instead focus on providing clear, helpful guidance that builds confidence.
No one owes your their time, attention, money or business - we have to EARN IT. I try to think in this context as often as I can 'Have I earnt the right to ask this person for their business?'
Our "Turn Someday into Today" campaign at Heartland illustrates this perfectly. We share genuine stories from customers. For example, couples who have used home equity to fund much-needed renovations or family trips without the pressure of selling their family home. These narratives resonate because they use straightforward language and emphasise real benefits, creating an immediate sense of connection and trust.
Here are the specific tactics that have proven effective in our work:
Australia's major banks are seeing benefits too. For instance, Commonwealth Bank now ranks fourth overall among trusted brands. However, challenger banks like Heartland have a unique opportunity to build even deeper loyalty. We succeed by offering highly targeted advice tailored to the specific needs of older Australians navigating later-life financial decisions. A great example is our team's presence at events like the Aging Well Expo, where we simply show up, listen to concerns, and start meaningful conversations. This approach fosters genuine relationships that go beyond transactions.
This surge in banking trust represents a powerful opportunity for marketers. It allows us to simplify complex customer journeys, instill real confidence in decisions, and ultimately help people improve their quality of life. By prioritising education, authenticity, and responsiveness, we can turn positive sentiment into lasting engagement.
What is one trust-building tactic that has worked well in your marketing efforts? I would love to hear your experiences in the comments below.
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Shoutout Roy Morgan Risk Monitor, Dec 2025 (18,204 Aussies 14+). Grab it here: **https://www.roymorgan.com/findings/10157-risk-monitor-quartely-update-december-2025**