Trust and Transparency Matter Most in Wealth Management Relationships, TransUnion Survey Finds
Rhea-AI Summary
TransUnion (NYSE: TRU) released survey findings showing that trust, reputation and transparency are the top factors when U.S. consumers select and stay with wealth management providers. Among 1,000 investors with at least $20,000 in investable assets, 65% ranked trust and reputation as top factors versus 49% for fees and pricing.
According to TransUnion, 56% of investors cited transparent fees and advice and 56% cited reputation and brand credibility as key drivers of trust. Over half of investors are moderately to extremely concerned about fraud’s impact on their investments, underscoring the importance of security, fraud prevention and identity protection in digital wealth management experiences.
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Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Aug 11 | Insurance research | Negative | +1.6% | Research reported uninsured vehicle ownership among Gen Z drivers and other age groups. |
| Aug 06 | Credit access report | Positive | -1.0% | Report showed broader credit access, moderated debt growth, and relatively stable delinquency. |
| Aug 06 | Dividend declaration | Positive | -1.0% | Board declared a second-quarter cash dividend payable September 4 to record holders. |
| Aug 05 | AI readiness research | Negative | -2.1% | Study identified readiness gaps despite confidence in increasing AI-enabled marketing investment. |
| Jul 28 | Second-quarter earnings | Positive | +8.5% | Revenue, earnings, and full-year guidance increased in the second-quarter results. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent history was mixed: earnings and negative AI-readiness research aligned with price reactions, while other updates diverged.
AI-generated analysis. How Rhea-AI works. Not financial advice.
New research reveals investors prioritize trust over fees and identifies security, fraud protection and reputation as critical factors in provider selection and loyalty
CHICAGO, Aug. 20, 2026 (GLOBE NEWSWIRE) -- New research from TransUnion (NYSE: TRU) found that trust, reputation and transparency are the most important factors shaping how consumers choose and maintain relationships with wealth management providers. The findings highlight a significant opportunity for firms to differentiate themselves in an increasingly competitive and digital marketplace.
In a survey of 1,000 U.S. consumers with at least
The research also revealed that trust is built through specific, tangible experiences. Investors identified transparency in fees and advice (
Notably, concerns about fraud are shaping how investors define trust. More than half (
“Wealth managers have traditionally competed on performance, products and price. Our research shows that the competitive landscape is changing,” said Joshua Turnbull, senior vice president of financial services at TransUnion. “Investors are telling us that confidence and credibility matter as much as – and sometimes more than – traditional decision factors. As digital engagement becomes the norm, trust is no longer an intangible brand attribute; it is a measurable business asset that can influence acquisition, retention and long-term growth.”
The findings show that investors increasingly expect firms to reinforce trust through strong protection and security practices. As wealth management interactions increasingly move online, firms that visibly safeguard client identities, accounts and communications may be better positioned to strengthen investor confidence, deepen loyalty and differentiate themselves in a competitive market.
Trust as a Growth Strategy
The findings suggest that trust is no longer simply a brand attribute. It has become a fundamental imperative that can drive client acquisition and retention. While digital capabilities remain important, investors place greater value on firms that consistently demonstrate transparency, accessibility and protection throughout the client journey.
For wealth management firms, this indicates that trust must be demonstrated throughout the investor lifecycle, not simply earned at the point of account opening. Organizations that understand changing investor expectations and create personalized experiences can build confidence across every interaction. In turn, they may be better positioned to attract new clients, strengthen existing relationships and stand apart in a competitive market.
The research also highlights the importance of connecting engagement, communications and protection strategies. Firms that strengthen client communications, enhance interactions and help protect investors from fraud and identity-based threats can reinforce trust while supporting long-term loyalty. Together, these capabilities can strengthen investor relationships and support sustainable growth.
Turnbull continued, “Trust has become a defining factor in how investors choose and evaluate wealth management providers. For firms navigating a rapidly evolving marketplace, understanding what builds confidence is critical. These findings provide a roadmap for wealth managers to strengthen client relationships and drive growth, while highlighting the need for solutions that deliver the transparency, protection and personalized engagement investors increasingly expect.”
To learn more about how TransUnion wealth management solutions can help strengthen investor relationships, build trust and support long-term growth, click here.
About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments, we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world.
http://www.transunion.com/business
| Contact | Dave Blumberg |
| TransUnion | |
| david.blumberg@transunion.com | |
| Telephone | 312-972-6646 |
