While big business behemoths like Target and Walmart are ubiquitous across the U.S., America likes to shop small, with nine in 10 of the country’s consumers shopping at a small business once a week. But — big or small — when it comes to where we shop, customers need to be able to trust that a company will be able to deliver the product or service they’ve invested their hard-earned money in.
The majority of American consumers turn to online reviews of a company before they commit to a purchase, whatever it may be. In particular, glowing five-star reviews from previous customers create the impression of a trustworthy company. In fact, 93.7% of consumers will trust a brand more if it has received positive feedback from customers.
This led the team at OnDeck to wonder: if positive reviews and ratings translate to trustworthiness, which American companies are the most trustworthy of all? To find out, we explored millions of customer ratings on the leading review website Trustpilot, a site on which three in four U.S. consumers say they check a brand’s score before making a purchase.
Key Findings
● NCH (a legal services company in Nevada) is the most trustworthy American company overall: 97.43% of its customer ratings are five stars.
● Meanwhile, Vision Computers, Inc. (a computer repair company in Georgia) is the most trusted American company in tech (98.35% of five-star ratings).
● In media, print and publishing, Artmill (a photo printing shop in Illinois) is the most trustworthy American company (97.20% of five-star ratings).
● PolicyPro (an insurance agency in Texas) ranks as the most trusted American finance company, boasting a nearly universal (99.10%) share of five-star ratings.
The Methodology Behind This Study
OnDeck began their research by compiling a seed list of companies considered American for operating within the United States and considered local to a U.S. state via their Trustpilot contact details. This may include some companies that were founded in other countries or which operate in multiple countries and U.S. states.
The team then retrieved each company’s customer ratings from Trustpilot, enabling them to isolate the top companies overall, per U.S. state and per sector (tech; finance; clothing and accessories; beauty and wellness; media, print and publishing) with the highest percentage of five-star reviews. To be considered in the top 20 rankings overall, companies needed at least 5,000 customer reviews. OnDeck lowered this threshold to at least 2,000 reviews per sector, and to at least 1,000 reviews per U.S. state. Companies with the same customer rating were separated according to which had the higher number of reviews.
In total, the analysis considers more than 14.9 million customer ratings. The data for this research is correct as of January 2024.
| �� Available Visuals Designers at OnDeck produced a series of visuals to showcase the results of this study – you will find all of them in the press pack: ● The 20 Most Trusted American Companies [HD] ● Map of The Most Trusted Company in Every U.S. State [HD] ● The Most Trusted Tech Companies in the United States [HD] ● The Most Trusted Clothing & Accessories Companies in the United States [HD] ● The Most Trusted Media Companies in the United States [HD] ● The Most Trusted Finance Companies in the United States [HD] ● The Most Trusted Beauty & Wellness Companies in the United States [HD] |
About OnDeck
OnDeck is a global online small business lending company that helps small businesses get the funds they need to manage challenges and opportunities—and succeed on their own terms.
They believe that small businesses are the lifeblood of the U.S. economy, and historically have been underserved financially. That is why, since its founding in 2006, OnDeck has been committed to making it efficient and convenient for small businesses to access financing online.
In their blog, the OnDeck team publishes practical advice and how-to guides for business owners, as well as original data studies to help provide greater insight into the small business landscape across America.
About NeoMam Studios
Founded in 2011 in the UK, NeoMam Studios is a creative studio on a mission to create digital content that online audiences will want to share for months and years to come. NeoMam was commissioned by OnDeck to produce and promote this project on their behalf.