Twint and KPT are among the winning brands 2022

Based on more than 25,000 interviews, a study by Link provides information on trends and developments surrounding the brand and advertising performance of 50 brands in the financial services and insurance sectors. reports exclusively on selected highlights of the study.

Over the course of 2022, the market research institute Link conducted more than 25,000 interviews to observe 50 of the most important banks, banking apps, (health) insurance companies and payment providers from a consumer perspective. The total sample is evenly distributed across calendar weeks and is representative per week by age, gender and region.

Twint occupies the top position in many cases

The first thing that stands out in the results is how positively the Twint brand has developed in the perception of the population. In 2022 as a whole, the mobile payment provider is the leader in terms of brand awareness score, brand consideration and customer satisfaction, among other things. Twint also outperforms big brands such as Raiffeisen, the cantonal banks, Die Mobiliar, and CSS.

In addition, Twint made further significant gains over the past year, further increasing its already high awareness (+3.1 percentage points) and consideration (+4.3 percentage points). These are indicators that the Amount of commercial transactions via Twint after doubling will continue to develop very positively in 2022.

KPT posts strong gains

In December 2022, the NZZ reported on the enormous customer growth at KPT. So it comes as no surprise that it is the main winner among the health insurers in the past year. According to the link analysis, KPT also recorded the greatest growth in brand awareness and consideration of all 50 brands surveyed (+9.2 and 5.0 percentage points respectively).

It still ranks well behind the largest health insurers such as CSS and Helsana, among others. However, the gap has been significantly reduced, and providers such as Assura and Concordia have already been overtaken in terms of desirability.

Banking apps benchmarked

With its intensive communication around Key4, UBS did manage to increase its market awareness and interest over the year, but at a comparatively low level. The "digital neighbors" Frankly, Yuh, CSX, and Zak are already much better received by the population in terms of brand awareness and appeal.

In terms of brand consideration, however, they are all surpassed by Revolut. Despite a lack of Swissness and only low advertising awareness, around 8 percent of the Swiss population can imagine becoming a customer of the British neobank.

CS and Raiffeisen under media pressure

Raiffeisen and Credit Suisse have attracted the most attention from the Swiss population in 2022 through media reports. Their perception peaks are around the Start of the Vincenz process respectively around the CS "Suisse Secrets as well as the new shares announced by the CS Quarterly losses and restructuring in the fourth quarter.

The events, which were heavily publicized in the media, left their mark on both brands: At the end of the year, fewer Swiss people were interested in becoming customers of theirs (CS: -4.0 percentage points; Raiffeisen: -2.2 percentage points). Brand trust in both banks also declined significantly over the year (CS: -7.2 percentage points; Raiffeisen: -5.2 percentage points).

Advertising pyrrhic winner PostFinance and Mobiliar

When asked about brands that Mr. and Mrs. Swiss remembered through advertising in the respective last calendar week, the activities of PostFinance and Mobiliar stand out in particular when aggregated over the year 2022. The former can be remembered particularly around the start of the season and
-In the final of the highest Swiss ice hockey league, the company successfully draws attention to its own brand, so a connection with the corresponding sponsorship commitment is obvious.

However, neither PostFinance nor Mobiliar succeed in improving their most important image values in the long term: Both lose ground in brand consideration, brand trust, and quality perception over the course of the year.

About the methodology of the link study

  • Population: Swiss resident population aged 15 to 79 years
  • Sample size: n=25,908
  • Around 250 interviews per brand per calendar week and brand segment; for this annual review, rolling moving averages were formed over the last four calendar weeks in each case, i.e. approx. n=1,000 per data point and brand
  • Confidence interval for total sample: max. +/- 3.1%
  • Research method: online interviews
  • Quotation/weighting: interlocked by age, gender and region
  • Random samples from the Link online panel, 100 percent of which is actively recruited through representative telephone surveys, reaching more than 97 percent of the relevant population; survey participants are excluded from follow-up surveys for at least three months at a time
  • Survey period: 1.1.2022 to 31.12.2022
  • Project management: Stefan Reiser, Managing Director Marketing Research at Link


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