Russian banks named as leaders in customer loyalty

In 2026, the level of loyalty of Russians to banks reached its highest level in the entire history of observations. The NPS index was 59 points against 55 a year earlier, the results of a study by the NAFI Analytical Center showed.

The share of customers who are ready to recommend their main bank to their friends has grown to 70%.

T-Bank and Ozon Bank have become the leaders in terms of customer loyalty among the largest players. Their NPS index was 72 and 70 points, respectively. Alfa-Bank and Sberbank took the third and fourth places with 59 and 58 points, which corresponds to the average market level. VTB is on the fifth line.

NAFI noted that the success of digital banks and banks integrated into marketplace ecosystems is related to their ability to become part of the user's daily digital environment, and not just a financial service.

Experts said that this year the banking sector has managed not only to restore trust after the crisis period of 2019-2020, but also to reach a qualitatively new level of customer experience. The main reasons for the loyalty growth were the increased reliability of banks, the development of remote services and the improvement of service quality. If favorable tariffs and rates were one of the key drivers in 2024, now customers are more likely to talk about the reliability and convenience of digital channels.

Increasing the loyalty of older customers has become one of the main factors in the growth of NPS. Among Russians 55+, the index has grown from 49 to 71 points in two years. Researchers attribute this to the adaptation of digital services and the development of pension and savings products. Among clients aged 25-34 and 45-54, the share of users who are generally satisfied with their bank's services has increased, but are ready to change it when more profitable offers appear. NAFI considers this audience to be the key to further competition.

The study was conducted by the NAFI Analytical Center in early 2026 based on a representative sample of 1,600 clients of Russian banks.