Finger pointing to excellent on a survey

How we calculate Which? money ratings

  • Learn how Which? works out its unique customer satisfaction scores and star ratings
  • Discover what it takes to become a Which? Recommended Provider 
  • Find out what a Which? customer satisfaction provider warning means
  • Understand our policy scores for car, home and travel insurance

For many consumers, finding the cheapest provider will always be important when choosing financial products. But we think it's essential to compare the quality of the products and customer service offered by providers before you choose one.

Our unique provider and policy ratings help you do this. These include our customer satisfaction scores and ratings, insurance policy scores and Which? Recommended Provider status, which is awarded to companies that pass our strict quality tests.

Read on to find out how we decide them for bank accounts, savings accounts, credit cards, car, home and travel insurance, and mortgages.

Customer satisfaction scores

Our customer scores are based on a survey of an online panel of respondents from the general public. They are calculated using a combination of overall satisfaction and the likelihood of recommending the provider to a friend.

These surveys are carried out every six months and customer scores are updated accordingly. Providers must receive a minimum sample size of 30 respondents to be included in our customer satisfaction tables.

Which? Recommended Provider home insurance logo

Which? Recommended Providers must demonstrate high customer satisfaction levels and product quality

Which? Recommended Providers

Which? Recommended Providers are companies that can boast a customer satisfaction score of 70% or more, and have products that meet the high standards of our researchers.

We award this status to financial companies deemed to be fantastic providers of bank accounts, savings accounts, credit cards, insurance or mortgages.

The criteria for becoming a Which? Recommended Provider is slightly different for each of these product types:

Bank accounts

Which? Recommended Providers must...

• have at least one top-10 bank account for either credit interest, overdrafts or current account mortgages
• be fully covered by the UK Financial Services Compensation Scheme (FSCS) and Financial Conduct Authority (FCA) Banking Standards regime
• offer a free debit card, free direct debits and free withdrawals from UK cash machines, and accounts must be available nationally.

Savings accounts

Which? Recommended Providers must...

  • have at least one top-10 savings product
  • be fully covered by the FSCS and FCA Banking Standards regime.

Credit cards

Which? Recommended Providers must…

• be signed up to the Lending Code
• have at least one top-10 card in one of the sub-sectors (eg cashback or 0% on purchases), or within the reward cards sub-sector
• avoid a typical APR of more than 20% on any of their mainstream.

Insurance - car, home and travel

We give all insurers with a customer satisfaction score a policy score, too. To create these scores, we analyse and rate the most important elements of each insurer's standard insurance policy.

Each element of a policy is initially rated out of five, reflecting how the provider compares to its competitors. Weightings, based on how important we believe each element is to customers, are then applied to calculate a total policy score.  

Which? Recommended Providers must…

  • boast an above-average policy score
  • meet our minimum standards for inclusion, and be regulated by the FCA
  • be directly available to the general public.


Which? Recommended Providers must…

• consistently offer competitive deals
• be fully covered by the FSCS and FCA Banking Standards regime.

Which? closely monitors the products and practices of all Recommended Providers, and reserves the right to exclude any company that does not treat its customers fairly.

Warning poor satisfaction logo

We will always warn you about companies with poor customer satisfaction scores

Which? warning – poor satisfaction

We understand that, for many people, finding products with the best rate or at the best price is a priority. But where a product from a provider with a poor customer score appears in our comparison tables, we'll highlight this with the warning logo.

By naming and shaming the providers that customers have judged to offer poor satisfaction, we hope that those companies will improve their standards.

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Which? Limited (registered in England and Wales number 00677665) is an Introducer Appointed Representative of Which? Financial Services Limited (registered in England and Wales number 07239342). Which? Financial Services Limited is authorised and regulated by the Financial Conduct Authority (FRN 527029). Which? Mortgage Advisers and Which? Money Compare are trading names of Which? Financial Services Limited. Registered office: 2 Marylebone Road, London NW1 4DF.