Trust is central to the money experience, yet financial services remain one of the least trusted industries, with only 57% of U.S. consumers expressing trust. Lower-income households show even less confidence, widening inequality in perceptions. Consumers expect providers to deliver secure, transparent, and personalized experiences, but many still juggle multiple accounts and confusing data, leaving 25% feeling unsupported. While 89% believe they own their financial data, more than half are unsure who has access. To earn trust, providers must combine security, transparency, and outcomes that empower financial wellness, especially for younger generations.

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