In just two weeks, we’ll publish the 2025 TrustLogic® Report for Insurance and Investment – and you can pre-register for early access now. With 30+ major brands included, the report reveals their NPS and Trust levels, what they are trusted for, and what drives those levels. But here’s the real question: Why should you trust these figures in the first place?

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For us, that’s always been the key issue. Over the years, working with clients around the world, we’ve seen many fall into the trap of models that look clear, sound logical – and fail to deliver. One example sticks in our mind: we were in LA, working alongside another research firm and one of our shared clients. The client presented their NPS driver results, using a conventional method that looked sensible on the surface. They were ready to allocate millions in investment based on those findings. But then, a statistician from the other firm asked a killer question: “By how much do these drivers actually explain your NPS score overall?” It got uncomfortably quiet. The research company hadn’t calculated that – and when we did, the total driver power came in under 40%. That meant most of their NPS variation was still unexplained – and any implementation based on those insights would have been, at best, inefficient.

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That’s exactly why we built TrustLogic® differently from the start. For 20 years, we’ve worked on one simple principle: if you’re going to base big decisions on insight, you need to know that insight is valid. TrustLogic® consistently explains over 70% of the variation in our clients’ NPS and trust scores. In social sciences, values over 70% are rarely seen – and practically speaking, that’s about as close to “all” as you can get. In this year’s study, the TrustLogic® driver power across the 30 brands ranges from 68% to 86%, giving you confidence that what you’re seeing really is what’s moving the needle.