Navy Federal Ranked No. 1 For Customer Experience Among Multichannel Banks for the 10th Consecutive Year

VIENNA, Va.--(BUSINESS WIRE)--For the tenth straight year, Navy Federal Credit Union ranks No. 1 among US multichannel banks for customer experience (CX) quality, according to Forrester's latest Customer Experience Index (CX Index™) Rankings, 2025.The report, which analyzes customer experience across 469 brands in 13 countries, recognizes brands that create and sustain loyalty with their customers. Forrester has also labeled Navy Federal as an elite brand within the CX Index in the US.

“Member service is at the heart of everything we do at Navy Federal Credit Union,” said President and CEO Dietrich Kuhlmann. “We are proud that Forrester has ranked us as the top US multichannel bank for customer experience this year. To us, this honor reflects Navy Federal's foundational, ongoing commitment to serving our 14 million members, no matter where they are in life or in the world.”

In addition to its CX Index, Forrester’s Brand Experience (BX) Index offers a powerful framework to evaluate how consumers connect with brands. The BX Index identifies three critical drivers of brand perception:

• Salience – Is the brand top of mind for consumers, and is it viewed favorably?
• Fit – Does the brand align with the customer’s needs, values and expectations?
• Trust – Do customers believe the brand will deliver on its promises consistently?

According to Forrester’s BX Index™, these three factors together provide a comprehensive view of how brands are perceived and the likelihood of customer engagement. Among credit card issuers, Navy Federal ranked second highest in the BX Index.

As a groundbreaking unified metric, Forrester has introduced the Total Experience Score Rankings, 2025. This report combines the BX Index™ and Customer Experience Index (CX Index™) to measure how effectively a company attracts, serves and retains customers across the entire lifecycle. Navy Federal, a brand recognized for its commitment to exceptional service, is among the first companies to be scored using this innovative metric.

Navy Federal remains committed to fostering a vibrant and supportive workplace culture. Earlier this year, the credit union proudly marked its 14th consecutive appearance on the FORTUNE 100 Best Companies to Work For^® list and has been recognized by Newsweek as a Most Trustworthy Company in America. In addition to these prestigious honor, Navy Federal has also earned accolades such as “America’s Best Loyalty Programs in 2025” by Newsweek for credit cards and “Best for Small Businesses” by MONEY.com

Navy Federal Credit Union: Established in 1933 with only seven members, Navy Federal now has the distinct honor of serving more than 14 million members globally and is the world’s largest credit union. As a member-owned and not-for-profit organization, Navy Federal always puts the financial needs of its members first. Membership is open to all Department of Defense and Coast Guard Active Duty, Veterans, civilian and contractor personnel, and their families. Navy Federal employs a workforce of over 25,000 and has a global network of more than 365 branches. For more information about Navy Federal Credit Union, visit navyfederal.org. Federally insured by NCUA. Equal Opportunity Employer.

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here. Full reports are available from Navy Federal Credit Union upon request.