Ally Financial Inc.
ally.com ↗In their words
“This approach has led to 95% plus customer retention rates”
“Customer retention that has stayed above 95% since we launched the bank in 2009”
“Customer retention has helped study at 96% reflecting our industry leading ability”
Disclosed NPS over time
Every Net Promoter Score Ally Financial Inc. has published, by date.
NPS disclosures (11)
Our net promoter score remains well above industry averages, reflecting the strength of the relationships we've built. Our customers are our greatest brand advocates, roughly 15% of new deposit clients are sourced from our refer-a-friend program.
Our Net Promoter Scores are well ahead of the industry averages, and our positive brand social sentiment is nearly ninety percent, almost double our banking peers.
…1 million savings customers engage with other products and features, driving ‘sticky’ customer relationships (3) – Maintained net promoter score of 70 while consistently lagging competition on rate paid throughout tightening cycle; now leading…
This approach has led to 95% plus customer retention rates, 90% plus satisfaction scores, favorable NPS and strong balance trends across every vintage inception of the bank.
We’re really finding that that digital platform and the strong customer value and NPS scores are resonating across a wide variety of consumers.
While our NPS scores in the upper 50s are industry leading and reinforce the frictionless experience we're delivering. I'll wrap up on slide 22 with our financial outlook.
…volume during March DTC originations up $0.4 billion YoY 51% of 1Q originations from existing Ally Bank customers 1Q Net Promoter Score(3) of 58, up 7 pts QoQ COVID-19 relief program offering 120-day payment deferral for mortgage customers 4.3% of…
Jen will walk through the details in a few moments, but the overall participation rates, sentiment scores, and NPS levels reinforce for us that our customers recognize our efforts to do it right.
…CardWorks strong customer NPS and satisfaction scores well-above industry averages 1 Lending ▪ $3.4 billion in balances | 630 average FICO | Revolving balance customer profile > Recreational Lending: Growing indirect lending portfolio ▪
And then, I look at what we’re offering through Better.com is a absolute topnotch digital, fully digital end-to-end customer experience that has some of the highest NPS scores across the industry.
…of direct-to-consumer originations sourced from existing Ally depositors Our partnership with better.com, led to a series of best-in-class improvements including after fund turn times declining to approximately 30 days, and industry leading NPS scores.
Retention disclosures (29)
Ally Financial reports 2025 marked its seventeenth consecutive year of customer growth and retention.
Retention rate (retail deposit customers): 95% (Q4 2025) — “>95% customer retention”
Retention rate (Retail deposits): 95% (Q4 2024) — “>95% customer retention”
Retention rate (Ally Bank): 96% (Q1 2024) — “96% 3M+ Moves Balance (1) (4) FDIC Insured Customer Retention ... (6) Customer retention rate is the annualized 3-month rolling average”
Retention rate: 95% (Q1 2024) — “This approach has led to 95% plus customer retention rates”
Retention rate (Ally Bank): 92% (Q1 2024) — “92% Customer Retention(7) Ally Bank ... (7) Customer retention rate is the annualized 3-month rolling average”
Retention rate (Ally Bank): 97% (FY2023) — “Ally maintained industry-leading customer retention at 97%”
Retention rate (Ally Bank): 95% (Q4 2023) — “customer retention that has stayed above 95% since we launched the bank in 2009”
Retention rate (Ally Bank): 96% (Q3 2023) — “Customer retention has helped study at 96% reflecting our industry leading ability”
Retention rate (Ally Bank): 96% (2Q 2023) — “Industry leading 96% customer retention rate”
Retention rate (Ally Bank consumer deposits): 96% (Q1 2023) — “our customer-centric approach continues to resonate, evidenced by 96% customer retention”
Retention rate (Retail Deposit): 96% (2022) — “Industry leading 96% customer retention rate remained strong”
Retention rate (Ally Bank retail deposits): 96% (Q3 2022) — “Industry Leading 96% Customer Retention Rate”
Retention rate (Ally Bank retail deposit customers): 96% (Q4 2021) — “Industry-leading customer retention of 96% remained strong”
Retention rate (Retail Deposit Customers): 96% (Q3 2021) — “Customer retention of 96% remained solid”
Retention rate: 96% (Q2 2021) — “2.4 million at the bank, I mean, to see a 96% retention rate on our customer base”
Retention rate (retail deposits): 96% (4Q 2020) — “Industry-leading customer retention rate remained at 96%”
Ally Financial achieved 96% customer retention rate for the tenth consecutive quarter in Q2.
Ally Financial reports customer retention above 90 percent, above industry benchmarks for the financial services sector.
Retention rate (retail deposits): 96% (Q1 2020) — “strong customer retention rate of 96% during the first quarter of 2020”
Retention rate (Retail deposits): 96% (Q1 2020) — “Customer retention rate remained strong at 96%”
Retention rate (Retail Deposits): 96% (Q1 2020) — “Strong customer retention rate at 96%”
Retention rate (retail deposits): 96% — “Customer retention of 96% - stable and strong”
Retention rate (Retail Deposits): 96% (Q2 2019) — “Customer retention of 96% - stable and strong”
Retention rate (Retail deposits): 96% (FY2018) — “Customer retention strong at 96% throughout 2018”
Ally reported customer retention rate at or near 96% for the past several quarters.
Retention rate: 96% (Q2 2018) — “Customer retention remains strong at 96% in 2Q”
Retention rate (deposits): 90% (Q1 2018) — “We're maintaining strong customer retention levels of over 90%”
Retention rate (Ally Bank Retail Deposit): 94% (Q1 2016) — “94% Customer Retention Rate (as-of Q1 2016)”
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About these figures
Every figure here was publicly disclosed by the named company: press releases, annual reports, SEC filings, earnings calls and news coverage. Companies tend to publish their NPS when it is good, so these numbers run higher than a true industry average: read them as what leading companies in this vertical say publicly, not as an industry benchmark.
NPS runs from −100 to +100. Retention figures are reported as the company defines them (net revenue retention, gross revenue retention, customer retention rate, churn). Every entry links to its source in the full database.