MoneySavingExpert.com named UK's 'most recommended brand' for second year running

It's the second year in a row we've nabbed the top spot in YouGov's UK "Recommended Rankings" survey, which only launched in 2020. This year, the data looked at 1,791 UK brands across a range of different sectors from online to banking to retail. 

MoneySavingExpert.com took the top spot with an average score of 88.8, meaning this percentage of users would recommend us to a friend or colleague. We were followed by international money transfer firm Wise (formerly TransferWise), which came in second with a score of 85.5. In third and fourth positions were tech manufacturer OnePlus and British retailing stalwart John Lewis, scoring 84.9 and 84.8 respectively. Sportswear manufacturer and retailer Asics took fifth place with a score of 84.4. See the full top 10 list in the table below. 

It's a slight shake-up from last year's top five, which were MoneySavingExpert.com (91.1), digital bank Monzo (89.6), travel firms' Trailfinders (87.6) and Universal Studios Orlando (87.2), and OnePlus (86.5).  

MoneySavingExpert.com founder Martin Lewis has tweeted this morning to thank our readers "for all your trust". Here's what he said: 

How are the rankings worked out?

The rankings are based on a score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Brands are only included if they've been tracked by YouGov for at least six months and scores are based on an average one-year period from 1 June 2020 to 31 May 2021. 

Brands must also have a minimum sample size of at least 300 responses to be included, although the exact sample size for each brand varies depending on the overall sample size of the sector, as well as on the number of customers per brand. The idea is for the sample size to reflect the percentage of customers among the general population. Responses are provided by YouGov’s consumer panel, of which there are around 2.5 million UK members.  

If you're unhappy with a brand you encounter, check out our How to Complain guide for full details on your consumer rights. 

The results in full

Below are the top 10 brands most likely to be recommended, according to YouGov's latest survey: