• Key insight: Northern Trust led noncustomers with a reputation score of 73.8, followed by Western Alliance Bank at 73.4 and Synovus Financial at 73.3.
• Supporting data: Northern Trust ranked first among non-customers but 10th among customers, while USAA ranked second among customers and fifth among noncustomers.
• Forward look: Professional conduct was the most important reputation driver with noncustomers, followed by products and services, putting greater emphasis on how banks are perceived beyond their direct customer base.

Banks that respondents did not use themselves produced a notably different reputation leaderboard in RepTrak's 2026 survey than results from customers. Northern Trust took the top spot among non-customers with a score of 73.8, followed closely by Western Alliance Bank at 73.4 and Synovus Financial at 73.3.

The gap between the non-customer and customer rankings highlighted the difference relationships with a bank made in shaping its perceived reputation. New concerns over artificial intelligence and a deregulatory environment, however, have heightened the importance of conduct and responsibility according to the study, with respondents expressing less willingness to trust banks to fix problems when something goes wrong.

RepTrak's survey found that professional conduct was the most important reputation driver among noncustomers, followed by products and services.

20. Discover Bank

Greenwood, Delaware-based Discover Bank ranked 20th among non-customers with a reputation score of 67.0. Discover was acquired by Capital One last year.

19. Huntington Bank

Columbus, Ohio-based Huntington Bank tied for 18th among non-customers with a reputation score of 67.5.

18. Ally Bank

Sandy, Utah-based Ally Bank tied for 18th among non-customers with a reputation score of 67.5.

17. Regions

Birmingham, Alabama-based Regions Financial ranked 17th among non-customers with a reputation score of 67.9.

16. BNY

New York-based BNY ranked 16th among non-customers with a reputation score of 68.2.

15. M&T Bank

Buffalo, New York-based M&T Bank ranked 15th among non-customers with a reputation score of 68.4.

14. Citizens Bank

Providence, Rhode Island-based Citizens Bank ranked 14th among non-customers with a reputation score of 68.6.

13. First Citizens

Raleigh, North Carolina-based First Citizens ranked 13th among noncustomers with a reputation score of 68.7. First Citizens acquired Silicon Valley Bank's deposits and loans in 2023 following the bank's failure.

12. Zions Bank

Salt Lake City-based Zions Bank tied for 11th among non-customers with a reputation score of 69.4.

11. American Express National Bank

Utah-based American Express National Bank ranked 11th among non-customers with a reputation score of 69.4.

10. Associated Bank

Green Bay, Wisconsin-based Associated Bank ranked 10th among non-customers with a reputation score of 70.4.

9. Valley National Bank

Wayne, New Jersey-based Valley National Bank ranked ninth among non-customers with a reputation score of 70.6.

8. Flagstar Bank

Hicksville, New York-based Flagstar Bank ranked eighth among non-customers with a reputation score of 70.9. New York Community Bancorp on Long Island was merged with Flagstar in November 2022.

7. Webster Bank

Stamford, Connecticut-based Webster Bank ranked seventh among non-customers with a reputation score of 71.4.

6. First National Bank of Pennsylvania/FNB

Pittsburgh-based First National Bank of Pennsylvania ranked sixth among non-customers with a reputation score of 71.8.

5. USAA Bank

San Antonio-based USAA Bank ranked fifth among non-customers with a reputation score of 72.1.

4. BOK Financial

Tulsa-based BOK Financial ranked fourth among non-customers with a reputation score of 73.1.

3. Synovus Financial

Columbus, Georgia-based Synovus Financial ranked third among non-customers with a reputation score of 73.3. Synovus announced an official merger with Tennessee's Pinnacle Financial Partners in January.

2. Western Alliance Bank

Phoenix-based Western Alliance Bank ranked second among non-customers with a reputation score of 73.4.

1. Northern Trust

Chicago-based Northern Trust ranked first among non-customers with a reputation score of 73.8.