Trust and Transparency Matter Most in Wealth Management Relationships, TransUnion Survey Finds

TransUnion study highlights trust and fraud protection as growth differentiators

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    <h3>Information</h3>
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    <h3>AI Summary</h3>
    <p>TransUnion&#039;s survey shows investors prize trust, transparency and fraud protection in wealth management as much as fees or performance. The study positions trust as a growth asset and argues that secure, transparent client experiences drive acquisition and retention. If wealth managers ramp up digital-security offerings, TRU&#039;s analytics, fraud- and identity-protection solutions could see stronger demand.</p>
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    <h3>Key Points</h3>
    <ul><li>TransUnion finds trust, transparency top factors in wealth management.</li><li>65% of current investors rank trust among top factors.</li><li>56% cite transparency and brand credibility as leading trust drivers.</li><li>56% are moderately to extremely concerned about fraud impact.</li><li>TRU could benefit as firms expand digital trust and protection offerings.</li></ul>
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    <h3>Companies Mentioned</h3>
    <ul><li><strong>TransUnion (TRU)</strong>: Research discusses TRU’s role in wealth-management trust, security, and analytics offerings; potential demand catalyst for TRU solutions.</li></ul>
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    <h3>Industry News</h3>
    <p>Industry News. The piece describes a market-wide trend toward trust and protection in wealth management and frames TransUnion as a beneficiary with its risk/analytics solutions.</p>
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    <h3>Market-Moving</h3>
    <ul><li>Shifting client expectations toward security could boost TRU’s wealth-management solutions revenue.</li><li>TransUnion’s trusted-brand narrative may support TRU’s marketing and client engagement efforts.</li><li>Possible partnerships with wealth managers to deploy fraud-prevention tools.</li><li>No direct earnings data; any price move would hinge on uptake of TRU solutions.</li></ul>
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    <ul><li>Date: Aug 20, 2026.</li><li>Survey size: 1,000 U.S. consumers with at least $20,000 investable assets.</li><li>65% of current investors rank trust/reputation among top factors.</li><li>58% of prospective investors identify trust/reputation as a key consideration.</li><li>56% cite transparency in fees/advice and brand credibility as leading drivers.</li><li>56% are moderately to extremely concerned about fraud impact on investments.</li></ul>
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    <h3>Trading Thesis</h3>
    <p>Long TRU on rising demand for digital trust solutions in wealth management over 3–6 months.</p>
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  <h1>Trust and Transparency Matter Most in Wealth Management Relationships, TransUnion Survey Finds</h1>

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      CHICAGO, Aug. 20, 2026 (GLOBE NEWSWIRE) — A new TransUnion research, referencing the NYSE ticker <strong>TRU</strong>, finds that trust, reputation and transparency are the most important factors shaping how consumers choose and maintain relationships with wealth management providers. The findings highlight a significant opportunity for firms to differentiate themselves in an increasingly competitive and digital marketplace.
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    <p>
      In a survey of <strong>1,000</strong> U.S. consumers with at least <strong>$20,000</strong> in investable assets, trust and reputation outweighed every other factor in choosing a wealth management provider. Nearly two in three (65%) of current investors ranked trust and reputation among their top factors, compared with 49% who cited fees and pricing. Trust and reputation also topped the list for prospective investors, with <strong>58%</strong> identifying them as a key consideration.
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  <section id="trust-drivers" aria-labelledby="trust-drivers-title">
    <h2 id="trust-drivers-title">Key Drivers of Trust in Wealth Management</h2>
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      The research revealed that trust is built through specific, tangible experiences. Investors identified transparency in fees and advice (<strong>56%</strong>), along with reputation and brand credibility (<strong>56%</strong>), as the leading drivers of trustworthiness.
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    <p>
      Notably, concerns about fraud are shaping how investors define trust. More than half (<strong>56%</strong>) of investors said they are moderately to extremely concerned about the impact fraud could have on their investments, highlighting the growing importance of fraud prevention and identity protection capabilities within the wealth management experience. The findings suggest investors are evaluating firms on more than investment performance alone, placing increased value on providers that demonstrate their ability to safeguard investor data throughout the client relationship.
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    <h2 id="executive-quote-title">Executive Perspective on the Changing Landscape</h2>
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      "Wealth managers have traditionally competed on performance, products and price. Our research shows that the competitive landscape is changing," said Joshua Turnbull, senior vice president of financial services at TransUnion. "Investors are telling us that confidence and credibility matter as much as – and sometimes more than – traditional decision factors. As digital engagement becomes the norm, trust is no longer an intangible brand attribute; it is a measurable business asset that can influence acquisition, retention and long-term growth."
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    <p>
      The findings also indicate that investors increasingly expect firms to reinforce trust through strong protection and security practices. As wealth management interactions move online, firms that visibly safeguard client identities, accounts and communications may be better positioned to strengthen investor confidence, deepen loyalty and differentiate themselves in a competitive market.
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    <h2 id="growth-strategy-title"><strong>Trust as a Growth Strategy</strong></h2>
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      The findings suggest trust is no longer simply a brand attribute; it has become a fundamental imperative that can drive client acquisition and retention. While digital capabilities remain important, investors place greater value on firms that consistently demonstrate transparency, accessibility and protection throughout the client journey.
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      For wealth management firms, this indicates that trust must be demonstrated throughout the investor lifecycle, not simply earned at account opening. Organizations that understand changing investor expectations and create personalized experiences can build confidence across every interaction, potentially attracting new clients, strengthening existing relationships and standing apart in a competitive market.
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    <h2 id="integration-title">Linking Engagement, Communications and Protection</h2>
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      The research highlights the importance of connecting engagement, communications and protection strategies. Firms that strengthen client communications, enhance interactions and help protect investors from fraud and identity-based threats can reinforce trust while supporting long-term loyalty. Together, these capabilities can strengthen investor relationships and support sustainable growth.
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      Turnbull added, "Trust has become a defining factor in how investors choose and evaluate wealth management providers. For firms navigating a rapidly evolving marketplace, understanding what builds confidence is critical. These findings provide a roadmap for wealth managers to strengthen client relationships and drive growth, while highlighting the need for solutions that deliver the transparency, protection and personalized engagement investors increasingly expect."
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    <h2 id="about-transunion-title">About TransUnion and TRU</h2>
    <p><strong>About TransUnion (NYSE: TRU)</strong></p>
    <p>
      TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries. We make trust possible by ensuring each person is reliably represented in the marketplace. We do this with a Tru™ picture of each person: an actionable view of consumers, stewarded with care. Through our acquisitions and technology investments, we have developed innovative solutions that extend beyond our strong foundation in core credit into areas such as marketing, fraud, risk and advanced analytics. As a result, consumers and businesses can transact with confidence and achieve great things. We call this Information for Good® — and it leads to economic opportunity, great experiences and personal empowerment for millions of people around the world.
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    <h2 id="resources-title">Additional Resources and Contacts</h2>
    <ul>
      <li><strong>Contact</strong>: Dave Blumberg</li>
      <li>Email: <em>david.blumberg@transunion.com</em></li>
      <li>Telephone: <strong>312-972-6646</strong></li>
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TransUnion's survey shows investors prize trust, transparency and fraud protection in wealth management as much as fees or performance. The study positions trust as a growth asset and argues that secure, transparent client experiences drive acquisition and retention. If wealth managers ramp up digital-security offerings, TRU's analytics, fraud- and identity-protection solutions could see stronger demand.

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Trust and Transparency Matter Most in Wealth Management Relationships, TransUnion Survey Finds

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