For the tenth consecutive year, Navy Federal Credit Union has been recognized as the top multichannel bank in the United States for customer experience quality, according to Forrester's latest Customer Experience Index (CX Index) Rankings for 2025. This report examines customer experience across 469 brands in 13 countries and acknowledges those that maintain customer loyalty.
"Member service is at the heart of everything we do at Navy Federal Credit Union," stated 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."
Forrester’s Brand Experience (BX) Index also provides a framework to assess how consumers relate to brands, focusing on three drivers: salience, fit, and trust. Among credit card issuers, Navy Federal was ranked second highest in this index.
Additionally, Forrester introduced the Total Experience Score Rankings for 2025. This new metric combines both the BX Index and CX Index to evaluate how effectively companies attract and retain customers throughout their lifecycle. Navy Federal is among the first organizations evaluated using this metric.
Navy Federal has been commended for its workplace culture as well. It marked its 14th consecutive appearance on FORTUNE's 100 Best Companies to Work For list and received recognition from Newsweek as a Most Trustworthy Company in America. Other accolades include “America’s Best Loyalty Programs in 2025” by Newsweek for credit cards and “Best for Small Businesses” by MONEY.com.
Founded in 1933 with only seven members, Navy Federal now serves over 14 million members worldwide and stands as the largest credit union globally. Membership is open to Department of Defense personnel and their families, among others. The organization employs over 25,000 individuals across more than 365 branches worldwide.
For more information about Navy Federal Credit Union, visit navyfederal.org.
"Forrester does not endorse any company, product, brand or service included in its research publications and does not advise any person to select products or services based on these ratings," states Forrester regarding their reports.