Already trusted, now highly rated: NS&I's Trustpilot journey
Opportunity
NS&I's commissioned customer research painted
a positive picture. But independent customer review
websites didn't match. They needed a credible way to act on customer experiences
Approach
With Trustpilot’s brand credibility, review volume and customer insight, NS&I could easily identify issues and address consumer concerns
Impact
TrustScore improved from 1.3 to 4.2 in just one year
4.2
Trustpilot star rating as of September 2025
9,000
reviews
43%
5-star reviews
Government backed, customer forward
What does a well-known, 160-year-old, government-backed savings organisation need from Trustpilot? The answer is simple: a trusted platform to help NS&I remain open, customer-focused and trustworthy.
NS&I is the government’s savings organisation. As one of the largest savings organisations in the UK with more than 24 million customers and over £240 billion invested, they’re subject to strict compliance rules. Adopting any new tool comes with scrutiny.
“From the start, we were assigned an onboarding and account manager who made the technical setup easy and digestible, which was especially helpful for us as a government organisation with rigid rules,” says Gary Nong, Head of Market Intelligence & Research at NS&I.
But beyond these demands, NS&I recognised that they needed more than just commissioned customer research to reassure customers. They wanted clear insight into where improvements were needed, and to be able to demonstrate their impact. “We aim to be an open, clear and transparent organisation,” explained Gary.
More than 160 years of evolution for savers
In a market crowded with challenger banks offering competitive interest rates and sleek digital experiences, NS&I is a traditional mainstay. As a government-backed organisation, their aim is to provide stability, reliability and fairness for savers. “Digital banks always score really highly on Trustpilot. We know we’re not a FinTech; we’re the government savings arm. Trustpilot reviews help us keep pace, they highlight what customers want and keep us focused on delivering what matters most to them,” says Gary.
They still work hard to satisfy customers - and Trustpilot provides the tools to make the impactful decisions that back their business goals: “With Trustpilot we are now able to monitor how we are performing, benchmarking against our competitors, and we leverage all the insights for use in our internal trackers.”
With Trustpilot reviews serving as a real-time barometer for customer trust, NS&I is able to determine how well they are delivering on their promises.
160 years old, and still trending
NS&I is committed to addressing transforming customer expectations in a digital age. By leaning into Trustpilot’s insights and tracking capabilities, NS&I can spot emerging trends in real time and address them proactively, whether that’s improving digital tools, refining customer service, or responding to shifting market conditions.
Gary says: “Monthly, we produce a comprehensive Trustpilot performance report. We analyse service reviews for the reporting period, examining weekly star ratings, star distributions, and customer satisfaction scores. We compare the current month's data to the previous month, tracking the number of reviews and their sentiment.”
Gary says that leaning into these offerings from Trustpilot has already yielded significant results:
“Trustpilot automatically groups reviews into themes, which helps us prioritise issues and bring them to the right teams within our business. We select three key topics, evaluate both positive and negative feedback and develop strategies to address any issues. This systematic approach has dramatically improved our Trustpilot score from 1.3 to 4.2 within a year.”
Now, with nearly 9,000 reviews gathered already, NS&I is keen to keep gathering reviews, and to keep on improving their TrustScore. They plan to implement a review response strategy, and integrate Trustpilot signals into more of their marketing efforts:
“Once our score stabilises, we'll launch marketing campaigns that showcase our Trustpilot rating and include customer verbatims.”
They also plan to adopt API integration and review widgets for even more visibility for customers.
Building on trust
For NS&I, Trustpilot has proven to be more than just a review platform; it’s a strategic tool for transparency, benchmarking, and customer-led growth. Transforming their TrustScore from 1.3 to 4.2 in one year demonstrates how customer feedback, when listened to and acted upon, can reshape reputation and reinforce trust.