Most Trusted American Companies, Based on 14 Million Customers

Major retail giants such as Target and Walmart are found nationwide, yet Americans still favor small businesses, with 90% of shoppers visiting a local business each week. Regardless of size, trust is crucial—shoppers expect the companies they support to deliver on promises and provide value for their money.

Today, most U.S. consumers consult online reviews before finalizing purchases. Positive five-star reviews are particularly influential, helping shape a company’s image as dependable. In fact, 93.7% of people are more inclined to trust brands with strong customer feedback.

Prompted by this, the team at OnDeck decided to investigate: Which American brands earn the most trust through customer ratings? We turned to Trustpilot—a go-to for three-quarters of American buyers—to analyze millions of reviews and identify the nation’s most trustworthy companies. Below are our results.

About This Study

We assembled a list of businesses operating in the U.S. and evaluated each on Trustpilot. We calculated the percentage of five-star reviews for each brand, allowing us to rank them by state and category (tech, clothing, media, finance, and beauty). To qualify for the overall top 20 list, companies needed 5,000+ reviews. For industry-specific and state rankings, the thresholds were 2,000 and 1,000 reviews respectively.

Key Findings

• NCH, a Nevada-based legal firm, tops the national trust list with 97.43% five-star reviews.
  
• Vision Computers, Inc. in Georgia leads tech companies with 98.35% five-star ratings.
  
• Artmill, a photo print company in Illinois, tops the media category at 97.20%.
  
• PolicyPro, a Texas insurance agency, leads finance with a near-perfect 99.10% of five-star reviews.
  

Revealed: America’s Most Trusted Companies

Our analysis reveals the 20 most trusted American brands by share of five-star reviews on Trustpilot. At the top is NCH (Nevada Corporate Headquarters), which supports business startups and boasts a 97.43% five-star score.

One reviewer shared, “Starting an LLC has never been easier—this process took a huge burden off me.” Another praised the timely reminders: “It’s hard to keep up with business licenses. NCH helps tremendously.” In a country where starting a business is notoriously complex, streamlined services earn high praise.

Others in the top 20 include art suppliers, financial counselors, and funeral service providers. US Service Animals, ranked third with 97.10% five-star reviews, assists in registering support animals. One customer said: “Great support. Everything was clearly explained. Instructions were simple and clear. Uploading videos was a breeze.”

Our state-by-state map showcases the most trusted company in each state. In Kentucky, Epic Cellars, which buys and sells spirits, claims the highest percentage with 99.16% five-star reviews. Customers consistently cite the ease of transactions and warm customer service—something that 92% of shoppers say makes them more likely to return.

Other notable companies include toy sellers, transport providers, and moving firms. One standout is Gongs Unlimited in Nebraska (94.77% five-star reviews). A customer wrote, “They gave great product advice and shipped really fast!”

Most Trusted Tech Firm Is a Georgia-Based Repair Company

In technology, Vision Computers, Inc. in Georgia stands out with a remarkable 98.35% of ratings at five stars. One user noted, “They deliver exactly what’s promised. Every time I called, someone picked up quickly and solved my issue.” Being accessible and efficient builds trust, especially when customers expect fast service.

Four of the next most trusted tech firms are based in New York, including Waredot, with 96.70% five-star ratings. One client shared, “It was nerve-wracking giving remote access after being hacked, but their techs reassured me. They eliminated the hackers and gave me back my peace of mind.”

Printed Clothing Retailers Among Top Fashion Brands

In fashion, DavidSW, a Florida-based watch retailer, leads with 98.22% of five-star reviews. “Buying an expensive watch made me nervous,” a customer said. “But DavidSW’s incredible service eased all my concerns.” In an industry fraught with scams, service earns customer confidence.

North Carolina also has two highly rated brands: Coolie Nation (95.04%) and Queensboro (94.77%). A Coolie Nation customer wrote, “I’ve ordered multiple times—they’re fast, helpful, and always bring my ideas to life.” High-ranking companies also sell children’s clothing, outdoor gear, and custom hats.

Illinois-Based Artmill Tops Media Category

Among media companies, Artmill in Illinois—offering photo printing services—ranks highest with 97.20% five-star reviews. “I’ve been using Artmill for five years. They never disappoint!” said a reviewer. Another praised their fair pricing. Forbes contributor and Naked Wines CEO Nick Devlin says that fairness boosts customer loyalty and referrals.

Six of the top 20 media companies are bookstores, led by MyComicShop in Texas (92.02%). “Best comic shop online. Their website is clean and organized by series,” one user commented. A smooth user interface can significantly affect trust—60% of online shoppers will abandon a purchase if the site’s experience is poor.

PolicyPro: America’s Top Financial Services Company

Trust is especially vital in financial dealings. PolicyPro, an insurance agency in Texas, boasts 99.10% five-star reviews—the highest in the finance sector. Many reviews mention employees by name, which shows the value of human interaction. A study shows 57% of consumers are more loyal to companies that offer a personal connection.

Other high-ranking financial services include insurance brokers, credit counselors, debt support firms, and real estate agencies. American Gold Exchange, a Texas-based trader of precious metals, also makes the list with 95.23% five-star reviews. “A real person answers the phone—it’s refreshing,” one customer said.

Beauty & Wellness: Herbal Stores and Clinics Win Trust

In the beauty and wellness category, Soap Korner in Colorado leads with 97.08% five-star reviews. “Every item I’ve received has been top-notch,” a customer shared. “And the handwritten thank-you notes mean a lot.” As customer experience expert Micah Solomon notes, the final interaction often leaves the strongest impression on clients.

Second place goes to Better Way Health in Georgia (95.05%), a vitamins seller, followed by Ohio-based DermWarehouse (94.70%). Customers praise both for lightning-fast shipping. One report revealed that 44% of consumers say speedy delivery makes them more loyal to a brand.

How to Earn Customer Trust?

Whether you’re running a large company or a small shop, here are three ways to build lasting trust:

1. Deliver Outstanding Customer Support

Top-notch support wins loyalty. According to PwC, nearly one-third of consumers will abandon a brand after just one bad experience. Key factors? Friendly staff, knowledgeable reps, quick service, and easy interactions.

2. Enable Real Human Interaction

People prefer speaking to other people. Provide a visible phone number, support email, and live chat. Customers frustrated by robotic systems are unlikely to stick around.

Tip: Keep your helpline visible and easy to locate. For FAQs, use AI-powered chatbots to streamline responses without losing that human touch.

3. Ask for Reviews and Feedback

After transactions, encourage customers to leave public reviews. Share links or QR codes directing them to Trustpilot or Yelp. More high-quality ratings improve trust and drive new customers your way.

About two-thirds of buyers are influenced by reviews and 62% by star ratings. Even the number of reviews you have can affect purchase decisions.

Methodology

Our research started with a list of businesses identified as American based on U.S. operations and Trustpilot location data, which may include international firms operating locally.

We gathered each brand’s review data from Trustpilot to determine the companies with the highest percentage of five-star reviews. Rankings included overall leaders, state champions, and top performers by industry (tech, fashion, finance, beauty, and media). A minimum of 5,000 reviews was needed for the national top 20, with 2,000 required for industry-specific lists and 1,000 for state rankings. Where companies had the same score, total review count was used to break ties.

In total, we examined over 14.9 million customer reviews. Data is accurate as of January 2024.

Additional Sources

• Kats, R. (2019). Consumer Trust and Brand Honesty. Insider Intelligence
  
• Paget, S. (2023). Local Review Survey. BrightLocal
  
• Lewis (2023). Vision Review. Trustpilot
  
• Kunst, A. (2020). Monthly Clothing Spend. Statista
  
• Escobedo, F. (2023). Trustpilot Feedback
  
• Bloom, P. (2022). The Four Trust Factors. Deloitte
  
• Team Braze (2019). Brand Humanity. Braze
  
• Nepton, C. (2023). Amazing Customer Service. Trustpilot
  

Sure! Here are 5 FAQs and a concise Final Thoughts section tailored for the article on The Most Trusted American Companies Based on 14 Million Customers:

FAQs about Most Trusted American Companies, Based on 14 Million Customers

Q1. What determines whether a company is “trusted” in this study?
A company’s trustworthiness in this study is based on the percentage of five-star customer reviews on Trustpilot. Businesses with higher proportions of positive feedback are considered more reliable by consumers.

Q2. How many reviews does a company need to be included in the rankings?
To qualify for the overall top 20 list, a company must have at least 5,000 Trustpilot reviews. For sector-specific rankings, the minimum is 2,000, and for state-level rankings, at least 1,000 reviews are required.

Q3. Why was Trustpilot chosen as the primary review source?
Trustpilot is widely used in the U.S., with 75% of American consumers checking it before making purchases. Its transparency and review volume make it a reliable platform for measuring public trust in companies.

Q4. What industries were analyzed in this research?
The study focused on businesses across five main industries: technology, finance, clothing & fashion, beauty & wellness, and media & publishing. It also highlights standout companies in individual U.S. states.

Q5. Can a company improve its trust rating over time?
Yes. Companies can build trust by consistently offering great customer service, encouraging feedback, responding quickly, and personalizing their customer interactions. This can lead to more positive reviews and better rankings in future studies.

Final Thoughts

In an age where consumer decisions are heavily influenced by online feedback, trust is no longer optional—it’s essential. This comprehensive analysis of over 14 million reviews shows that businesses, whether large or local, can earn customer loyalty through transparency, responsiveness, and exceptional service. Whether it’s a tech repair shop in Georgia or a beauty store in Colorado, companies that prioritize the customer experience are the ones that rise to the top.

By understanding what drives consumer trust and actively fostering it, any business—regardless of industry or size—can position itself among America’s most reliable and respected brands.