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For decades, building societies have differentiated themselves through community roots, personal service and long-term relationships. But in 2025, a new currency of loyalty is emerging – digital trust.
This year’s Building Society Experience Report makes the shift impossible to ignore: members now judge their society not by its heritage or high street footprint, but by the clarity, speed and security of every digital interaction. And for societies that get this right, the opportunity is huge.
Member behaviour has changed faster than many societies realise.
Digital is not a “younger member preference” anymore, it’s the default expectation across every demographic.
Yet despite this adoption, only 52% of members describe their digital experience as excellent. The appetite is there; the experience is not yet matching it. That gap is where trust is either strengthened or quietly eroded.
Members are overwhelmed by fragmented communication and unclear document journeys. They want simplicity, certainty and a single source of truth.
The data is unequivocal:
This “preference vs. reality” gap is becoming a loyalty risk.
When communications arrive late, inconsistently, or across multiple channels, members begin to doubt reliability; not of the message, but of the organisation.
The societies that win trust in 2025 will be those that make communication clear, unified and visibly secure.
Members no longer tolerate slow or paper-heavy processes.
Every unnecessary step – printing, posting, phoning – reduces satisfaction and increases the likelihood of switching at renewal. Members directly associate speed with trustworthiness. If a process feels outdated, they assume the service is too.
Self-service tells the same story: while basic online actions are common, fewer than half of members can apply for new products or update accounts digitally. In a world of instant everything, these gaps matter.
Although 87% of members say they feel comfortable using digital services, 58% still express concerns about data protection.
This tension defines a key insight:
Older members want confirmation prompts. Younger members want seamless journeys that still feel secure. All want clarity about how their data is used.
Security can no longer sit in the background. It needs to be experienced.
Across the findings, a clear pattern emerges:
In 2025, trust is not a brand value, it’s a user experience.
With more than eight in ten members managing their accounts digitally, societies are no longer competing on access. They’re competing on experience quality – and the winners will be those that can demonstrate digital trust consistently, not occasionally.
This is where technology platforms such as Legado’s CommsHub and LegadoSign are already helping societies meet expectations through:
But the bigger picture is sector-wide: Building societies now have the opportunity to set a new standard for mutual trust in a digital era– and the members are ready for it.