Non-Woke Financial Services Brands

Browse 77 Financial Services brands rated on the BuyWokeFree woke index. 42 are rated Not Woke.

Few purchases tie you to a company's politics like a financial relationship. The bank holding your deposits, the lender behind your mortgage, and the firm managing your retirement savings all take corporate stances — and finance has sat at the center of America's ESG and DEI fight for years. The ground is shifting fast: between December 2024 and January 2025, all six of the largest U.S. banks walked away from the UN-backed Net-Zero Banking Alliance, and in February 2025 CNBC reported that Citigroup scrapped its diversity hiring requirements, following a similar retreat at Goldman Sachs.

But a rollback announced under political pressure is not the same as a clean track record. That is why we score every brand on the same objective evidence, separating companies that built progressive activism into their operations from those that never did. Of the 77 Financial Services brands rated on Buy Woke Free, 42 earn a Not Woke rating.

If you want money management without the activism, start with our top woke-free picks: Cheqly scores just 1/100 on our index, Genesis Gold Group also scores 1/100, Casbren Financial Solutions and Affinity Home Loans Inc each score 2/100, and America's Christian Credit Union scores 3/100.

At the other end of the spectrum, JPMorgan Chase, Wells Fargo, and Citigroup each rate 100/100 on our index — institutions that values-first consumers may want to research before signing up. Every brand below is scored on our six criteria: ESG initiatives, DEI programs, Pride sponsorships, HRC Corporate Equality Index rating, political donations, and the CEO Action pledge.

5L2F LLC — 1/100 Not Woke Located in Elkton, MD, 5L2F LLC specializes in tax preparation. It represents taxpayers and electronically files tax returns for individual…
77 Accounting Services — 1/100 Not Woke This brand, 7 Accounting Service, provides a full suite of accounting, tax, payroll and tax analysis services at low prices. They can assur…
Abillipay — 1/100 Not Woke Abillipay is a financial services company that transforms Accounts Payable into a profit center. It revolutionizes financial processes with…
Accent Financial Services — 4/100 Not Woke Accent Financial Services offers comprehensive financial services including tax preparation, advisory, bookkeeping, and payroll services fo…
Acopia Home Loans — 3/100 Not Woke Acopia Home Loans is a financial services brand that simplifies the home loan process with expert guidance and a user-friendly mobile app.…
Affinity Home Loans Inc — 2/100 Not Woke Affinity Home Loans Inc., ensure quick, smooth transactions, making the mortgage process transparent for home owners.
America'S Christian Credit Union — 3/100 Not Woke This brand, America's Christian Credit Union, offers financial services tailored to individuals and organizations with a biblical worldview…
American Values Investments — 2/100 Not Woke American Values Investments is a financial services company that offers stock portfolios of companies embodying American values. They evalu…
Andraya Coulter ~ Strategic Home Loan Specialist With C2 Financial (Ca) — 3/100 Not Woke Andraya Coulter, a Strategic Home Loan Specialist with C2 Financial, guides clients through the home loan process with expertise. Licensed…
Authentikos Advisory — 3/100 Not Woke Authentikos Advisory offers tailored wealth planning and sound counsel to help clients achieve their future financial goals. Their commitme…
Balanced Bookkeeping LLC — 2/100 Not Woke Balanced Bookkeeping LLC provides comprehensive bookkeeping services for businesses in Bulverde, Texas. They specialize in meticulous finan…
Bankers Life - Cheryl Trusty — 1/100 Not Woke Bankers Life - Cheryl Trusty offers expert insurance guidance in Bloomington, IN. With a finance background, Cheryl assists clients with Me…
Barrett Financial Group — 1/100 Not Woke Barrett Financial Group specializes in providing expert mortgage and refinancing services. By focusing on accurate financial advice and div…
Barton Books, Inc — 1/100 Not Woke Barton Books, Inc. is a financial services brand specializing in QuickBooks Consulting for Small Businesses. They have expertise in both on…
Birch Gold Group — 3/100 Not Woke Birch Gold Group is a financial services brand and a trusted leader in physical precious metals. They specialize in helping Americans diver…
Bold Home Loans Llc — 4/100 Not Woke Bold Home Loans LLC is a financial services brand that offers rock-bottom rates, an easy loan process, and fast closings. They provide comp…
Book Of Numbers — 3/100 Not Woke Book of Numbers specializes in proactive tax planning and financial management, helping clients optimize their income and expenses without…
Brett Veno Home Loans — 3/100 Not Woke Brett Veno Home Loans delivers personalized mortgage solutions tailored to individual needs. Known for their exceptional service and divers…
Brian Farley Home Loans — 2/100 Not Woke Brian Farley Home Loans is a local certified mortgage advisor specializing in financial services aimed at helping individuals leverage real…
Bydand Home Loans — 2/100 Not Woke Bydand Home Loans specializes in seamless mortgage solutions, from purchasing to refinancing, tailored to meet diverse financial needs. The…
Casbren Financial Solutions — 2/100 Not Woke Casbren Financial Solutions ensures clients receive expert tax preparation, resolution, and comprehensive financial services. They speciali…
Cheqly — 1/100 Not Woke Cheqly is a full-stack neobank designed specifically for startups, offering a seamless and fully online business banking experience and Fin…
Christian Family Credit Union — 2/100 Not Woke Christian Family Credit Union supports financial stewardship by offering competitive rates and loans. Their mission integrates faith with f…
Citizens Bank Of Morgantown — 3/100 Not Woke Citizens Bank of Morgantown prioritizes personalized banking, investing 95% of deposits back into the local community. They offer tailored…
Ck Bookkeeping Llc — 4/100 Not Woke CK Bookkeeping LLC provides professional bookkeeping services to small businesses, ensuring financial health and accuracy. Their expertise…
Cmg Home Loans - Adam Welch — 1/100 Not Woke Cmg Home Loans - Adam Welch, based in Austin, TX, offers expert mortgage services. They provide personalized guidance for purchasing, refin…
Cmg Home Loans - Dan Chapman — 4/100 Not Woke CMG Home Loans - Dan Chapman specializes in helping clients achieve homeownership. They offer personalized mortgage solutions, leveraging t…
Cmg Home Loans - Neal Pyles — 2/100 Not Woke CMG Home Loans—Neal Pyles delivers personalized mortgage services with transparent communication and innovative solutions. They guide borro…
Coast 2 Coast Payments — 3/100 Not Woke Coast 2 Coast Payments is a financial services brand specializing in tailored payment processing solutions for various industries, includin…
Cody Kessler - Mlo At Cmg Home Loans — 3/100 Not Woke Cody Kessler at CMG Home Loans is a seasoned mortgage financing professional dedicated to helping clients achieve homeownership. With exten…
Compass Advisors Llc — 4/100 Not Woke Compass Advisors LLC, based in metro Atlanta, provides fee-only investment advisory services. Led by Rob Moody, a CERTIFIED FINANCIAL PLANN…
Electronic Merchant Systems — 4/100 Not Woke Electronic Merchant Systems is a financial services brand that offers tailored payment solutions with modern security features and 24/7 liv…
Emerald Victorian, LLC — 1/100 Not Woke Emerald Victorian, LLC excels in precision bookkeeping with a touch of elegance. Its experts offer tailored, ethical solutions that ensure…
Ethos Capital Funding LLC — 1/100 Not Woke Ethos Capital Funding is a U.S.-based financial services provider dedicated to offering small businesses quick, flexible, and accessible f…
Genesis Gold Group — 1/100 Not Woke Genesis Gold Group provides faith-driven precious metals IRA service, assisting clients in expanding their investment portfolios with gold,…
Jacquelyn Stephens, LLC — 1/100 Not Woke Jacquelyn Stephens, LLC in Las Vegas, provides personalized CPA and consulting services. They excel in tax law, business planning, and Quic…
Old Glory Bank — 1/100 Not Woke As a nationwide online financial services provider with customers in all 50 states, Old Glory Bank is committed to upholding constitutional…
Reliance Financial — 5/100 Not Woke Reliance Financial is a financial services brand with over 40 years of mortgage broker expertise dedicated to serving diverse families acro…
Solid Rock Retirement Strategies — 2/100 Not Woke Solid Rock Retirement Strategies is a Christ-centered investment Planner Located In Peoria, IL. They believe each customer is part of a goo…
The Credit Card Guy — 1/100 Not Woke The Credit Card Guy is a financial services brand that provides payment processing solutions, point-of-sale systems, and business funding o…
The Tipton Team - Benchmark Home Loans — 2/100 Not Woke Benchmark Home Loans—Jonathan Tipton and Steve Reed specialize in personalized mortgage solutions in Tennessee, VA, Florida, Georgia, and S…
True Patriot Processing — 1/100 Not Woke True Patriot Processing is a financial services brand that offers personalized payment processing solutions. Its focus is on transparency,…
Washington State Employees Credit Union — 10/100 Mildly Woke WSECU is a Washington credit union, offering different financial services like accounts, loans, and tools. Unlike a bank, they're owned by…
Washington Trust Bank — 10/100 Mildly Woke Washington Trust Bank is a regional bank that offers personal, business, and wealth management services in Washington, Idaho, and Oregon. T…
StoneX — 27/100 Mildly Woke StoneX, established in 1924, evolved into a leading Fortune 100 financial institution serving over 54,000 institutional clients worldwide.…
First Republic Bank — 30/100 Mildly Woke First Republic Bank provides personalized banking services, including wealth management, lending, and private banking. Focusing on exceptio…
Sound Credit Union — 35/100 Woke Sound Credit Union is a financial institution that offers various products and services to businesses and individuals. Its user-friendly we…
Symetra — 45/100 Woke Symetra is a financial services company that helps people plan for their future by offering annuities and life insurance. These financial p…
Umpqua Bank — 45/100 Woke Umpqua Bank is the largest Northwest-headquartered bank offering personal and business banking services throughout the Western US. Their go…
BECU — 45/100 Woke BECU is a credit union focused on member well-being. They offer affordable banking options and financial tools in Washington and South Caro…
Prudential Financial — 48/100 Woke Prudential, a renowned financial services company, upholds core values including accountability, collaboration, customer focus, diversity a…
Morgan Stanley — 54/100 Woke Morgan Stanley, a global financial services firm, provides investment banking, securities, wealth management, and investment management ser…
Freddie Mac — 66/100 Woke Freddie Mac is a leading mortgage finance company providing liquidity, stability, and affordability to the housing market. They offer resou…
Liberty Mutual Insurance Group — 69/100 Woke Established in 1912, Liberty Mutual is one of the largest property and casualty insurers globally. With a presence in 29 countries, it rank…
Visa — 70/100 Woke Visa, a global payments technology company, aims to connect the world through innovative digital payment solutions. They facilitate secure,…
Nasdaq — 70/100 Woke Nasdaq is a leading global provider of trading, clearing, exchange technology, listing, information, and public company services. With a di…
Bank of New York Mellon — 70/100 Woke BNY Mellon is a renowned financial services corporation offering investment management, wealth management, and asset servicing solutions. W…
Charles Schwab — 70/100 Woke Charles Schwab Corporation is a leading financial services firm, committed to helping clients achieve their financial goals. Offering vario…
Nationwide — 70/100 Woke Established in 1846, Nationwide Building Society is the UK's largest mutual financial institution, serving over 15 million members. Focusin…
Comerica — 75/100 Extremely Woke Comerica is a financial services company that prioritizes customer-centricity and community involvement. With over 170 years of experience,…
Bank of America — 75/100 Extremely Woke Bank of America aims to empower individuals, businesses, and communities with financial solutions. Their commitment to responsible growth i…
BlackRock — 80/100 Extremely Woke BlackRock, founded in 1988, is a global investment management corporation. With a mission to help people build better financial futures, th…
BMO — 80/100 Extremely Woke BMO offers several personal financial services, helping you manage your money with checking and savings accounts, credit cards, and loans.…
Goldman Sachs Group — 80/100 Extremely Woke Goldman Sachs is a leading global investment banking, securities, and investment management firm. With a rich history dating back to 1869,…
MasterCard — 90/100 Extremely Woke Mastercard is a technology company in the financial services industry. They work with businesses and governments worldwide to improve the l…
U.S. Bancorp — 90/100 Extremely Woke U.S. Bancorp, a leading financial institution, offers banking services, investments, mortgages, and more. Focusing on customer service and…
JPMorgan Chase — 100/100 Extremely Woke JPMorgan Chase is a leading global financial services firm offering a wide range of services, including banking, investment management, and…
Fifth Third Bank — 100/100 Extremely Woke Fifth Third Bank provides personalized banking solutions, aiming to empower customers financially. With a commitment to innovation and comm…
Assurant — 100/100 Extremely Woke Assurant is a global financial service company providing lifestyle and housing solutions and offers protection plans and services for mobil…
Ameriprise — 100/100 Extremely Woke Ameriprise Financial, a leading financial services provider, offers comprehensive solutions for retirement, investments, insurance, and mor…
KeyBank — 100/100 Extremely Woke KeyBank is a financial institution that offers a variety of personal banking products and services, including checking accounts, personal l…
Citigroup — 100/100 Extremely Woke Citi is a global bank uniquely positioned to navigate complexity with its vast network and expertise. With $4+ trillion in financial flows…
Wells Fargo — 100/100 Extremely Woke Wells Fargo, a prominent financial services company. It highlights its dedication to serving customers, communities, and stakeholders while…
American Express — 100/100 Extremely Woke American Express, a global financial services company, focuses on customer service and loyalty. Founded in 1850, it offers payment, travel,…
AIG — 100/100 Extremely Woke AIG, founded in 1919, is a global insurance company providing a wide range of property, casualty, and life insurance products and services.…
Fannie Mae — 100/100 Extremely Woke Fannie Mae, established in 1938, provides lenders with mortgage financing, supporting affordable housing solutions for renters, homebuyers,…
Bay Equity Home Loans - Lauri Orscheln — Unrated Bay Equity Home Loans - Lauri Orscheln is a financial services brand that offers personalized mortgage solutions tailored to your needs. Wi…

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