Digital-only Tide struggle with their app

Tide is a UK financial technology company. They help businesses with getting access to financial services and it’s all digital-only. Despite providing mobile-first financial services, our analysis highlights issues with the app.

Why do we say this?

The topic “contact” is the biggest negative driver for the overall grade. With an average grade of 2,39 / 5, it has a negative impact on the overall average grade of 3,57 / 5. The problem seems to be related to the app. In 22% of the reviews about the topic “contact”, the topic “app” is also mentioned. Reviews tend to be more negative when these topics are mentioned in relation to each other. There seems to be an issue with contact via the app, an issue also visible when we look at the topic “response”.

The topic “response” is also negative and it gives us more information about the communication issues between Tide and their customers. The average grade for “response” is 3,07 / 5. We can see that “response” also relates to “app”. Customers are unhappy with long response times and insufficient information. They’re extra negative towards communication through the app. This is something that Tide should look into, and try to figure out how to give customers faster and more satisfying responses. They should perhaps also take a broader look at how they communicate with their customers since there seems to be room for improvement.

The average grade for “process” is 3,19 / 5. Judging by the example texts, the main issue appears to be that the application process is slow and customers find this irritating. It might be possible to make this process more effective to please the customers. This, in turn, would result in a better first impression of the bank.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on Trustpilot.

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