America's Most Trusted D2C Brands 2026 › Uber
#26 of 100 – Mobility & Auto

Uber

Ride-hailing and delivery app where riders and eaters book and pay for trips and orders directly through Uber.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 72/100
Uber ranked #26 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score79.22out of 100
US D2C rank#26 of 100
HeadquartersSan Francisco, CA
Founded2009
Latest revenue$52,017M revenue (FY2025, up 18%)
Trust pillar72/100

The Uber story

Uber was founded in 2009 by Garrett Camp, Travis Kalanick and is owned today by Public (NYSE: UBER), Uber Technologies Inc.. It is one of 8 Mobility & Auto brands in this year's ranking, where it places #3.

Why people trust Uber

Gross bookings rose 19% to about $193.5B in 2025, showing how many people pay for trips and meals through its app.

The watch-out

It has faced long-running disputes over driver pay and employment status, and part of its 2025 net income came from a one-time $5.0B tax benefit.

Why Uber ranks #26

Strongest of the four trust-led pillars

Brand Recall, scored 96 out of 100.

Room to grow

Consumer Trust & Sentiment, scored 72 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Uber scores 79.22 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
72
Brand Recall (18%)
96
Brand Positioning (15%)
82
Brand Love (15%)
72
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
86
Governance & ESG (4%)
66

Versus its nearest rivals

24QuinceFashion · 79.3225Hims & HersHealth · 79.2826UberMobility · 79.2227PelotonHealth · 79.2028Thrive MarketFood · 79.18

Questions people ask

What rank is Uber in WCRC's America's Most Trusted D2C Brands 2026?

Uber ranks #26 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 79.22 out of 100.

Why is Uber trusted?

Gross bookings rose 19% to about $193.5B in 2025, showing how many people pay for trips and meals through its app.

What is Uber's revenue?

$52,017M revenue (FY2025, up 18%), as per the company's filed accounts or published results.

Who owns Uber?

Uber is owned by Public (NYSE: UBER), Uber Technologies Inc.. It was founded in 2009 and is based in San Francisco, CA.

What is Uber's biggest challenge?

It has faced long-running disputes over driver pay and employment status, and part of its 2025 net income came from a one-time $5.0B tax benefit.

Key facts

BrandUber
Company / ownerPublic (NYSE: UBER), Uber Technologies Inc.
HeadquartersSan Francisco, CA
Founded2009
Founder(s)Garrett Camp, Travis Kalanick
Latest revenue$52,017M revenue (FY2025, up 18%), as per company filings
SectorMobility & Auto
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.