Telemarketers and call centres have taken the top spot in the UAE’s latest Worst Reputation rankings, according to new research by Insight Discovery and Compare Wealth Managers released on 28 October 2026. The study also found that financial services categories remain among the most negatively viewed professions.
In the eighth annual study, conducted with YouGov and based on responses from 1,028 UAE residents, telemarketers and call centres were the most frequently selected category for worst reputation, receiving 16.0% of respondents’ first-place votes.
Social media influencers followed with 12.7%, while credit card issuers ranked third at 11.6%. The research placed estate agents in fourth position at 10.0%, followed by executive search firms and recruitment companies, which together accounted for 9.2%.
The report said the 2026 ordering represents a reversal from 2025. In the prior year, the study reported that social media influencers received 21% of first-place votes, while telemarketers and call centres received 19%. While both categories recorded lower shares in 2026, the two were still ranked as the most frequently selected for worst reputation.
Negative views across financial advice and wealth management
Within financial services, the study highlighted negative sentiment toward advisory and management roles. It reported that independent financial advisers (IFAs) received 5.0% of first-place votes for worst reputation, compared with 4.5% for bank financial advisers.
Wealth managers were assessed as a separate category for the first time in the annual study, receiving 4.7% of first-place votes. The survey’s findings create what the authors described as a baseline for future editions.
Insurance, healthcare and other sectors also appear
Beyond finance, the research showed that insurance companies received 6.1% of first-place votes. Healthcare providers were selected by 5.9% of respondents, while internal or in-house recruiters accounted for 5.3%. Property developers received 3.4% of first-place votes.
Executives comment on consumer rules and trust
Nigel Sillitoe, CEO of Insight Discovery, said telemarketers have remained near the top of the rankings “for years,” framing the return to first place as expected. He also referred to the shift in influence rankings, adding that the change in position is “more interesting.”
Sillitoe also pointed to the Do Not Call Registry, saying UAE residents can register numbers to reduce unwanted sales calls. He warned that companies ignoring the rules risk “substantial fines,” and said the challenge is ensuring consumers know their rights and that enforcement is properly carried out.
Rory Scott, CEO of Compare Wealth Managers, said it was “encouraging” that fewer than 5% of respondents ranked wealth managers negatively. However, he cautioned that the industry should not be “complacent,” citing “recent concerns” surrounding AIX Investment Group and describing them as a reminder that investors should carefully consider who they trust with their money.
Scott said checking a firm’s regulatory status and understanding risks should come before handing over savings, adding that “transparency” and putting clients first are essential to rebuilding trust.
Survey methodology
The 2026 Worst Reputation in the UAE study was conducted with YouGov on behalf of Insight Discovery, in partnership with Compare Wealth Managers. It surveyed 1,028 UAE residents, with percentages reflecting respondents’ first-ranked choices (Rank 1), reported to one decimal place where applicable.
