The TrustLytics Scoring Model
Every Digital Trust Rating is derived from a structured scoring model that transforms evidence into insight. Each system we analyze generates a composite score based on its performance across multiple pillars, weighted by their importance to secure and transparent digital commerce.
How the Score is Calculated
Each website receives a Digital Trust Score (0–100) determined through four key stages:
1. Evidence
Screenshots, HTML, and metadata
2. Detection
AI-assisted trust signal analysis
3. Scoring
Weighted evaluation of each pillar
4. Rating
Translated into a public trust tier
The Five Pillars of Digital Trust
Each pillar represents a distinct dimension of a trustworthy digital experience. Scores within each pillar are averaged from atomic TrustLytics checks (signals), producing sub-scores that roll up into the overall Digital Trust Score.
Identity
Evaluates how authentication is handled — from passwordless sign-in to federated identity integration.
Payments
Measures support for modern payment methods, encryption, and user confidence at checkout.
Security
Examines TLS configuration, mixed content, and visible security cues in the user experience.
Transparency
Reviews the accessibility and visibility of privacy, data, and service policies.
Self-Service
Gauges the ability for customers to independently manage their accounts, subscriptions, and data.
Trust Rating Tiers
Final Digital Trust Ratings are grouped into four tiers to make results publicly comprehensible. Each tier corresponds to a distinct level of maturity and adherence to modern trust standards.
Exemplary Trust
Score 90–100
Trusted
Score 75–89
Developing Trust
Score 60–74
Needs Improvement
Score < 60
Want to know what powers each pillar?