ING Groep Bundle
How does ING Groep grow customers with digital-first banking?
ING shifted from product-led selling to a mobile-first, customer-journey model with the 'Do Your Thing' platform, boosting digital adoption and NPS across Europe while simplifying banking for millions.
ING now serves over 61 million customers across 40+ countries, cutting branches to favor mobile and web; its omnichannel distribution, data-driven acquisition, and brand positioning around simplicity and responsible progress drive engagement.
What is Sales and Marketing Strategy of ING Groep Company? Learn channel mix, personalization, and campaign examples alongside strategic frameworks like ING Groep Porter's Five Forces Analysis.
How Does ING Groep Reach Its Customers?
Sales Channels at ING Groep center on digital direct access via mobile app and web, supported by selective physical advisory centers and broker partnerships to distribute retail and wholesale products across core markets.
Digital-first distribution
Mobile app and web onboard the majority of retail customers; digital active customers exceeded 43 million in 2024, with mobile logins in the billions annually.
Mobile-originated sales
Mobile-originated product sales (accounts, savings, loans, cards) dominate core markets; in the Netherlands and Germany 70–85% of new retail products are opened digitally using video-KYC and e-signature.
Website-driven conversion
Website traffic fuels rate shopping and content-led conversion for savings and mortgages; call centers handle more complex advisory needs and conversions.
Rationalized physical footprint
The Netherlands and Belgium keep advisory centers and select branches for mortgages and SME, while Germany operates a lean branch-light model focused on digital-first service.
Mortgage and broker mix, wholesale channels, and partnerships extend reach across segments and geographies.
Channel mix and partnerships
Mortgage distribution is hybrid and partnerships broaden deposit and payments flows; wholesale uses direct RM teams and digital portals for corporate sales.
- Independent brokers supply a substantial minority of mortgage flows in NL and DE (often 30–50%), diversifying volumes and risk mix.
- Wholesale Banking operates relationship managers and sector teams across 35+ countries; portals like InsideBusiness support cash management and trade finance.
- Co-branded and embedded finance, merchant-acquirer links and fintech APIs increase deposit and payments volumes via account-to-account and open banking.
- Post-2018 strategic shift prioritized DTC digital, pruned non-core geographies, and invested in omnichannel integration; cost/income trended in the low 50s and primary customers rose low-single digits YoY in 2024.
Revenue Streams & Business Model of ING Groep
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What Marketing Tactics Does ING Groep Use?
Marketing tactics at ING Groep combine always-on digital performance marketing, CRM-driven lifecycle journeys, content focused on financial education and sustainability, and traditional media in key markets to drive acquisition, retention and brand equity.
Performance acquisition
Always-on search, app store optimisation and paid social (Meta, TikTok, YouTube) anchor current account and savings funnels with dynamic creative.
CRM & lifecycle
Email, push and in-app messages use micro-segmentation and salary-recognition triggers to nudge customers based on life events and financial health scores.
Content & SEO
Content marketing emphasises savings rates, mortgage calculators and business account guidance to boost organic visibility and trust.
Traditional media
TV, OOH, radio and sports sponsorships maintain mental availability in high-value markets alongside data-driven digital spend.
Data & experimentation
First-party data, CDP integration and consented open banking insights feed experimentation platforms, MTA and MMM for real-time decisioning and attribution.
Tech & governance
Cloud analytics, tag management, fraud/AML ML models and privacy-preserving attribution underpin campaigns; GenAI accelerates creative and care under strict governance.
Key tactical shifts since 2021 include a move to mobile video, collaborations with finance-focused creators for Gen Z, and rate-led tactical bursts during deposit competition in 2023–2024 when ECB rates peaked.
Measurement & targets
ING Groep measures acquisition cost, activation rate, product cross-sell and NPS, using MTA/MMM to reallocate budgets; in 2024 digital channels accounted for a majority of new retail account openings in several markets.
- Primary focus: lower CAC via targeted paid search and ASO
- Retention: lifecycle CLTV uplift via personalised CRM flows
- Attribution: privacy-preserving models + MMM for long-term brand ROI
- Compliance: model governance for GenAI and consented open banking usage
Examples of strategic SEO and content targets include prioritising terms like 'savings rate', 'mortgage calculator' and 'business account' to support ING Bank marketing and sales goals; further detail on corporate purpose appears in Mission, Vision & Core Values of ING Groep.
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How Is ING Groep Positioned in the Market?
ING positions as a simple, human and responsible digital bank—'Do Your Thing' champions customer autonomy while the orange lion visual identity signals energy and Dutch heritage; tone and UX prioritize speed, clarity and control for retail, affluent and SME customers.
Core positioning
ING markets itself on everyday simplicity and digital-first convenience, with features like instant payments, clear fee displays and budgeting tools to support user control.
Visual & tonal identity
The orange lion and plain-spoken, optimistic copy convey approachability; UX uses fast flows, minimal friction and clear language to reduce cognitive load.
Differentiation pillars
Everyday simplicity, value leadership in savings/low-fee accounts, and credible sustainability credentials (top-tier ESG index placements and high sustainable finance volumes).
Target segments
Broad appeal from mass retail to affluent clients and SMEs seeking intuitive digital banking with robust security and low-friction onboarding.
Brand governance, measurement and rapid response tools sustain consistency and trust across touchpoints.
UX & product cues
Features emphasize speed and clarity: instant payments, transparent fees, in-app budgeting and control panels to reduce churn.
Performance & awards
ING won multiple 'Best Mobile Banking' and customer satisfaction awards in NL, DE and PL recently, reinforcing consistent execution across channels.
Sustainability credentials
ING ranks in sector ESG indices and reported strong sustainable finance volumes in 2024–2025 as it aligns lending and investment targets with 2030 climate goals.
Omnichannel coherence
Brand governance and standardized design systems ensure coherent experiences across app, web, branches and contact centres to support omnichannel sales and service.
Social listening & communications
Real-time social listening informs rapid in-app banners, FAQs and alerts for rate changes, fraud warnings and ESG policy updates to manage sentiment and trust.
Measurement & KPIs
Key metrics include mobile NPS, digital activation rates, time-to-complete tasks, customer acquisition cost and share of wallet for cross-selling across retail and SME segments.
Brand actions that drive growth
ING aligns product design, marketing and sales to deliver the brand promise through targeted digital campaigns, CRM-driven retention and low-friction onboarding.
- Personalization and targeted offers using behavioural analytics and CRM segmentation
- Performance marketing focused on app installs and active users to lower acquisition costs
- Cross-selling of savings, mortgages and business services via in-app prompts and advisor channels
- Partnerships with fintechs to accelerate product innovation and distribution
See further segmentation and target-market detail in this related piece: Target Market of ING Groep
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What Are ING Groep’s Most Notable Campaigns?
Key campaigns by ING Groep focus on brand purpose, deposit capture, fraud prevention and sustainable finance to drive acquisition, deposits and trust across core markets between 2021–2025.
Do Your Thing (multi‑market)
Ongoing brand-purpose campaign using real-life vignettes to embed positioning and grow primary accounts via TV, OOH, YouTube, social, app stores and owned CRM; sustained top-3 spontaneous awareness in core markets and uplift in digital account openings driving primary customer growth in 2023–2024.
Savings Rate Activations (2023–2024)
Tactical campaigns to capture deposit inflows amid rising ECB rates using transparent pricing, calculators and safety messages across search, comparison sites, social, email and OOH; contributed to material retail deposit growth in Germany, Netherlands and Spain and improved cost of funding while managing margin.
Fraud & Scam Awareness (2022–2025)
Edutainment creative and in‑app interstitials warning of phishing and impersonation across TV, social, in‑app and branches; resulted in declines in several fraud vectors, higher Strong Customer Authentication adoption and improved safety metrics.
Sustainable Finance Stories (2021–2024)
Case films showcasing client transitions to low‑carbon operations distributed via LinkedIn, trade media, events and content hubs; supported pipeline growth in sustainable lending and earned ESG communications awards among wholesale audiences.
Germany: Digital‑first Push
Einfach Bank initiatives drove record app engagement and new accounts, reinforcing ING Groep marketing strategy in digital banking marketing ING.
Netherlands & Belgium: Mortgage Co‑marketing
Broker partnerships and mortgage campaigns increased qualified leads and cross‑sell opportunities for mortgages and savings products.
Poland: Youth & Freelancer Growth
Influencer-driven bundles tied to tools increased debit card usage and mobile payments, showing effectiveness of tied‑utility influencer partnerships.
Performance & Measurement
Campaigns tracked KPIs —spontaneous awareness, digital account openings, deposit inflows and fraud rates—aligning sales and marketing for measurable ROI.
Creative Lessons
Clear value propositions (rates/features), simple UX and trust/security storytelling outperform generic messaging across omnichannel sales ING and ING Bank marketing and sales.
Data & Personalization
Use of data analytics in ING Groep marketing enabled targeted offers, better CRM retention and improved conversion in acquisition funnels.
Key outcomes & metrics
Campaign level impacts summarized for strategic review and planning.
- Top‑3 spontaneous brand awareness in core markets for 'Do Your Thing' during 2023–2024.
- Material retail deposit growth in Germany, Netherlands and Spain during rate activations in 2023–2024.
- Notable spikes in web traffic and application completions coordinated with rate announcements; conversion uplift tracked in CRM.
- Measured declines in targeted fraud vectors and higher SCA/card control adoption from 2022–2025 initiatives.
For strategic background and historical context see Brief History of ING Groep
ING Groep Porter's Five Forces Analysis
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- What is Brief History of ING Groep Company?
- What is Competitive Landscape of ING Groep Company?
- What is Growth Strategy and Future Prospects of ING Groep Company?
- How Does ING Groep Company Work?
- What are Mission Vision & Core Values of ING Groep Company?
- Who Owns ING Groep Company?
- What is Customer Demographics and Target Market of ING Groep Company?
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