What are Mission Vision & Core Values of ING Groep Company?

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What drives ING Groep’s strategy and values?

ING Groep N.V. anchors strategy through clear mission and vision statements that align stakeholders, steer investments, and shape customer and sustainability priorities across retail, SME and wholesale banking.

Mission, vision and core values guide ING’s risk appetite, digital product design, talent culture and capital allocation, influencing innovation and customer experience across markets. See ING Groep Porter's Five Forces Analysis

ING Groep mission is to empower customers—individuals, SMEs and corporates—through simple, smart and secure digital banking, enabling them to stay a step ahead in life and business with mobile-first services, transparent pricing and integrated sustainable finance.

Customer focus

ING prioritizes customers across payments, savings, lending and investments delivered via digital channels.

Digital-first

Mobile-first design drove over 14 million primary mobile customers in 2024 and >1.6 billion mobile logins annually.

Sustainability

ING integrates sustainable finance: €123 billion in sustainable lending and €111 billion in ESG-screened assets (FY2024).

Transparent pricing

Clear fee structures and competitive rates support trust and long-term customer relationships.

Innovation

Continuous product and process innovation underpins ING corporate strategy and digital growth.

Global reach

Operations across Europe and beyond provide scale for cross-border services and corporate banking.

ING Groep mission emphasizes customer-centric digital banking, sustainability integration and innovation, shaping ING Groep vision and ING core values to support long-term growth and responsible finance; see Competitors Landscape of ING Groep for context.

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ING Groep vision focuses on industry-leading digital engagement, scalable platforms, sustainability in financing the transition, cross-border retail and wholesale efficiency, embedded finance and data-driven personalization within a disciplined, low-cost operating model.

Digital-first banking

Prioritises mobile and online channels; market-leading mobile NPS in the Netherlands and Germany supports customer-centric growth.

Scalable platforms

Invests in modular, cloud-ready platforms to lower cost/income toward the mid-40s target over time.

Sustainability leadership

Targets sustainable financing growth and aligns lending with net-zero pathways; sustainability goals integrated into corporate strategy.

Cross-border efficiency

Seeks cost and capital efficiencies across retail and wholesale operations while preserving regulatory CET1 strength.

Embedded finance

Expands partnerships to embed banking services in platforms and ecosystems for revenue diversification.

Data-driven personalization

Uses analytics to tailor products and improve retention, supporting higher lifetime value per customer.

Vision: To be the go-to digital bank — realistic given cost/income near low-50s in 2024, CET1 ~15%+ and strong mobile NPS; aligns ING Groep vision with sustainability and scalable digital growth. Read more on Owners & Shareholders of ING Groep

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ING Groep core values focus on pragmatic digital execution, customer empowerment and responsible finance; they guide behavior across retail and wholesale operations and align with ING Groep mission, ING Groep vision and ING corporate strategy. These values drive measurable outcomes in product velocity, compliance and sustainability efforts.

Orange Code — Ownership

Employees take responsibility for customer outcomes with agile squads and KPIs tied to resolution time; two-week sprints enabled instant-payments and rapid app feature releases, improving time-to-market.

Help Others to Be Successful — Collaboration

Cross-border tribes and knowledge-sharing promote inclusion and SME support through business banking portals and initiatives like Growth Strategy of ING Groep, driving partner and client outcomes.

Always a Step Ahead — Innovation

Continuous improvement leverages AI fraud detection, personalized insights and paperless onboarding; digital mortgage journeys in NL and DE cut approval times by double-digit percentages.

Integrity — Do the Right Thing

Compliance-first culture with strengthened AML/KYC programs and upgraded transaction monitoring; post-2018 investment increased compliance spend and enhanced customer transparency.

Values above—Orange Code, collaboration, innovation and integrity—shape ING core values and ING company purpose, informing ING Groep mission and ING Groep vision decisions and ING corporate strategy; read next chapter on how mission and vision influence the company's strategic decisions.

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Mission and vision statements shape ING Groep’s strategic decisions by setting priorities for customer-centric digital transformation and sustainable finance. They guide capital allocation, market focus, partnerships and risk frameworks across business units.

ING Groep mission, vision & core values

Clear purpose and values steer ING’s product roadmap, risk appetite and ESG commitments.

• ING Groep mission: empower people and businesses to stay a step ahead financially.
• ING Groep vision: be the best bank for a digital age, combining simple, reliable services with sustainability.
• ING core values: integrity, collaboration, expertise, and social responsibility embedded in operations.
• These principles translate into digital-first, customer-focused and sustainability-led execution.

Digital-first strategy

ING prioritizes seamless digital channels, with >70% of retail sales originating digitally in 2024 and app MAUs rising mid- to high-single digits YoY.

Sustainability & Terra approach

ING aligns lending to net-zero pathways through its Terra framework; financed emissions intensity declined in high-emitting sectors while renewables project finance grew double digits in 2024.

Market focus & expansion

Strategic choices concentrate on Germany and Benelux retail strength and selective wholesale growth, reflecting the bank’s go-to digital bank aim.

Partnerships & fintech integration

APIs, embedded payments and fintech collaborations support customer-centric services and faster product delivery aligned with ING corporate strategy.

Financial health enabling strategy

Key metrics in 2024: ROE above 12%, CET1 ~15%, and declining Stage 3 ratios—providing strategic flexibility and prudent risk alignment with ING core values.

Leadership & culture

Management messaging emphasizes empowering customers and responsible growth, reinforcing ING company purpose across teams and external communications.

Read how these mission and vision priorities translate into product and governance changes in the next chapter: Core Improvements to Company's Mission and Vision; also see Revenue Streams & Business Model of ING Groep for operational context.

Influence — Mission/vision directly inform strategy: 1) Digital-first investments: >70% of retail sales originated digitally in 2024; app MAUs and engagement up mid- to high-single digits YoY. 2) Sustainable finance prioritization: Terra aligns loan books to net-zero; financed emissions intensity reduced in high-emitting sectors while renewables project finance (energy transition deals) increased double digits in 2024. Market expansion choices and fintech partnerships reflect the go-to digital bank aim. Metrics: ROE >12% in 2024, CET1 ~15%, and declining Stage 3 ratios. Leadership emphasizes empowering customers and responsible growth.

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Four focused improvements to ING Groep's mission and vision can sharpen strategic clarity and accelerate measurable progress. These enhancements align ING Groep mission, ING Groep vision and ING core values with 2025–2030 operational targets and emerging risks.

Make targets time‑bound and measurable

Specify 2025–2030 KPIs in the ING Groep vision such as >80% digital origination, cost/income <50% and market-top-3 NPS in core markets to align ING corporate strategy with peer benchmarks and investor expectations.

Operationalize sustainability commitments

Translate Terra alignment into sector-by-sector financed‑emission milestones and absolute financed‑CO2 reduction targets (SBTi‑comparable) to make ING sustainability goals auditable and comparable across banks.

Embed emerging‑tech and data governance

Explicitly include AI safety, cybersecurity resilience and data ethics in the ING Groep mission to mitigate generative‑AI risks and convert trust and security into a competitive advantage for customers and investors.

Align incentives to mission outcomes

Link executive and employee remuneration to the ING company purpose through measurable metrics—digital adoption, financed‑emission reductions and customer NPS—to ensure ING corporate values and culture drive execution.

Improvements

• Clarity and measurability: Add explicit 2025–2030 targets tied to ‘go‑to digital bank’ (e.g., >80% digital origination, cost/income <50%, market‑top‑3 NPS in all core markets) to match best‑in‑class peers’ quantifiable visions.
• Sustainability specificity: Translate Terra alignment into sector‑by‑sector financed‑emission milestones and absolute financed‑CO2 reduction targets, comparable with leading peers’ interim SBTi‑aligned goals.
• Emerging tech emphasis: Explicitly incorporate AI safety, cybersecurity resilience, and data ethics in the vision to address generative AI adoption and rising fraud threats, turning risk control into a competitive trust advantage.

Relevant reference: Mission, Vision & Core Values of ING Groep

Implementation of mission and vision in corporate strategy requires translating high-level purpose into measurable actions, governance and day-to-day decisions. Effective alignment uses performance metrics, communication and systems to ensure customer-centric outcomes and sustainability commitments.

ING Groep mission, vision & core values

Summary of ING Groep mission, ING Groep vision and ING core values as embedded in strategy and operations.

• Customer focus: empowering customers through simple, digital banking
• Integrity: transparent fees, compliance and risk-aware culture
• Sustainability: financing transitions and reducing portfolio emissions

Strategic priorities

Customer empowerment, digitization, and sustainable finance guide ING corporate strategy and ING company purpose.

Performance & governance

Leadership uses the Orange Code, performance management and risk culture programs to embed ING Groep mission and ING core values.

Sustainability targets

ING sustainability goals include sectoral lending policies and a target to steer clients' portfolios toward lower emissions intensity by 2030 and 2050 alignment pathways.

Transparency & reporting

Integrated annual reports combine financial, sustainability and risk disclosures; product pages show fees and features openly to customers.

Implementation initiatives include agile-at-scale delivery model, unified mobile platforms, instant payments, digital mortgages, data-driven personalization, wholesale platforms for trade and cash management, Terra portfolio steering and client engagement on transition plans.

Leadership embeds mission and values via the Orange Code, performance management, and risk culture programs; frequent townhalls and internal comms tie priorities to customer empowerment.

Stakeholder communication uses an integrated annual report with sustainability and risk sections; product pages disclose fees and features transparently and support ING Groep mission vision and values explained for investors and customers via clear disclosures.

Formal systems comprise non-financial risk dashboards, NPS and complaints analytics, model risk governance, sustainability credit frameworks, and remuneration linked to customer and compliance outcomes to ensure day-to-day alignment.

Key 2024–2025 facts: ING reported a CET1 ratio around 14.9% in 2024, common equity and net result trends guided capital allocation; sustainability lending frameworks address sectors with transition pathways and reductions in financed emissions; customer NPS and digital adoption rose with mobile active users increasing year-on-year.

For a market-focused profile and target segments, see Target Market of ING Groep