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ING Groep
How does ING Groep drive growth with its sales and marketing strategy?
ING Groep transformed from a bancassurance incumbent into a digital-first bank, embracing the 'do your thing' brand pivot to prioritize customer empowerment and seamless mobile experiences. By 2025 it serves over 39 million customers across 40+ countries.
ING’s sales and marketing focus is digital scalability, omnichannel engagement and data-led personalization, supported by a strong balance sheet and a CET1 near 14.8%. Key tactics include mobile-first product funnels, CRM-driven cross-sell, behavioral segmentation and brand campaigns like the orange positioning and tech partnerships; see ING Groep Porter's Five Forces Analysis.
How Does ING Groep Reach Its Customers?
ING Groep's sales channels combine a digital-first, mobile-led retail model with high-touch wholesale advisory, optimized physical footprints in Market Leaders, and near-pure digital operations in Challenger Markets to drive customer acquisition and efficiency.
Digital-first retail
Over 95% of retail interactions occur via the ING mobile app or web portal by 2025, reducing cost-to-income to ~52%.
Optimized physical presence
Market Leaders (Netherlands, Belgium, Luxembourg) shifted branches to digital service points and kiosks to support self-service and advisory needs.
Challenger Market approach
In Germany, Spain and Italy ING operates almost exclusively digitally, using high-yield savings and low-fee brokerage to acquire customers via D2C platforms.
Wholesale & SME channels
Wholesale uses relationship managers plus the ING WB platform; SME lending automation now delivers credit decisions in under 24 hours to accelerate acquisition.
Sales channels are reinforced by partnerships and integrated ecosystems to extend distribution and improve customer journeys across segments.
Channel dynamics & key metrics
ING aligns sales and marketing to prioritize digital acquisition, product-led growth and platform integration across retail, wholesale and SME segments.
- Retail digital adoption: 95%+ of interactions via app/web by 2025
- Cost-to-income ratio: ~52% (post digital optimization)
- SME lending: automated decisions under 24 hours
- Wholesale: integrated ING WB platform for treasurers and corporates
See related market targeting and segmentation details in the article Target Market of ING Groep for further context on ING Groep sales strategy and customer segmentation.
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What Marketing Tactics Does ING Groep Use?
ING’s marketing tactics center on a data-driven Next Best Action platform that personalizes offers for its 39 million customers, combining email, in-app, social and SEO to target life stages like first-home buyers and retirees while scaling brand reach through traditional and experimental channels.
Next Best Action (NBA)
NBA uses machine learning to deliver real-time personalized financial advice and product offers across channels, improving conversion and relevance.
Customer Segmentation
ING segments its base of 39 million customers with high precision to tailor messaging by life stage and product need.
Content & Sustainability
In 2025 ING increased content marketing spend on financial literacy and sustainability topics to build trust with Gen Z and Millennials.
SEO & Paid Search
SEO and paid search remain acquisition pillars; ING ranks in the top three for mortgages and personal loans in core regions.
Traditional Media
High-profile TV placements and sponsorships (marathons, cultural events) sustain broad awareness aligned with ING’s active brand image.
Experimental Digital
Influencer partnerships on TikTok and LinkedIn target retail and professional segments; AI chatbots deployed in 2025 handle over 60% of initial inquiries.
ING balances global reach with tailored interactions using omnichannel tactics that support its ING Groep sales strategy and ING marketing strategy while driving ING customer segmentation and ING digital marketing initiatives; see a related analysis in Growth Strategy of ING Groep.
Key Tactical Elements
Practical levers ING uses to convert, retain and scale in competitive banking markets.
- NBA-driven personalization for higher conversion and CLV improvement
- Content focus on financial literacy and sustainability to engage younger cohorts
- SEO/paid search dominance in mortgage and personal loan acquisition
- AI chatbots managing over 60% of initial customer contacts, freeing marketing for high-value leads
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How Is ING Groep Positioned in the Market?
ING positions its brand as an empowering, transparent bank that makes banking clear and easy, using the iconic orange lion and a friendly, jargon-free tone to stand apart from traditional institutions.
Brand Promise
ING promises a frictionless customer experience focused on clarity and simplicity, reflected in its app, branches, and communications across markets.
Visual Identity
A vibrant orange palette and clean typography convey energy and innovation, ensuring consistent recognition from Madrid to Amsterdam.
Sustainable Leadership
Through its Terra approach, ING steers a EUR 600 billion loan portfolio toward climate goals, underpinning a 2025 positioning as a conscious bank with top Sustainalytics ratings.
Digital-Physical Duality
ING markets itself as combining fintech agility with global-bank security, achieving high NPS in markets like Germany and Poland for superior digital interfaces.
Brand positioning supports ING Groep sales strategy and ING marketing strategy by targeting sustainability-minded and digitally native customers while retaining corporate and SME clients.
Customer Segmentation
Segments include retail digital adopters, SMEs, and institutional clients; targeted messaging aligns product features with each group's needs.
Competitive Positioning
ING counters neo-banks by emphasizing scale and regulatory strength while promoting rapid product updates and UX-led innovation.
ESG and Marketing
ESG messaging, backed by Terra targets and high Sustainalytics scores, drives appeal among younger and socially responsible investors.
Omnichannel Consistency
Unified visual and verbal identity ensures consistent experiences across app, web, and branch networks, supporting ING Groep omnichannel sales approach.
Performance Indicators
High NPS in key markets and digital engagement metrics drive retention; marketing ties to sales performance metrics and CRM for lead generation.
Resource Allocation
Investment prioritizes digital marketing, product UX, and sustainability communications to support ING Groep customer acquisition strategy and digital transformation in sales.
Key Takeaways
ING's brand positioning blends clarity, digital excellence, and sustainability leadership to differentiate in European banking and support ING business strategy and ING financial services marketing.
- Positions as 'conscious' bank via Terra and EUR 600 billion portfolio alignment
- Balances startup agility with systemic-bank security for competitive advantage
- Maintains consistent visual and verbal identity across touchpoints
- Targets digital-first and ESG-conscious customer segments to boost acquisition and retention
Mission, Vision & Core Values of ING Groep
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What Are ING Groep’s Most Notable Campaigns?
Key campaigns have driven ING Groep's sales and marketing strategy through targeted, measurable initiatives that blend sustainability, digital innovation, and brand-purpose storytelling.
Green Momentum 2024-2025
The Green Momentum initiative offered discounted mortgage rates for A-label energy properties and added an integrated carbon footprint tracker in the mobile app, generating over 200 million digital impressions and a 15 percent rise in new mortgage applications.
do your thing (2019)
The global 'do your thing' platform showcased real-life scenarios to position ING as an enabler of personal ambition, lifting brand consideration by 5 percent and increasing primary bank relationships across key markets.
Smart Saver Series 2025
The social-media-led Smart Saver series partnered with fintech influencers and used gamification to drive engagement, delivering 500,000 new account openings in one quarter and strengthening ING Groep sales strategy among younger cohorts.
Integrated Digital Push
Ongoing digital marketing investments emphasize app features, personalized offers and CRM-driven segmentation to improve customer acquisition and cross-sell metrics within ING financial services marketing programs.
Key campaigns reflect ING marketing strategy priorities: sustainability-led product incentives, purpose-driven brand messaging and data-led digital customer journeys that align ING Groep sales strategy with omnichannel distribution.
Performance Metrics
Green Momentum drove a 15 percent uplift in mortgage applications and >200 million digital impressions, improving lead generation methods and sales performance metrics.
Customer Segmentation
Campaigns use behavioral and life-stage segmentation to target retail, SME and younger digital-first users as part of ING customer segmentation and CRM efforts.
Channel Mix
Combining paid social, influencer partnerships, app notifications and online mortgages exemplifies ING Groep omnichannel sales approach and digital transformation in sales.
Sustainability Positioning
Green Momentum reframed sustainability into consumer savings and product benefits, reinforcing ING Groep sustainability marketing focus and competitive positioning in banking.
Acquisition Results
Smart Saver drove 500,000 account openings in one quarter, evidencing effective ING Groep customer acquisition strategy among Gen Z and millennials.
Strategic Alignment
Campaigns align with ING business strategy by linking product incentives to long-term value, improving cross-sell rates and enhancing primary bank relationships.
Key Takeaways for Sales & Marketing
Recent campaigns demonstrate how ING integrates sustainability, digital marketing and behavioral insights to drive measurable sales outcomes and brand growth.
- Green Momentum: mortgage uptake and carbon-tracking product innovation
- do your thing: long-term brand equity and increased consideration
- Smart Saver: influencer-driven acquisition and gamified engagement
- Digital-first CRM: improved lead conversion and cross-sell performance
For further context on ING's revenue model and how campaigns tie to business outcomes see Revenue Streams & Business Model of ING Groep.
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- What is Brief History of ING Groep Company?
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- 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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