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

What drives ING Groep's purpose and direction?

ING Groep anchors strategy in clear mission and vision statements that steer digital transformation, risk appetite, and sustainable finance across 40 countries. These principles keep operations aligned while serving over 38 million customers.

As a G-SIB, ING's mission, vision and core values guide its shift to a tech-first banking platform, balancing profitability, ethical obligations and innovation in areas like AI and green finance. See strategic analysis: ING Groep Porter's Five Forces Analysis

ING Groep mission focuses on empowering individuals and companies through digital banking, predictive analytics and sector-specific wholesale solutions to enable proactive financial decisions and improved financial health.

Customer empowerment

ING prioritizes tools like its mobile app and predictive features to help customers manage savings and expenses.

Digital-first banking

The bank invests in data-driven platforms to reduce friction in lending, deposits and payments.

Wholesale expertise

Sector-specific solutions support large corporates with tailored financing and risk management.

Innovation-driven

2025 strategic pivot emphasizes increased use of analytics; ING reported digital active customers exceeding 13.5 million in 2024.

Sustainability alignment

ING integrates ESG into lending and investment criteria, supporting sustainability targets across portfolios.

Customer-centric culture

Core values emphasize integrity, accountability and collaboration to deliver consistent client outcomes.

ING Groep mission centers on enabling proactive financial decisions for customers and businesses through data, digital products and sector expertise, aligning with ING Groep vision and ING Groep core values while advancing its 2025 strategic goals; see Growth Strategy of ING Groep.

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ING Groep's vision focuses on global digital leadership and customer preference through seamless, secure, and innovative banking experiences, supported by its One Architecture platform and a mobile-first customer base of over 15 million.

Digital-first

Prioritizes digital channels where > 95% of interactions occur.

Customer preference

Targets top-tier user experience to become customers' preferred bank.

One Architecture

Standardizes platforms across markets to cut costs and speed innovation.

Global scope

Ambition spans Europe, Asia and the Americas with integrated digital services.

Tech leadership

Invests in AI, APIs and open banking to stay ahead of fintech disruption.

Sustainable growth

Aligns digital strategy with sustainability and corporate responsibility goals.

ING Groep's vision is to lead digital banking globally and be customers' preferred bank, driven by One Architecture, > 95% digital interactions and a mobile-first base of > 15 million users; see Target Market of ING Groep for related context.

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ING Groep’s core values form the Orange Code: honesty, prudence and responsibility, supported by behaviors that drive ownership, collaboration and innovation; these values guide decisions across customer service, risk management and sustainability. Below are the four core values described in 2–3 sentences each.

We are honest

Honesty underpins ING’s interactions with customers and regulators through transparent fee disclosure and ethical data use, strengthening trust with the bank’s 38 million customers. This value supports the ING Groep mission to build long-term relationships and clear communication.

We are prudent

Prudence shows in ING’s risk frameworks and capital targets, including a Common Equity Tier 1 ratio target near 12.5% by 2025, guiding disciplined lending and resilient balance-sheet management. This aligns with ING Groep strategic goals to preserve financial stability while supporting growth.

We are responsible

Responsibility extends to social and environmental impact via the Terra approach and targets to mobilize up to €125 billion annually in sustainable finance by mid-2025, reflecting ING Groep sustainability mission. This demonstrates ING company values in corporate social responsibility and purposeful lending.

You take it on and make it happen

This behavioral value promotes ownership and rapid product iteration, enabling ING to stay competitive digitally and deliver on its ING Groep vision of being a step ahead for customers. Teams are empowered to act, supporting ING Groep core values explained through real product outcomes.

Read next: how ING Groep mission and vision influence strategic decisions, risk appetite and sustainability targets; explore Owners & Shareholders of ING Groep to see governance links to these values Owners & Shareholders of ING Groep

Values: the Orange Code combines three core values—honesty, prudence, responsibility—with three behaviors—take it on and make it happen, help others be successful, be always a step ahead—driving ING’s purpose and strategic vision 2025.

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The mission and vision shape ING Groep's strategic choices by prioritizing digital leadership and customer empowerment, directing capital and operational focus toward high-growth markets and superior customer experiences. These guiding statements influence portfolio decisions, investment in fintech, and performance metrics used across the bank.

Mission, Vision & Core Values — Snapshot

Clear purpose and values steer ING Groep's Step Up strategy and daily operations.

• 13% target return on equity for 2025 guiding capital allocation
• €350 million ING Ventures fund to back fintech innovation
• €7.3 billion net profit in 2024 reflecting strategic focus
• NPS leadership in primary markets as a customer-centric KPI

ING Groep mission

Empower customers to stay a step ahead in life and business, emphasizing digital ease and financial inclusion.

ING Groep vision

Be a leading digital bank in chosen markets by scaling technology, improving customer experience, and optimizing returns.

ING Groep core values

Focus on integrity, client-first mindset, cooperation, and simplicity to drive ethical and efficient banking operations.

Strategic goals

Grow the customer base, increase fee income, exit non-core retail markets, and concentrate on digital scale markets.

Corporate initiatives

Investment vehicles like ING Ventures and targeted M&A support fintech partnerships and product innovation.

Performance metrics

Return on equity, Net Promoter Score, fee income growth, and market exit/entry outcomes are tracked against strategic targets.

The mission and vision guide capital deployment, market exits, fintech investment and NPS-driven operations — read the next chapter on Core Improvements to Company's Mission and Vision and see actionable steps to refine ING Groep mission and vision.

Influence: The mission and vision drive the Step Up strategy to grow customers and fee income; exiting non-core retail markets focuses resources on high-growth digital markets to achieve scale and a 13% ROE target for 2025. The mission to empower customers led to the €350 million ING Ventures fund for fintech; CEO Steven van Rijswijk highlights that digital leadership equals superior customer experience, measured by NPS. Day-to-day operations align with these principles, supporting a €7.3 billion net profit in 2024. For broader context see Competitors Landscape of ING Groep

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Four focused improvements can sharpen ING Groep mission and vision for 2025, aligning strategy with measurable customer financial health, AI-native capabilities, and expanded sustainability commitments. Each improvement targets clearer outcomes, stronger differentiation, and up-to-date ESG and technology benchmarks.

Embed measurable financial health metrics into the mission

Revise the ING Groep mission to explicitly target customer financial health using KPIs such as household savings rate, debt-to-income improvements, and a goal to improve customers’ financial resilience by 20% within five years.

Commit to AI-native, hyper-personalized customer experiences

Elevate the ING Groep vision to declare an AI-native roadmap focused on hyper-personalization, aiming to deploy generative-AI advisors across retail segments and achieve 90% automated personalized advice coverage by 2028.

Integrate circular economy and biodiversity targets into sustainability goals

Expand ING Groep sustainability mission to include quantified circular economy commitments and biodiversity financing targets, linking to the 2040 climate milestones and increasing sustainable loans portfolio share to 30% of total lending by 2030.

Align strategic goals with regulatory and consumer protection trends

Update ING company values and ING strategic goals to prioritize transparency, fair pricing, and data protection, ensuring compliance with evolving EU regulations and improving customer trust scores by a targeted 15%.

Revenue Streams & Business Model of ING Groep

Improvements While ING’s mission and vision are strong, there are opportunities for refinement to better reflect the 2025 landscape. The current mission could be strengthened by explicitly incorporating the concept of financial health. While empowering customers to stay a step ahead is proactive, a more direct focus on measurable financial well-being would align with evolving consumer expectations and regulatory trends emphasizing consumer protection. Comparing ING to competitors like DBS Bank, which explicitly aims to make banking disappear into the background of life, ING could benefit from a more aggressive stance on AI-driven hyper-personalization.

Another growth opportunity lies in the vision statement’s digital focus. As the industry moves beyond basic digital banking toward autonomous finance and generative AI integration, ING could refine its vision to include becoming an AI-native institution. This would signal a deeper commitment to leveraging emerging technologies to provide real-time, automated financial advice. Adapting the vision to specifically address the circular economy and biodiversity would also enhance its sustainability narrative, ensuring the bank remains a leader in ESG standards as it moves toward its 2040 climate milestones.