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ING Groep
Who are ING Groep’s core customers today?
In early 2025 ING surpassed 16 million primary customers, reflecting its shift to mobile-first, digital banking. Its evolution from a Dutch insurer to a global bank drives a data-led focus on customer segments across Europe.
Customer demographics center on digitally active adults aged 25–55, small and medium enterprises, and affluent retail clients in Western and Central Europe; ING targets urban, tech-savvy users seeking mobile-first banking and integrated financial services. See ING Groep Porter's Five Forces Analysis
Who Are ING Groep’s Main Customers?
ING Groep’s primary customer segments span Retail Banking, Wholesale Banking, and Business Banking (SMEs), with a retail base of approximately 38.5 million customers by late 2025; core retail users are tech-savvy adults aged 25–55, while growth is fastest among Gen Z and Millennials favoring mobile-first, sustainable banking.
Retail Banking
Serves about 38.5 million individuals (late 2025); primary customers—those depositing recurring income and using ≥1 other product—represent ~42% of retail and drive highest lifetime value.
Wholesale Banking
Targets large multinationals and financial institutions in energy, infrastructure, and technology; yields the highest revenue per client via complex lending, capital markets, and sustainable finance.
Business Banking (SMEs)
Focus on SMEs in core markets such as the Netherlands and Germany; market share in small business sector near 25% in those markets, with emphasis on digital services and lending.
Strategic Focus
Shift toward high-value primary customers and sustainable finance to lift ROE, which reached approximately 13.8% in fiscal 2025; primary customers are ~3× more likely to buy investment or insurance products than casual users.
Key segmentation insight: ING customer profile centers on digital-first adults 25–55, expanding Gen Z/Millennials, plus high-revenue wholesale clients and SME owners; see related market context in Competitors Landscape of ING Groep.
Primary Customer Traits & Metrics
Concise metrics and behavioral traits that define ING Groep customer demographics and target market.
- Retail core: adults 25–55, mobile-first, sustainability-minded
- Primary retail customers: ~42% of retail base; highest profitability
- Wholesale: large corporates in energy, infrastructure, tech—highest revenue/client
- SME market share in core markets: ~25%; focus on digital lending
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What Do ING Groep’s Customers Want?
The modern ING customer seeks seamless, invisible banking integrated into daily digital life, prioritizing autonomy, instant gratification and sustainability; over 96% of retail interactions occurred via mobile in 2025 and AI-driven features saw a 35% rise in engagement that year.
Digital-first expectations
Customers expect instant, mobile-native services with predictive insights and frictionless payments.
Personalization demand
High demand for tailored financial advice and AI-driven money management tools that forecast spending and suggest savings.
Sustainability alignment
Both retail and corporate clients favor products tied to ESG targets; a growing share of Wholesale Banking is ESG-linked.
Cost transparency
Customers reject hidden fees; ING has responded with transparent, low-cost pricing and digitized workflows for complex products.
SME acceleration needs
SMEs prioritize rapid credit decisions and integrated accounting; ING promotes One Architecture to streamline onboarding and lending.
User-centric design
Consistent UX across markets supports high NPS rankings in lead markets; in-app feedback loops enable rapid feature iteration.
Customer preferences inform product focus and marketing; see further market context in Marketing Strategy of ING Groep.
Key behavioral insights
Behavioral and demographic patterns shape segmentation and service design for retail, SME and wholesale clients.
- Mobile-first retail users drive digital product investments.
- Affluent and digitally active segments demand wealth and investment personalization.
- SMEs need fast lending and accounting integrations.
- Corporate clients emphasize ESG-linked financing and reporting.
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Where does ING Groep operate?
ING Groep structures its footprint into Market Leaders, Challengers and Growth Markets, concentrating underlying income in core Europe while shifting capital toward high digital-adoption regions.
Market Leaders
The Netherlands, Belgium and Luxembourg represent ING's Market Leaders, contributing about 46% of the group's €23.5 billion total income in 2025; the Netherlands alone holds a 40% retail market share.
Challenger Markets
Germany is ING's largest purely digital bank with over 9 million customers; Australia, Spain and Italy are prioritized for digital scale rather than branch expansion.
Growth & Localisation
Localization drives product mix: Germany emphasizes high-yield savings and brokerage to match wealth-preservation culture; Turkey and Romania focus on mobile payments and consumer lending for younger, credit-active segments.
Strategic Concentration
From late 2024 through 2025 ING exited non-core retail markets to reinforce its European stronghold, reallocating capital to markets with stronger digital adoption and favorable regulation for sustainable growth.
Digital Customer Profile
ING's digital-first customers skew younger and more urban, increasing uptake of app-based banking, brokerage and savings products; this drives the bank's push in Germany and challenger markets.
Retail vs. Corporate Focus
Core Europe generates the bulk of retail income while selective growth markets target consumer lending and payments; corporate and wholesale activities remain complementary across regions.
Regulatory & Capital Allocation
Concentration in Europe enables more efficient capital deployment and regulatory alignment, improving return-on-capital metrics as ING exits lower-return geographies.
Revenue Mix
Market Leaders deliver nearly half of group underlying income; challengers and growth markets are optimized for digital revenue streams and customer-acquisition efficiency.
Customer Segmentation
ING Groep customer demographics vary by country: older savers in Germany, digitally native borrowers in Turkey/Romania, and broad retail dominance in the Netherlands.
Further Reading
See the bank's strategic orientation and values in Mission, Vision & Core Values of ING Groep for context on geographic priorities and customer focus.
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How Does ING Groep Win & Keep Customers?
ING’s 2025 customer acquisition and retention strategy combines digital marketing, referrals and a data-driven CRM to drive cross-sell and loyalty across its core ING Groep customer demographics and target market.
Digital acquisition
ING scales digital campaigns and referral programs; campaigns in Germany and Poland cut customer acquisition cost by 18% versus traditional channels in 2025.
CRM & real-time analytics
A real-time CRM detects life events (large deposits, spending shifts) to trigger tailored mortgage and investment offers, lifting cross-sell to an average of 2.5 products per household.
Primary Customer retention
The Primary Customer strategy bundles accounts, rewards and discounts to centralize finances; churn stayed under 3.8% in 2025 due to high switching costs and trust.
Sustainability as retention
ING’s Terra approach aligning lending with net-zero targets strengthens loyalty among younger, sustainability-focused segments and supports long-term retention.
Key operational levers and measurable outcomes for ING’s target market and customer profile are shown below, reflecting market segmentation and audience priorities.
Segment targeting
Retail digital users and mass-affluent clients are prioritized, with tailored mortgage and investment funnels for prime-age households and SMEs.
Referral mechanics
Localized referral incentives in Germany and Poland account for material CAC reductions and higher-quality customer acquisition.
Cross-sell & LTV
Average products per primary household of 2.5 increases lifetime value and lowers marginal acquisition payback periods.
Churn drivers
Churn below 3.8% in 2025 driven by integrated digital services, high perceived switching costs and brand trust.
Product triggers
Automated offers for mortgages and investment products are sent when CRM identifies qualifying life events, improving conversion rates.
Alignment with values
Terra and sustainability commitments resonate with environmentally conscious customers, supporting retention and brand differentiation.
Operational metrics
Performance indicators used to optimize acquisition and retention across ING Groep target market segments.
- CAC reduction: ~18% in targeted referral markets
- Cross-sell: 2.5 products per primary household
- Churn: <3.8% in 2025
- Primary Customer penetration and LTV growth tracked monthly
See broader strategy context and market segmentation insights in this article on ING’s growth approach: Growth Strategy of ING Groep
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