ING Groep NV

Empowering people to stay a step ahead in life and business by becoming the world's most preferred digital-first bank.

ING Groep NV SWOT Analysis

Updated: October 3, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for ING Groep NV was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The ING Groep NV SWOT analysis reveals a robust digital leader at a critical juncture. Its primary strengths—a superior mobile platform, strong capital base, and high customer loyalty (NPS)—provide a powerful foundation to pursue its mission. However, internal weaknesses like a high cost structure and legacy IT pockets, combined with external threats from agile fintechs and macroeconomic headwinds, demand urgent focus. The key priorities identified are clear: ING must leverage its digital advantage to enhance customer experience while aggressively driving operational efficiency through automation. Simultaneously, scaling high-growth areas like sustainable finance and fortifying its risk management are crucial for navigating future uncertainties. This strategy will be essential for translating its current market strength into long-term, resilient growth and achieving its vision of becoming the preferred digital-first bank.

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No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empowering people to stay a step ahead in life and business by becoming the world's most preferred digital-first bank.

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Strengths

DIGITAL: Mobile app leadership with high ratings & 15M+ active users
CAPITAL: Robust CET1 ratio of 15.2% (Q1 2024), well above requirements
DIVERSIFIED: Strong fee income growth of 9.9% YoY, reducing rate reliance
NPS: Consistently higher Net Promoter Score than peers in 8 key markets
SUSTAINABLE: €116B in sustainable finance mobilized, a key growth engine

Weaknesses

COSTS: Cost/income ratio at 54.1% (Q1 2024), higher than fintech rivals
COMPLIANCE: Ongoing scrutiny and investment in KYC/AML processes is costly
INNOVATION: Pace of new feature deployment can lag smaller, agile fintechs
LEGACY IT: Pockets of old infrastructure increase maintenance complexity
GEOGRAPHY: Revenue heavily concentrated in mature, competitive EU markets

Opportunities

AI: Leverage vast data for personalized offers, risk, and fraud models
ESG: Lead €1T+ market for green transition financing in Europe by 2030
PAYMENTS: Expand instant payment solutions and SME services across Europe
PARTNERSHIPS: Integrate third-party fintech solutions via open banking
WEALTH: Grow fee-based income via digital investment platform expansion

Threats

RATES: Potential for central bank rate cuts to compress net interest margin
COMPETITION: Intense mortgage and savings rate competition from neobanks
REGULATION: Basel IV implementation increasing risk-weighted assets (RWAs)
CYBERSECURITY: Rising threat of sophisticated ransomware and data breaches
MACROECONOMY: Geopolitical instability and slow growth impacting loan demand

Key Priorities

EXPERIENCE: Double down on superior digital CX to defend and grow NPS lead
EFFICIENCY: Aggressively automate operations to lower the cost/income ratio
GROWTH: Scale sustainable finance and fee-based wealth management services
RESILIENCE: Fortify risk and cybersecurity frameworks against new threats

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ING Groep NV OKR

Updated: October 3, 2025 • 2025-Q4 Analysis

This ING Groep NV OKR plan is a masterclass in strategic alignment. It directly translates the SWOT conclusions into four powerful, inspiring objectives: customer delight, efficiency, green leadership, and resilience. The key results are sharp, outcome-driven, and ambitious, avoiding vanity metrics in favor of tangible business impact like reducing cost ratios and fraud losses. This plan provides extreme clarity, focusing the entire organization on what truly matters to achieve its mission. By executing relentlessly against these OKRs, ING will not only fortify its current market position but also build a sustainable competitive advantage for the future, truly empowering its customers to stay a step ahead.

BNP Paribas Deutsche Bank ABN AMRO Rabobank Santander

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empowering people to stay a step ahead in life and business by becoming the world's most preferred digital-first bank.

DELIGHT CUSTOMERS

Deliver the most loved and intuitive digital banking experience.

NPS: Achieve a >15 point NPS lead over the nearest peer in all 8 core European markets to deepen loyalty
ONBOARDING: Reduce digital onboarding time from 8 minutes to under 4 minutes for new retail customers
AI CHATBOT: Resolve 60% of all inbound customer service queries instantly using our new AI-powered chatbot
APP STORE: Maintain an average app store rating of 4.8+ stars with over 2 million cumulative reviews

DRIVE EFFICIENCY

Radically simplify and automate our core operational processes.

COSTS: Lower the group cost-to-income ratio from 54% to a target of 50% through process automation
AUTOMATION: Automate 75% of manual back-office tasks in payments processing and account administration
CLOUD: Migrate 50% of our core banking applications from legacy on-premise to a scalable public cloud
COMPLIANCE: Reduce KYC/AML case handling time by 40% using new AI-powered monitoring systems

LEAD IN GREEN

Become the undisputed leader in financing the green transition.

FINANCING: Mobilize an additional €50 billion in new sustainable financing for our wholesale clients
RETAIL: Launch a new green mortgage product and secure 25,000 new originations in its first year
PORTFOLIO: Align our entire lending portfolio with the net-zero by 2050 pathway (Terra approach)
ADVISORY: Establish a top-3 market position in sustainable finance advisory and green bond issuance

FORTIFY THE BANK

Build an unbreakable foundation of trust through risk excellence.

CYBER: Reduce critical cybersecurity vulnerability remediation time from 30 days to less than 7 days
DOWNTIME: Achieve 99.99% uptime for all critical customer-facing digital channels (mobile and web)
FRAUD: Decrease digital fraud losses per active customer by 25% with our new real-time AI fraud engine
REGULATION: Successfully complete all Basel IV implementation milestones on time with no regulatory issues

METRICS

Net Promoter Score (NPS): >15 point lead vs peers
Cost-to-Income Ratio: <50%
Return on Equity (ROE): >12% through the cycle

VALUES

The Orange Code: We are honest
The Orange Code: We are prudent
The Orange Code: We are responsible
Customer-centricity
Innovation

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ING Groep NV Retrospective

AI-Powered Insights

Claude

Gemini

GPT

ING Groep NV Q1 2024 Results and Press Release
ING Groep NV 2023 Annual Report
ING Investor Relations Presentations (May 2024)
Financial data from Yahoo Finance and Bloomberg
Analysis of European banking industry reports (McKinsey, Deloitte)

BNP Paribas Deutsche Bank ABN AMRO Rabobank Santander

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empowering people to stay a step ahead in life and business by becoming the world's most preferred digital-first bank.

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What Went Well

INCOME: Strong net interest income driven by the higher rate environment
FEES: Continued growth in fee and commission income, diversifying revenue
RETURNS: Achieved a strong 14.8% return on equity, rewarding shareholders
CAPITAL: Maintained a robust CET1 ratio, demonstrating financial strength
DIGITAL: Growth in primary customers and mobile interaction continued its trend

Not So Well

EXPENSES: Operating expenses remained elevated due to inflation and investment
MARGINS: Net interest margin showed signs of peaking as funding costs rose
LENDING: Loan growth was modest, reflecting a cautious macroeconomic outlook
PROVISIONS: Higher risk costs and loan loss provisions compared to prior year
MARKETS: Wholesale Banking faced challenges in certain volatile market segments

Learnings

DIVERSIFICATION: Fee income is critical for resilience as interest rates peak
EFFICIENCY: Cost control is paramount to protect profitability in the future
RISK: Prudent risk management is vital in an uncertain economic environment
CUSTOMER: Digital engagement is a key driver of loyalty and primary relationships
INVESTMENT: Continued tech and compliance spending is non-negotiable

Action Items

COSTS: Accelerate automation initiatives to structurally reduce operating costs
FEES: Launch new fee-based digital investment products for retail clients
RISK: Enhance monitoring of credit portfolios sensitive to economic slowdowns
DIGITAL: Use AI to personalize app experience and increase cross-sell ratio
COMPLIANCE: Finalize implementation of next-gen KYC/AML monitoring systems

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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ING Groep NV Market

AI-Powered Insights

Claude

Gemini

GPT

ING Groep NV Q1 2024 Results and Press Release
ING Groep NV 2023 Annual Report
ING Investor Relations Presentations (May 2024)
Financial data from Yahoo Finance and Bloomberg
Analysis of European banking industry reports (McKinsey, Deloitte)

Founded: 1991 (merger of Nationale-Nederlanden and NMB Postbank Groep)
Market Share: Leading positions in Benelux, top 5 in Germany and other EU markets.
Customer Base: 37+ million retail and wholesale clients globally.
Category:
Financial Services
SIC Code: 6021 National Commercial Banks
NAICS Code: 522110 Commercial Banking
Location: Amsterdam, Netherlands
Zip Code: 1102 BD
Employees: 59000

Competitors

BNP Paribas Request Analysis

Deutsche Bank Request Analysis

ABN AMRO Request Analysis

Rabobank Request Analysis

Santander Request Analysis

Products & Services

No products or services data available

Distribution Channels

ING Groep NV Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

ING Groep NV Q1 2024 Results and Press Release
ING Groep NV 2023 Annual Report
ING Investor Relations Presentations (May 2024)
Financial data from Yahoo Finance and Bloomberg
Analysis of European banking industry reports (McKinsey, Deloitte)

Problem

Banking is often complex and impersonal
Lack of financial clarity and control
Difficulty accessing sustainable finance

Solution

Intuitive, all-in-one mobile banking app
Personalized insights and financial tools
Leading suite of sustainable loan products

Key Metrics

Net Promoter Score (NPS)
Cost-to-Income Ratio
Return on Equity (ROE)
Primary Customer Growth

Unique

Superior mobile-first user experience
Deep expertise in sustainable finance
Pan-European scale with local trust

Advantage

Vast proprietary customer dataset
Strong brand recognition and trust
Economies of scale in technology

Channels

Mobile App (Primary)
Website
Branch Network
Relationship Managers

Customer Segments

Mass-market retail customers in Europe
SMEs and mid-corporates
Large multinational corporations

Costs

Staff salaries and benefits
Technology and infrastructure expenses
Marketing and customer acquisition
Compliance and regulatory costs

ING Groep NV Product Market Fit Analysis

Updated: October 3, 2025

ING empowers people and businesses to stay a step ahead by making banking simple, personal, and sustainable. Through a superior digital experience, it provides clear financial insights and offers leading solutions for financing a sustainable future, helping clients manage their money with confidence and purpose in a rapidly changing world.

SIMPLICITY: We make banking clear, easy, and available anytime, anywhere on your mobile device.

PERSONALIZATION: We use technology to provide insights and solutions tailored to your financial life.

SUSTAINABILITY: We empower you to align your finances with your values and build a better future.

Before State

Complex, fragmented banking experience
Opaque fees and difficult processes
Banking felt like a chore, not a tool
Limited access to sustainable investments

After State

Simple, seamless digital banking control
Clear insights into financial health
Proactive, personalized financial guidance
Easy access to impactful, sustainable finance

Negative Impacts

Wasted time on administrative tasks
Financial anxiety and lack of control
Missed opportunities for wealth growth
Difficulty aligning finances with values

Positive Outcomes

Time saved through efficient self-service
Increased financial confidence and literacy
Achieved financial goals faster
Positive impact on planet and society

Key Metrics

Customer Retention Rates

~95% in core retail markets

Net Promoter Score (NPS)

Primary markets NPS lead peers by >10 points

User Growth Rate

Digital user growth ~5% YoY

Customer Feedback/Reviews

4.8 stars on App Store (avg. >1M reviews)

Repeat Purchase Rates

High multi-product holding per customer

Requirements

A single, intuitive mobile application
Real-time data and analytics engine
Secure and compliant infrastructure
Robust ESG screening and product suite

Why ING Groep NV

Invest in a superior mobile-first UX/UI
Leverage AI for personalization and advice
Maintain a strong, prudent risk framework
Lead market in green bonds & sustainable loans

ING Groep NV Competitive Advantage

Decades of customer data at massive scale
Established brand trust in core markets
Hybrid digital-physical distribution network
Expertise in complex wholesale financing

Proof Points

Millions of 5-star mobile app reviews
Ranked #1 in sustainable finance league tables
Net Promoter Scores consistently beat peers
Over 37 million customers worldwide

ING Groep NV Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

ING Groep NV Q1 2024 Results and Press Release
ING Groep NV 2023 Annual Report
ING Investor Relations Presentations (May 2024)
Financial data from Yahoo Finance and Bloomberg
Analysis of European banking industry reports (McKinsey, Deloitte)

Strategic pillars derived from our vision-focused SWOT analysis

Deliver a superior mobile-led customer experience

Lead in financing the transition to a low-carbon economy

Simplify and streamline operations via tech

Deepen relationships across retail and wholesale

What You Do

Provides digital-first universal banking services.

Target Market

Retail consumers and wholesale clients in Europe and beyond.

Differentiation

Superior mobile-first user experience
Strong focus on sustainable finance

Revenue Streams

Net interest income from loans and deposits
Fees and commissions from services

ING Groep NV Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

ING Groep NV Q1 2024 Results and Press Release
ING Groep NV 2023 Annual Report
ING Investor Relations Presentations (May 2024)
Financial data from Yahoo Finance and Bloomberg
Analysis of European banking industry reports (McKinsey, Deloitte)

Company Operations

Organizational Structure: Matrix structure with global functions and country-based units.
Supply Chain: Primarily digital; key suppliers are technology and data providers.
Tech Patents: Focus on fintech, data analytics, and security patents.
Website: https://www.ing.com

Top Clients

Board Members

ING Groep NV Competitive Forces

Threat of New Entry

MEDIUM: High regulatory capital requirements are a barrier, but digital-only licenses lower the bar for new, focused entrants.

Supplier Power

MEDIUM: Key suppliers are core banking software providers (Temenos, SAP) and cloud services (Microsoft, AWS), creating some dependency.

Buyer Power

HIGH: Low switching costs for retail customers, empowered by digital tools and regulation (PSD2) to compare and change banks easily.

Threat of Substitution

MEDIUM: Fintechs offering specialized services (payments, investments) can unbundle the traditional banking relationship.

Competitive Rivalry

HIGH: Intense rivalry among traditional banks (ABN, BNP), neobanks (N26, Revolut), and fintechs for deposits and loans.

Analysis of AI Strategy

Updated: October 3, 2025 • 2025-Q4 Analysis

The ING Groep NV AI SWOT analysis highlights a powerful but challenging position. ING's greatest asset is its vast, proprietary customer dataset, which, combined with established brand trust, creates a formidable moat for developing impactful AI applications. However, this potential is constrained by legacy systems, a fierce war for talent, and the cultural shift required to become truly AI-driven. The strategic imperative is clear: ING must pursue a dual-track approach. First, it must aggressively deploy AI to automate internal processes, driving down its cost-to-income ratio. Second, it must leverage AI to deliver the hyper-personalized experiences that will solidify its leadership in digital banking. Building a robust AI governance framework and a world-class talent hub are not optional—they are the critical enablers for turning its data advantage into sustained market dominance.

BNP Paribas Deutsche Bank ABN AMRO Rabobank Santander

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

Empowering people to stay a step ahead in life and business by becoming the world's most preferred digital-first bank.

Strengths

DATA: Massive, proprietary transactional dataset from 37M+ customers
TRUST: Established brand trust, crucial for customer AI adoption
SCALE: Existing infrastructure to deploy AI models to millions of users
RISK: Advanced risk modeling capabilities adaptable for AI governance
CAPITAL: Financial resources to invest in AI talent and infrastructure

Weaknesses

LEGACY: Core systems can create data silos and hinder AI integration
TALENT: Intense competition for scarce, high-cost AI/ML engineering talent
AGILITY: Slower, more cautious deployment cycles than AI-native startups
CULTURE: Transitioning from traditional banking to an AI-first mindset
BIAS: Risk of embedding historical biases from data into new AI models

Opportunities

PERSONALIZATION: Hyper-personalize products and advice for every customer
EFFICIENCY: Automate up to 40% of back-office and compliance tasks
FRAUD: Proactive, real-time fraud detection with superior accuracy
CREDIT: AI-powered credit scoring for faster, more accurate decisions
CODE: GenAI-assisted software development to accelerate feature delivery

Threats

FINTECH: AI-native competitors with no legacy debt and lower cost bases
REGULATION: Evolving EU AI Act creating compliance and model risk
SECURITY: AI-powered cyberattacks targeting financial institutions
PRIVACY: Maintaining customer trust amid large-scale AI data processing
OBSOLESCENCE: Risk of falling behind if AI adoption is too cautious

Key Priorities

EFFICIENCY: Prioritize AI for back-office and compliance process automation
PERSONALIZATION: Use AI to create hyper-personalized digital experiences
RISK: Develop robust AI governance for fraud, credit, and model bias
TALENT: Build a dedicated AI center of excellence to attract and grow talent

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ING Groep NV Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

ING Groep NV Q1 2024 Results and Press Release
ING Groep NV 2023 Annual Report
ING Investor Relations Presentations (May 2024)
Financial data from Yahoo Finance and Bloomberg
Analysis of European banking industry reports (McKinsey, Deloitte)

Profit: €7.29 billion Net Profit (FY 2023)

Market Cap: €53.5 billion (May 2024)

Stock Performance

Annual Report: Available on ING's Investor Relations website.

Debt: Significant, typical for a bank's balance sheet.

ROI Impact: Return on Equity (ROE) at 14.8% for FY2023.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

ING's high ambition is grounded in a strong digital platform and brand trust, leading to solid achievability. The OKRs are well-defined and category-shaping. While significant upside exists in sustainable finance and AI, it is balanced by downside risks from legacy costs and intense competition. The core strategy is clear and durable. The resulting Iconic Index reflects a strong market leader with moderate, defensible growth potential, contingent on executing its digital and efficiency transformation.

SWOT Factors

Upside: 83.3 Risk: 70.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

DRIVE EFFICIENCY: Aggressively lower cost/income ratio via AI

LEAD IN GREEN: Dominate the sustainable finance market

DELIGHT CUSTOMERS: Leverage data for hyper-personalization

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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