ING Rolls Out Four Banking Subscription Plans Across Its Nine Markets
ING is launching a new pricing model based on four subscription plans (ING Go, ING More, ING Extra, ING Max) aimed at simplifying everyday banking. This framework, initially deployed in Belgium, Poland, and Romania, is expanding this Wednesday to the Netherlands and will progress across all of its nine European and Australian retail markets, covering 41 million customers.
Four Subscription Plans Combining Banking Services and Lifestyle Benefits
The model is based on four subscription plans: ING Go, ING More, ING Extra, and ING Max. Each plan combines daily banking services with additional benefits and lifestyle perks that customers would otherwise have to accumulate separately. The contents of each offer will be tailored by market according to local preferences. The premium formulas offer an expanded scope: enhanced card offerings (combined debit and credit), additional banking and investment benefits, comprehensive insurance coverage, and partner benefits such as streaming services, travel-related benefits, as well as loyalty and cashback programs.
Gradual Rollout from Three Pilot Markets
ING initially launched the model in Belgium, Poland, and Romania. The rollout continues market by market, with the Netherlands being activated on Wednesday. In total, three million customers, including those migrated from previous offers, are already enjoying the new plans. The rollout will gradually cover the group's nine retail markets (Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania, Turkey).
A Strategic Shift Towards Relationship-Based Propositions
ING justifies this transformation with customer research highlighting a growing demand for simplicity, transparency, and benefits tailored to everyday life. With more than 600 billion euros in retail banking deposits, this model marks a step in the group's transition from a product-centric approach to more relationship-based propositions combining banking services, protection, and lifestyle benefits. Sali Salieski, global head of retail, stated that the model aims to provide banking that adapts to life rather than the reverse, with plans that bring more value to everyday banking.
