ING launches global subscription banking model across nine markets
ING has rolled out a global subscription banking model with four plans across nine markets, combining banking with lifestyle benefits for 41 million customers. The phased rollout, now live in the Netherlands, already serves 3 million customers and aims to transition the bank toward relationship-based propositions.
*this image is generated using AI for illustrative purposes only.
ING has launched a new global subscription banking model designed to simplify daily banking and deliver greater value for customers across its nine retail markets. The initiative introduces four distinct plans—ING Go, ING More, ING Extra, and ING Max—covering 41 million customers in the Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania, and Türkiye. This move marks a strategic shift from product-based banking to relationship-based customer propositions, combining banking, protection, and lifestyle benefits within a single offering.
The subscription plans integrate everyday banking with additional features that customers would typically arrange separately. Each plan is tailored to local market preferences, combining standard banking services with lifestyle benefits. Features include enhanced card offers, additional banking and investment benefits, comprehensive insurance cover, and partner-enabled extras such as streaming services, travel-related benefits, loyalty programs, and cashback features.
Following initial launches in Belgium, Poland, and Romania, the model is now live in the Netherlands as part of a phased international rollout. Including customers migrated from existing offerings, ING reports that 3 million customers are already utilizing the new plans. The bank holds over €600bln in retail banking customer deposits, providing a substantial base for this new service structure.
Sali Salieski, Global Head of Private Individuals at ING, stated that the move responds to customer demand for simplicity and flexibility. The model aims to offer banking that adapts to customers' lifestyles rather than requiring customers to adapt to the bank. By combining services and benefits, ING intends to provide greater convenience and value.
The rollout aligns with ING's strategy to scale across markets while maintaining local relevance. The bank reports strong early interest in markets where the model has already launched, indicating a positive customer response to the integrated approach to banking and lifestyle services.
| Plan Name | Market Availability |
|---|---|
| ING Go | Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania, Türkiye |
| ING More | Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania, Türkiye |
| ING Extra | Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania, Türkiye |
| ING Max | Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania, Türkiye |
How will competitors in the nine affected markets respond to ING's shift toward subscription-based relationship banking?
What are the projected revenue impacts of this model compared to the previous product-based fee structure?
Will ING expand the 'ING Max' tier to include exclusive wealth management or private banking features in the future?
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