ING Rolls Out Four Subscription Plans Across Nine Markets Serving 41 Million Customers
ING•ING has launched a four-tier subscription banking model in nine markets, providing ING Go, More, Extra and Max to 41 million customers with localised features. Three million clients have migrated so far, tapping over €600 billion in retail deposits and bundling services from payments to insurance and streaming benefits.
1. Subscription Model Launch
ING has extended its subscription-based retail banking to nine consumer markets—Netherlands, Belgium, Germany, Spain, Italy, Australia, Poland, Romania and Türkiye—covering 41 million customers. The phased rollout began in Belgium, Poland and Romania and reached the Netherlands on June 10, with three million clients already migrated from legacy products.
2. Plan Features and Localisation
The offering comprises four tiers—ING Go, More, Extra and Max—each combining core banking with premium options tailored to local preferences. Potential features include bundled debit and credit cards, investment services, insurance cover and partner perks such as streaming subscriptions, travel rewards, loyalty and cashback functions.
3. Strategic Rationale
This move aligns with ING’s strategy to shift from standalone products to relationship-based propositions, aiming to deepen customer engagement and drive fee revenue. With over €600 billion in retail deposits, the bank seeks to scale the model across markets while adapting plans to regional lifestyles.
4. Russian Operations Disposal Update
In April, ING cancelled its planned sale of ING Bank (Eurasia) JSC, reiterating it sees no future in Russia. The bank continues to assess options to fully exit its Russian activities and remains focused on winding down operations there.
