ING Groep N.V. (ING): Análisis de la Matriz ANSOFF [Actualizado en Ene-2025]

En el mundo dinámico de la banca global, Ing Groep N.V. está a la vanguardia de la transformación estratégica, creando meticulosamente una hoja de ruta integral que trasciende los límites financieros tradicionales. Al aprovechar la innovación digital, la expansión estratégica del mercado y el desarrollo de productos de vanguardia, ING no solo se está adaptando al panorama financiero en evolución, sino que lo está remodelando activamente. Desde soluciones financieras sostenibles hasta integraciones tecnológicas innovadoras, la matriz Ansoff del banco revela un enfoque audaz y de pensamiento que promete redefinir la experiencia del cliente y el posicionamiento competitivo en un mercado global cada vez más digital e interconectado.

Ing Groep N.V. (Ing) - Ansoff Matrix: Penetración del mercado

Expandir los servicios de banca digital

Ing reportó 14.3 millones de clientes de banca digital en 2022. Las transacciones de banca móvil aumentaron en un 22% en el mismo año. El banco procesó 1.800 millones de transacciones digitales, que representan el 85% de las interacciones totales del cliente.

Métrica de banca digital	Rendimiento 2022
Total de clientes digitales	14.3 millones
Volumen de transacción digital	1.800 millones
Porcentaje de transacción digital	85%

Mejorar las funciones de la aplicación de banca móvil

ING invirtió 850 millones de euros en tecnología e innovación digital en 2022. Las descargas de aplicaciones móviles aumentaron en un 17% en comparación con el año anterior.

• Base de usuarios de aplicaciones móviles: 9.6 millones de usuarios activos
• Interacciones promedio de la aplicación mensual: 42 por usuario
• Clasificación de satisfacción de la aplicación móvil: 4.5/5

Implementar campañas de marketing dirigidas

El gasto de marketing alcanzó 325 millones de euros en 2022. El costo de adquisición de clientes disminuyó en un 12% a través de estrategias de marketing digital específicas.

Métrico de marketing	Datos 2022
Gasto de marketing	325 millones de euros
Reducción de costos de adquisición de clientes	12%

Ofrecer tasas de interés competitivas

Las tasas de interés de la cuenta de ahorro ofrecidas que van desde 2.5% a 3.8% en 2022. Los ingresos por intereses netos alcanzaron € 14.2 mil millones para el año.

• Rango de tasas de interés de la cuenta de ahorro: 2.5% - 3.8%
• Ingresos de intereses netos: € 14.2 mil millones
• Crecimiento promedio del depósito del cliente: 6.3%

Desarrollar servicios de asesoramiento financiero personalizado

ING asignó € 220 millones para tecnología y servicios de asesoramiento financiero personalizado en 2022. 7.2 millones de clientes utilizaron herramientas de planificación financiera personalizada.

Métrica de servicios de asesoramiento	Rendimiento 2022
Inversión en tecnología de asesoramiento	220 millones de euros
Usuarios de asesoramiento personalizados	7.2 millones

Ing Groep N.V. (Ing) - Ansoff Matrix: Desarrollo del mercado

Expandir la presencia bancaria digital en los mercados europeos emergentes

En 2022, ING amplió los servicios de banca digital en 7 mercados europeos emergentes, incluidos Rumania, Bulgaria y Croacia. La base de clientes digitales creció un 15,3% año tras año, llegando a 14,2 millones de usuarios de banca digital activa en estas regiones.

Mercado	Penetración bancaria digital	Nuevos usuarios digitales (2022)
Rumania	42.6%	387,000
Bulgaria	35.2%	276,000
Croacia	39.8%	312,000

Desarrollar asociaciones estratégicas con instituciones financieras locales

En 2022, ING estableció 12 nuevas asociaciones estratégicas con instituciones financieras locales en Europa del Este, invirtiendo 78,4 millones de euros en infraestructura de banca digital colaborativa.

• Rango de valor de asociación: € 4.2 millones - € 9.6 millones por acuerdo
• La red de asociación total se expandió a 37 instituciones financieras locales
• Tasa de finalización de integración digital: 92.7%

Invierta en soluciones bancarias localizadas para mercados desatendidos

ING asignó € 124.7 millones para desarrollar soluciones bancarias localizadas en los mercados de Europa del Este durante 2022, apuntando a 3.6 millones de clientes desatendidos.

Segmento de mercado	Inversión	Usuarios objetivo
Banca rural	42.3 millones de euros	1.2 millones
Banca de pequeñas empresas	56,9 millones de euros	1.8 millones
Microfinanzas	25,5 millones de euros	600,000

Crear productos financieros personalizados para las necesidades regionales del mercado

Ing desarrolló 17 nuevos productos financieros especializados para los mercados de Europa del Este en 2022, con una inversión total de desarrollo de productos de 36,5 millones de euros.

• Costo promedio de desarrollo de productos: € 2.15 millones
• Tasa de adopción del producto: 68.3%
• Puntuación de satisfacción del cliente: 4.6/5

Aprovechar la tecnología digital para ingresar a los mercados con infraestructura física mínima

En 2022, ING invirtió € 92.6 millones en infraestructura digital para ingresar a los mercados con una presencia física mínima, reduciendo los costos operativos en un 27.4%.

Inversión tecnológica	Reducción de costos	Penetración del mercado
Plataforma de banca digital	27.4%	3 nuevos mercados
Soluciones de banca móvil	22.6%	2 nuevos mercados
Infraestructura en la nube	18.9%	1 nuevo mercado

Ing Groep N.V. (Ing) - Ansoff Matrix: Desarrollo de productos

Desarrollar productos financieros sostenibles y verdes avanzados

Ing Commised 70 mil millones a finanzas sostenibles en 2022. La cartera de préstamos verdes del banco alcanzó € 27.4 mil millones en proyectos de transición de energía y energía sostenible.

Categoría de finanzas sostenibles	Monto de inversión (€)
Energía renovable	12.6 mil millones
Edificios verdes	8.300 millones
Transporte limpio	6.5 mil millones

Crear herramientas de gestión financiera personal con IA con IA

ING invirtió 350 millones de euros en tecnologías de transformación digital en 2022. Herramientas de finanzas personales impulsadas por la IA aumentó la participación del cliente en un 42%.

• Algoritmos de aprendizaje automático Proceso 2.3 millones de transacciones de clientes diariamente
• Precisión de recomendación financiera personal: 87%
• Base de usuarios de banca digital: 14.3 millones de usuarios activos

Lanzar servicios bancarios innovadores de criptomonedas y blockchain

ING asignó 45 millones de euros para el desarrollo de tecnología blockchain en 2022.

Servicio de blockchain	Volumen de transacción
Plataforma de comercio de cripto	1.200 millones de euros mensuales
Transacciones de blockchain	235,000 por mes

Introducir plataformas integrales de inversión digital

La plataforma de inversión digital generó € 620 millones en ingresos durante 2022.

• Cuentas de inversión minorista: 3.7 millones
• Clientes de inversión corporativa: 12,500
• Valor promedio de la cartera de inversiones: € 47,300

Desarrollar paquetes integrados de seguros y productos bancarios

Los productos financieros integrados de ING generaron € 1.1 mil millones en ingresos de venta cruzada en 2022.

Paquete de productos	Tasa de adopción del cliente
Banca + seguro	36%
Inversión + protección	28%

Ing Groep N.V. (ing) - Ansoff Matrix: Diversificación

Invierta en nuevas empresas de fintech para explorar tecnologías financieras innovadoras

En 2022, Ing invirtió 350 millones de euros en FinTech Ventures, con una cartera de 47 inversiones de inicio activas. La estrategia de inversión FinTech del banco resultó en un retorno de la inversión del 22% para las empresas de tecnología financiera digital.

Categoría de inversión	Cantidad (€)	Número de startups
Tecnologías blockchain	85,000,000	12
Soluciones financieras de IA	125,000,000	18
Plataformas de pago digital	140,000,000	17

Desarrollar servicios de plataforma digital no bancarias

ING generó € 275 millones en ingresos de los servicios de plataforma digital en 2022, lo que representa el 7.3% del ingreso total sin intereses.

• Ingresos de servicios de mercado digital: 125 millones de euros
• Plataformas de banca API: 90 millones de euros
• Soluciones financieras basadas en la nube: 60 millones de euros

Crear soluciones integrales de gestión de patrimonio

El segmento de gestión de patrimonio de ING gestionó € 47.2 mil millones en activos individuales de alto valor de la red en 2022, con una tasa de crecimiento del 6.4%.

Segmento de gestión de patrimonio	Activos bajo administración (€)	Segmento de clientes
Banca privada	22,500,000,000	Ultra alto-patrimonio
Plataformas de riqueza digital	15,700,000,000	Individuos de alto nivel de red
Carteras de inversión sostenible	9,000,000,000	Inversores centrados en ESG

Expandirse al ecosistema de pago digital

Ing procesó 187 mil millones en transacciones de pago digital durante 2022, con un aumento del 15.6% respecto al año anterior.

Explore el financiamiento de energía renovable

ING comprometió 4,2 mil millones de euros a proyectos de energía renovable y infraestructura sostenible en 2022, lo que representa el 9.7% de su cartera de préstamos totales.

Tipo de proyecto	Inversión (€)	Reducción de carbono proyectado
Proyectos de energía solar	1,500,000,000	2.3 millones de toneladas CO2
Infraestructura de energía eólica	1,800,000,000	3.1 millones de toneladas CO2
Infraestructura verde	900,000,000	1.5 millones de toneladas CO2

ING Groep N.V. (ING) - Ansoff Matrix: Market Penetration

You're looking at how ING Groep N.V. (ING) can deepen its hold in its existing markets, which is the core of Market Penetration. This means getting current customers to use more services, or getting more customers within the existing footprint.

Intensify digital marketing in Germany and Spain to convert more of the 40 million customers to primary status.

ING Groep N.V. (ING) serves more than 40 million clients across its footprint as of Q1 2025. The focus is clearly on driving primary customer status through digital channels, especially in key markets like Germany and Spain, where growth has been particularly strong. As of Q3 2025, 37% of the total customer base is classified as mobile primary. This segment added 197,000 new mobile primary customers in Q3 2025 alone. To put that in perspective, the year-to-date growth in mobile primary customers was nearly 1.1 million, hitting 8% year-on-year growth. The bank even launched a digital bank account for teenagers in Spain during Q2 2025, which is a direct play for future primary relationships.

• Total customer base: more than 40,000,000 (Q1 2025).
• Mobile primary customers as of Q3 2025: 37% of total.
• New mobile primary customers added in Q3 2025: 197,000.
• Year-on-year mobile primary customer growth (Q3 2025): 1.1 million.
• Growth markets mentioned: Germany, Spain, Italy, Romania.

Offer competitive, tiered deposit rates to capture more of the €17 billion in retail core deposits attracted in Q1 2025.

The ability to attract deposits is a major lever here. In Q1 2025, ING Groep N.V. (ING) pulled in €17 billion in retail core deposits, primarily driven by a promotional campaign in Germany. That single quarter saw net core deposit growth of €22.6 billion, which was a 13% annualized rate and described as the highest quarterly growth ever. By the end of Q1 2025, total customer deposits stood at €733.7 billion. This shows the existing customer base is willing to consolidate funds, so rate adjustments can be highly effective.

Metric	Period	Amount/Rate
Retail Core Deposits Attracted	Q1 2025	€17 billion
Total Net Core Deposit Growth	Q1 2025	€22.6 billion
Annualized Net Core Deposit Growth	Q1 2025	13%
Total Customer Deposits	End of Q1 2025	€733.7 billion
Retail Share of H1 2025 Net Core Deposit Growth	H1 2025	€25.9 billion

Cross-sell investment products to existing retail clients, building on the 14% year-on-year fee income growth in Q3 2025.

Fee income is a clear area of success, showing that cross-selling is already working. Retail fee income specifically rose 14% year-on-year in Q3 2025, though overall fee income growth was reported at 15% year-on-year for that quarter. The bank is clearly pushing investment products; in the first half of 2025, they added over 400,000 new active investment product customers. As of June 2025, the total number of investment accounts reached 4.9 million, holding €254 billion in assets under management and e-brokerage. The full-year 2025 fee growth outlook was upgraded to >10% growth.

• Retail Fee Income YoY Growth: 14% (Q3 2025).
• Total Fee Income YoY Growth: 15% (Q3 2025).
• New Investment Product Customers YoY: Over 400,000 (as of Q2 2025).
• Total Investment Accounts: 4.9 million (June 2025).
• Assets Under Management/E-brokerage: €254 billion (June 2025).

Streamline the mortgage application process to capitalize on the €8.6 billion Q3 2025 retail lending growth.

Mortgages are a core driver of lending growth, so making that process smoother directly impacts penetration. Retail lending grew by €8.6 billion in Q3 2025, with residential mortgages being the main component. This follows a pattern, as Q1 2025 also saw €8.6 billion in retail lending growth, with €6 billion of that in residential mortgages. You saw 125,000 mortgage applications in Q1 2025, which was a 20% year-on-year increase, suggesting high demand is already present. To encourage uptake and potentially lower risk, ING introduced a new mortgage pricing model in the Netherlands in Q2 2025 that ties interest rates to the energy label of the home.

The retail lending growth figures show the opportunity you're aiming to capture:

Period	Retail Lending Net Core Growth	Mortgage Contribution (Approx.)
Q3 2025	€8.6 billion	Main driver
Q2 2025	Over €11.0 billion	€7.2 billion
Q1 2025	€8.6 billion	Primarily driven by mortgages

Finance: draft next quarter's primary customer conversion projection by Friday.

ING Groep N.V. (ING) - Ansoff Matrix: Market Development

You're looking at how ING Groep N.V. (ING) can take its proven models and services and push them into new territories or client segments. This is Market Development in action, and the numbers from 2025 show where the momentum is already building.

Expanding the Digital Retail Model to New Eastern European Markets

While the digital-only retail model is clearly working in established markets, the next frontier involves pushing beyond the current Eastern European footprint of Romania and Poland. The success in these existing markets provides the blueprint. For instance, in the third quarter of 2025, ING saw significant customer acquisition across its core markets, which includes Romania. The total mobile primary customer base grew by 1.1 million, an 8% year-on-year increase, reaching 14.9 million total mobile primary customers as of the second quarter of 2025. This existing growth trajectory in the region supports the strategy to enter adjacent, high-growth Eastern European nations.

Here's a look at the customer growth fueling this strategy:

• Year-on-year mobile primary customer growth: 1.1 million
• Total mobile primary customers (as of 2Q2025): 14.9 million
• Year-on-year mobile primary customer growth percentage: 8%
• Retail fee income year-on-year rise (3Q2025): 14%

Targeting US Multinational Corporations with Wholesale Banking Solutions

The Wholesale Banking segment is already showing strength in key areas relevant to US multinationals. Trade Finance Services and Working Capital Solutions are performing well. In the first nine months of 2025, ING increased its sustainable volume mobilized to €110 billion, showing a 29% year-on-year increase, which is a key offering for global corporations focused on ESG mandates. Furthermore, the Wholesale Banking fee income in the third quarter of 2025 hit €383 million, a 19% jump year-on-year, driven by strong deal activity and volume growth in Lending.

The core lending performance in these specific areas in 2025 demonstrates readiness for deeper US corporate penetration:

Metric	H1 2025 Value	3Q 2025 Value
Wholesale Banking Net Core Lending Growth	€2.3 billion	€5.7 billion
Wholesale Banking Fee Income Growth (YoY)	N/A	19%
Wholesale Banking Fee Income Amount (3Q2025)	N/A	€383 million

The net core lending growth in the second quarter was €4.1 billion, specifically driven by strong momentum in Working Capital Solutions and short-term trade-related financing.

Leveraging Sustainable Finance in New OECD Markets

ING's commitment to green lending is backed by substantial mobilization figures. For the first half of 2025, the bank mobilized €67.8 billion in sustainable financing, marking a 19% increase over the first half of 2024. The total sustainable volume mobilized across the first nine months of 2025 reached €110 billion. This massive figure directly supports the push into new OECD markets with green lending products, as demand remains high, with sustainable financing volumes in Central and Eastern Europe increasing from $19.5 billion in Q1/Q2 2024 to $31.5 billion in Q1/Q2 2025.

Acquiring Smaller, Regionally-Focused Banks

The stated interest from ING's CEO points toward inorganic growth in core markets like Germany, Italy, or Spain to immediately capture market share. The success in these markets is already evident in customer acquisition. For example, Germany, Spain, and Italy were explicitly named as leaders in the year-on-year growth of 1.1 million mobile primary customers in Q3 2025. The bank's total assets stood at €1.087 trillion as of the second quarter of 2025, providing the balance sheet capacity for strategic M&A. Analysts noted that the bank's Return on Equity (ROE) for the first half of 2025 was 13.0%, which is a strong foundation for financing acquisitions aimed at boosting market share in these key economies.

Key financial context for potential acquisitions:

• Total Assets (2Q2025): €1.087 trillion
• H1 2025 Return on Equity: 13.0%
• Target CET1 Ratio: ~13% (as of 3Q2025)

Finance: draft 13-week cash view by Friday.

ING Groep N.V. (ING) - Ansoff Matrix: Product Development

You're looking at how ING Groep N.V. expands its offerings to its existing customer base, which stands at over 40 million customers globally.

The push into a comprehensive, fee-based digital wealth management platform is supported by strong existing momentum. Retail fee income rose 14% year-on-year by the third quarter of 2025. This growth was mainly from investment products as more customers started investing with ING. In the first quarter of 2025, fee income from investment products increased significantly, reflecting growth in the number of customers for investment products and in the average number of brokerage trades per customer.

Here's a look at the digital engagement metrics in wealth management that this new platform builds upon:

Metric	Value/Rate	Context/Period
Retail Fee Income YoY Growth	14%	Q3 2025
Mobile Primary Customer Growth YoY	8%	Q3 2025
Sustainable Finance Volume Increase YoY	29%	First nine months of 2025
Average Client Retention Increase (Digital Platforms)	15%	Wealth Management Firms in 2025

Developing and marketing the new mortgage pricing model tied to energy labels across major European retail markets is a direct product enhancement for existing mortgage holders. This model, launched April 30, 2025, in the Netherlands, ties interest rates to the property's energy rating. Retail lending, mainly mortgages, grew by €8.6 billion in the third quarter of 2025.

The specific interest rate incentives introduced are:

• Discount for Energy Label D: 0.03%
• Discount for Energy Label C: 0.06%
• Discount for Energy Label B: 0.09%
• Discount for Energy Label A: 0.12%
• Discount for Energy Label A+ or better: 0.15%

Introducing a new suite of cyber-insurance and fraud-protection products for Small and Medium-sized Enterprises (SMEs) targets a market segment with clear, though varied, penetration. The global cyber insurance market is projected to reach $20.56 billion by 2025.

Market penetration for SMEs remains a key area for growth:

• SME Cyber Policy Adoption: 40% uptick in the past year
• SME Market Penetration: Remains below 10% in 2025
• Netherlands Cyber Insurance Market Size: Grew from EUR 10 million (2015) to EUR 65 million (2022)

The integration of generative AI-powered chatbots into the mobile app is aimed at enhancing customer service and reducing operating expenses. Within the first seven weeks of use, the new chatbot helped 20 percent more customers avoid long wait times compared to the previous solution.

The internal investment in this capability is substantial, with the Chief Analytics Officer leading a 500-strong team dedicated to AI and advanced analytics. The bank's governance around this technology is rigorous:

AI Governance Metric	Value	Focus Area
Evaluation Steps per AI System	20	Risk Management Process
Risks Evaluated per AI System	140	Risk Management Process
Customer Avoided Wait Times Improvement	20 percent	First seven weeks of use

Finance: draft 13-week cash view by Friday.

ING Groep N.V. (ING) - Ansoff Matrix: Diversification

You're looking at how ING Groep N.V. (ING) is pushing beyond its core European markets and established product lines; this is pure diversification, a move into new territory on the Ansoff Matrix. This strategy aims to build new revenue streams, which is critical when Net Interest Income (NII) faces margin pressure, as seen when Commercial NII declined year-on-year in Q2 2025 due to margin pressure and currency fluctuations, even as total income remained stable.

The drive for fee income diversification is already showing results. In Q2 2025, fee income grew by 12% year-on-year, now making up almost 20% of total income for ING Groep N.V. The bank has a clear target to reach €5 billion in fee income by 2027, so these new ventures are designed to feed that goal.

Here is a snapshot of the financial context supporting this diversification push:

Metric	Value (as of 2025 data)	Context
Total Assets	€1.087 trillion	As of Q3 2025
Q3 2025 Net Result	€1,787 million	Reported for the third quarter of 2025
Fee Income Y-o-Y Growth (Q2 2025)	12%	Growth in both Retail and Wholesale Banking
Fee Income Contribution (Q2 2025)	Almost 20%	Of total income
Wholesale Banking Fee Income Y-o-Y Growth (Q3 2025)	19%	Driven by increased loan underwriting and lending volumes
Sustainable Finance Mobilised (9M 2025)	€110 billion	Up 29% compared to the first nine months of 2024

The first pillar of this diversification involves digital currency for the corporate market. ING Groep N.V. is actively developing a euro-backed stablecoin intended to comply with the European Union's Markets in Crypto-Assets (MiCA) regulation, which came into force in 2024. This is a move to capture efficiency in cross-border payments for corporate clients, following the path of other regulated entities like Société Générale's SG Forge.

Next, expanding into the Middle East and North Africa (MENA) region through a dedicated Islamic Finance unit targets new product markets. ING Groep N.V. already has experience here, acting as an active bookrunner for Türkiye Wealth Fund's first Sukuk, which raised $750 million. The global Islamic finance industry saw a 10.6% asset increase in 2024, with total sukuk outstanding surpassing $1 trillion for the first time, indicating a significant asset class to tap into. Furthermore, ING Groep N.V. may consider doubling its Middle East operations in the next 18 months, including looking into opening a Saudi office.

For the US market, the plan is to launch a standalone, fully digital B2B payments and treasury management FinTech platform. This is a new market development for ING Groep N.V.'s core wholesale services. The bank's Wholesale Banking segment delivered a strong Q3 2025 performance, with fee income growing robustly. This move aims to replicate that success in a new geography, focusing on digital delivery. The US equity markets are showing resilience, with expected average earnings growth of 12% to 16% across all equity regions in 2026.

Finally, the InsurTech investment represents a product development diversification within the existing European footprint, integrating new offerings into the ING app. ING Groep N.V. already saw Retail Banking fee income grow from insurance products in the first half of 2025. The bank is clearly comfortable with strategic minority stakes, having increased its equity holding in Van Lanschot Kempen to 9.9% in March 2025, and later holding 20.3% as of July 2025. The Q2 2025 Earnings Per Share (EPS) was $0.64, showing the underlying profitability that supports such strategic investments.

• The stablecoin initiative is a direct response to the regulatory clarity provided by the Markets in Crypto-Assets (MiCA) framework.
• The MENA expansion leverages existing Wholesale Banking success in capital markets, such as the $750 million Sukuk deal.
• The US B2B platform targets a new geographic segment for digital treasury services.
• The InsurTech stake aims to embed non-life insurance products alongside existing fee-generating services.

Finance: draft the projected revenue contribution from the US B2B platform for FY2026 by Friday.