Seven Beaufort supported ING in reintroducing a fresh acquisition approach: a Member Gets Member campaign. Existing customers could invite their friends to join ING, with both earning €50 as a reward. This initiative, ING’s first experiment with this method in years, serves as a proof of concept to test its effectiveness.

With experimentation at its heart, this project is all about learning: does this approach resonate with ING’s audience? Can it scale? Seven Beaufort smoothed the way by removing roadblocks and overcoming the usual hurdles of bringing a new initiative to life. The result? ING is now better equipped to evaluate this tool as part of their future acquisition strategy.

During the past years ING has been investing heavily in its digitisation roadmap and implemented a new servicing model for business customers. We are currently conducting a benchmark exercise to understand better how customers are perceiving banking with ING. The project consists of 3 parts: analysis of the current NPS survey & approach, conducting on-site, in-depth interviews with Relationship Customers and a competitive analysis.

ING Save Up, everyones favorite way to save little by little, is a first important step towards offering more than just awesome saving products, it's offering ING's customers more choice in how they want to save. With the first million euro's saved, the potential is obvious. With the increasing efforts we're doing to increase activations, we can only imagine how this number will grow exponentially. With the first phase, where we made the feature more visible, the second phase to better understand ING's customers and the latest phase where we offer ING Save Up users to win €100, we are well on our way to make this feature incredibly popular within our customer base. Let's keep growing that saving offer in 2025!

How can we increase digital adoption for closing rental guarantees? This question has guided our efforts from the start. We explored the current process, uncovering complexities like double signatories, multiple account holders, and third-party involvement.
Armed with insights, we developed a strategic roadmap, starting with stabilizing the existing MVP to create a solid foundation before introducing additional improvements.
Next, we enhanced client communication with clearer product pages that guide users through every step. This supportive approach makes the process simpler and more transparent.

'The bank for expats' is a title that ING wants to carry again proudly by being the preferred partner for them throughout their whole expat journey. The foundation to reach this goal was put in place this year by designing a brand new digital onboarding flow (live Oct '24) using new systems and reducing the dependency on external parties. Being able to onboard in a quick and smooth way is an essential element in easing the journey for expats and this is exactly what we contributed to this year. The newly designed flow allows a larger group of expats to onboard digitally and requires less client interactions. Next to that the roadmap to roll out the value proposition strategy for 2025 was prepared.

During ING’s IT transformation, we had to replace the old Privalis sub account closure process within a tight timeframe. While we built a new manual coupon flow, our focus was on promoting the digital STP process through strategic communication.
We redesigned product pages and added clear guidance in both public and secure environments, making the STP flow easy to find and simple to use. Well-placed CTAs encouraged clients to choose the digital option.
The impact was significant: STP adoption jumped from 23% in July to 97% by year’s end. Manual requests almost disappeared, reducing the workload for CLT and contributing to ING’s digital and strategic ambitions.

The “Boosting ING+ Deals” initiative is a comprehensive approach to drive increased awareness and engagement with ING+ deals. This involves creating successful campaigns, such as the highly impactful Maasmechelen Village event, which has significantly raised visibility and client interaction with the program. Additionally, there was a high focus on reducing incidents, ensuring customers are regularly engaging with the deals platform and finding real value in the offerings.
Beyond driving growth for ING+ deals, we are also laying the groundwork for an exciting new loyalty program for Belgium.

November '24 marked as an important milestone this year as the new flagship journey 'Dream Journey' went live for private indivduals. The journey allows BE residents to onboard in 5 minutes and easier than ever before, setting a basis for other customer flows to follow. 7B contributed in creating a couple of the 27 screens and various client communications throughout the journey.

For the first time since 2018, ING Business Banking has launched a new acquisition campaign named "ING op het ritme van je zaak". The goal was to convince more entrepreneurs and starters to open a business current account with ING. Via multiple media channels (radio, banners, sociale media ads, google ads,...) potential customers were targeted. We are pleased to have supported ING with the SEA-approach of the Google ads.

During Spring and Summer we conducted a market research to assess the (digital) onboarding journey of new-to-bank self-employed and legal entity customers. By providing deepdives on domains like digital, operational, commercial and KYC we could provide ING insights and actionable recommendations to bring their onboarding flow in the future to the next level.

The Digital Roadmap Business Banking has become a classic within ING. Also during 2024 we contributed to the coordination on the delivery of the digitalisation roadmap of Business Banking, and next to that we also played a role in key domains like Payments Reporting and Account closure. On top, together with ING, we drafted the corner stones of the new roadmap for 2025 which will soon hit the press. Next to that we contributed to Feature Friday to increase awareness of the delivery, past and forward looking.