ING is Betting on the Human Element in Digital Wealth
As private banking evolves in Europe, ING is carving out a distinctive approach that combines digital innovation with personal guidance. Treon says the bank’s philosophy is unified across all clients:
“We have one philosophy, one approach, one conviction, one investments platform.”
ING defines private banking as serving clients with assets above €250,000 or €500,000 depending on the market. However, Treon emphasises that ING’s investment platform is designed for all clients, regardless of their starting point:
“The platform is layered according to client needs and goals. Sophistication in investing is simplicity.”
Treon critiques the broader investment industry for overcomplicating the process: the original money holders “often didn’t ask for this level of complexity,” suggesting that many financial products are driven more by institutional demand than client need.
With 5 million investing clients and €270 billion in invested assets, ING handles significant scale. In the first nine months of 2025 alone, the bank earned €887 million in fees. Treon highlights the emotional side of investing:
“Investing is an emotional business. Investing is a human being sitting at a kitchen table looking at his, her friends, family, loved ones, pets, whatever, thinking about those intimate life moments and thinking about what’s my life plan, what’s my game plan?”
ING aims to be present for clients’ life decisions digitally, virtually, and in person, focusing human interaction where it matters most.
Modern Wealth: Bridging Digital and Human Guidance
ING’s private banking strategy bridges the gap between traditional, high-cost services and fully digital, high-churn platforms. Treon prefers the term “modern wealth” rather than “middle wealth,” reflecting a philosophy centered on solving problems efficiently using the bank’s full toolbox.
The bank offers curated solutions for entrepreneurs, drawing on services across banking, subscriptions, lending, mortgages, and investments. Digital tools are central to this strategy. In the Netherlands, the “Roundup and Invest” programme allows clients to invest spare change automatically. Treon explains:
“You’re basically getting onto that wealth ladder by rounding up a couple of cents on the cost of your coffee.”
Tools like X-Ray allow clients to see exactly where their money is invested, including exposure by geography, sector, or even specific companies like Nvidia. The private banking segment alone manages approximately €60 billion of ING’s €270 billion investment assets.
Beyond investments, ING provides guidance on inheritance and intergenerational wealth transfers. Treon notes:
“We aim to provide guidance in these situations, addressing the ‘Head to Heart approach.’”
Addressing Misconceptions About Investing
Treon identifies a common European misconception: that investing “is for someone else.” Many believe they are too young, too old, unfamiliar with markets, or already focused on their own business.
ING combats this through education, digital tools, and personal guidance. Round-up investing has proven particularly effective for younger generations, with close to 10,000 activations in only one month in the Netherlands. Treon pushes back against the stereotype that young investors only seek “fast money” or crypto:
“If only the ‘fast money part’ of the industry is talking to them, it’s not surprising they are interested in it.”
Gen X is also a crucial demographic. Treon notes that intergenerational wealth transfers are predominantly going to baby boomers and Gen X, who often need guidance to navigate shocks affecting cash flow.
Treon likens private bankers to personal trainers for long-term financial health, providing discipline, accountability, and emotional coaching:
“Let’s make a game plan together, which includes your financial planning, your goals.”
By helping clients stay invested, private bankers enable long-term wealth compounding, historically doubling money roughly every seven years in the S&P 500.
Europe’s Wealth Opportunity
Treon is optimistic about the European wealth story but acknowledges structural challenges. About 25% of European household wealth is invested, compared with over half in the U.S. ING sees this as both a societal and individual opportunity.
“Europeans have already started to invest. The question is the ‘how’.”
While ING recognises fast-money strategies like crypto, it emphasises long-term compounding as the foundation. The bank aims to double its investment business over the next five years, targeting a 15% CAGR.
“Our One app is not for the Netherlands. Our one app is global. This is the power of being scalable at ING.”
Treon points out that Europeans have missed 25 years of wealth compounding compared to Americans, a gap ING seeks to address through accessible, guided investment solutions.
Leapfrogging Innovation in Private Banking
ING’s strategy is a “leapfrog” approach, addressing client pain points where traditional banks or neo-banks fall short. Treon cites private markets as an example, where clients often struggle with understanding investments, deployment timing, and liquidity constraints.
Execution is critical, Treon accentuates, and ING has organised its private banking pillar around action:
“We’re not just talking. And in banking, that’s not always something to take for granted.”
Effectiveness is measured by business growth and client satisfaction, including updated NPS metrics benchmarked externally.
By combining technology, scalable tools, and human guidance, ING seeks to democratise private banking, providing insights previously reserved for the wealthiest clients. Treon summarises the mission:
“We aim to participate in clients’ life plan discussions digitally, virtually, and humanly.”
Future Outlook
In a market polarised between digital-first neo-banks and traditional, exclusive private banks, ING is carving a middle path: empowering clients digitally while maintaining human touch at moments of truth.
Overall, Treon is confident about the potential societal impact: mobilising wealth in Europe can help combat scepticism, conservatism, and financial inertia. Through education, planning, and emotional guidance, ING is helping clients climb the wealth ladder, one coffee-round-up at a time, while positioning itself as a modern private banking leader in Europe.
“ING’s Leapfrog in Private Banking: Human Touch Meets Digital Empowerment” was originally created and published by Private Banker International, a GlobalData owned brand.
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