ING Private Banking

Launched in 2022, our Private Markets proposition gives clients access to a curated network of 10 leading partners across Private Equity, Private Credit, Infrastructure and multi-alternatives. In 2025 we launched its first standalone campaign, built on our new visual identity: a full suite of digital assets and a printed brochure introducing clients to the world of Private Markets. It helped drive €863M in inflows that year, and over 1,500 clients downloaded the guide. Building on that success, we returned in 2026 with a new Private Markets guide and an event campaign for the launch of our ELTIF offering. Since launch, the proposition has grown to €1.64bn in assets under management.

Analysis showed that visitors struggled to find key actions: bounce rates were high, navigation was fragmented and product pages underperformed. The site had also grown organically to nearly 200 pages, adding complexity. By streamlining content and clarifying navigation, we created a more intuitive, product-led and conversion-focused experience for prospects and existing clients alike. Leads grew 3.5×, the bounce rate fell by 9%, and visitors now spend an average of a minute on the site.

Our Relationship Managers (RMs) and Private Asset Managers (PAMs) rely on presentations to structure their client conversations. But the materials hadn’t been updated in years, so colleagues had started building their own slides, leaving the client message inconsistent and fragmented. To fix this, we launched a modular sales pitch system, working closely with product owners to define each product and service clearly. The result is a library of 50+ presentations and 300+ slides in both Dutch and English, all built on our new templates.

After our collaboration with BNR’s Achter het Vermogen ended, we launched Vol Vermogen Vooruit, our own podcast built on the expertise of ING’s Investment Office. Its aim is to translate market developments into clear, relevant insights for our clients. I created the podcast’s identity across video, the studio and social media, so it is consistent and recognisable on every channel. 79% of interested visitors went on to listen, 74% of listeners stayed for more than half an episode, and the podcast has driven over 1,000 visits to our landing page.

ING Private Banking is active on LinkedIn, but performance varied widely from post to post. With the new visual identity launching in March 2025, I developed a library of social media templates for greater consistency and stronger visual impact. Median daily impressions rose 218%, average daily clicks 52% and median engagement 12%. Alongside this, I redesigned our internal email template in the new identity, helping embed it across the Netherlands.