Aus Orange wurde Gelb!
ING (ing.at) scores 60 out of 100 on Brand Analyzer, placing it in the Developing tier among Finance brands, in the 7th percentile of 14147 Finance brands.
ING is a Dutch multinational banking and financial services corporation, founded in 1991 and headquartered in Amsterdam. In Austria, ING is transitioning its retail banking operations to bank99 AG, providing guidance and support, including legal assistance for fund restitution, to ensure a smooth transfer for affected customers. The brand's Austrian site reflects this change with the tagline 'Aus Orange wurde Gelb!' indicating a shift from ING's orange branding to bank99's yellow identity.
| Brand Name | ING |
|---|---|
| Domain | ing.at |
| Industry | Finance |
| Founded | 1991 |
| Headquarters | Amsterdam |
| Parent Company / Owner | BlackRock |
| CEO | Steven van Rijswijk |
| Main Competitors | Erste Bank (76/100), Raiffeisen Bank (74/100), Bank Austria (74/100), bank99 (73/100), N26 (91/100), Revolut (82/100), Deutsche Bank (90/100) |
Moz Domain Authority 30/100 vs category average 40 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #3,460,911 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
ING has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Aus Orange wurde Gelb!" (Meta description too short (4 words). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is DE-only, limiting citation in English-language AI answers.
Detected tech stack: Apache.
Social footprint: verified profiles on X (Twitter), LinkedIn, Facebook, Instagram, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is ING?", Claude could identify the brand as of October 2026. ING is a major Dutch multinational banking and financial services corporation, and ing.at is its Austrian branch offering retail banking services like savings accounts, loans, and online banking to customers in Austria. Best known for Direct banking and savings accounts with competitive interest rates, originally popularized under the ING-DiBa brand in German-speaking markets.
When asked "Best brands similar to ING?", Claude would recommend ING as of October 2026. ING is a well established and trusted bank across Europe, including Austria, so it would naturally come up when discussing reliable retail banking options.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
ING's main competitors in Finance: Erste Bank (76/100), Raiffeisen Bank (74/100), Bank Austria (74/100), bank99 (73/100), N26 (91/100).
Sources: Brand Analyzer scan
ING has moderate AI-search visibility, scoring 52/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 39, recommendation 44). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: ING official site
ING was founded in 1991. ING operates in the Finance category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
ING is headquartered in Amsterdam. ING operates in the Finance category.
Sources: Wikidata
ING scores 44/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Finance options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: ING official site
ING is a Dutch multinational banking and financial services corporation, founded in 1991 and headquartered in Amsterdam. It operates across multiple countries offering retail and commercial banking services. In Austria, ING has been undergoing a transition of its retail banking business to bank99 AG, a process reflected in the rebranding of its local operations.
Sources: ING official site
ING can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: ING official site
ING is owned by or part of BlackRock. ING operates in the Finance category.
Sources: Wikidata
ING provides banking and financial services, including retail banking products such as savings, payments, and lending. In the Austrian market, its current focus is on managing the transition of its retail banking customers to bank99 AG, ensuring continuity of service, secure handling of funds, and legal support for restitution during this transfer process.
Sources: ING official site
The known facts indicate that ING's current Austrian offering is used by former private banking customers of ING Austria who are affected by the transfer of retail banking operations to bank99 AG. These customers rely on ING for guidance and support during this transition period.
Sources: ING official site
ING scores 52/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
ING has a limited AI-visibility profile at 52/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (65/100) and its weakest is trust (39/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #3,460,911 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 30/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify ING from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to ING: ILS Brokers (60/100), Illustrationcupboard (60/100), Keeping.uz (60/100), LendingLink (60/100).
A step up - brands to learn from: ZT Corporate (71/100), ZEW - Leibniz-Zentrum für Europäische Wirtschaftsforschung (71/100).
Category leader: Stripe (97/100).
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