ING Direct has a hit list of 15 further product sectors it is considering, in the wake of the launch of its much-touted mortgage later this year.
But marketing director Gina Fusco cautions that the bank is in no rush to launch products.
ING hopes to have as big an impact on mortgages as it did on the savings market by making it “simple and straightforward” and cutting layers of unnecessary administration to make the product more competitive.
Fusco added that she is “flattered” that financial services companies are copying the no-nonsense approach of the Dutch-owned direct bank.
Fusco says: “We were seen as an annoying fly in the ointment by the big banks that wouldn’t go away. But that is not going to happen.”
Companies such as Abbey and its direct brand Cahoot have stressed the need for financial services to simplify while Barclays has taken a “customer friendly” stance.
The ING mortgage will launch later this year with campaigns created by Vallance Carruthers Coleman Priest (VCCP) and Claydon Heeley Jones Mason. ING spent &£15m on the launch of ING Direct.