ING Australia
A direct bank offering everyday and savings accounts and home loans.
ING Australia at a glance
ING Australia is a finance & banking website and one of the most visited sites in Australia, currently ranked #147 in the country. It was founded in 1999 by ING Group and is headquartered in Sydney, Australia. Today ING Australia is owned by ING Group. Our estimates put its audience at ≈ 15 million visits per month. The business earns money mainly through net interest income, fees. Its closest rivals include commbank.com.au, macquarie.com.au, up.com.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 14.1 million / month | +2% |
| Q2 | ≈ 14.5 million / month | +3% |
| Q3 | ≈ 15 million / month | +3% |
| Q4 | ≈ 15.9 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| ing australia | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in Australia
Company information
- Website
- ing.com.au
- Sector
- Finance & Banking
- Owner
- ING Group
- Owner type
- Subsidiary of public company
- Founders
- ING Group
- Founded
- 1999
- Headquarters
- Sydney, Australia
- Employees
- 2,000+
- Ownership
- ING Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $2 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $2 billion annual revenue (est.)
- Ownership
- Subsidiary of public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
ING Australia operates a bank and digital financial platform focused on Australia. A direct bank offering everyday and savings accounts and home loans. Revenue comes mainly from net interest income, supported by the other lines listed below.
- Net interest income
- Fees
Products & services
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #147 in this index
- Sector rank
- Leading finance & banking site in Australia
- Global rank
- 4000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| commbank.com.au | ≈ 9 million / month | #148 class competitor | — |
| macquarie.com.au | ≈ 6.7 million / month | #149 class competitor | — |
| up.com.au | ≈ 4.5 million / month | #150 class competitor | — |
What is ING Australia?
ING Australia (ing.com.au) is a bank and digital financial platform serving users in Australia. A direct bank offering everyday and savings accounts and home loans. It ranks #147 among the most visited websites in the country in this index, within the finance & banking category.
Who owns ING Australia?
The site is operated by ING Group, founded by ING Group. The company was established in 1999 and is headquartered in Sydney, Australia. It employs around 2,000+.
Traffic and audience
Traffic estimates place ING Australia at roughly 15 million visits per month, about 0.5 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How ING Australia makes money
Revenue comes primarily from net interest income, alongside fees.
Competitors in Australia
Its closest rivals include commbank.com.au, macquarie.com.au, up.com.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1999
ING Australia is founded in Sydney, Australia.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #147 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns ING Australia?
ING Australia is operated by ING Group. Subsidiary of public company structure, based on public filings and press reporting.
Where is ING Australia headquartered?
ING Australia is headquartered in Sydney, Australia.
When was ING Australia founded?
ING Australia was founded in 1999 by ING Group.
How many employees does ING Australia have?
ING Australia employs approximately 2,000+ people.
What is ING Australia's revenue?
ING Australia's revenue: ≈ $2 billion annual revenue (est.).
Who are ING Australia's competitors?
Main competitors in Australia include commbank.com.au, macquarie.com.au, up.com.au.
How does ING Australia make money?
Mainly net interest income, fees.
Is ING Australia publicly traded?
ING Australia's ownership: Subsidiary of public company.
How many visitors does ING Australia get?
Third-party estimates place ING Australia at roughly 15 million visits per month, mostly from Australia, with 82% mobile traffic.
Is ING Australia safe?
ING Australia is an established finance & banking site founded in 1999 and ranked #147 in Australia; use the official domain ing.com.au and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsing.com.au
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos