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For the fifth time, Rabobank.nl wins the online orientation on mortgages (N=400 consumers, desktop & smartphone, NL). Rabobank.nl leads the ranking with a Digital Sales Score of 28 points. ING.nl is inching closer, with a score of 27 points, and Hypotheker.nl completes the top-3 with a Digital Sales Score of 21.

>> Get free high level results in the Market Insights Update Mortgage May 2019

Its good customer experience brings Hypotheker.nl the victory on smartphone: the website receives a Customer Experience Score of 69 points. On desktop, Rabobank.nl is best, with a point total of 74.

  • Digital Sales Score
    Study: Mortgage
    Measurement: May 2019
    Country: Netherlands
  • Total Desktop Mobile
  • 1 Rabobank.nl 28 29 28
  • 2 ING.nl 27 23 31
  • 3 Hypotheker.nl 21 21 20
  • 4 SNSBank.nl 18 18 17
  • 5 ABNAMRO.nl 16 19 13
  • 6 Florius.nl 12 13 11
  • 7 Independer.nl 12 13 11
  • 8 Aegon.nl 10 10 9
  • 9 Regiobank.nl 9 8 10
  • 10 Hypotheek24.nl 8 10 7
  • 11 EigenHuis.nl 7 9 5
  • 12 ASNBank.nl 6 9 4
  • 13 Moneyou.nl 5 5 5
  • 14 Knab.nl 5 6 3
  • Show full list
  • Highest total score
  • Highest score on device

Market Insights Update

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Rabobank.nl winner, ING.nl closer on Preference

Throughout the three most recent studies, ING.nl has inched closer and closer to overall winner Rabobank.nl. ING’s Preference, for instance, climbs from 12% in April 2018 to 15% in October 2018, and to 18% in May 2019. This is in contrast to Rabobank.nl’s scores, which drops in Preference in the past three studies from 22% (April 2018), to 20% (October 2018), to eventually 18%. Hypotheker completes the top-3 at some distance, with 11% Preference.

The large banks SNSBank.nl and ABNAMRO.nl lag behind especially on Conversion. Rabobank.nl converts 38%, ING.nl 30%, SNSBank.nl 21%, and ABNAMRO.nl 17%. The high findability of the four large banks only effectively provides Preference to Rabobank and ING.

>>> See how the Mortgage industry has changed over time

The Digital CX-Score

The Digital CX-Score is a representation of the total experience on a website, and is based on questions on the themes Look & Feel, Offer, and Brand. Think of, for example, the clear and quick presentation of the offer on a website, and the trust people have in the company behind the website. The score consists of a weighted average of these parts, in which parts that have more impact on the final preference contribute a relatively higher weight to the average. For instance, our analyses show that the elements of Offer and Brand are more important in customers’ final preference than Look & Feel.

  • Digital CX-Score | Desktop
    Study: Mortgage
    Measurement date: May 2019
    Country: Netherlands
  • Score
  • 1 Rabobank.nl 74
  • 2 ING.nl 71
  • 3 ABNAMRO.nl 71
  • 4 Hypotheker.nl 66
  • 5 SNSBank.nl 65
  • Digital CX-Score | Smartphone
    Study: Mortgage
    Measurement: May 2019
    Country: Netherlands
  • Score
  • 1 Hypotheker.nl 69
  • 2 Rabobank.nl 68
  • 3 ING.nl 67
  • 4 ABNAMRO.nl 65
  • 5 Independer.nl 64

Rabobank.nl and Hypotheker.nl provide best customer experience

Rabobank.nl and Hypotheker.nl are appreciated for their customer experience. Rabobank.nl, for instance, gets a Customer Experience Score of 74 on desktop, and Hypotheker.nl wins on smartphone with 74 points.

Customers say about Rabobank.nl: “very clear, good information”, and that consumers are “guided well”, and “the answers are clear”. The Hypotheker.nl website is “sympathetic” and it “navigates quickly and clearly”. The “varied offer” is also highly appreciated.

ABN Amro offers good online experience, but does not manage to convince consumers

ABN Amro scores a third place on desktop on Customer Experience and comes in fourth on smartphone. Surprisingly, this does not lead to a high conversion percentage. Despite a good online experience, consumers don’t have much incentive to choose ABN Amro. The bank is seen as business-like and a little distant. This is in contrast to the warm, personal experience on Rabobank.nl and the light-hearted cartoons on ING’s website.

Looking at individual questions, it becomes clear that Knab.nl and ASNBank.nl provide rock-solid online experiences. It’s mostly the Findability that troubles these brands; they’re not visited as often, and receive less Preference. It’s not surprising that Knab and ASN score high on question levels. In the most recent study on Savings account, these two also rose to the top!

Interest percentage and trust important in choice of provider

Interest percentage and having a certain level of trust in the provider are two important elements in the choice for a provider. On the subject, a total of 46% of respondents say they agree with the statement ‘the interest percentage is more important than the trust I have in the provider and the service it offers’. On the flipside, 20% of respondents say they do find trust more important than interest percentages. The remaining 34% take a neutral stance. These consumers are prepared to choose providers that offer low-interest rates, on the condition that the provider is deemed trustworthy.

Some Research Insights

  • For the fifth time, Rabobank.nl wins the online orientation on mortgages (N=400 consumers, desktop & smartphone, NL). Rabobank.nl leads the ranking with a Digital Sales Score of 28 points.

  • ING.nl is inching closer, with a score of 27 points, and Hypotheker.nl completes the top-3 with a Digital Sales Score of 21.

  • Its good customer experience brings Hypotheker.nl the victory on smartphone: the website receives a Customer Experience Score of 69 points. On desktop, Rabobank.nl is best, with a point total of 74.

  • Throughout the three most recent studies, ING.nl has inched closer and closer to overall winner Rabobank.nl.

  • Customers say about Rabobank.nl: “very clear, good information”, and that consumers are “guided well”, and “the answers are clear”. The Hypotheker.nl website is “sympathetic” and it “navigates quickly and clearly”. The “varied offer” is also highly appreciated.

Goal and relevance of this research

The goal of this study was to exactly map the digital experience of potential customers who are orienting themselves on a mortgage online. It’s important to capture consumers’ choices and their reasons for choosing a specific brand/website. WUA has worked on a validated model for the past 10 years. Our model shows as precisely as possible what customers want, what the best practices are, as well as which possible issues each provider faces. A custom-made report is available within two weeks, including an action workshop on location and an accompanying presentation.