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Rabobank.nl ranks first in our December 2018 study on Investments. In this study, 400 consumers were asked which company they would prefer when investing 5,000 euros or more. Binck.nl takes second place with the same Digital Sales Score as Rabobank.nl; both have 22 points and a Preference of 12%. ING.nl takes third place with a Digital Sales Score of 20 and an 11% Preference.

In the fourth quarter of 2018 WUA renewed her questionnaire. The Digital Sales Score is now divided in the Digital Sales Score and the Digital CX-Score. Read more about it here.

Although Rabobank.nl is able to persuade most customers to invest with them, the Customer Experience on their website leaves room for improvement. In this study, they take fifth place in customer experience on desktop, third when it comes to the CX on a smartphone. ABNAMRO.nl offers the best Customer Experience (CX-Score is 66) on desktop; Binck.nl wins first place in the CX-ranking on smartphone with a score of 66.

  • Digital Sales Score
    Study:Investments
    Measurement date: December 2018
    Country: Netherlands
  • Total
  • 1 Rabobank.nl 22
  • 2 Binck.nl 22
  • 3 ING.nl 20
  • 4 Robecco.nl 19
  • 5 ABNAMRO.nl 18
  • 6 EvivanLanschot.nl 16
  • 7 ASNBank.nl 15
  • 8 Triodos.nl 13
  • 9 CentraalBeheer.nl 13
  • 10 DEGIRO.nl 12
  • 11 Knab.nl 11
  • 12 Aegon.nl 10
  • 13 Semmie.nl 10
  • 14 Lynx.nl 8
  • 15 NN.nl 5
  • 16 Alex.nl 4
  • 17 SNSBank.nl 2
  • View full list
  • Highest total score
  • Highest score on device

Insights Update Investments Netherlands

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Market performance over the years

Over the years, Rabobank.nl has climbed up from a fourth to a first place in 2018. The overall Preference stays about the same: in 2016, the bank gains a 13% Preference, and in 2017 and 2018 their Preference is 12%. The market has become more competitive, meaning all providers lose a bit of the market share. Most noticeable are the drops in the scores of both ING.nl and ABNAMRO.nl ING.nl goes from a 15% Preference to 11%, and ABNAMRO.nl drops to 9% in 2018 from 14% in November 2017.

Major banks like Rabobank.nl, ING.nl and ABNAMRO.nl show popularity, closely followed by smaller banks

The top three in this study shows the popularity of the three biggest banks in the Netherlands: Rabobank.nl (first) and ING.nl (third) are in the lead, closely followed by ABNAMRO.nl which ranks fifth. Smaller banks are gaining ground though, Binck.nl has ranked first or second for the past three years and Robecco.nl is coming closer with a fifth place in November 2016/2017 and a fourth place in 2018. SNSBank.nl is moving in the opposite direction, while smaller banks are advancing. SNSBank.nl loses six places and goes from an 11th to the 17th spot.
Robecco.nl’s sole focus is investing. Although they still obtain a fourth place, they are no match for the banks in overall Preference and Customer Experience.

Highest Conversion shown by ASNBank.nl

The smaller banks show the highest numbers in Findability and Conversion. Binck.nl has a high Findability of 40% (overall percentage), while ASNBank.nl has the highest Conversion of 35%.

New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Study Investments
    Measurement date: December 2018
    Country: Netherlands
  • Score
  • 1 ABNAMRO.nl 66
  • 2 Binck.nl 64
  • 3 ING.nl 63
  • 4 Robecco.nl 63
  • 5 Rabobank.nl 63
  • 6 EvivanLanschot.nl 58
  • 7 CentraalBeheer.nl 58
  • Digital CX-Score | Smartphone
    Study Investments
    Measurement date: December 2018
    Country: Netherlands
  • Score
  • 1 Binck.nl 66
  • 2 Robecco.nl 65
  • 3 Rabobank.nl 65
  • 4 EvivanLanschot.nl 63
  • 5 ING.nl 62
  • 6 EvivanLanschot.nl 58
  • 7 ABNAMRO.nl 61
  • 8 CentraalBeheer.nl 61

Customer experience best on websites ABNAMRO.nl (desktop) and Binck.nl (smartphone)

ABNAMRO.nl ranks first in CX because of their “clear and legible website”. Aside from this, the website also “loads quickly and offers a lot of information about the different ways a customer can invest”. Binck.nl is “surprisingly different” according to a customer; the photos appeal to customers and the information is “sufficient”, yet “not too elaborate”.

Some Research Insights

  • Rabobank.nl ranks first in our December 2018 study on Investments. In this study, 400 consumers were asked which company they would prefer when investing 5,000 euros or more.

  • Over the years, Rabobank.nl has climbed up from a fourth to a first place in 2018.

  • Most noticeable are the drops in the scores of both ING.nl and ABNAMRO.nl ING.nl goes from a 15% Preference to 11%, and ABNAMRO.nl drops to 9% in 2018 from 14% in November 2017.

  • The smaller banks show the highest numbers in Findability and Conversion. Binck.nl has a high Findability of 40% (overall percentage), while ASNBank.nl has the highest Conversion of 35%.

  • ABNAMRO.nl offers the best Customer Experience (CX-Score is 66) on desktop; Binck.nl wins first place in the CX-ranking on smartphone with a score of 66.

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on investments. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made rapport is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.