ING and Irrational Labs Form Partnership

April 30, 2021  |  By: Irrational Labs

Irrational Labs today announced it will partner with ING to bring behavioral insights to the forefront of design. ING is looking to nurture the innovators of tomorrow who develop solutions to real problems that are built with our customer’s psychology in mind. 

Under the partnership, ING will bring to bear its leading digital banking experience and Irrational Labs its expertise in behavioral design. Together they will explore how behavioral design can help ING customers to financially thrive. 

For ING, this is a continued step towards delivering the Think Forward strategy and empowering ING customers to stay a step ahead in life and business. For Irrational Labs, the partnership is another step in its mission to design products and services that help people live the financial lives that most represent their long-term values. 

The Irrational Labs and ING collaboration will focus on bringing behavioral design to the forefront of innovation, driving improved outcomes and new product visions. By focusing on financial health opportunities, ING and Irrational Labs aim to improve the foundational foothold of savings, debt management, cash flow, and asset management. 

“We’re thrilled about our partnership with ING, who shares our vision of financial success, rooted in principles of behavioral science, and is well-positioned to implement innovative solutions that will reach millions across the globe,”  said Kristen Berman, CEO of Irrational Labs

“Customer experience is what differentiates us and we’re continuously innovating to improve it. We partner with others to bring disruptive ideas to market faster and this is what behavioral design and Irrational Labs can provide us” Mihael Iionescu, Innovation Lead. 

About ING

ING is a global financial institution with a strong European base, offering banking services through its operating company ING Bank. The purpose of ING Bank is empowering people to stay a step ahead in life and in business. ING Bank’s more than 57,000 employees offer retail and wholesale banking services to customers in over 40 countries.

ING Group shares are listed on the exchanges of Amsterdam (INGA AS, INGA.AS), Brussels, and on the New York Stock Exchange (ADRs: ING US, ING.N). Sustainability forms an integral part of ING’s strategy, evidenced by ING’s ranking as a leader in the banks’ industry group by Sustainalytics. ING Group shares are included in the FTSE4Good index and in the Dow Jones Sustainability Index (Europe and World), where ING is also among the leaders in the banks’ industry group.

About Irrational Labs

Irrational Labs is one of the top behavioral science firms in the U.S., primarily serving the financial and health sectors. The team uses behavioral economics insights to design, build and research solutions to product and organizational design problems. Irrational Labs was co-founded by Dan Ariely, professor, author, and behavioral economist, applied behavioral scientist and Irrational Labs Co-Founder Kristen Berman.  

Irrational Labs has worked with Google, Microsoft, The World Food Programme, The World Bank, Intuit, Lyft, Fidelity, Aetna, and many other companies to change behavior for the better. Irrational Labs has run over 50 experiments to drive organizational and human behavior metrics and has trained hundreds of people inside big and small organizations.


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