ING Uni Case

The challenge: ING was losing Gen Z to neobanks like Revolut and Bunq, not because of inferior products, but because traditional banking felt irrelevant to a generation that grew up with playful, intuitive digital experiences. The brief: make ING matter to Gen Z without losing what made it trustworthy. The approach: Rather than refreshing ING's visual identity or launching a campaign, we redesigned the product itself. Adulting 101 is a new account type for 18–25 year olds that guides users through the real challenges of financial adulthood, saving, investing, budgeting, through a gamified, Duolingo-style journey. Weekly levels, monthly recaps, personalised goals and rewards from Gen Z-relevant brands like Swapfiets and KLM keep users engaged beyond the onboarding moment. The result: Won the working group competition. Invited to present at ING headquarters in Amsterdam alongside selected teams. Placed second in the final pitch before ING stakeholders.