whitepaper
The Best Converting Websites of 2025
Banking & Insurance
Winning digital means winning the market
Why does a visitor hit “apply” on one site but hesitates on another? Is it down to a slick interface and smart navigation, or do we simply gravitate toward the safety of a brand we already trust?
That is the question behind this report. We investigate which banks and insurers in the Netherlands excel digitally, why they win, and what this means for teams that want to improve their own journeys.
Based on a full year of WUA benchmarking across 11 journeys, we show which brands are best at converting their visitors. High conversion is, after all, the ultimate proof of a superior digital experience. We analyze exactly which choices these winners make to achieve that result.
Where the data comes from
For this edition, we analyze four consecutive quarters of benchmarking data (Q4 2024 to Q3 2025). The dataset consists of:
11 customer journeys within the banking and insurance sector Thousands of structured evaluations per quarter Consistent comparisons on findability, preference, and conversion
This solid baseline shows us exactly who set the pace in 2025 and highlights the patterns that will define success in 2026.
How the conversion score works
The ranking in this report is based on the WUA Conversion Score: a scale from 0 to 100 that measures how well a brand persuades visitors to become customers. The score consists of two components:
Behavior: how easily people find the site, how smoothly they move through the steps, and whether they ultimately choose the provider. Experience: how clear, reliable, and pleasant the website feels during the entire journey.
Together, these measurements provide a complete picture of customer experience online. The data shows not only who wins, but also why. This reveals which elements truly motivate visitors to choose one provider while dropping out with another.
Ready to learn from the winners across 11 online journeys?
Henk Kroezen CEO & Founder
Michiel Cassee Digital Research Consultant
Marc Roescher Digital Research Consultant
The Digital Landscape of 2025
In 2025, the digital environment has become the most important channel for banks and insurers. Orientation, comparison, and decision-making largely take place online, meaning the website and app directly determine which brand is chosen. While financial products are looking increasingly alike, the digital experience is the true differentiator. It determines who convinces the visitor and who loses them.
The market is defined by intense pressure on expectations. Visitors demand instant clarity: they want to know what is on offer, what the conditions are, and which choice fits their needs. Unnecessary complexity or ambiguity is punished far more ruthlessly than in previous years. Providers that structure their information clearly and guide the customer effortlessly through the steps are performing significantly better.
At the same time, the barrier to switching is lower than ever. Within seconds, users form a judgment based on look, clarity, and reliability. This makes digital consistency a strategic necessity. Even minor friction in the flow or presentation leads to immediate drop-offs.
In this landscape, the gap between the leaders and the laggards is widening. The winners don't distinguish themselves by having the most features, but by having a rock-solid digital foundation that makes every step clear, predictable, and frictionless.
The digital landscape of 2025
How are banks and insurers performing in this shifting reality?
Trends and expectations
What consumers expect from customer journeys in 2025
- Mobile-first is becoming the norm
According to Ruigrok, more and more Dutch people manage their banking via smartphone (81%). The laptop is losing ground, even for complex tasks such as payments with QR codes. For insurance and financial products, this means: fast flows, few fields, and an intuitive mobile interface.
- Information overload must be avoided at all costs
Half of the Dutch population is consciously less active on social media to experience "fewer stimuli." Gen Z and Millennials, in particular, actively seek overview, simplicity, and less noise. Websites that win use small blocks, clear headings, and expandable details.
- Trust determines the choice
In financial journeys, where users feel risks directly, transparency, predictability, and clear explanations of conditions and prices carry heavy weight. Consumers choose providers faster when those providers clearly state risks and minimize friction.
Trends and expectations
The digital signals banking and insurance customers are watching in 2025
of Dutch people worry about phishing.
sometimes worry about identity fraud.
worry about the misuse of personal data.
use their smartphones for online banking.
feel safe paying via desktop.
feel safe paying via smartphone.
Baby Boomers
Generation X
Smartphone usage for online banking (%)
Millennials
Generation Z
Annuity Pension
Individual | NL | Q4 2024 - Q3 2025
Rabobank.nl
BrandNewDay.nl
ABNAMRO.nl
Rabobank takes the lead here by tackling the biggest hurdle in pension planning: complexity. Their digital approach turns a heavy, abstract topic into a manageable experience. Through a smart, modular layout and instant calculation tools, they give visitors immediate grip on their future.
Why do customers choose this provider?
"I don't see much difference between these three [Rabobank, ASR, and NN] in terms of what they offer for pension investments. I would choose Rabobank because that's where I have my savings account."
Site architecture that reduces information overload
Financial products often suffer from information overload. Rabobank solves this with a layout that is easy to scan. Instead of intimidating walls of text, they use a clean and modular structure.
Information is broken into bite-sized blocks. If a user needs more detail, they can click to expand the text. This keeps the primary view scannable and calm. By hiding the fine print until it is actually needed, the design makes a heavy topic feel manageable.
Interactive calculation tools accelerate conversion
While trust gets visitors to the page, the calculation tool gets them to convert. Users want to know exactly what the product means for their personal situation. The tool provides an immediate answer without forcing them to guess.
Rabobank pairs this utility with transparency. They display rates, risks, and different package options side by side. This clarity makes the next step feel safe and logical.
Business Liability Insurance
Business | NL | Q4 2024 - Q3 2025
Rabobank.nl
CentraalBeheer.nl
Interpolis.nl
Rabobank dominates this journey by solving the biggest frustration for entrepreneurs, which is administrative hassle. The digital flow is built entirely for speed. A smart landing page structure lets users scan for answers immediately while the calculation tool does the heavy lifting.
Why do customers choose this provider?
"We now have our insurance here and are very satisfied with the services. We have no reason to switch."
Information segmented for speed
Rabobank respects the entrepreneur's time with a well-designed landing page. Instead of overwhelming visitors with lengthy text, the information is clearly grouped by topic.
This allows visitors to get a step-by-step overview of the product. They quickly find what they need, such as coverage or terms and conditions, without having to wade through irrelevant details.
Removing data entry friction
The calculator solves the biggest annoyance in business insurance, which is manual data entry. Users specifically praise the KVK lookup feature. You simply enter a company name or address and the system auto-fills the rest.
There is no tedious typing required. Even better, the tool provides a quick price indication without requiring a login first. It turns what is usually a complex quote process into a simple interaction that takes very little time.
Business Loan
Business | NL | Q4 2024 - Q3 2025
Rabobank.nl
ING.nl
ABNAMRO.nl
Rabobank secures its third win by designing the journey entirely around the entrepreneur's goals instead of banking products. The interface translates specific needs like inventory directly into the right solution so users never have to guess. This clarity is anchored by a powerful calculation tool that removes complexity from finding capital.
"It's a well-organized website with good explanations, and they offer the option of contacting you by email or phone. That gives me confidence."
Translating goals into products
What makes this page effective is that it focuses on the loan purpose rather than the financial product. As a business owner, you don’t have to translate your needs into banking terms. The website does that work for you.
The entire page structure is built around the goal. Whether you need inventory, equipment, or growth capital, the content guides you from your specific situation to the right solution. This approach makes the process feel helpful rather than transactional.
The calculator that does it all
The calculation module is one of the strongest conversion drivers in this customer journey. It’s not just a calculator - it acts as a decision aid, a cost estimator, and an information tool all at once.
The strength lies in its simplicity. It only asks two things: what you want to borrow for and how much. It immediately shows you the correct loan form and the associated costs. This instant clarity removes doubt and allows users to navigate directly to the next step with confidence.
Conversion: The 3 biggest growers of 2025
+12pp
+12pp
ING - Savings Account - Child
ABNAMRO - Investment Banking
+11pp
FBTO - Home Insurance
“The biggest increases in conversion rates in 2025 come from three different journeys: the children's savings account at ING.nl, investment banking at ABNAMRO.nl, and home insurance at FBTO.nl. Based on WUA’s conversion score, they show the strongest growth compared to Q4 2024.”
Source: Digital Market Trackers for Savings Account - Child, Investment Banking, and Home Insurance.
Car Insurance
Individual | NL | Q4 2024 - Q3 2025
ANWB.nl
Independer.nl
CentraalBeheer.nl
Consumers view ANWB as the undisputed expert in mobility and roadside assistance. This reputation creates a strong sense of safety during the orientation phase. ANWB also persuades with tangible benefits. The member discount and the 'Safe Driving' discount immediately appeal to visitors. On top of that, users frequently cite the zero-deductible guarantee and the strong focus on service and helpfulness as decisive factors.
“It's easy to make choices. And it's also clear that if you become an ANWB member, you'll pay less. That definitely outweighs the cost of membership. And ANWB is, of course, a reliable name.”
Information without noise
The website's strength lies in its structure. The pages contain almost no visual clutter, and ANWB layers the information logically. Visitors appreciate not having to hunt for the key points.
The first page structures the most important information logically: first the insurance types, then the coverages, and finally the additional options. Secondary pages offer more detail for those who want it, but the focus remains strictly on the choices the customer needs to make.
Smart calculator design, including on mobile
Speed and simplicity take center stage in the calculation flow. The tool asks only necessary questions about the car and the driver, which keeps the pace high.
The site displays basic coverages clearly side-by-side. The mobile view, in particular, features a smart design: it highlights only the selected option, keeping the screen calm and readable. Combined with the clear presentation of additional options, this ensures an effortless process from calculation to purchase.
Earn trust. Win customers.
Visitors decide within seconds whether a site feels credible. Those first impressions determine whether they stay or go to a competitor.
WUA analyzed thousands of customer journeys and discovered which elements build trust and which undermine it.
Want to build trust at every stage of the customer journey?
Discover how to win the trust of your visitors and increase conversions
Current Account - Business
Business | NL | Q4 2024 - Q3 2025
Rabobank.nl
ING.nl
Revolut.com
Trust and brand awareness are the key drivers in this journey. The strong brand name plays a significant role, but the website actively reinforces this with elements like "most popular bank." This combination of name recognition and social proof immediately gives visitors a sense of security and makes choosing Rabobank a logical choice.
“You can get all your questions answered on the site in no time, and easily open an account for a fair and honest price.”
Instant clarity on pricing and packages
Visitors explicitly praise the clear presentation of the options. Rabobank shows immediately which packages exist and who they are for, such as the specific ZZP account.
The prominent green banner stating that "70% pays less than €5.10 p/m" provides immediate confirmation that this is an affordable choice. By placing this tangible cost proof upfront alongside the detailed tariff sheets, the site removes financial anxiety and makes comparing effortless.
Visualizing the benefits
Rabobank uses several smart features to give that extra push toward conversion. For example, they offer assistance with selecting different accounts and proactively offer help via chat.
They also make the product concrete by visualizing the app features, giving users a clear look at the interface they will use daily.
Current Account - Child
ING wins this journey through a mix of trust, ease of use, and child-focused features. While parents prefer a bank they already know, the deciding factor is how ING strikes the perfect balance between safety and independence. The existing relationship lowers the barrier, but the supervision features, clear structure, and playful elements for the child ultimately seal the deal.
“They explain complex financial products in a simple and understandable way. The FAQ sections and the questions listed with each product are also very complete and instantly accessible, which only increases my confidence in ING's transparency.”
Control for the parents
While convenience gets them in the door, the features for parental supervision close the deal. Parents want to let go, but not entirely.
ING understands this balance perfectly. The "viewing" function allows parents to keep an eye on things. They can set limits and toggle exactly what the child can and cannot do. It’s designed to grow with the child step by step. This turns the account into a safe learning environment rather than just a place to store money.
Fun for the child and good for the parent
The strength of this proposition is that it appeals to two audiences. For the child, designing their own debit card is a huge hit; it gives them a proud sense of ownership.
For parents, the financial benefits seal the deal. Beyond the welcome gift and zero monthly fees, this offer stands out with a free savings account. Combined with playful features like digital savings jars, it strikes the perfect balance: fun for the child and an affordable, educational foundation for the parent.
Home Insurance
Individual | NL | Q4 2024 - Q3 2025
Independer.nl
ING.nl
CentraalBeheer.nl
Independer takes the win because visitors can compare multiple providers immediately. The key driver in this journey is overview: users want to see at a glance which insurers are available, what they offer, and what it costs. Independer simplifies that process by displaying all options clearly side-by-side, while also acting as an objective, independent party.
“Clear overview of many providers with pros and cons. The ability to compare providers. Well-organized so I can make a good choice regarding what fits best.”
A frictionless flow
The calculation flow is a masterclass in simplicity. Users describe it as intuitive and short. It’s mostly just a matter of clicking.
Small technical details make a big difference, like triggering the numeric keyboard automatically for number fields.
Independer also removes anxiety by explaining exactly why they need privacy-sensitive information. If a question is unclear, helpful overlays provide the answer instantly. It makes the process feel guided rather than demanding.
Results that help you choose
The results page is where the decision happens. Users praise the organized layout. Smart filters allow visitors to sort quickly based on what they find important.
The product tiles are designed for scanning. They highlight the key differences in coverage and include customer reviews right on the card. This combination of hard data and social proof makes it easy to pick a winner without having to open twenty different tabs.
Investment Banking
Individual | NL | Q4 2024 - Q3 2025
DEGIRO.nl
ING.nl
Rabobank.nl
DEGIRO wins because they own the value argument. Users specifically choose this site for the favorable transaction costs. Since they are a specialized broker and not a general bank, this allows them to offer an aggressive proposition that appeals directly to the DIY investor who watches their margins.
"It's a very clear and comprehensive website. They offer a wide range of stocks and low transaction costs."
Proof that lower fees don't equal higher risk
The message of "incredibly low rates" isn’t hidden - it’s the main attraction. Low costs often raise questions about quality, but DEGIRO counters this with massive social proof. They use their expertise and positive customer experiences to build trust immediately.
By showcasing awards and reviews prominently, they convince visitors that low fees don’t mean low security. It’s a powerful combination of affordability and reliability. The site effectively uses its status as a market leader to validate the user's choice.
Knowledge is power
The website succeeds because it respects the user's level of expertise. Whether you are a total beginner or a seasoned pro, the content fits.
Users appreciate the extensive knowledge base. It provides complete and clear information without being overwhelming. By educating the user, they lower the barrier to entry for the complex world of investing. This creates a welcoming environment where users feel smart enough to manage their own portfolio.
Mortgage
Individual | NL | Q4 2024 - Q3 2025
ING.nl
Rabobank.nl
Independer.nl
ING secures the win by bringing order to the chaos of the housing market. Their digital interface acts as a compass that filters visitors based on their specific situation to offer relevant guidance. Combined with a modern calculation tool that integrates energy efficiency, they turn a daunting financial commitment into a clear and manageable plan.
“User-friendly. I got my mortgage there myself and I'm very happy with it. Very flexible terms and a move-along option. Good savings system and easy to reach.”
Navigation that sorts you out
The landing page works because it filters traffic immediately. Instead of a generic welcome, ING offers specific entry points based on your personal situation.
Are you buying your first home? Are you an entrepreneur? Or do you want to buy a new build? You simply click what applies to you.
For those completely new to the housing market, the step-by-step plan provides a much-needed anchor. It breaks a complex process down into manageable phases. This structure gives the user a feeling of control right from the start.
Calculator with a modern twist
The calculation tool is the centerpiece of the experience. It offers fast and complete insight into the maximum mortgage amount.
Users don’t just get a number. The tool goes deeper by breaking down the borrowing capacity based on energy labels. This is a crucial detail in the modern housing market. By showing how energy efficiency impacts borrowing power, ING adds value beyond just the interest rate. It turns a standard calculation into strategic advice.
Personal Loan
ING secures the win by eliminating the guesswork from borrowing. The experience is defined by a smart "self-scan" that offers immediate clarity on feasibility. By answering the question "Can I afford this?" upfront with transparent tools, they turn an uncertain financial step into a calculated, confident decision.
“The website has ample information about personal loans. You can apply for one by simply submitting an application. The process is well-described.”
A calculator with depth
The calculation tool is rated as the most important element on the page. In just a few seconds, it provides a clear estimate of the monthly costs and the total repayment.
Crucially, the tool offers transparency. It explains exactly how the interest rate is determined and what the percentages mean. By showing the breakdown behind the numbers, ING builds trust through openness rather than just brand name.
Cutting out the noise
Users appreciate the directness of the page, but the standout feature is the ability to look before you leap. ING offers a specific self-scan function within the tool.
This allows users to verify if the loan is actually feasible for their personal situation and goal before entering a formal process. It removes the uncertainty of an application and provides an instant, realistic picture.
Savings Account - Child
ING stands out by making a financial product feel human. The strength lies in the presentation: a balance of playfulness and strict clarity. By offering information in a quick, scannable format, they make the process effortless for busy parents.
"At ING, everything is clear, both with the children's savings account and my own account, everything is easy to manage. The interest rate is also good for the children's savings account."
Emotion, logic and overview
ING strikes a perfect balance between emotion and reason. On the emotional side, the Orange Lion serves as a tangible gift that drives motivation. On the rational side, the bank offers transparency: the interest rate and balance appear immediately in a clear table.
ING presents this mix in a layout designed for scanning. Clear headings, short copy, and bullet points ensure parents grasp the essence within seconds. The screen remains uncluttered, while those seeking more depth can simply click through.
And now...
The winners in banking and insurance
We zoomed in on the details. In every journey, we saw specific tactics that make the difference: from the Chamber of Commerce lookup that saves time to the calculation tool that removes uncertainty.
But who truly rises above the rest? We compared the scores of all individual journeys side-by-side. In doing so, we didn't look at the middle ground, but at absolute peak performances.
Which brand managed to bring everything together in one specific journey and achieve the highest score of the year?
The results are in. These are the brands setting the standard for an excellent digital customer experience in 2025.
WUA CX-Top 3
Banking
Top performers of 2025
NL | Q4 2024 - Q3 2025
ING.nl - Personal Loan
Rabobank.nl - Business Loan
DEGIRO.nl - Investment Banking
What drives their strong CX?
ING excels with a clear, predictable structure and a mobile experience that feels fast and effortless. Visitors know exactly where to click and what will happen next. That removes friction at every step.
Rabobank scores strongly thanks to existing trust and a calm, clear layout. Visitors appreciate the transparency, clear explanations, and the logical step-by-step process.
DEGIRO is valued for its simplicity. The information is sharp, uncluttered, and easy to find, allowing people to quickly get a grip on the details that matter to them.
What these leaders have in common
Although the products differ, the winners use similar digital strategies. They apply 3 principles that set the standard for the rest of the market.
- Cognitive calm through pacing The winners prevent choice paralysis. They never show all information at once but dose it smartly. The page starts simply (what do you want to do?) and only reveals details when the user is ready.
The result: The user never feels overwhelmed. This lowers mental load and keeps the visitor in the flow.
- Radical transparancy Clarity is the biggest conversion driver. These leaders explain at every step why they are asking for something. For example, why you need to upload your ID or provide these specific private details.
By proactively answering questions in micro-copy, they remove uncertainty before it becomes a drop-off point.
- Predictability creates safety The winning journeys never feel like a surprise. There is always a roadmap, a progress bar, or a clear 'what happens next' promise. The visitor knows exactly where they stand, what the costs are, and when the application is final.
A predictable process feels like a safe process – an absolute must for conversion in the financial sector.
WUA CX-Top 3 Banking
WUA CX-Top 3
Insurance
Top performers of 2025
NL | Q4 2024 - Q3 2025
Rabobank.nl - Annuity Pension
Independer.nl - Home Insurance
ANWB.nl - Car Insurance
What drives their strong CX?
Rabobank: Visitors appreciate the clear explanations and calculation tools that provide immediate insight into their financial future.
ANWB: Won because people have trusted the brand for years. Positive service experiences make the step to insurance feel logical and safe. The calculation flow is simple, fast, and organized, with clear coverages and attractive member benefits.
Independer: Scores because comparing feels genuinely easy here. Users frequently mention the calm layout, instant overview, and sense of control.
What these leaders have in common
Insurance is often perceived as complex and a “necessary evil.” The winners in this sector break that sentiment. They share three specific traits that remove uncertainty and convert visitors.
- Translating 'fine print' to human language Where insurers often lean on jargon, the winners choose radical simplicity. Whether it concerns a pension plan (Rabobank) or policy conditions (Independer): the language is understandable for everyone.
They don't explain the technical details of how the insurance works, but what it means for the customer in practice.
- Direct validation through tools With insurance, the customer wants to know as quickly as possible: "What am I covered for and what does it cost?" The winners don't hide the answer behind long forms. Calculation tools take center stage and provide direct feedback.
This gives the user a sense of control and makes an abstract product immediately tangible.
- Trust as a conversion accelerator For products that deal with safety (car, home, pension), the customer is central. ANWB and Rabobank leverage their existing bond of trust; Independer builds this through demonstrating their independent position.
All three constantly emphasize that the user is making a safe choice, supported by reviews or trust badges at decision moments.
WUA CX-Top 3 Insurance
Turning insights into action
Consumer habits in finance don't stand still. This benchmark shows you exactly where the standard is set today and where your team can make immediate gains. It’s not about doing more, but about focusing on the specific tactics that are proven to work.
What you can do now:
Map your crucial journeys Focus on the steps where customers drop off and mirror them against the winners in this report.
Remove noise from your flows Small improvements in clarity, sequence, and scannability deliver immediate gains.
Measure the market regularly Only then will you see if adjustments work and where competitors are overtaking you.
Prioritize consistency over complexity Clear language, predictable choices, and a calm interface win over extra functionality.
These are the insights that help you structurally improve your digital performance and move a step closer to the top of the market every quarter.
Are you offering the best possible customer experience?
With CX Benchmarking, you know exactly how you perform in the market and what to focus on next. Top brands such as Allianz, ABN AMRO, Bol, ING, Google, and Suzuki have chosen WUA as their partner for digital growth for 15+ years.
Our approach helps you to:
Systematically map the full customer experience;
Gain insight into how customers experience your website and which improvements to prioritize;
Discover which customer needs are not yet sufficiently addressed;
Translate this into a clear action plan.
Start your digital growth here
Do you want to become the undisputed market leader in your sector, just like the top brands in these 11 journeys?
We’re happy to guide you in this transformation. Book a demo and discover how our products Website Experience Deep Dive and Digital Market Tracker map your market and help deliver the very best digital customer experience.
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Merel Schouten Digital Research Consultant merel.schouten@wua.cx
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