Best Converting Banking & Insurance Websites 2025

The best converting websites of 2025: banking & insurance

Which Dutch banks and insurers convert best online, and what exactly makes them win? This report from WUA answers that question with a full year of benchmarking data across 11 customer journeys, from personal loans and mortgages to car and home insurance.

What the data shows

The digital channel is now the primary arena where financial brands win or lose customers. Products are increasingly similar. The website and app have become the real differentiator. Visitors form a judgment within seconds, and the barrier to switching to a competitor has never been lower.

Three macro trends define what consumers expect in 2025: a mobile-first experience built for speed, information presented without overload, and trust earned through transparency rather than assumed through brand name alone.

The winners and why they win

In banking, ING tops the overall ranking with a conversion score of 46 on the personal loan journey. Rabobank follows with 42.5 on business loans, and DEGIRO rounds out the top three with 38.35 on investment banking.

In insurance, Rabobank leads with 39.5 on annuity pension. Independer scores 36.5 on home insurance, and ANWB takes third with 34.25 on car insurance.

The biggest growers of the year are ING (children's savings account, +12pp), ABN AMRO (investment banking, +12pp), and FBTO (home insurance, +11pp).

Three principles that separate the leaders

Despite serving very different products, the top performers share the same digital playbook:

1. Cognitive calm through pacing. Winners never show all information at once. They start simply and reveal detail only when the user is ready.
2. Radical transparency. Every step explains why information is needed. Micro-copy pre-empts doubt before it becomes a reason to leave.
3. Predictability creates safety. Progress bars, roadmaps, and clear cost breakdowns make the process feel safe, which is essential in financial journeys.

What this means for your team

The winning formula is not about having the most features. It is about removing every unnecessary step, question, and moment of doubt. Teams that benchmark their journeys against these leaders, and close the gap on these three principles, are best positioned to convert more visitors in 2026.