ING is a global bank with retail banking in many countries and is the 5th largest mortgage provide behind the 4 major banks. It has a vision of transforming the way of banking on a global scale and has the means to. ING commends itself on it high customer service and satisfaction ratings in Australia. Unlike the Australian banks, it has global pressures to be competitive and improve customer service. Australia is considered to be 'challenger' market for ING where they are able to grow their market share. For this reason, ING is expected to continue to be competitive on interest rates and non-branch customer service going forward. However, unlike the 4 major banks, ING does not have as much social pressure to relax credit policies when needed. Hence, ING will not be as flexible as the major 4 banks. ING also has one of the better mobile banking apps around.