Are ING's Online Savings Accounts Doomed?

03.13.07 | Online Savings Accounts | 1 Comment | by junger

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And you thought "if it bleeds, it leads" only applied to TV news.

As far as I know, ING isn't going to stop offering their high-yield online savings accounts anytime soon. It's still worth opening an account with them for the instant 10% bonus you get, but they haven't had the highest APY anytime recently (they ranked #6 in my non-scientific Top 10 Online Savings Accounts).

Now comes news that, according to comScore Networks, ING applications have dropped big time.

Data from comScore Networks, a web audience measurement firm, show that ING Direct's share of submitted applications among six major online account providers tumbled to 25 per cent in the fourth quarter from 53 per cent a year earlier.

In contrast, market share rose to 19 per cent from two per cent at Citibank Direct, to 21 per cent from 14 per cent at HSBC Direct, and to 17 per cent from zero at Washin ton Mutual.

Market share fell to 12 per cent from 22 per cent at Emigrant Direct, part of New York's Emigrant Savings Bank, and to eight per cent from 10 per cent at Capital One Financial Corp.

ING has done amazing things — basically inventing the entire high-yield, online savings account. And they're still at it, with their new Electric Orange checking account, which offers a 3.00% APY.

But the online savings accounts? I haven't logged into mine in who knows how long.

I just don't use it. And I don't think I'm the only one.

With more brick-and-mortars getting into the high-yield online account game, ING is shifting its products — understandably. That's the mark of a good company.

So while their online savings account may not be their main product in the future, it seems highly unlikely that the company is going anywhere (bad) anytime soon.

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