Hello, ING Direct, errr Tangerine

I love ING Direct. The bank, the people, the culture, and the colour are my favorites, but what most people don’t realize is that ING Direct was acquired by ScotiaBank last year. As a result of the acquisition, ING Direct was required to change their name as they are not owned by the ING Group anymore.


Why am I telling you this? Well, because I am an ING Ambassador and I was privileged enough to be asked to be part of the festivities. So what was the big news?  ING DIRECT announced that, effective spring 2014, it will operate under the new name Tangerine.  The bank announced the rebrand in true ING fashion, with the use of magician, along with musical artists Walk off the Earth, and Macklemore and Ryan Lewis. The ING Ambassadors were also lucky enough to get backstage access to the meet and great with Macklemore!


Tangerine and the new visual identity exemplify everything ING DIRECT has represented since its start in Canada in 1997, specifically its continued focus on being an innovative and progressive alternative for Canadians who embrace forward banking and banking in a direct way,” said Peter Aceto, President and CEO, ING DIRECT. “We’re very excited about the new name because it reflects everything our clients love about us and what everyday banking can be:  simple, flexible, accessible, progressive and innovative.”

When Tangerine launches next spring, clients and all Canadians will continue to experience all they have come to love about ING DIRECT: legendary customer service, leading savings products and a no-fee daily chequing account. Over the next several years the Bank plans to develop new products and services to further its mission to simplify everyday banking. Two of the rumours that I heard were whispers of a credit card, and the ability to use Scotiabank ATMs.

Tangerine is the result of the culmination of a 12 month process whereby ING DIRECT consulted with more than 10,000 Canadians, employees and clients, through qualitative and quantitative research. The process was focused on a fundamental need to stay true to ING DIRECT’s simple, progressive and transparent approach to banking, while also reinforcing to clients and employees a continued focus on innovation.

Although ING DIRECT will continue to operate under its current name in the interim, the public is encouraged to visit www.tangerine.ca to watch a behind-the-scenes video of The Making of Tangerine, as well as other information related to the transition.



  1. says

    I wonder if they decided to use that name because they knew it would garner interest and attention. Who doesn’t want to learn about Tangerine?

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