There is nothing to beat a reminder of how much they are 'losing' in taxes and how to avoid it. Those who do not know the account receive an envelope with a 'bite' taken out to represent what the Inland Revenue usually takes from them. In the letter, we give back that “chunk” and explain how they can get it back with a Tax-Saving Account. Those who have already opened this kind of account receive an envelope with 'saw teeth' at the bottom. They are already saving part of their taxes and we encourage them to make new deposits.

29% of clients transferred funds from their Orange Account to a new or pre-existing Tax-Saving Account, exceeding by 10% ING DIRECT’s expected revenue stream with this new product.