Americans are both curious and competitive, which ING is trying to leverage to help them save more for their retirement. New research data loaded on their INGCompareme.com website allows people to see how they are doing compared with peers across the country on a wide range of saving, spending, investing, debt and personal finance matters. Users create an anonymous profile by entering some basic information. They can also select categories such as hobbies, interests and where they live to align themselves even more closely with their peer set. A separate ING site loaded with state-specific data, INGStateofSavings.com, allows users to benchmark themselves against peers within their state.
“From restaurant reviews to health care referrals, consumers are increasingly scanning the social landscape for peer information and validation,” notes Patrick Kennedy, chief marketing officer for ING U.S. Retirement in a press release. “This is also true for personal finance matters, such as saving for retirement. People are curious to know how they stack up to their counterparts.”
