ING Rebrands ShareBuilder Subsidiary

April 28, 2011 ( - -- ING DIRECT USA’s broker-dealer subsidiary, ShareBuilder Securities Corporation, will be renamed ING DIRECT Investing, Inc.

Along with greater brand alignment, ING said the change includes a significant redesign of the ShareBuilder Web site to provide self-directed investors with simpler and less time-consuming ways to secure their financial future.   

According to a press release, ING DIRECT Investing’s new platform will: 

  • Cut out Investing Complexity. ING DIRECT Investing will offer a dynamic, user-friendly online and mobile experience.  This includes a wider, cleaner site free of unnecessary jargon.  
  • Offer New Research. The new ING DIRECT Investing Research section is a one-stop-shop for Main Street investors.  With ratings and reports from Standard & Poor’s, and Sabrient, investors can make informed decisions, quickly. A floating quote toolbar lets investors see the latest quotes, market news, their watch lists and portfolio at a glance.  Finally, a “popular searches” feature easily matches investors up with their historic interests.   
  • Provide Enhanced Portfolio Management. New portfolio management tools allow investors to easily see their investments by sector, region, assets and market cap.  Investors can also access security-level analysis including key ratings, performance ratios and returns and historical pricing and volume. 
  • Ensure Greater ING DIRECT Integration. Customers with accounts at ING DIRECT and ING DIRECT Investing are now automatically connected.  That means customers can instantly transfer money between their savings and checking accounts and their brokerage accounts.  ING DIRECT customers can also view their bank account balances on the ING DIRECT Investing site.  
  • Educate through MyNavigator. MyNavigator is ING DIRECT Investing’s new education center that informs investors through videos and tutorials about common investing questions, including trading, funding/withdrawals, the Automatic Investment Plan and pricing options.   


ING said it found in a recent survey among 1,009 investors that more than four in ten (44%) say the amount of research available to consult — graphs, charts, financial news, social media — is “complicated,” “confusing” or “overwhelming.” Just 18% say the available information is easy to understand.  

Nearly seven in ten (69%) investors agree (strongly/somewhat) that when making an investment decision, having too much information can be as much of a problem as not having enough information, according to the survey.