Finance and more specific, personal finance is often a touchy subject. People find it boring, not important, don't want you to interfere with their own and see it as a necessary evil. So, for a bank to want to say something about this takes guts. According to the ING it's all about the mindset. Finance is a means to an end. So they want to know what you find important in life. And they as a bank are there to enable you to use your finances as a means to that end.