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My opinion and mainly from my perspective as a customer, is that a successfull Digital Bank is ING Direct, al least in the Spanish market.

I will summarize ING Direct value proposition as:

- End2End digital process

- Efficiency and trasparency

Is ING leveraging other trends related to bank digitization: API, Fintech, Social, etc....? I think no,  at least as an important point in the transformation.

ING Direct is between the  banks growing faster in number of customers in Spain, so a very succesfull case.

Traditional banks are doing very cosmetic things, and not tackling the more complex part of this transformation, redesign your business process for a customer centric perspective, and now for a "Digital Customer" centric perspective.

This is just my opinion.