ING built one of the most interesting open banking experiments in European fintech and then did something unusual — it turned it into a B2B business. Yolt launched in 2017 as ING's consumer personal finance app, aggregating bank accounts and helping users understand their spending. It grew to over two million users across the UK, France, and Italy before ING made the strategic decision to close the consumer app in 2021 and redirect the underlying technology into Yolt Technology Services — a B2B open banking platform serving financial institutions and fintechs. The pivot reflected a broader recognition that the consumer PFM market was becoming overcrowded while the infrastructure layer beneath it was where durable value resided. Yolt Technology Services provides account information and payment initiation services to financial institutions across Europe, leveraging the bank connectivity and technical infrastructure built for the consumer product. The Yolt story is one of the more instructive case studies in European fintech — a consumer product that proved the technology worked, followed by a rational decision to compete where the margins and defensibility were stronger. The consumer users lost a product they valued; the financial institutions that adopted the B2B platform gained infrastructure they couldn't easily build themselves.