ING U.S. To Become Voya Financial In 2014
|PR Newswire Association LLC|
April 7, 2014- ING U.S., Inc., ING U.S.'s publicly listed holding company, plans to change its name to Voya Financial, Inc.
May 1, 2014- ING U.S. Investment Managementwill rebrand to Voya Investment Managementand the Employee Benefits business will begin using the Voya Financial brand.
September 1, 2014- all other ING U.S. businesses will begin using the Voya Financial brand and all remaining ING U.S. legal entities that currently have names incorporating the ING brand will change their names to reflect the Voya brand.
Until rebranding begins in April, ING U.S. will operate using its current name and logo. As the rebranding process advances between April and September, both the ING U.S. and Voya Financial names will be in use. Given the volume of material to change and the many aspects of the project to consider, the company chose to stagger the rebranding in order to accomplish an orderly transition for its 13 million individual and institutional customers. Even as it rebrands, nothing will change as a result of the rebranding with respect to customer accounts or policies, or the manner in which clients and financial professionals work with the company.
"The 7,000 ING U.S. employees who live and breathe our values each day will soon embrace their new roles as ambassadors of Voya," said
The Journey to Voya Financial
The Voya Financial identity represents a new era for ING U.S. At the same time, it closely aligns with what the company is already known for -- proactively and optimistically guiding Americans on their journeys to and through retirement. The name builds upon ING U.S.'s track record as a leader in key retirement, investment and insurance market segments.
"Voya is an abstract name coined from the word 'voyage.' It reflects momentum and optimism, and a view towards the future," said
The name also brings to mind bright, vivid colors, and associates well with orange.
"We're partial to the color orange. It's differentiating, optimistic and part of our heritage in the U.S.," noted Glover. "The color will still be an important element in our new identity. However, the Voya brand incorporates its own distinctive shade of orange."
The businesses that make up ING U.S. today were formed through a series of acquisitions dating back to the 1970s. It wasn't until 2001, however, that
For a look at the Voya logo and colors, a brief web page can be accessed at www.voya.com.
About ING U.S.