ING U.S. Announces Plans to Rebrand as Voya Financial
New identity will support company's strategy to help Americans advance their
NEW YORK, April 11, 2013
NEW YORK, April 11, 2013 /PRNewswire/ --As more Americans face the growing
responsibility to plan and save for their retirement, ING U.S.'s goal is help
guide them on their voyage toward greater financial preparedness. In this
context, and as it continues to prepare to become an independent company, ING
U.S. has announced plans to rebrand in the future as Voya Financial. ING U.S.
believes the new brand identity will support its mission to make a secure
financial future possible — one person, one family and one institution at a
"While our future name and logo will be different, the commitment we have to
our customers and our retirement, investment management and insurance
businesses remains the same," said Rodney O. Martin Jr., CEO of ING U.S. "Our
vision is to help working Americans prepare for the important financial
journey they face. We want to be known as the company that understands and
supports their diverse needs as they seek to advance their retirement
readiness — in essence, to be America's Retirement Company. We intend for the
Voya Financial brand to become synonymous with this goal as we provide the
distinctive value, guidance, products and services our clients and partners
have come to expect from ING U.S."
The Transition to Voya Financial
Amsterdam-based parent, ING Group, has previously announced its base case plan
to divest ING U.S. through an initial public offering (IPO). ING U.S. will
start operational rebranding following the proposed IPO. The operational
rebranding process is expected to take approximately 24 months once it is
started, and ING U.S. would not use its new name and logo commercially until
the operational rebranding process has been completed. The Voya Financial
identity would, however, be reflected in the company's new ticker symbol
(NYSE: VOYA) upon completion of the IPO.
Until the rebranding is complete, ING U.S. will operate "business as usual"
with its current "ING U.S." name and brand assets.
The Story Behind Voya Financial
The selection of a new brand for ING U.S. took months of extensive research
and testing. After narrowing thousands of concepts down to the top creative
ideas, ING U.S. identified a name that aptly reflects the company's mission,
values and personality. It was also important for the new brand to associate
with more than just products and services — it had to connect with the
concepts of financial empowerment, taking control and getting organized.
"The Voya name reminds us that a secure financial future is about more than
just reaching a destination. Preparing for it should be like taking a voyage
and having positive experiences along the way," said Ann Glover, chief
marketing officer of ING U.S. "Our new identity supports the idea of
envisioning the future while closely aligning with what the ING U.S. brand is
already known for — proactively and optimistically guiding Americans on their
journeys to and through retirement."
The name also brings to mind bright, vivid colors and will incorporate the use
"We are partial to the color orange. It's differentiating, optimistic and
associated with ING in the U.S.," added Glover. "While we'll grow into a new
shade of orange, the memorable, distinctive color will remain."
U.S. Brand Evolution
Voya Financial will be a new name in the industry. It will be built, however,
upon ING U.S.'s track record as a leader in key retirement, investment and
insurance market segments. These businesses were formed through a series of
acquisitions by ING Group dating back to the 1970s.
Although ING has operated in the United States for decades, the ING brand was
not introduced through advertising in this country until 2001. Since then,
the company's branding efforts have received national awards for creativity
and effectiveness. They have included the trademark ING "Bench" campaign, as
well as an integrated marketing effort that calls attention to knowing and
planning for your retirement "Number."
Last month, the company launched "Orange Money," its newest creative campaign
that underscores the importance of carefully managing your retirement
dollars. This concept supports ING U.S.'s focus on advancing retirement
readiness, and will help bridge the future transition of ING U.S. to Voya
For a look at the future logo and colors, a brief informational web page can
be accessed at www.voya.com. This site will direct individuals back to ING
U.S. until the time when the new brand goes into commercial use.
About ING U.S.
ING U.S., which plans to rebrand in the future as Voya Financial, constitutes
the U.S.-based retirement, investment and insurance businesses of
Netherlands-based ING Groep N.V. Through the ING U.S. family of companies, we
serve the financial needs of approximately 13 million individual and
institutional customers with a comprehensive array of products and services,
including retirement plans, IRA rollovers and transfers, stable value,
institutional investment management, mutual funds, alternative investments,
life insurance, employee benefits, fixed and indexed annuities and financial
planning. Our dedicated workforce of more than 7,000 employees is focused on
ING U.S.'s mission to guide Americans on their journey to greater retirement
readiness and to help make a secure financial future possible — one person,
one family and one institution at a time. For more information, visit
SOURCE ING U.S.
Contact: Joe Loparco, ING U.S., Office: 860.580.2677, Cell: 860.462.6525,
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