ING U.S. to Become Voya Financial in 2014
Rebranding details announced; new identity supports vision to be America's
NEW YORK, Jan. 13, 2014
NEW YORK, Jan. 13, 2014 /PRNewswire/ -- ING U.S., Inc. (NYSE: VOYA), today
announced details associated with the company's rebranding activities in
2014. Stakeholders of ING U.S. will begin to see the new Voya Financial name
in use during the second quarter of the year. The various ING U.S. businesses
and legal entities plan to complete their transition to Voya throughout the
year according to the following schedule:
(Logo: http://photos.prnewswire.com/prnh/20140113/CL45144LOGO )
oApril 7, 2014- ING U.S., Inc., ING U.S.'s publicly listed holding
company, plans to change its name to Voya Financial, Inc.
oMay 1, 2014- ING U.S. Investment Management will rebrand to Voya
Investment Management and the Employee Benefits business will begin using
the Voya Financial brand.
oSeptember 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 Rodney O. Martin
Jr., chairman and CEO of ING U.S. "Even though our name and logo will be
different, the vision we have to be America's Retirement Company and our
commitment to helping customers advance their retirement readiness remains the
same. As we transition to Voya, the new brand will support our mission to
make a secure financial future possible-- one person, one family, and one
institution at a time."
The Journey to Voya Financial
On May 1, 2013, ING U.S. made its initial public offering as part of a program
conducted by its Dutch parent, ING Group N.V., to divest certain global
businesses. ING U.S. common stock currently trades under the ticker symbol
"VOYA" on the New York Stock Exchange. ING Group currently owns approximately
57% of the outstanding common stock of ING U.S., Inc., and expects to
completely divest its ownership by December 31, 2016.
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 Ann Glover, chief marketing
officer of ING U.S. "The name also reminds us that a secure financial future
is more than simply reaching a destination; it's about a journey to financial
empowerment, and taking control along the way in order to create positive
The name also brings to mind bright, vivid colors, and associates well with
"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
ING introduced its brand in the United States through advertising. 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 reminds individuals
to know and plan for their retirement "Number."
In March 2013, the company launched "Orange Money," its newest creative
concept that underscores the importance of carefully managing one's retirement
dollars. This campaign supports ING U.S.'s focus on advancing retirement
readiness, and will bridge the transition to Voya Financial.
For a look at the Voya logo and colors, a brief web page can be accessed at
About ING U.S.
ING U.S. (NYSE: VOYA), which will rebrand as Voya Financial in 2014, is a
premier retirement, investment and insurance company serving the financial
needs of approximately 13 million individual and institutional customers in
the United States. The company's vision is to be America's Retirement Company
and its guiding principle is centered on solving the most daunting financial
challenge facing Americans today-- retirement readiness. Working directly
with clients and through a broad group of financial intermediaries,
independent producers, affiliated advisors and dedicated sales specialists,
ING U.S. provides a comprehensive portfolio of asset accumulation, asset
protection and asset distribution products and services. With a dedicated
workforce of approximately 7,000 employees, ING U.S. is grounded in a clear
mission to make a secure financial future possible-- one person, one family
and one institution at a time. For more information, visit http://ing.us.
SOURCE ING U.S., Inc.
Press spacebar to pause and continue. Press esc to stop.