ING U.S. Will Become Voya Financial

ING U.S. Inc. will continue its rebranding process during 2014.

Stakeholders of ING U.S. will begin to see the new Voya Financial name in use during the second quarter, according to an announcement from the company. The various ING U.S. businesses and legal entities plan to complete their transition to Voya throughout the year as per the following schedule:

  • April 7: ING U.S., Inc., ING U.S.’s publicly listed holding company, will change its name to Voya Financial, Inc.;
  • May 1: ING U.S. Investment Management will rebrand to Voya Investment Management and the employee benefits business will begin using the Voya Financial brand; and
  • September 1: 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.

“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,” says Rodney O. Martin Jr., the New York-based chairman and CEO of ING U.S. “Even though our name and logo will be different, our commitment to helping customers advance their retirement readiness remains the same.”

‘Voya’ is an abstract name coined from the word ‘voyage,’ according to 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 experiences,” she says.

ING’s transition to Voya Financial has been an ongoing process (see “INGUS Plans to Rebrand”).

More information, including the new Voya logo, can be found here.