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ING U.S. to become Voya Financial

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ING U.S. is rebranding into Voya Financial. As the Amsterdam-based ING Group moves forward with its plan, announced in November of last year, to divest ING U.S. through an initial public offering (IPO), the new entity will begin to subtly inject itself into marketing and promotional materials.

Operational rebranding can be an arduous task and the full metamorphosis into Voya will not be complete until 24 months after the IPO. The change should be considered nominal as Voya will continue to offer customers the same retirement, investment and insurance products that ING U.S. currently does.

Key personnel will not be impacted by the rebranding.

Voya, which was narrowed down as the choice after an inclusive process that sought input and ideas from employees and distribution professionals seeks to encapsulate the idea of retirement as a voyage that can be guided by the company’s expertise.

Voya will retain the iconic orange of ING U.S. as Ann Glover, ING U.S. chief marketing officer put it, “We love orange, it is very distinctive. Think about the sea of blue that is out there in other logos within the industry. Orange indicates looking towards the future.”