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.