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ING U.S. rebrands as Voya Financial

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ING U.S., a major player in the retirement and 401(k) industries, will spend 2014 rebranding its U.S. operations as Voya Financial, Inc.

The company filed its initial public offering on May 1, 2013, and its common stock trades under the ticker symbol “VOYA.” The IPO was part of ING Group N.V.’s decision to divest some of its global businesses. The Dutch company still owns 57 percent of the common stock in ING, U.S., Inc., but is expected to completely divest its ownership by the end of 2016.

Related story: ING U.S. makes trading debut as VOYA

The name Voya was coined from the word voyage and “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 experiences.”

Although the name is changing, the company will continue to help Americans save more for retirement through its retirement, investment and insurance market segments. 

By April 7, 2014, ING U.S., Inc., ING U.S.’s publicly listed holding company, will change its name to Voya Financial, Inc. On 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.

On Sept. 1, all other ING U.S. businesses will begin using the Voya Financial brand. 

The company will continue to operate under its current name and logo until April.

“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, said Rodney Martin Jr., chairman and CEO of ING U.S, said in a statement. “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.”

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