Today marked the debut of Voya Financial Inc. (NYSE: VOYA), as the financial services company announced the change of its name from ING U.S.
The change is the latest in a multistep rebranding process that will continue throughout 2014, according to the company. Voya Financial will now appear in place of ING U.S. on press announcements, investor relations materials and other corporate resources.
Voya Financial’s philanthropic arm, formerly the ING U.S. Foundation, has also rebranded as the Voya Foundation.
Today’s change affects the publicly traded parent company that serves as the umbrella corporation for Voya Financial’s operating companies. Voya Financial’s businesses and subsidiary legal entities will make their transition from the ING brand pursuant to the following schedule:
- May 1, 2014 — ING U.S. Investment Management will rebrand to Voya Investment Management. The Employee Benefits business will also begin to transition to Voya Financial, and expects to complete this transition by September.
- Sept. 1, 2014 — All remaining ING U.S. businesses will begin using the Voya Financial brand and all ING U.S. legal entities that currently incorporate the ING name will change to Voya.
Given the initiative’s scope, the company is staggering the rebranding so that it can proceed “in an orderly fashion.” As a consequence, some stakeholders may encounter both the ING and Voya Financial brands in use between April and September. After September, the company states, additional time may be required to rebrand products, services and client-facing resource.