Why...
is ING U.S. changing its brand?
We’re changing our brand as part of the process to become an independent, standalone, U.S.-based company. Selecting a new identity and our recent IPO are two key milestones on our path to separation.
How...
was the new brand name determined?
The selection of a new brand for ING U.S. took months of extensive research and testing. We started with a list of 5,230 potential names. After conducting multiple rounds of creative refinement, 390 legal prescreens and testing it in nearly 60 different languages, we believe the new name best reflects our company’s mission, values and personality – Voya.
What...
does the new brand represent?
Voya, an abstract name coined from the word ‘voyage’, reflects momentum and optimism, while bringing to mind a view towards the future. It’s also closely aligned with what ING U.S. has always been known for and will continue to be focused on – proactively and optimistically guiding customers on their voyage towards retirement readiness and empowering them to take control along the way. The name brings to mind bright, vivid colors so it’s no surprise that the new brand will incorporate our favorite distinctive hue – orange!
When...
will the brand change take effect?
While we’re publicly sharing our new identity now, operational rebranding takes time to complete, and we don’t plan to start it until 2014.
For now, it’s business as usual as we continue to operate as ING U.S.
A simple click on www.ING.us will take you to everything you need, whether it’s access to an existing ING U.S. account, help with retirement planning, information on any of our products or services or news and updates about our exciting new journey.