ING U.S. will rebrand itself as Voya Financial after its parent company, Amsterdam-based ING Group, divests ING U.S. in an initial public offering.
ING U.S. will start the rebranding process following the proposed IPO. The effort is expected to take about 24 months once it is started, and ING U.S. would not use its new name and logo commercially until the rebranding process has been completed. The Voya Financial identity would, however, be reflected in the company’s new ticker symbol (NYSE: VOYA) after the IPO.
Until the rebranding is complete, ING U.S. will operate “business as usual” with its current “ING U.S.” name and brand assets.
“Our new identity supports the idea of envisioning the future while closely aligning with what the ING U.S. brand is already known for — proactively and optimistically guiding Americans on their journeys to and through retirement," said Ann Glover, chief marketing officer of ING U.S.
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