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

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

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The name Voya was coined from the word voyage and “reflectsmomentum and optimism, and a view towards the future,” said AnnGlover, chief marketing officer of ING U.S. “The name also remindsus that a secure financial future is more than simply reaching adestination; it’s about a journey to financial empowerment, andtaking control along the way in order to create positiveexperiences.”

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

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By April 7, ING U.S., Inc., ING U.S.’s publicly listedholding company, will change its name to Voya Financial, Inc. OnMay 1, ING U.S. Investment Management will rebrand to VoyaInvestment Management and the Employee Benefits business will beginusing the Voya Financial brand.

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

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

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“Even though our name and logo will be different, the vision wehave to be America’s Retirement Company and our commitment tohelping customers advance their retirement readiness remains thesame, said Rodney Martin Jr., chairman and CEO of ING U.S, said ina statement. “As we transition to Voya, the new brandwill support our mission to make a secure financial future possible— one person, one family, and one institution at a time.”

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Also read:

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ING sells Korean insurance arm

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