Voya Financial Debuts Brand Campaign to Consumers; Launches New Advertising and Website
Company's Retirement Solutions, Investment Management and Insurance Solutions businesses now all operating as Voya
Voya’s multi-step rebranding process began in April this year when its holding company and philanthropic foundation transitioned to the new brand. The company's five business segments followed and are now all operating as Voya – the Investment Management segment rebranded to Voya Investment Management in May; the Employee Benefits segment also began its transition to Voya in May; and, most recently, the Retirement, Annuities and Individual Life segments changed to Voya as of September.
“From our initial public offering in May 2013, to the extensive rebranding work done across our enterprise this year, today marks a significant milestone and the next phase of an exciting journey,” said Rodney O. Martin Jr., chairman and CEO of Voya Financial. “We're thrilled that all of our businesses are now operating as Voya. We look forward to building equity in our new brand and for Americans to come to know us as the company that can help advance their retirement readiness and financial security.”
The Consumer Debut of Voya
The Voya brand represents a new era for the company while closely aligning with what the former ING brand was known for – proactively and optimistically guiding Americans on their journeys to and through retirement. The name builds upon a track record of leadership in key retirement, investment and insurance market segments.
“Voya is an abstract name coined from the word ‘voyage.’ It reflects momentum, optimism and a view toward the future,” said Ann Glover, chief marketing officer of Voya Financial. “The name also reminds us that a secure financial future is more than just reaching a destination; it’s about a journey to financial empowerment, and having positive experiences along the way.”
To help build awareness for the new Voya brand, a comprehensive marketing campaign has been planned across multiple media channels. This includes a new television commercial, which will run between September and November incorporating both the iconic ING bench as well as Voya's latest “Orange Money” creative concept. The commercial showcases a caterpillar transforming into a butterfly with orange dollar wings, representing ING's metamorphosis to Voya. It will be seen on a wide range of network and cable media properties during professional sports, news and late night programming. The spot can be viewed at https://go.voya.com/ButterflyAd.
This transitional concept serves as a bridge between the two brands until 2015, when the company's existing Orange Money television commercials are scheduled to air again with the Voya brand. The Orange Money ad campaign, which was introduced in 2013, underscores the importance of carefully managing and saving one’s retirement dollars.
“Our Orange Money campaign was designed with rebranding in mind,” noted Glover. “We realized the importance of creating a concept that could work both as ING and after we became Voya. Our goal was to find a way that could best bring consumers along with us on this journey.”
In addition to the advertising, Voya’s new public website has also launched. The new site, which replaces the former ING U.S. website, has been designed to deliver an innovative consumer experience while showcasing Voya as a new kind of financial services company. Voya's bright color palette, including its signature orange, is prominently featured. Information is neatly organized in a “card” format so consumers can easily navigate to the content that interests them, whether it's products and services, corporate information or educational resources. Visitors can customize and save their search activity so it is available when they return. A video demonstration of the site is available at https://go.voya.com/WebsiteDemo.
As an industry leader and advocate for greater retirement readiness, Voya is committed to delivering on its vision to be America's Retirement Company™ and its mission to make a secure financial future possible – one person, one family, one institution at a time.
About Voya Financial
Voya Financial, Inc. (NYSE: VOYA), which has rebranded from ING U.S., is composed of premier retirement, investment and insurance companies serving the financial needs of approximately 13 million individual and institutional customers in the United States. The company’s vision is to be America's Retirement Company™ and its guiding principle is centered on solving the most daunting financial challenge facing Americans today – retirement readiness. Working directly with clients and through a broad group of financial intermediaries, independent producers, affiliated advisors and dedicated sales specialists, Voya provides a comprehensive portfolio of asset accumulation, asset protection and asset distribution products and services. With a dedicated workforce of approximately 7,000 employees, Voya is grounded in a clear mission to make a secure financial future possible – one person, one family, one institution at a time. For more information, visit https://voya.com or view our Voya Financial Interactive Company Profile. Follow Voya Financial on Facebook and Twitter @Voya.