ING US is gearing up to rebrand its business as Voya Financial, with a strategy to support its mission of proactively guiding Americans on their financial journey to and through retirement.
The operational rebranding process will take nearly 24 months following the launch of an initial public offering (IPO) to divest the US operation by its Dutch parent company ING.
Until the rebranding is complete, ING US will operate as usual with its current name and brand assets.
Following disinvestment and subsequently evolving as an independent company, the new conglomerate will provide retirement, investment management and insurance businesses to US customers.
Reinforcing its commitment, ING US CEO Rodney Martin Jr., said, "We intend for the Voya Financial brand to become synonymous with this goal as we provide the distinctive value, guidance, products and services our clients and partners have come to expect from ING US."
ING US constitutes the US-based retirement, investment and insurance businesses of Netherlands ING Groep, which received a €10bn package during the financial crisis of 2008.
The group is offloading its insurance operations across the world to shore up the required capital ahead of implementation of new capital rules and to pay back the creditors.
