Voya

Voya Financial emerged from the U.S. business of ING, reflecting the 2010s trend of global financial groups refocusing their footprints. Voya's company history outlines the transition from ING U.S. to an independent, U.S.-based public company and the adoption of the Voya name as part of that repositioning.[1] In 2013, ING U.S. announced its new name, Voya Financial, a milestone that signaled separation from the ING brand and a push toward a distinct U.S. identity.[2]

Rebranding at this scale is rarely cosmetic: it typically comes with governance changes, a sharpened product story, and refocused distribution. The opportunity was to emphasize retirement readiness, investment solutions, and employee benefits at a time when consumers were shifting from pensions to self-directed retirement saving and employers were demanding stronger plan administration. Competing in those markets requires disciplined risk management and efficient service operations - especially when interest-rate environments change the economics of long-duration guarantees.

Voya's advantage has been using a simplified corporate structure and a purpose-driven brand to compete on workplace distribution and scalable servicing. In a consolidated life and retirement landscape, clarity of purpose and operational efficiency can matter as much as raw product breadth or ad spend.[1][2] The rebrand also helped simplify communications with U.S. customers and partners by creating a single name and narrative around retirement readiness and workplace benefits.

Sources: [1] https://www.voya.com/about-voya/company-history ; [2] https://investors.voya.com/news-releases/news-release-details/ing-us-announces-new-name-voya-financial