WINDSOR, Conn., June 23, 2014 /PRNewswire/ -- Voya Financial, Inc. (NYSE: VOYA), which has rebranded from ING U.S., announced today that the company's registered broker-dealer, ING Financial Partners, has expanded its social media program and support resources for its network of affiliated financial advisors and registered representatives. The program is now available with single sign-on capabilities to all 2,400 financial advisors and registered representatives in the network, while a growing body of financial and retirement-focused content has been developed to provide them with relevant social messages that are readily compliant for posting on Facebook and LinkedIn. This content is meant to help advisors connect and build relationships with existing and prospective fans and followers as they leverage the expansive social media landscape. Social media will also serve as a useful communications resource as the broker-dealer completes its brand transition from ING Financial Partners to Voya Financial Advisors, Inc., in September 2014.
"It's clear that social media has emerged as a powerful tool for financial advisors; however, in the regulated industry that we operate, the appropriate guideposts must be in place for them to take advantage of this channel," said Tom Halloran, president of ING Financial Partners. "We've developed a program that offers the support, tools and content needed to tap into social media in a compliant manner. With the increasing role social media plays in so many aspects of our lives — including financial decisions — this effort demonstrates our commitment to the advisors we work with as well as our focus on serving the retirement readiness needs of clients."
Voya's broker-dealer first tested its social media program with a select number of advisors prior to a broad rollout in May 2014. With new single sign-on capabilities, advisors can automatically access social media sites through the company's cloud-based customer relationship management system. This platform serves as a central hub to manage most aspects of an advisor's practice, including how they connect on social media.