NEW YORK, April 11, 2013 /PRNewswire/ -- As more Americans face the growing responsibility to plan and save for their retirement, ING U.S.'s goal is help guide them on their voyage toward greater financial preparedness. In this context, and as it continues to prepare to become an independent company, ING U.S. has announced plans to rebrand in the future as Voya Financial. ING U.S. believes the new brand identity will support its mission to make a secure financial future possible — one person, one family and one institution at a time. "While our future name and logo will be different, the commitment we have to our customers and our retirement, investment management and insurance businesses remains the same," said Rodney O. Martin Jr., CEO of ING U.S. "Our vision is to help working Americans prepare for the important financial journey they face. We want to be known as the company that understands and supports their diverse needs as they seek to advance their retirement readiness — in essence, to be America's Retirement Company. 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 U.S." The Transition to Voya FinancialAmsterdam-based parent, ING Group, has previously announced its base case plan to divest ING U.S. through an initial public offering (IPO). ING U.S. will start operational rebranding following the proposed IPO. The operational rebranding process is expected to take approximately 24 months once it is started, and ING U.S. would not use its new name and logo commercially until the operational rebranding process has been completed. The Voya Financial identity would, however, be reflected in the company's new ticker symbol (NYSE: VOYA) upon completion of the IPO. Until the rebranding is complete, ING U.S. will operate "business as usual" with its current "ING U.S." name and brand assets.