Voya 2013 Annual Report Download - page 18

• Our principal operating entities that will be the primary sources of cash distributions to ING U.S., Inc.
Specifically, these entities are our principal insurance operating companies (ILIAC, ING USA, SLD
and RLI) and ING Investment Management LLC, the holding company for entities that operate our
Investment Management business.
• SLDI, our Arizona captive, which was previously domiciled in the Cayman Islands, and was
redomesticated to the state of Arizona, effective December 20, 2013.
In connection with our rebranding discussed in “—Our Brand” below, we intend to change our legal name
to “Voya Financial, Inc.” in April 2014 by means of a short-form merger under the Delaware General
Corporation Law with a wholly owned subsidiary formed for that purpose.
Other ING Operations in the United States
ING Group has certain operations in the United States that do not form part of the Company, including ING
Corporate and Institutional Clients (ING Group’s wholesale banking operations in the U.S.) and certain limited
operations of its European and Asian investment management business.
Our Brand
Our Company’s leadership and reputation in the financial services industry is built from the strong heritage
of our brand. Through a history of acquisitions, including the Aetna, ReliaStar, Equitable of Iowa, Security Life
of Denver brands, we have consistently integrated and branded our operations to achieve outstanding customer
awareness, brand attributes, and brand affiliation. Since 2001, we largely consolidated our operations under the
globally recognized ING brand. According to industry branding surveys, brand awareness for ING in the U.S. has
grown dramatically, increasing from 11% in 2001 to 76% in 2013.
The ING U.S. brand is associated with retirement, investment and insurance products and solutions that
deliver financial security, and as we become a standalone company, we plan to leverage our high brand
awareness and brand strength to create a new brand that supports our mission of making a secure financial future
possible for all of our customers.
We plan to invest substantial resources to develop and build awareness of our new brand, based on our
vision to be America’s Retirement Company™. We believe that strong brand recognition is the first step in
reestablishing ourselves with all of our stakeholders as a standalone company.
We have developed detailed plans for executing both the operational and legal entity rebranding efforts. On
April 11, 2013, we announced plans to rebrand as “Voya Financial”, and in January 2014, we announced
additional details regarding the operational and legal work associated with the rebranding. Based on current
expectations, ING U.S., Inc. will change its legal name to Voya Financial, Inc. in April 2014; and in May 2014
our Investment Management and Employee Benefits businesses will begin using the Voya Financial brand. In
September 2014, our remaining businesses will begin using the Voya Financial brand and all remaining ING U.S.
legal entities that currently have names incorporating the “ING” brand will change their names to reflect the
Voya brand. We anticipate that the process of changing all marketing materials, operating materials and legal
entity names containing the word “ING” or “Lion” to our new brand name will take approximately 24 months
and will cost between $40 million and $50 million, excluding incremental advertising expenses.
OUR BUSINESSES
Retirement Solutions
Our Retirement Solutions business provides its products and services through two financial reporting
segments: Retirement and Annuities. Retirement is focused on meeting the needs of individuals in preparing for
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