How Voya Created Customer-Centric Growth After Rebranding Voya Financial
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The purpose of this case study is to deliver a comprehensive, research-driven analysis of Voya Financial’s brand evolution, business transformation, and marketing success. It highlights the strategic decisions, execution tactics, and results that helped Voya reposition itself from a traditional financial service provider to a purpose-led, digitally forward financial wellness brand.
By examining key milestones in Voya’s transformation — including its rebranding, digital innovation, customer acquisition strategy, and revenue growth — this study provides lessons for:
Marketing professionals, on how to execute large-scale brand repositioning
Financial institutions, on managing customer trust post-restructuring
Business leaders, on leading organizational transformation in complex industries
Students and researchers, seeking real-world insights into branding, CX, and strategy
Description
The financial services industry is undergoing a radical transformation, driven by technological disruption, regulatory shifts, evolving customer expectations, and the urgent need for trust and transparency. In this dynamic environment, Voya Financial stands out as a powerful case of strategic reinvention. Emerging from its origins as part of ING Group, Voya didn’t just change its name — it reimagined its identity, realigned its services, and redefined its relationship with its customers.
This case study aims to unpack Voya’s journey, offering a blueprint for how legacy institutions can not only adapt to change but leverage it for long-term success.
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