TIAA-CREF has changed its name to TIAA. Along with the name change, the company has launched a redesigned website (TIAA.org) and new logo.
“We're continually evolving to better serve customers in every stage of their lives, today and for generations to come,” said Roger W. Ferguson, Jr., the president and chief executive officer at TIAA. “We've embraced what makes us unique – we were created to serve the nonprofit community, and built to perform, delivering the outcomes our customers seek to reach and live comfortably through retirement. We support our customers every step of the way as they plan for and reach financial milestones in their lives, just as we have for nearly 100 years.”
“This is more than a name change; this is a game change,” said Connie Weaver, the chief marketing officer at TIAA. “We stepped back and listened to the people we serve, who they are, and what they need. We know that everyone defines success on their own terms, and we help them evolve and change that definition over time. Our brand today is about meeting our customers wherever they are on that journey to success, and helping them meet their needs and navigate their financial lives in a simple, clear way, with straight talk instead of jargon or legalese.
“Our customers are as diverse as our society, and we serve them all, ranging from educators, maintenance workers, doctors, civil servants, equipment managers, and nurses to rocket scientists, administrative assistants, Nobel Prize winners, medical researchers, and many more. They dedicate their careers to serving others, and they deserve a financial services organization that's as passionate about helping them succeed as they are about their life's work. We are that organization, and these changes reflect not only who we have become, but also epitomize how we deliver an experience that meets people where they are,” Ms. Weaver said.
The new name takes the organization full circle from 1918, when TIAA was founded through the vision of Andrew Carnegie to make a difference in the lives of teachers.
“When it comes to planning for the future, our research found that many people don't know where to start,” Ms. Weaver said. “The reimagined TIAA customer experience is designed to break through the fear and inertia that people may have when it comes to financial decisionmaking. Whether our customers are connecting with us on our website, in person, or simply through account statements, we can actively engage them in achieving their financial goals and help make them more confident about their financial futures.”
Learn more: www.tiaa.org.
Victoria Spears
Victoria Prussen Spears is senior vice president of Meyerowitz Communications Inc., a law firm marketing communications consulting company. A graduate of Sarah Lawrence College and Brooklyn Law School, Ms. Spears was an attorney at a leading New York City law firm before joining Meyerowitz Communications. She may be contacted at [email protected].