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Spotlight on Kim Dellarocca, Workplace CMO, Voya

Spotlight on

Kim Dellarocca, Workplace Solutions CMO, Voya Financial

October 2026

How do you stay motivated and innovative?

I stay motivated by remembering who we serve. Every participant is someone trying to make a good decision for themselves and the people they love, whether that's saving for retirement, protecting their family, or planning for the future. Keeping that in mind makes the work feel human and meaningful.

I stay innovative by being curious. I read broadly, pay attention to culture and emerging trends, and look beyond financial services for inspiration. I believe in comparing ourselves to the best, wherever they are, connecting dots, challenging assumptions, and having the courage to act on and advocate for ideas before they're obvious to everyone else.

What sets your company apart from others in your industry? 

Voya stands for something bigger than financial services. We exist to help Americans achieve financial confidence and live a more fulfilling life, and that guides everything we do. We are side by side with working Americans through some of life’s most important moments, from starting a family and buying a home to saving for retirement. 

A recent example is the growth of our wealth management business. We know confidence doesn’t come from information alone. It comes from guidance, trust and knowing someone is in your corner. So that’s our goal: helping people navigate important decisions with greater clarity, confidence and peace of mind.

How is your company adapting to address the changing needs of consumers? 

Consumers today expect financial guidance to be more personalized, accessible and available when they need it. Many are looking for help navigating increasingly complex financial decisions but aren't sure where to start. That's why we've created Guided Confidence, which combines technology, data, educational content and access to human expertise to meet people along their financial journey. Our goal is to make financial guidance more approachable and actionable so more Americans can take their next step with confidence. We know education and guidance lead to better outcomes. Our goal is to help more people make informed decisions and feel confident about their financial future.

Are there any shifts in consumer behavior that you find particularly intriguing or challenging?

The most intriguing shift is that people increasingly expect financial and benefits experiences to be as simple and intuitive as the technology they use every day. They want personalization, transparency and immediate access to information. At the same time, many are feeling more financial stress and uncertainty than ever before.

What's most interesting is that while consumers have embraced digital tools, they haven't outgrown the need for human guidance. If anything, as artificial intelligence (AI) makes information more available, trust, judgment and context become even more important. We’re focused on using technology to make guidance more accessible while ensuring people still have someone in their corner when decisions matter most.

What are the three most important things that you focus on?

Our team, because marketing and communications is changing too quickly to stand still. We have to be students of the craft, willing to learn, adapt and challenge ourselves. 

Our customers, because every decision should help the people we serve become better planned, better invested or better protected.

Focus, because great results require clarity, execution and the willingness to say no. It's easy to chase every new idea. The harder part is deciding what matters most and staying committed to it.

What initiatives has your team undertaken to improve customer experience and engagement?  

At Voya, customer obsession starts with a simple belief: The workplace is where many of life's most important financial decisions happen.

Employees make choices about their benefits, retirement savings and financial future all in one place, yet many still lack the guidance they need to feel confident in those decisions. That's why we've focused on Guided Confidence, an approach that brings together our retirement, wealth management and employee benefits capabilities to provide timely education, guidance and support throughout life's journey. The opportunity is significant: Employees who work with a financial advisor are nearly twice as likely to feel prepared for retirement, with 91% reporting confidence compared to 48% without an advisor.

How do you navigate consumer skepticism or misunderstandings about insurance and/or benefits?

Benefits and insurance can feel complicated, so skepticism is understandable. Our job is to make things simpler, not add to the confusion. We focus on clear language, education and helping people understand not just what's available to them, but why it matters.

At the end of the day, trust is built by doing what you say you'll do. Our brand is our promise, and every interaction is a chance to either reinforce that promise or break it. When people feel informed, supported and know someone is in their corner, skepticism tends to fade. That's especially important as technology and AI become more prevalent. Information is becoming easier to access, but trust, judgment, guidance and being there matter more than ever.

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