New Chapter as TIAA
Comprehensive rebranding showcases transformation to a simpler, more customer-centric organization
New name, new look, new experience. Same mission.

NEW YORK, February 22, 2016 – TIAA-CREF today announced it is setting a course for success for its next 100 years by changing its name to TIAA. Along with the launch of a completely redesigned website ( and new logo, the shortened name is the culmination of a multi-year journey that places simplicity, clarity and engagement at the center of the customer experience. A national marketing campaign will highlight the ways in which TIAA continues to innovate and deliver unmatched and personalized financial services to its customers across all life stages.

An award-winning global asset manager with $854 billion in assets, TIAA is the leading provider of financial services in the academic, research, medical, cultural and government fields, and offers a wide range of financial solutions, including investing, banking, advice and guidance, and retirement services.

“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., president and CEO 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, 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,” Weaver said.

Read Full Article

Video Gallery

To view and download video, click here.
To view and download images, click here.
More Information

Frequently Asked Questions

TIAA Fact Sheet

Print-friendly PDF
Facebook Twitter LinkedIn
Visit Website

Michael Tetuan

Chad Peterson
Built to Perform. Created to Serve