Atop asset management, retirement, financial advice and insurance, Voya, which manages $48 billion in assets, has multiple business goals.

So it has to move beyond the perception that it is a singular service provider, says Voya Financial Advisors's Tom Halloran, president of its broker-dealer. One way the firm is doing that is by tying together its institutional businesses with retail, mixing technological innovation with old fashioned salesmanship, even considering the deployment of a robo advice platform. "I want to go from being considered an insurance broker-dealer, to an independent broker-dealer that's owned by an insurance company," he says.

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