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TIAA-CREF, a financial services institution that has serviced the academic, research, medical, cultural and government fields for nearly 100 years, rebranded itself last month, renaming itself TIAA and launching a redesigned website, TIAA.org.
?Anytime you take a step like this, you do it very deliberately, very thoughtfully and centered in insight and research,? says Connie Weaver, executive vice president and chief marketing officer at TIAA. ?This is about ensuring we are relevant and remain relevant.?
The company was originally founded as Teachers Insurance and Annuity Association by Andrew Carnegie as a way to help educators save for retirement. It was an annuity option for educators who didn?t have access to a pension or other type of retirement plan.
The CREF part, or College Retirement Equity Fund, was added in 1953 to represent the two products the company offered to workers.
?Those two products are still the rock bed of who we are. They are at the core of...