empower.comvsvoya.com

Empower edges out Voya significantly on homepage messaging, 72 to 55. Here's where the gap comes from.

Voya is clearer about what it does (82 vs 52 on clarity). Voya's hero ("Voya Financial: Plan, Invest, Protect") names something concrete, while Empower's ("Invest well. Live a little.™") stays abstract. Empower has stronger CTAs (75 vs 0). Empower has a much stronger pricing page (90 vs 0). Voya doesn't have a detectable pricing page at all.