Say what? Already? They just arrived and are still getting used to diapers.
The program is "a reminder that it's never too early to start saving for retirement," Glover says. "Any contribution to retirement savings at any age, no matter how big or how small, is a step in the right direction."
More From USAToday:
Q&A: Retirement investing advice in volatile market
Companies hiring, giving raises, offering 401(k)s
Wolff: Real books can defeat Amazon and e-books
On average, more than 10,000 babies are born each day in the U.S., Glover says. The company is prepared to provide the gift to every baby born today in this country, but parents or guardians of eligible newborns must register for the offer at voya.com/borntosave by Dec. 19.
Read MoreGetting retirement-ready today
They need to fill out the appropriate paperwork and follow the directions for providing proof of the child's birth, Glover says. She says there are no hidden conditions to the offer.
Can parents take the money out early for diapers or college tuition?
"You can remove the funds, but we are ever hopeful that people will leave the money in there as a head start for their child's retirement," Glover says.
Read More Saving early in your career can pay off later
She believes this program "will get people's attention. We think that achieving financial security is one of the biggest challenges our country faces, and this campaign is an opportunity to get people thinking differently about how they can improve their retirement readiness."
Read More How to save on health care when planning your retirement
What will the company do next to draw attention to this issue?
"Stay tuned," Glover says.