Who Are the Core Customers in Aegon Company's Target Market?

Aegon targets US middle-market and affluent individuals who buy life insurance and retirement accumulation products through Transamerica; this group drives individual-premium revenue and cross-sell of annuities and mutual funds. In 2025 Transamerica-related individual segment accounted for a major share of US sales and contributed to Aegon's US life & retirement inflows.

Secondary targets include global institutional investors using Aegon Asset Management for fixed income and alternatives, plus retail mortgage customers in the Netherlands and niche expatriate and family protection buyers. These Aegon customer segments support fee income and diversification of capital sources.

Aegon serves both consumers and institutions: direct retail via Transamerica and national pension schemes in the UK and Netherlands, and institutional clients via Aegon Asset Management. This mixed approach balances recurring premiums, pension liabilities, and asset-management fees.

By scale and strategic relevance, UK workplace pension members and US retirement customers are most important: UK pensions represent significant assets under management and recurring contributions, while US retirement products drive long-term premium flows and annuity liabilities. See History and Background of Aegon Company for company context: History and Background of Aegon Company

The US is the primary Aegon target market, with independent agency channels and the World Financial Group (WFG) distribution network capturing the bulk of Aegon core customers and new flows; these channels concentrate sales of life insurance, retirement products, and wealth-management solutions.

The UK is a key secondary market for Aegon customer segments: employer-sponsored schemes and workplace pensions account for record inflows as auto-enrolment and consolidation of legacy pots push demand for pension advice and retirement products.

Aegon appears strongest where its distribution and product mix align: US independent agencies/WFG plus workplace retirement solutions in the UK drive the largest share of revenue and capital generation, targeting retirees, pre-retirees, high-net-worth individuals, and small-business employee-benefit customers.

After exits from Eastern Europe and Asia, Aegon focuses digital and advisory resources on the US and UK, where demand for private wealth management and workplace savings is accelerating in 2025 – especially among millennials, young professionals, and affluent clients.

By early 2025 Aegon grew the WFG agent base to over 75,000 licensed professionals, cementing a physical distribution footprint across North America and enabling targeted outreach to Aegon target customers such as millennials and young professionals, retirees and pre-retirees, and small business employee benefit customers.

Aegon uses digital platforms offering automated portfolio rebalancing and retirement readiness tools to reduce churn; retention is supported by advisor follow-up and personalized advice, improving stickiness among Aegon core customers and Aegon customer segments focused on pensions and long-term savings.

Cross-selling protection and life insurance policies through mortgage origination partnerships in the Netherlands creates recurring product depth; renewal rates and multi-product ownership rise among Aegon customers for life insurance policies and Aegon customers interested in investment and savings.

The decisive lever is capital-backed distribution: Aegon maintains a Solvency II ratio above 200 percent in 2025, enabling disciplined capital returns and competitive pricing to capture share from less-capitalized rivals and attract Aegon customer profiles such as high net worth individuals and expatriate insurance customers. Read more on market positioning in Competitive Landscape of Aegon Company.