Aegon

Company Description

Aegon is an international insurance and financial services company that primarily operates in the United States through its Transamerica brand, one of America's most recognized names in life insurance and retirement planning. Transamerica serves millions of American families with life insurance, retirement plan services, annuities, and investment products. The company's business model focuses on two main areas: helping employers provide retirement plans and benefits to their employees through Transamerica's Workplace Solutions division, and serving individual consumers with life insurance, annuities, and investment products through Individual Solutions. About 70% of Aegon's operations are now in the United States, making it effectively an American company with Dutch heritage. Aegon entered the US market in 1983 and significantly expanded its presence in 1999 by acquiring Transamerica, whose iconic pyramid-shaped building in San Francisco became a symbol of American financial services. The company consolidated all its US operations under the Transamerica brand in the 2010s. In the Netherlands, Aegon sold its Dutch insurance business to ASR Nederland in 2023, allowing it to focus on its American operations. In a major strategic shift announced in 2025, Aegon plans to move its headquarters and legal seat from The Hague to the United States by January 2028, with the holding company being renamed Transamerica Inc. This reflects the reality that most of the company's business, employees, and growth opportunities are now American. Under CEO Lard Friese, Aegon is positioning itself to capture opportunities in the world's largest life insurance market.