Our brand journey
We have a long and proud heritage in the UK – it goes back to 1831 when Scottish Equitable was established in Edinburgh. Over time we’ve made a few changes to our brand, but we’ve stayed committed to our core aim - helping our customers take responsibility for their financial future.
How our name has changed
In 1994, we joined Aegon N.V., a global provider of pensions, investments and protection.
In 2006, we took the decision to increase our emphasis on the Aegon name and highlight the international strength and experience of our parent company. As a result, Scottish Equitable was renamed as Aegon Scottish Equitable.
In 2010, we shortened the Aegon Scottish Equitable brand name to Aegon. This is helping us build a single recognisable brand.
Making Aegon better known in the UK
We want the Aegon name to be known for helping our customers get ready for life and build better financial futures. In 2009, we entered a partnership with British Tennis to help increase awareness of the Aegon brand with our target consumers in the UK, as well as making a real difference to the sport.
Our sponsorship is helping to grow grass-roots tennis, develop Britain’s future champions and support tennis tournaments across Britain, including the Aegon Championships at The Queen’s Club.
We were delighted to be voted one of the UK's strongest business brands in the independent Superbrands research for 2011, 2012 and 2013. This shows the progress we're making in becoming better known.
Towards the end of 2012, we began to phase in our new brand tagline 'Transform Tomorrow'. This captures our role and reflects our belief in making a better future.