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., one of the world’s largest providers 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. We also introduced our new corporate strapline ‘Be ready for life’, reflecting our belief in the importance of being financially prepared for the future.
Customers can find out more about how the name changes affect them here.
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.
And we also sponsor the AEGON Masters Tennis, the season finale to the ATP Champions Tour, which brings together some of the true tennis greats to compete once again – proving that retirement is just the beginning.
We were delighted to be voted one of the UK's strongest business brands in the independent Superbrands research. This shows the progress we're making in becoming better known.
Our sponsorships
Over the next few years, our partnership with British Tennis will help make the AEGON brand better known with consumers in the UK.