Who Are the Core Customers of Aegon Company?

Aegon core customers are primarily individuals aged 35-70 accumulating retirement wealth or decumulating via drawdown products; in 2025 the firm emphasizes the silver economy with products for retirees needing income solutions, reflecting a shift toward annuities and drawdown strategies that address longevity risk.

Transamerica in the US targets employees in small-to-mid-sized business retirement plans and individual retail investors, while institutional clients (pension funds, insurers) use Aegon Asset Management for fixed-income and sustainable mandates; institutional assets under management were notable contributors to revenue in 2025.

Aegon serves a mixed market: retail policyholders buying life insurance, annuities, and savings products, plus institutions buying asset-management strategies; this mix drives product design from retail annuities to institutional ESG-focused fixed-income portfolios.

In 2025 Aegon sharpened focus on retirees needing drawdown solutions-products aimed at income provision and longevity protection are commercially critical as demographic aging raises demand; this is central to Aegon target market strategy for pensions and retirement plans. Read more on customer choice Why Customers Choose Aegon Company.

The US is Aegon's primary market for pensions and retirement plans, driven by employer-sponsored channels where Aegon core customers include plan sponsors and participating employees; Aegon customer segments here generate the majority of capital and product demand.

The UK shows strong demand in workplace savings and individual advisor platforms; Aegon manages hundreds of billions in assets for millions of customers, reflecting concentrated Aegon customer demographics by country and robust policyholder profiles.

Aegon is strongest in reach and revenue mix in the US workplace pensions market and UK adviser-distributed savings, with institutional asset management scale supporting demand from trustees, advisers, and retail savers; typical Aegon policyholder profile skews working adults saving for retirement.

Demand is growing for pooled employer plans in the US and for alternative fixed-income and private debt in the Netherlands via Aegon's asset management arm and joint ventures; institutional investors are increasing allocations to private credit through 2025 and into 2026.

Aegon adds customers by integrating health and wealth solutions, selling supplemental health insurance alongside pensions to tap Aegon target market segments such as HENRYs and younger savers. This adjacent move targets Aegon customer segments beyond classic retirees while preserving pension distribution channels and adviser relationships.

Aegon retains core customers through trusted retirement products, consistent adviser-led service, and Aegon Insights personalization that improves plan outcomes. Continued focus on pensions and annuities maintains relevance for traditional Aegon core customers and policyholder profiles in key markets.

Cross-selling health to pension customers raises lifetime value and retention; renewals and plan upgrades increase as customers use multiple products in Aegon's ecosystem. Data-driven nudges via Aegon Insights boost engagement and repeat demand among Aegon clients demographics like mid-career professionals.

The strongest growth lever is the shift to fee-based, high-margin businesses: in 2025 Aegon reinvested proceeds from divesting legacy life blocks into asset management and employee benefits, supporting segments with a return on equity above 13% in 2026. Scaling Aegon Insights enables personalized advice at low marginal cost, expanding Aegon target customers without raising acquisition cost per client; see further detail in Customer Acquisition of Aegon Company.