Our purpose

At Aegon, we are united through a single, clear purpose: Helping people live their best lives. 

We see longevity, aging, and changing life patterns as an opportunity for our customers, our employees, and society as a whole. And we want to support everyone in building the financial means to explore the possibilities and challenges of a long and varied life. 

Delivered through our diverse businesses, Aegon’s products and services enable people to proactively improve their financial wellbeing and remain flexible and focused during times of change.

While each of our subsidiaries and partnerships offers unique qualities, insights, and solutions, there are three common behaviors that underpin everything we do:

• We tune in – and listen to our customers.
• We step up – and respond to their needs.
• We are a force for good – and have a meaningful impact on the communities in which we operate and the wider world around us.   

We are positive about longevity

People are living longer and at Aegon, we’re excited by the opportunities this brings. In fact, we feel we are in the midst of a living revolution. As recently as the late 20th century, life consisted of three stages: 20 years of education, 40 years of work, and a short retirement of perhaps 15-20 years. Fast forward to today, and life expectancy has soared. 

Broadly, the same holds true in all countries. This is forcing a reimagining of how life should look, when we study, work, take breaks and change careers. The idea of a standard path no longer applies; there are as many options as there are lives.

An increased lifespan presents new challenges. But it's also keeping us younger for longer. Old associations of age - of frailty and inactivity - are being replaced with the expectation that the years after 60 can be our most rewarding.

This development coincides with a growing awareness of the earth’s finite resources. Increasingly, we are investing our extra time on this planet in finding ways to have a positive impact upon it. It's a brave, exciting new world. So where do our businesses fit in, helping people live their best lives?

Leading the world into longevity

Across our markets, people want financial services companies that support them throughout their longer, more varied lives - while at the same time, letting them contribute to a better world. Through our businesses, we aim to help individuals, organizations and society transition from the traditional three-stage to multi-stage lives. Whether you want to retire at 25, retrain as a plumber at 40, start a sustainable business at 50, or go back to college at 70, our businesses invite you to make the most of your time here, and live your best life.

So what does that mean in practice? Research, as the book The 100-Year Life demonstrates, shows that living one’s best life can be experienced through three distinct, yet interconnected, concepts:

• Having our finances in order and relieving stress around money are important conditions for living our best life. Our businesses provide the services and tools to enable their customers to get and maintain a grip on their finances and achieve peace of mind during the different stages of a longer life. 
• Our mental and physical wellbeing allows us to remain happy, fulfilled, motivated, and optimistic as we move through the different stages of life. Via the products and services offered by our businesses, we want to help customers and other stakeholders enrich their wellbeing so they can unlock the opportunities offered by a longer life.
• Experiencing a complex, multi-stage life requires us to draw on different skillsets and networks at different times. The products and services our businesses offer help to equip people for future opportunities and challenges by giving them the financial foundations to explore their talents and develop their potential.