Beyond borders - Aegon Asset Management completes brand refresh

Aegon Asset Management moves to single global brand

2 minute read

Aegon Asset Management has aligned its global investment capabilities around a single global brand and launched a new global website that reflects the theme of investing ‘Beyond Borders’.

For many years, Aegon's asset management business has operated through multiple brands, including Aegon Asset Management in the US, Asia and Continental Europe, Kames Capital in the UK, and TKP Investments in the Netherlands.

Following on from the integration of Aegon Asset Management's regional businesses in February 2020, the Kames Capital and TKP Investment brands have been retired. Aegon Asset Management is being used across all markets from September 7, 2020. The single identity allows Aegon Asset Management to build greater awareness of its capabilities and fulfil its potential as a global investment business. 

New website

The ambition has been backed by the launch of a new global website,, and the adoption of the strapline 'Beyond Borders'. The theme of investing 'Beyond Borders' is explored in a video on the Aegon Asset Management website.

Bas NieuweWeme, CEO at Aegon Asset Management said: "Our new brand proposition, investing 'Beyond Borders' reflects the global business we are today; advancing beyond borders, expanding our knowledge, and leveraging our strategies for our client base."

Four global platforms

Aegon Asset Management's 380 investment professionals manage and advise on assets of USD 408 billion (as of June 30, 2020). Its global client-base comprises pension plans, public funds, insurance companies, banks, wealth managers, family offices, individual investors and foundations.

The branding refresh mark the final steps in Aegon Asset Management's global transformation, which included reorganizing its capabilities around four global investment platforms: Fixed Income, Real Assets, Equities and Multi-Asset & Solutions.

NieuweWeme: "We believe we stand out for our global research and asset-class expertise, pursuit of consistent and long-term outperformance, and focus on providing excellence in servicing the unique needs of our clients locally. Indeed, within each of our four investment platforms we will continue to offer a distinct product suite."

Aegon Asset Management will continue focusing on being a responsible investor. "By leveraging our well-resourced, dedicated responsible investing team, we aim to increase the number of ESG, sustainable and impact strategies to help meet the increasing demand of our clients," NieuweWeme adds.