- Article
- 8 min read
Simply put, our purpose is why we're here. It defines the impact we want to have on our people, and the planet.
We know that the world is transforming and shifting – people are living longer, and reimagining life with more opportunities than ever before. A standard way of living no longer exists. It’s why we want to be one of the first to embrace positive longevity, and to help people live their best lives.
Our purpose is more than just a strapline
We're here to help people live their best life across our three core areas: confident foundations, the ability to adapt and optimistic futures.
We help our customers build knowledge to be more confident and in control of their money, empower our advisers through supportive partnerships, and make it easier for employers to deliver and show the ongoing value of their schemes and benefits to their people – now and in the future.
We’re taking proactive steps to improve people’s financial wellbeing and help identify what brings joy and purpose along the way.
We help customers navigate the ups and downs and financial challenges of today, make it easier for advisers to manage their clients’ ever-changing needs, and create ways for employers to help their people to be better prepared to handle the changing needs of modern life – giving them one less thing to worry about.
It’s about helping people build the resilience to stay flexible and focused as they navigate changes through life’s key moments.
We help customers unlock the opportunities of a longer life, support advisers to transition to a more sustainable business, and work with employers to help their people responsibly balance growth, fulfilment, and alignment with personal values - all to enjoy a longer, brighter future.
We’re focused on helping people actively explore the opportunities and challenges that a long and multi-stage life brings.
Our evolved brand
Reflecting a new shape of living
We’re always evolving. It’s how we stay relevant and make sure we’re there for people when they need us most.
The world has moved on – and so has Aegon.
How we’re changing
We believe that our vibrant and positive new look reflects our belief that a longer life isn’t something to worry about, but to embrace in all its endless possibilities. So, you might notice we look a little different.
Our evolved look-and-feel puts you at the centre of everything we do. It reflects how people are living and working in today’s world.
How the change affects you
Don’t worry, we’re still the same Aegon you know and trust to bring you pension, saving and investment solutions. Who brings knowledge and expertise, passion and empathy.
There are exciting new opportunities out there, and we’re here to help you grab them - however big or small. That will never change.
Our behaviours
We tune in
We’re constantly listening and learning to evolve into what you need us to be. That’s why we’re a founding partner of the Institute of Financial Wellbeing, and own educational platform Pension Geeks.
We step up
We work with advisers and employers to help our customers build confident financial foundations. We want them to be armed with the resilience to navigate life’s ups and downs – and embrace all that longer life offers.
We're a force for good
We’re a socially responsible business committed to reducing our environmental footprint. We help customers invest responsibly and support our local communities along the way. It’s how we leave things a little better than how we found them.