Aegon has added its own name to all its existing corporate and business brands across the UK in order to boost customer and adviser awareness on which groups fall under its banner.
For example, Scottish Equitable will now be known as Aegon Scottish Equitable with the same approach taken across the majority of the groups' business units.
Although the new brand strategy is already in place, product literature and marketing material will change gradually over a six-month period with Aegon targeting advisers through the strap line "The name behind Scottish Equitable is now the name in front."
Two further brands, Aegon Trustee Solutions and Aegon Actuarial Services, will also be created to define the growth of Aegon's final salary pension's arena and to reflect the type of service the group offers to corporate customers in this field.
The Scottish Equitable Protect specialist protection brand will be merged into the main Aegon Scottish Equitable brand.
Aegon UK chief executive Otto Thoresen said although the group's research indicated the market valued its expertise across a number of sectors, the link between the group and its global parent needed to be strengthened.
Aegon's financial adviser services, Positive Solutions and Origen, as well as its Asset Management arm are unaffected by the changes, while the group's UK activities already adopt the brand.
For more on Origen, see Adviser Profile on page 14
Putting the tech into protection
Square Mile’s series of informal interviews
Fallout from Haywood suspension
Launching later in 2019
£80bn funds under calculation