Aegon SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 2388

SWOT Analysis of Aegon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Aegon Group


Diversified Insurance


Banking & Financial Services

Tagline/ Slogan

Transform Tomorrow


Understanding the customers' pension or insurance needs and enabling an ongoing and direct dialogue with them to serve their needs at whatever stage in their life they are

Aegon STP


Life insurance, Pensions, and Asset management

Target Group

Individuals, Families, Companies, Pension funds, Institutions


A company that provides long term financial security to people’s lives

Aegon SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Aegon :

1. The company has a global presence with strong market position in key markets.

2. The company maintains multiple distribution channels to sell its products and hence is exposed to a reduced distribution risk.

3. The company’s strong and increasing capital strength has made it resilient to the market developments with a strong balance sheet.

4. It has expertise in life insurance, asset management and pension

5. Nearly 24000 employees are a part of the workforce


1. The group has significant exposure to risky sovereign debt related to European countries.

2. The company is highly dependent on the American market for generating its profits.


1. The ageing population in the American market poses a huge opportunity for the retirement market.

2. The company finds great opportunity in the Chinese and Indian insurance market.

3. The company has been focusing on its core businesses in order to avoid any fluctuations in the financial markets affecting it.


1. The subprime crisis has resulted in a low policy interest rate environment.

2. There is going to be a likely increase in competition for capital for the company due to Solvency II adoption.

3. There is an increase in strictness in the regulatory compliance and complexity in the US market leading to increase in costs.

Aegon Competition


Below are the 5 main Aegon competitors :

1. Aviva Plc.

2. AXA

3. Hartford Financial Services Group

4. Munich Re

5. Prudential Plc.

The brandguide table above concludes the Aegon SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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