Aegon Asset Management completes brand refresh

Aegon Asset Management has completed the final step in its move to become a truly global asset management business with a brand refresh, which sees it introduce a new strapline of ‘Beyond Borders’ as well as launching a global website.


The refresh, which will also see the retirement of the Kames Capital and TKP Investments brands, marks the last step of its global transformation, which saw it bring together its regional businesses under the single operating structure in February this year. At the same time, it also created four global investment platforms; Fixed Income, Real Assets, Equities and Multi-Asset & Solutions.


By combining its regional investment teams into these global platforms, it allows Aegon AM to bring the breadth and depth of its global investment research and expertise to its clients across the world, while maintaining local customer focus and servicing.


Aegon AM currently manages €364 billion ($408bn / £331bn) for clients worldwide, employing over 1,200 people in 17 locations*. Its new strapline, investing ‘Beyond Borders’, aims to convey this global reach and how it is a truly active global investor, able to think and act across traditional borders.
As a single global brand Aegon AM can build awareness of its capabilities and focus on fulfilling its potential as a global investment business. The retirement of Kames Capital and TKP Investments on September 7, 2020, will see its investment range name change with the pre-fix 'Kames' replaced with 'Aegon'.

Although the TKP Investment brand will disappear, Aegon AM remains fully committed to its fiduciary solutions and multi-manager business. Neither of the brand name changes will impact the firm’s investment processes or the management of client portfolios or funds.

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.


“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. 


“We will continue focusing on being a responsible investor in the communities we are living in. 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.”


Aegon AM continues to invest in its global asset management business and recently expanded its team with three senior global hires; Russ Morrison as Global CIO Fixed Income, Stephen Dougherty as Global Head of Product and Anne Coupe as Global Head of Consultant Relations & Financial Institutions.


As part of the refresh, a new global website at has launched, bringing together Aegon Asset Management's global investment capabilities on a single site.




Notes for the editor


About Aegon Asset Management

Aegon Asset Management is the global, active investment management brand of Aegon N.V. focused on four asset classes; Fixed Income, Real Assets, Equities and Multi-Asset & Solutions. Our aim is to provide excellence in everything we do, focused on consistently delivering the performance, service and solutions our clients seek. We believe in strong governance, transparency and clear accountability as the building blocks for trust and long-term partnerships with our clients.


Aegon Asset Management manages approximately €364 billion on behalf of a worldwide client base*. Positioned for success in our chosen markets (Asia, Continental Europe, North America and the UK), Aegon Asset Management's specialist teams work to provide high-quality investment solutions across asset classes.


Through the Aegon Group our heritage stretches back to 1844, meaning we understand the importance of long-term relationships, robust risk management and sustainable outperformance.

*Source: Aegon Asset Management as of June 30, 2020.


For more information about Aegon Asset Management, visit



This material is provided by Aegon Asset Management (Aegon AM) as general information and is intended exclusively for institutional and wholesale investors, as well as professional clients (as defined by local laws and regulation) and other Aegon AM stakeholders. This document is for informational purposes only in connection with the marketing and advertising of products and services, and is not investment research, advice or a recommendation. It shall not constitute an offer to sell or the solicitation to buy any investment nor shall any offer of products or services be made to any person in any jurisdiction where unlawful or unauthorized. All investments contain risk and may lose value. Any opinions, estimates, or forecasts expressed are the current views of the author(s) at the time of publication and are subject to change without notice. This document contains "forward-looking statements" which are based on Aegon AM's beliefs, as well as on a number of assumptions concerning future events, based on information currently available. These statements involve certain risks, uncertainties and assumptions which are difficult to predict. No guarantee is being made that stated outcomes will be achieved.


Aegon AM UK is authorised and regulated by the Financial Conduct Authority (FRN: 144267) and is additionally a registered investment adviser with the United States (US) Securities and Exchange Commission (SEC). Aegon AM US and Aegon RA are both US SEC registered investment advisers. Aegon AM US is also registered as a Commodity Trading Advisor (CTA) with the Commodity Figures Trading Commission (CFTC) and is a member of the National Futures Association (NFA). Aegon AM NL is registered with the Netherlands Authority for the Financial Markets as a licensed fund management company and on the basis of its fund management license is also authorized to provide individual portfolio management and advisory services in certain jurisdictions. Aegon AM NL has also entered into a participating affiliate arrangement with Aegon AM US.


©2020 Aegon Asset Management or its affiliates. All rights reserved.

Author: PR Team
Published On: 06/09/2020
Minute Read: 2