The group plans to adopt the name of its largest subsidiary, Transamerica, which generates approximately 70% of the company’s revenue. CEO Lard Friese described the US as the “next frontier”, aiming to fully capitalise on the world’s largest life insurance market.

Shareholders are scheduled to vote on the proposal in the fourth quarter of 2026, with the relocation expected to complete by 1 January 2028. The move is estimated to cost €350 million. Under the new identity, the company will maintain listings on both the New York and Amsterdam stock exchanges.

UK Operations Under Review As part of the shake-up, Aegon is launching a strategic review of its UK operations to explore options for maximising shareholder value, explicitly citing a “possible divestment of the unit”.

Context and Market Reaction This decision continues a transformation led by Mr Friese since 2020, which has already seen the sale of Aegon’s Dutch arm to ASR for €4.9 billion. While the company’s share price has risen nearly 130% under Mr Friese’s leadership, markets reacted negatively to the announcement, sending shares down 8%.