Aegon announces US move and rebranding

The Netherlands-based insurer Aegon is relocating its headquarters to the United States.

As part of this move, the group will undergo a rebranding and adopt the name Transamerica, while the holding company’s business units will continue to operate under their existing brands.

This major transition, scheduled for completion on 1 January 2028, is expected to cost nearly 350 million EUR (410.2 million USD).

Announced during the Investor Day held on 10 December 2025 in London, the initiative reflects Aegon’s ambition to become a leading US group specializing in life insurance and retirement solutions.