About the company
Aegon, a well-established insurance company headquartered in the Netherlands, has built a reputation for its excellence in selling life insurance and long-term savings solutions. However, in May 2020, a significant change occurred within the company as the long-term Chief Executive Officer, Alexander Wynaendts, decided to resign from his position. He had served as CEO for an impressive 12 years and was widely praised for his instrumental role in steering Aegon out of the challenging global financial crisis. Following Wynaendts' departure, a new leader emerged to guide Aegon into the next phase of its journey. Lard Friese, credited with the successful turnaround of Nationale Nederlanden, stepped in as the new CEO. With his proven track record of driving transformation and growth, Friese was entrusted with the responsibility of continuing Aegon's legacy of success. Under Friese's leadership, Aegon adopted a strategic approach to managing its business. Recognizing the importance of focusing on core markets, the company underwent a restructuring process that resulted in the division of its operations into two main categories: strategic assets and financial assets. The strategic assets portfolio encompasses businesses that Aegon has identified as promising investment opportunities for future growth. This includes markets such as the United States, the United Kingdom, and the Netherlands. Aegon aims to allocate resources and efforts towards expanding its presence in these core markets, leveraging its expertise and capturing significant market share. On the other hand, the financial assets segment comprises businesses that Aegon deems as having the potential to generate value through various measures. The company will explore different strategies to maximize the worth of these assets and seek opportunities to release capital tied up in them. While Aegon's focus remains on its core markets, the company also recognizes the significance of growth markets in fostering long-term success. It has identified several regions as key growth markets, including Spain and Portugal, China, and Brazil. Aegon aims to capitalize on the increasing demand for insurance and long-term savings in these markets, leveraging its strong brand presence and comprehensive product offerings. By strategically allocating resources, Aegon under the leadership of Lard Friese aims to strengthen its position as a leading insurance and long-term savings provider. With a focus on both core and growth markets, the company believes it can seize opportunities, fulfill the evolving needs of customers, and generate sustainable value for its stakeholders. In an ever-changing and competitive industry, Aegon remains committed to innovation, customer-centricity, and building trusted relationships. By aligning its strategic and financial assets, the company is poised for continued success under the guidance of its new CEO.
Website: https://www.aegon.com
Data updated: May 1, 2026
