Aegon to Relocate HQ to US, Rebrand as Transamerica in $407M Shift

Aegon Ltd., the Netherlands-based insurer, has confirmed plans to relocate its headquarters to the United States and rebrand itself as Transamerica Inc. The move, which is expected to be completed over the next two years, will see the company incur approximately 350 million euros (407 million dollars) in associated costs through the first half of 2028. Financial details reveal that Aegon generated the majority of its profits from the US market, with the region accounting for over 60% of the company's total revenue in 2024. The insurer's decision to move its headquarters to the US is a strategic one, aimed at better positioning the company to compete in the rapidly evolving US insurance market. Aegon's US operations have been a significant contributor to the company's growth, with the region's revenue increasing by 15% year-over-year in 2024. The market impact of Aegon's move is expected to be significant, with analysts predicting a boost to the US insurance sector. The relocation is also likely to create new opportunities for the company, including access to a larger talent pool and increased exposure to emerging trends in the US insurance market. However, the move may also lead to job losses in the Netherlands, with Aegon's current headquarters in The Hague likely to be downsized. Aegon has a long history in the insurance industry, dating back to 1983 when the company was formed through the merger of two Dutch insurers. The company has since expanded its operations globally, with a presence in over 20 countries. Aegon's decision to rebrand itself as Transamerica Inc. is a nod to its US heritage, with the Transamerica brand having been acquired by Aegon in 1999. Looking ahead, Aegon's move to the US is expected to position the company for long-term growth and success. The insurer's focus on digital transformation and innovation is likely to pay off in the US market, where consumers are increasingly demanding more personalized and user-friendly insurance products. With its new headquarters in the US, Aegon is well-positioned to capitalize on these trends and emerge as a major player in the US insurance sector.