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AEGON to rebrand its UK-based asset management activities as Kames Capital

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AEGON will rebrand its asset management activities in the United Kingdom to Kames Capital to enhance its distinctive investment propositions and to support the growth of the business.

Since the launch of the global asset management organisation two years ago, AEGON Asset Management has been focused on three customer segments – AEGON’s general account investments, unit-linked investments for insurance clients and external third party mandates. AEGON Asset Management’s businesses in the United States and the Netherlands primarily focus on leveraging their expertise in managing AEGON’s general account investments to expand unit-linked and investment solutions business.
In the United Kingdom, the business has focused on managing unit-linked investments and third party mandates as well as supporting AEGON UK. In order to accelerate the growth of its third party business, AEGON has decided to rebrand its UK asset management organisation to more clearly differentiate its specialist investment management capabilities, such as its award winning fixed income and UK equities fund range, as well as its multi-asset and property propositions.
AEGON Asset Management Chief Executive Sarah Russell says: ‘The decision to rebrand our UK business reflects our desire to ensure alignment with the specific needs of all our customers. The AEGON Asset Management brand is a highly regarded symbol of the investment expertise we have developed to support our insurance businesses. In distinguishing our UK investment management activities under the Kames Capital brand, we will highlight our capabilities for investors in the external market.’
The rebranding of the business will take effect from September 1, 2011. Kames Capital will be headed by Andrew Fleming (pictured) and will continue to manage insured funds on behalf of AEGON UK, while spearheading AEGON Asset Management’s ambition to extend its third party business.

We believe the clarity and distinctiveness of the new Kames Capital brand will allow us to accelerate our growth and build on the success we have achieved to date with our UK based expertise,” says Fleming.
Kames Capital will continue to manage insured funds on behalf of AEGON’s insurance companies in the United Kingdom, while also focusing on enhancing its growth in the wider investment management market. Assets under management in the United Kingdom are EUR 55 billion and in total, AEGON Asset Management manages approximately EUR 200 billion (as per March 31, 2011).

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