❏ OUR STRATEGY AEGON is one of the world’s leading providers of life insurance,  pensions and asset management, with businesses in more than  twenty countries in the Americas, Europe and Asia. AEGON employs  approximately 27,500 people, serving about 40 million customers  and managing some EUR 413 billion in revenue-generating  investments. In June 2010, AEGON announced that it would sharpen  its focus on its core businesses – life insurance, pensions  and asset management - and achieve a greater  geographical balance by reallocating capital to the  growth markets of Spain, Central & Eastern Europe,  Asia and Latin America, which offer higher growth and  returns over the long term. In addition, the company is  increasing efficiency by encouraging innovation, and  focusing even more on providing products and services  that serve its customers’ changing needs. and the employer of choice among both current and  prospective employees. AEGON’s ambition is to become a leader in all its  chosen markets by 2015. This means becoming the  most recommended life and pensions provider among  customers, the preferred partner among distributors  AEGON made significant progress with each of these  priorities during 2010. Leader in all chosen  markets by 2015 Achieving this ambition is based on three strategic  priorities: ■ To reallocate capital to areas that offer strong growth  prospects and higher returns. ■ To increase returns from the company’s existing  businesses. ■ And to optimize ONE AEGON by increasing effi ciency  and making better use of the company’s global  resources. AEGON’s strategy  Strategic priorities ■ Direct more capital to  markets offering  higher returns and  strong growth. ■ Thorough review of  portfolio of existing  businesses. ■ Improve growth and  returns from existing  businesses. ■ Strengthen customer  loyalty and employee  engagement. ■ Product innovation. ■ Continue to reduce  costs and deliver  operational  excellence. ■ More effi cient  distribution. ■ Manage AEGON as one  company. ■ Make most of AEGON’s  worldwide resources. ■ More coordinated  approach to  underwriting and risk  and capital  management. ■ Share and standardize  best practice. ■ Build on AEGON and  Transamerica brand  names. Reallocate capital Increase returns Optimize ONE  AEGON