Financial institutions are often seen as boring and distant, and are operating in an low trusted industry. How do you turn that perception around for a brand that is also making the transition from a B2B player to a B2C brand?

1. Aegon
on a brand-journey
from ratio to emotion
Theo van Uffelen
Marketing Director Aegon
Rotterdam, June 2016

2. 2
 Father of two
 Two professional passions:
- Marketing
- Organisation development
 Preferred epitaph: Inspiration
for growth and enjoyment
 FMCG to Finance
Quick intro of Theo…

3. 3
One of the largest providers of life insurance
and pensions, mortgages and damage with a
multi-channel distribution:
► Independent intermediaries
► Banks
► Online & direct marketing
Approximately 30.000 employees worldwide,
of which some 4,500 in the Netherlands.
€ 705 billion in revenue generating
investments and paying out 43 billion yearly in
in claims and benefits
Primary sponsor of the Dutch Rowing
Association and the Alzheimer Foundation
(and a certain soccer-club which shall remain nameless today)
… and of Aegon
A
Aegon is one of the
leading brands in the
Dutch financial sector,
and has a broad
international presence
 Aegon businesses
 Joint ventures
 Aegon Direct Affinity Marketing Services

4. 4
What is driving us – and what is happening…
Shift from state and corporate benefits to
individual responsibility for financial security
Vast majority of people have very
low interest in managing personal financials
Growing mismatch creates a HUGE (societal) need,
(of which most consumers are unaware)
Aegon mission:
Enable people to make conscious choices
for a healthy financial future

5. 55
The Market challenge for Aegon – and the industry
 From B to B player..
CB BAegon advisor Mr Smit

6. 66
The Challenge for Aegon – and the industry
B B
C
 .. to (also) B to C player
 From brain to heart
 From distrust to trustAegon

7. 7
Brandnext-study to identify needstates and brand-positions
Bron: Brandnext by Trendbox
challenge dreaming harmony
cared for
safetypessimismcontrol
Self directing

8. 8
Brandnext model gave us a view on how brands are seen vs each other
Bron: Brandnext by Trendbox
Harmony
Cared for
SafetyPessimism
DreamsChallenge
Self
directing
Control
Difficulty: does not tell a
simple and compelling story
to inspire a new approach..

9. 9
A simpler way to visualize the diagnosis
Brand-appraisal statements Aegon Q1, 2015
20 60 80400
Is an expert in their field
Is result-oriented
Delivers quality
products and services
Cares for me
Appeals to me
Is open and honest
100% Agree
1. More than half of the people has ‘no’
association when thinking of the Aegon brand
2. Highest scores by far, are rational qualities
3. Lowest by far are the emotional-, and
personal appeal-statements

10. 10
People don’t care
how much you know,
until they know
how much you care
Theodore Roosevelt
(26th President US , 1901-1909)

11. 11
Teddy Roosevelt
(a very inspiring and loveable human being)
Make the brand a human being…
… to connect with other human beings
That understands humans as we all are
(imperfect, quirky, postpone or ignore, etc)
Aegon get’s this, and is out to empower
you by making things more understandable,
more accessible and easier to take care of..
.. So you have more time to enjoy life
and peace of mind

12. 13
4 Values Positioning: An Approachable Professional, that
enables you to make conscious choices
‘Human-ness’
Approachable
Independence
Expertise
I enable you, to make
conscious choices
I’m human too, and
can relate / care
(I ‘get’ you)
I’m here to help, you
can reach me
‘anytime’
I’m an expert at what I do.
(I ‘get it’ )

13. 14
Translating words into action energy and communication
Binnen
Buiten
Business
(internal)
(external)
Personal storytelling
Celebrating ‘heroes’
‘Gaming’ the values
Kick-off:
‘Abandoned envelope’
Simplified propositions
Extended openings
‘Care-conversation’
Follow-through
‘You never hear… ’
Mini-burst
weekend ‘tax-help’
Training
‘Care’

14. 16
 30 minute call
 At a time of your choosing
(evening, weekend)
 No cost, no strings
 Full attention (care) of a
financial expert.
(Aegon or independent)
 Free ‘sparring’ on personal
finances..
 Universal insight:
“I look forward to spending
quality time, organizing
and managing my
financials and
administration”
(said no customer ever..)
Launching ‘Care Conversations’

15. 19
New energy around the brand, high appreciation CareConv’s
0
500
1000
1500
2000
2500
3000
1 2 3 4 5 6 7 8 9
Number of Care Conversations

16. 20
 NPS-scores
 Brand-statements
 Reputation & Trust scores
 Internal engagement
First results looking good
Development of number of
‘Aegon fans’ (NPS 8+)*
q4 2015 q1 2016
576.000568.000
q3 2015
540.000
q2 2015
515.000
+4 x
AHOY
31%
29% 28%
24%
Expertise
31%
20%
Human
20%
18%
29%
25%
Approachable
27%
Independence
29%
27%
32%
34%
20%
q1 2015
2014 (est)
q4 2015
q3 2015
2016

17. 21
Influencing Customers
Decision Journey
Some thoughts to leave you with…
Not rocket science…
…begins with understanding
…begins with the decision:
will I listen to him / her ?
If you get your customers.. and customers get this… you get customers.

18. Thank you !
Theo van Uffelen
Marketing Director Aegon
Rotterdam, June 2016