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## ❏ 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. 

## AEGON’s strategy 

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 

## Strategic priorities 

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and the employer of choice among both current and prospective employees. 

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 made significant progress with each of these priorities during 2010. 

Leader in all chosen markets by 2015 

