The main driver is to distinguish the Aegon Asset Management brand from the rest of the Aegon businesses as research among IFAs and consultants has shown it to be very much a life insurance brand offering life and pensions products.
The global asset management group was launched two years ago with an emphasis on the US, the UK and the Netherlands.
In the UK, the business has focused on managing unit-linked investments and third-party mandates as well as supporting Aegon UK. This focus will not change.
The rebrand will take effect on 1 September and the new Kames Capital business will be run by Andrew Fleming. It will continue to manage insured funds on behalf of Aegon UK and look to build up Aegon Asset Management’s third-party business.
Aegon Asset Management Chief Executive Sarah Russell says: “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.”
Kames Capital will continue to manage insured funds on behalf of Aegon’s insurance companies in the UK as well as attracting third-party assets from the wider market.
