Aegon Analyst & Investor Conference

7 Challenges are emerging in a changing environment Market trends Increased competition as a result of blurring boundaries in the financial services industry A tightened regulatory environment that increases complexity and reduces returns Persistently low interest rates هرا Business model Shift from pure risk carrier to a service provider Dynamic pricing Straight-through processing and operational excellence Technological trends New technologies enable more interaction with customers Customer data driving more relevant propositions (products, services and pricing) Evolving to meet new challenges 3 Customer trends Customers expect transparent, simple, superior service and fair products Customer demand shifting towards digital first, multi- channel access and personalized offerings Customers are more and more self directed Aegon Analyst & Investor Conference

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