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Aegon will target IFAs in bonds campaign

Aegon Asset Management is aiming to raise its profile with IFAs and consumers and is offering a discount on all its income funds to coincide with joining fund supermarket FundsNetwork.

A new campaign, Aegon for Bonds, will highlight the firm&#39s expertise in the corporate bonds sector. It starts with ads in the trade press and, for the first time, the consumer press.

The campaign focuses on its extra income, optimum income and SRI income retail funds. Aegon is offering a 1 per cent discount on all its income funds until the end of September.

Marketing materials, inc-luding a Keydata CD-Rom, will be given to IFAs.

Aegon has set up a website at

It is making 14 of its funds available on the FundsNet-work platform and says it will continue to offer competitive commission rates to IFAs buying online.

Retail business director Jon Bennett says: “Online fund supermarkets have been a great success and with good reason. They offer IFAs and investors swift, convenient and cost-effective access to a wide range of funds.

“Until this year, we have focused largely on the discretionary IFA market. This has so far proved highly successful, with our share of the IFA retail fund market increasing to close to 1 per cent by the end of 2001.

“However, our plan was to broaden our appeal to the wider IFA market during 2002. We have already done this through a number of initiatives, including the launch of our optimum income fund, the appointment of Steve Kenny as head of advisory sales and the creation of an IFA phone support operation.”


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