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New name for Seam to reinforce its link-up with Aegon

Scottish Equitable Asset Management is to be rebranded as Aegon Asset Management to underline its link with its holding company Aegon UK and to strengthen its brand recognition.

A name change has been in discussion for some time and will be phased in over the next six months.

The company stresses that only its name will change.

Aegon says there are no plans to change the name of Seam sister company Scottish Equitable as it represents a strong, recognisable brand.

Seam says the reason behind the rebranding its its wish to strengthen its position in the institutional market although its bigg-est client is still Scottish Equitable.

The firm says that, within the institutional market, the Aegon brand has wider recognition. Seam was established from the investment department of the life office and has £33bn under management.

Scottish Equitable Asset Management spokesman Tony Bonsignore says: “The name change will reinforce our link with our holding company. It is part of the evolutionary proc-ess of establishing the asset management company as a separate company within Aegon.”


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