The Challenge
As life expectancies soar, a quarter of the next generation will live to 100 years old. We’re in the middle of a longevity revolution and saying goodbye to the traditional script of ‘study, work, retire’. Now many people will live multistage lives with multiple careers, continuous learning and re-training. Aegon spotted the need to support their customers during all of life’s big money moments, rather than just at retirement.
The Tension
This new innovative digital product is from Aegon, but it had to stand on its own two feet. It needed its own distinctive name, tone of voice, visual identity and set of values.
Our Point of View
We leaned into the supportive, personable and empowering nature of Aegon’s new positioning.
Giving Mylo a distinctive name, a friendly face and warm voice that cuts through in finance land.
THE RESULTS
We helped Aegon build the brand proposition, promise, persona, narrative and values for Mylo.
Results incoming with the hard launch in 2026!