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Our brands

a.s.r. offers a broad range of insurance products and services to both consumers and commercial customers. Each of our brands has its own mix of products and distribution channels.​


Under the a.s.r. brand, a.s.r. offers products for P&C (all customer segments), pensions (DB products for the commercial market), individual life (term life and annuity) and banking products (mortgages, savings and investments for retail clients).
The a.s.r. branded products are distributed via the intermediary channel (e.g. P&C, mortgages and DB pension products) as well as online (e.g. term life, savings and individual annuity).
In addition, mandated brokers, aggregators and service providers can sell a.s.r.’s products under their own brand names. The a.s.r. brand targets retail and commercial (primarily SME) customer segments.


Ardanta is a.s.r.’s funeral insurance brand. Most of Ardanta’s funeral insurance policies historically sold via the intermediary channel. Currently, Ardanta utilises a multi-channel distribution strategy by offering its products through intermediaries, direct salesforce and online. The Ardanta brand targets retail customers. With the acquisitions of AXENT and NIVO, a.s.r. has two additional funeral brands.

a.s.r. asset management

As Dutch asset managers, we invest money. We do this, for example, for pension funds, insurers and educational institutions. We realize that we have inherited the world and pass it on to new generations. Therefore we are not distracted by the issues of the day, but we make choices for the long term.


Loyalis sells disability insurance and supplementary pension cover.