Aegon N.V. operates within the Life insurance sector. In addition to historical fundamental analyses, the complete report available to purchase compares Aegon N.V. with three other insurance companies in Europe: Standard Life Aberdeen PLC of the United Kingdom (2016 sales of £18.73 billion [US$25.28 billion] ), Talanx AG of Germany (30.39 billion Euro [US$36.13 billion] of which 26% was Non-Life Reinsurace), and Swiss Re AG which is based in Switzerland (43.16 billion Swiss Francs [US$44.50 billion] of which 43% was Property & Casualty).

Sales Analysis. During the year ended December of 2016, sales at Aegon N.V. were 37.74 billion Euro (US$44.87 billion). This is an increase of 7.5% versus 2015, when the company's sales were 35.09 billion Euro. Despite this increase, sales are still well below the level achieved in 2014, when Aegon N.V. reported sales of 46.90 billion Euro. Sales of Life Insurance saw an increase that was more than double the company's growth rate: sales were up 20.2% in 2016, from 16.97 billion Euro to 20.40 billion Euro. Not all segments of Aegon N.V. experienced an increase in sales in 2016: sales of Other Activities fell 50.0% to 7.00 million Euro. (However, this segment's sales were only a very small portion of the company's overall sales). Aegon N.V. also experienced decreases in sales in Investment Income Insurance Activities (down 8.6% to 7.79 billion Euro) and Accident and Health Insurance (down 3.5% to 2.61 billion Euro) and Fees and Commissions (down 1.2% to 2.41 billion Euro) and General Insurance (down 30.6% to 444.00 million Euro) .