Australian Ethical Investment SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 449

SWOT Analysis of Australian Ethical Investment with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Australian Ethical Investment

Parent Company

Australian Ethical Investment Limited


Investment products


Financial Services

Tagline/ Slogan



A company offering  super, retirement and managed investment products that create positive change



Retail and corporate as well as not-for-profit organizations

Target Group

Responsible individuals and companies that are not involved in human exploitation or cruelty to animals


A company providing financial security for the customers and positive, sustainable change for society and the environment

SWOT Analysis


1. It has a strong differentiating position in the market of Ethical Investing – customer’s money is invested in the future with a positive screening approach
2.  The company offers investments guided by the Ethical Charter which is commonly known as the most stringent ethical investment test in the industry
3. The company donates 10% of its profit to charitable, benevolent and conservative projects
4. Credit Agency Standard & Poor’s have claimed that Australian Ethical Investment is the only true green fund operating in Australia

5. Yield % is increasing y-o-y which depicts stability


1. People have myths about this approach of ethical investing being riskier and one has to sacrifice returns for it. However, these are not true but it does affect the bottom line of the company
2.In comparison to market and sector, the company records a lower earnings ratio and cost of capital is comparatively high


1. An increasing trend is seen among people related customer consciousness and advocacy towards brands and business that care for the planet
2.The recent change in brand identity, website and improved new client engagement processes can help in increasing the customer base of the firm


1. The most intensive regulatory changes seen in financial services in past few years
2.Weakening commercial property market in Canberra resulted in company substantially reducing their Canberra operations

3. Increasing competition and higher operational costs



3.Macquarie Group


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