Royal Liver Assurance SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 370

SWOT Analysis of Royal Liver Assurance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Royal Liver Assurance

Parent Company

Royal London Group


Financial services


Insurance and Pension Products


Wide range of products and services offered that suit the unique needs of a customer



Life, motor and General Insurance

Target Group

Individuals and Businesses


Royal London it simply means doing business the right way

SWOT Analysis


1. Royal Liver Assurance employs around 900 people, has approximately 3.5 million policies
2. Royal Liver Assurance expanded to cover the whole of Ireland and the UK.
3. Achieved 5 stars for Excellent Service for six years running Best for Service
4. 5 star award for online service in Life & Pensions category for eight years running

5. The group has solid capitalization, disciplined underwriting focus and leverages on sophisticated predictive analytic modeling tools for providing best service possible


1. Operations are very less as compared to bigger insurance global brands
2. Marketing and brand awareness is limited


1.  Improve transparency by including more information on the website
2. Introduce more products as per changing customer’s needs
3. Cross selling through financial services such as banking


1. Rapidly evolving markets, changing customer needs and challenging economic times
2. Competition from existing and many new small players.



1. AON Plc
2. Aflac Incorporated
3. .UnitedHealth Group Incorporated


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