Standard Life SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1376

SWOT Analysis of Standard Life with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Standard Life

Parent Company

Standard Life PLC


Life Insurance and Financial Services



Tagline/ Slogan

Helping to build a more prosperous world


Endeavour to help people achieve more, live better and have confidence in their own futures



Financial professional , investor or people looking for insurance

Target Group

Companies and people looking for financial assistance


A global investment solution business

SWOT Analysis


1. Nearly 2 million shareholders and 6 million customers
2. Good brand equity
3. Advertising campaigns for goodwill generation 
4. Top of the mind recall value is high

5. Close to 9000 employees in the organization

6. It has presence in Europe, Canada and Asia, as well as two JVs, HDFC Life in India and Heng An Standard Life in China


1.Intense competition means limited market share

2. Controversial events like job cuts, company operations in the past etc hurt the brand


1. Generate goodwill among employees
2.Increase product offering

3. Emerging economies requiring financial services


1.Alligning themselves to Scottish referendum 
2.Increasing competition 
3.Uncertainity regarding UK economy



1.Aviva PLC
2.Legal and General Group PLC
3.Prudential PLC

The table above concludes the Standard Life SWOT analysis along with its marketing and brand parameters.


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