Friends Provident SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 726

SWOT analysis of Friends Provident analyses the brand/company with its strengths, weaknesses, opportunities & threats. Friends Provident is one of the leading brands in the banking & financial services sector. The table below also lists the top Friends Provident competitors and elaborates Friends Provident segmentation, targeting, positioning & USP.

Friends Provident

Parent Company

Aviva Group


Life Insurance




Emphasis on best service




Target Group

Individuals of all age


Best service provider; competitive pricing

SWOT Analysis


1. Friends Provident was the first investment house in the UK to offer a fully ethical investment fund called the Stewardship fund.

2. Sponsored the new Twenty 20 cricket competition

3. Sponsored Southampton F.C. and help finance the building of St.Mary’s Stadium

4. Friends Provident had large offices in a number of locations including Manchester, Clyst St. Mary in Exeter and Dorking, and was the second largest employer in Salisbury

5. Around 6000 employees worldwide

6. Received a lot of protection, pension, investment, and international awards.


1. Operations through subsidiaries results in lost opportunity for scale economies

2.Intense competition means limited market share


1.Opportunities for adding more subsidiaries to increase geographical reach

2.Wider product portfolio designed to help become one stop service institution

3. Increasing investment in technology to gain a huge competitive advantage by reducing costs


1.Effects of macroeconomic turmoil that persisted throughout the year

2.Need to protect against insurance frauds and bad debts

3.Economic cycles and government intervention can create significant changes to industry



1.AEGON Life Insurance

2.AIG Life Insurance

3. Bright Grey Life Insurance

4. ESMI Life Insurance

The brandguide table above concludes the Friends Provident SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.

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