Scottish Friendly SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 732

SWOT Analysis of Scottish Friendly with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Scottish Friendly

Parent Company

Scottish Friendly Assurance Society Limited


Financial Services


Insurance & Investments


Ensuring customer receives fair and reasonable treatment at all times is at the heart of everything they do



Long-term insurance and investment products

Target Group

Urban and Rural Investors


We take the security of your personal and financial details very seriously

SWOT Analysis


1. The largest mutual life office in Scotland
2. It has nearly 500,000 members and over 1 million policyholders
3. The company has strong assets 
4. Scottish Friendly has five wholly owned subsidiaries

5. Strong ‘Treating Customers Fairly’ culture, which is embedded into the principles and day-to-day activities


1. Weak foreign operations compared to global firms and has very few employees
2. Alleged complaints against the firm tarnishes image


1. Can introduce more products as per changing customers’ needs and evolving markets
2. Focus on distribution – strengthen the quality of advice and distribution
3. Improved operating effectiveness


1. Major share of revenue is from home country – risks are not mitigated through diversification
2. Operations in foreign countries are difficult



1. Archstone
2. AXA Life insurance
3. AIG
4. MetLife

The brandguide table above concludes the Scottish Friendly 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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