Unum SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1858

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


Parent Company

Unum Group




Banking & Financial Services

Tagline/ Slogan

Better Benefits at Work


Top disability insurer in both the US and UK

Unum STP


Individuals and enterprises

Target Group

Enterprises and rich individual investors


A company that believes in building relationships with customers

Unum SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Unum :

1. The company has a strong financial position in the current market

2. Amongst its competitors it holds a stronger position in the industry

3. It has high returns on investment and has an attractive business portfolio
4. A broad portfolio of products including accident, critical illness and life insurance along with underwriting business

5. A very strong domestic presence in the US & UK market with it being top disability insurer in both the countries

6. It has approx. 10,000 employees across 38 cities of US


1. After lowering the costs of its services, the efficiency level has also decreased
2. Although it has a dominant position in UK market, it has a very weak international presence overall

3. Previous litigations have lent a negative image to the company


1. It needs to tap the international markets to gain more revenues and market share

2. With market for aged people increasing, the company can increase its revenue stream from these new customers
3. Total number of uninsured stand at 42 million, thus potential exists for penetration in the existing markets itself

4. More investment in research and development will help in creating newer products which can serve new customers


1. There is a strong competition in the insurance market

2. Rise in the number of insurance frauds, means the number of losses it would have to bear will increase 
3. Entry of newer players in the market has a negative impact on the financials of the company

Unum Competition


Below are the 3 main Unum competitors :

1. UnitedHealth Group, Inc. 
2. Prudential Financial, Inc. 
3. Blue Cross and Blue Shield Association

The brandguide table above concludes the Unum 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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