Lincoln National SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 2847

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

Lincoln National

Parent Company

Lincoln Financial Group




Banking & Financial Services

Tagline/ Slogan

You‘re in charge


All four major ratings agencies have affirmed financial strength ratings with a stable outlook

Lincoln National STP


Financial services

Target Group

Retirement plans, life insurance, investment management, financial media


Building on more than 100 years of expertise and sound risk management, Lincoln Financial today has a strong financial foundation with ample capital and liquidity to cushion the company from further disruptions in the markets

Lincoln National SWOT Analysis


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

1. Ranked among the top in universal life sales
2. Strong history of over 100 years – resulting in strong brand association
3. Diversified set of products and offerings
4. Owner of US patent – “Method and apparatus for providing retirement income benefits"

5.Strong brand image and market reputation


1.Bad debt – Issues due to economic downturn
2. Scope for improvement in risk management
3. Credibilty and ratings are dependent on external agencies – hence need to maintain positive brand image


1.Make it a one stop shop for all financial decisions
2.Geographical expansion
3.Mergers and acquisitions to widen product portfolio


1.Business growth and performance are strongly linked to economic cycles
2.Have to be concerned about patent expiry and accompanying losses in revenue
3.Insurance frauds and competitive environment

Lincoln National Competition


Below are the 3 main Lincoln National competitors :

1.Prudential Financial
2.Genworth financial

The brandguide table above concludes the Lincoln National 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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