Lincoln National SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Lincoln National SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Lincoln National, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Lincoln National to benchmark its business & performance as compared to the competitors, and make strategic improvements. Lincoln National is one of the leading brands in the banking & financial services sector.

The article below lists the Lincoln National SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Lincoln National SWOT Analysis:

SWOT Analysis of Lincoln National

For Lincoln National, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Lincoln National Strengths

The strengths of Lincoln National looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the 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

Lincoln National Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Lincoln National SWOT Analysis:

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

Lincoln National Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Lincoln National SWOT Analysis:

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

Lincoln National Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Lincoln National are as mentioned:

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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Lincoln National:

1.Prudential Financial
2.Genworth financial

Hence this concludes the Lincoln National SWOT analysis.

Continue reading more about the brand/company.

About Lincoln National

Lincoln National Overview
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 Market

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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse marketing analysis of more brands and companies similar to Lincoln National. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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