Swiss Life SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1946

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

Swiss Life

Parent Company

Swiss Life Holding




Life Insurance

Tagline/ Slogan

The future starts here


A strong brand personality proves to be in a competitive market environment as a key success factor.



Disability insurance, accident insurance as well as annuity insurance and life insurance.

Target Group

Individuals and corporations


The Swiss Life Group is a leading European provider of comprehensive insurance and financial solutions.

SWOT Analysis


1. Largest life insurance company in Switzerland
2. Simultaneous focus on business, corporate social responsibility, employee responsibility and environment responsibility
3. Positive brand association – sponsor of Swiss National Football team
4. Wide range of products categorized as consumer and corporate


1.Weak foreign operations
2.Distribution channels include independent brokers which reduces economies of operation
3.Not perceived as one stop solution for all financial services


1.Expand offerings with third party products
2.Improved operating effectiveness
3.Strenghten business model and create resilience capabilities

4.Increase quality and number of customer contacts

5.Focus on distribution – strengthen the quality of advice and distribution


1.Opeations in foreign countries are difficult
2.Performance are dependent on external agency ratings and economic cycles
3.Major share of revenue is from home country – risks are not mitigated through diversification



1. Zurich Financial Services AG
2. Bâloise-Holding Ltd
3. AXA Versicherungen AG

The table above concludes the Swiss Life SWOT analysis along with its marketing and brand parameters.


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