Swiss Life SWOT Analysis, Competitors & USP

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

SWOT analysis of Swiss Life analyses the brand by its strengths, weaknesses, opportunities & threats. In Swiss Life SWOT Analysis, 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 Swiss Life to benchmark its business & performance as compared to the competitors. Swiss Life is one of the leading brands in the banking & financial services sector.

The table below lists the Swiss Life SWOT (Strengths, Weaknesses, Opportunities, Threats), top Swiss Life competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Swiss Life SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Swiss Life Brand Analysis
Parent Company

Swiss Life Holding




Banking & Financial Services

Tagline/ Slogan

The future starts here


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

Swiss Life STP

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 of Swiss Life
Swiss Life Strengths

Below are the Strengths in the SWOT Analysis of Swiss Life:

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

Swiss Life Weaknesses

Here are the weaknesses in the Swiss Life SWOT Analysis:

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

Swiss Life Opportunities

Following are the Opportunities in Swiss Life SWOT Analysis:

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

Swiss Life Threats

The threats in the SWOT Analysis of Swiss Life are as mentioned:

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

Swiss Life Competition
Swiss Life Competitors

Below are the top 3 competitors of Swiss Life:

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

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Swiss Life. 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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