Swiss Life SWOT Analysis, Competitors & USP

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

Swiss Life SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Swiss Life, 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, and make strategic improvements. Swiss Life is one of the leading brands in the banking & financial services sector.

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

SWOT Analysis of Swiss Life

For Swiss Life, 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.

Swiss Life Strengths

The strengths of Swiss Life 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 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

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 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

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 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 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 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 Competitors

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

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

Hence this concludes the Swiss Life SWOT analysis.

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About Swiss Life

Swiss Life Overview
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 Market

Individuals and corporations


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

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.

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