Sanlam SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 3774

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


Parent Company





Banking & Financial Services

Tagline/ Slogan

Thinking Ahead


to be the leader in client-centric wealth creation and protection

Sanlam STP


Individual and institutional clients

Target Group

Individual, group and short-term insurance, personal financial services such as estate planning, trusts, home and personal loans, savings and linked products, investment, asset management, property asset management, stockbroking, risk management and capital market activities


One-stop financial services group, offering our clients a journey for life for their financial needs.

Sanlam SWOT Analysis


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

1. Leading financial services group with offices throughout South Africa with business interests in India, USA and Australia
2. Actively involved in CSI programmes with a focus in the  areas of education, HIV/Aids, economic development and social development
3. Strong heritage and depth of experience across many financial streams
4. strong operating performance, diversified revenue streams, a strong and resilient capital base and a diversified and established business position in SA.


1. Weak presence outside of Africa – Not a recognized brand
2. Increase operational costs and diverted management attention


1.Wide product portfolio to mitigate the risk of bad investments in a particular category
2. growth in new business volumes, maintenance of the new life business margin at the current level
3. maintenance of capitalisation at strong levels and an improvement in economic conditions

4.Focus on emerging African economies


1.Credit ratings are dependent on economic scenario
2.Limited control over Government actions and interventions
3.Trying to achieve the right sync between local operations and policies with international operations and policies

Sanlam Competition


Below are the 3 main Sanlam competitors :

1.Invesec Limited
2.Old Mutual plc
3.Liberty Holdings Limited

The brandguide table above concludes the Sanlam 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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