Sanlam SWOT Analysis

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

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

Sanlam is one of the leading brands in the banking & financial services sector. The article below lists the Sanlam SWOT, competitors and includes its target market, segmentation, positioning & USP.

SWOT Analysis of Sanlam

For Sanlam, 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.

Sanlam Strengths

The strengths of Sanlam 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.

A list of strengths is mostly the starting point in starting SWOT analysis. Below are the Strengths in the 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.

Sanlam 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 Sanlam SWOT Analysis:

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

Sanlam 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 Sanlam SWOT Analysis:

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

Sanlam 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 Sanlam are as mentioned:

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 Competitors

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

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

Hence this concludes the Sanlam SWOT analysis.

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About Sanlam

Sanlam Overview
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 Market

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.

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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