Sanlam SWOT Analysis, Competitors & USP

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

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

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

Sanlam SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Sanlam Brand 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.

SWOT Analysis of Sanlam
Sanlam Strengths

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

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

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 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 Competition
Sanlam Competitors

Below are the top 3 competitors of Sanlam:

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

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 Sanlam. 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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