American Fidelity Assurance SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1319

SWOT Analysis of American Fidelity Assurance with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

American Fidelity Assurance

Parent Company

American Fidelity Corporation


Life Insurance


Banking and Financial Services

Tagline/ Slogan



Second largest private, family-owned life and health insurance companies in the United States



Health Insurance Products and tax deferred annuities

Target Group

Education employees, trade association members and companies


Voluntary insurance for the working class

SWOT Analysis


1. Consistent performance with solid financial stability.
2. Serves in almost all US States and 20+ countries worldwide.
3. Good Compensation, Rewards and Fringe benefits stand as motivating factor for employees.

4. Tailored units to serve primary and secondary education employees and trade association members

5. The company has ranked on Fortune magazine’s “100 Best Companies to Work for” list


1. Alignment of interests would be a challenge as it is a family business.
2. Limited market share as compared to the global leaders in the industry


1. Can reap more benefits by becoming a Public Company

2. Expansion through tie-ups and collaborations can enhance services


1. Sustainability is a major challenge in the industry
2.State based insurance services almost with the same cause as the company

3. Economic fluctuations can affect industry operations



1. Medicaid and SCHIP
2. American National Insurance Company


The table above concludes the American Fidelity Assurance SWOT analysis along with its marketing and brand parameters.


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