Aldermore SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 2309

SWOT analysis of Aldermore analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Aldermore 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 Aldermore to benchmark its business & performance as compared to the competitors and industry. Aldermore is one of the leading brands in the banking & financial services sector. The table below also lists the top Aldermore competitors and elaborates Aldermore market segmentation, target group, positioning & Unique Selling Proposition (USP).

Aldermore SWOT, Competitors, Marketing STP & Brand analysis Table
Aldermore Brand Analysis
Parent Company

Aldermore Holdings Ltd.


Banking and Financial Services


Banking & Financial Services

Tagline/ Slogan



Specialist finance schemes for small and medium scale enterprises.

Aldermore STP

British savers and homeowners along with retail accounts.

Target Group

Small and medium scale enterprises and homeowners


A bank which provides straightforward products, exceptional service and consistently good rates.

Aldermore SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Aldermore. Strengths are:

1. Experienced leadership team with members having extensive know-how of banking sector.
2. Variety of financial services – asset finance, commercial mortgages, residential and Buy-to-Let mortgages.
3. A strong balance sheet with high assets
4. Awarded as the best online savings provider. Recipient of several awards over past several years.

5. Account opening under 15 minutes shows operational excellence


Here are the weaknesses in the Aldermore SWOT Analysis:

1. Relatively new in the market – started in 2009.
2. Operations limited to UK means limited market share


Following are the Opportunities in Aldermore SWOT Analysis:

1. Effective use of technology to expand operations. Plans to expand online assistance services and online engagement with SME
2.Overseas expansion – especially in emerging economies.
3. Entering new sectors – bank plans to enter bridging sector.


The threats in the SWOT Analysis of Aldermore are as mentioned:

1. Saturated marketplace with intense competition.
2. Credit risk due to defaults.
3. Interest rate risk due to unmatched assets and liabilities.

Aldermore Competition

Below are the top 3 Aldermore competitors:

1. Barclays
3. Standard Chartered

The brandguide table above concludes the Aldermore 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. Browse marketing analysis of more brands and companies similar to Aldermore. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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