Aldermore SWOT Analysis, USP & Competitors

Posted in Banking & Financial Services, Total Reads: 1396

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


Parent Company

Aldermore Holdings Ltd.


Banking and Financial Services


Banking and Financial Services

Tagline/ Slogan



Specialist finance schemes for small and medium scale enterprises.



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.

SWOT Analysis


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


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


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.


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



1. Barclays
3. Standard Chartered

The table above concludes the Aldermore SWOT analysis along with its marketing and brand parameters.


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