Legal & General SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1688

SWOT Analysis of Legal & General with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Legal & General

Parent Company

Legal & General Group Plc


Insurance and Financial Services


Banking & Financial Services

Tagline/ Slogan



Customer Centric, promises to help people hope, dream, plan and protect things for future.

Legal & General STP


Life insurance, general insurance, pensions and investments

Target Group

People in Legal profession and general public


Highest Standard products with an honest and diligent service

Legal & General SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Legal & General :

1. Offers global services with the concept of “Everyday matters” thus helping people make decisions that define their lives everyday

2.  Cost-effective insurance and risk financing solutions that protect the value created by Clients’ businesses

3. Management team comprised of talented industry leaders with extensive experience, training from MACMILLAN to its customer service employees to help them understand the emotional aspects of insurance policies.
4. Consistently delivered high quality services and offered competitive, value for money products for last 170+ years

5. Listed on the London Stock Exchange and is a constituent of the FTSE 100 Index

6. Recognized by three of the world's leading independent rating agencies for financial strength, and their investment business is one of the biggest in the UK

7. Affordable insurance which is easy to renew


1. Share ownership restricted to only those in legal profession

2. Limited to a few geographic locations compared to many players


1. Can seek more investment opportunities and expand globally as it has been doing in the past

2. Customize the services as per the clients individual risk patterns


1. Many new small players and competition from existing firms
2. Increasing awareness among customers and clients

3. Unfavorable economic conditions can affect operations

Legal & General Competition


Below are the 3 main Legal & General competitors :

1.Global Insurance

2.Lexington Insurance
3.Halifax home Insurance

The brandguide table above concludes the Legal & General 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.


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