Lincoln National Corporation SWOT Analysis, Competitors & USP

Posted in Banking & Financial Services, Total Reads: 1508

SWOT Analysis of Lincoln National Corporation with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lincoln National Corporation

Parent Company

Lincoln Financial Group


Insurance, Asset Management


Banking & Financial Services

Tagline/ Slogan



Family of companies, joined in the common cause of providing wealth accumulation and financial security for families

Lincoln National Corporation STP


Multiple Insurance and investment management business

Target Group

Working professionals and retirees


Supporting, preserving, and enhancing customer's lifestyles and providing better retirement outcomes

Lincoln National Corporation SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lincoln National Corporation :

1. Customer centric and exceptional Customer service
2. Offers clients and producers superior service and quality products
3. Wide collection of insurance services under four broad segments: 1) Annuities, 2) Life Insurance, 3) Retirement Plan Services, 4) Group Protection

4. Led by over 8,000 employees, Lincoln Financial provides the tools and advice to help individuals take charge of their futures

5. Focused insurance and retirement solutions tailored to the needs of the customers

6. Building on more than 100 years of expertise and sound risk management, Lincoln Financial today has a strong financial foundation with ample capital and liquidity to cushion the company from further disruptions in the markets


1. Low interest rates and capital market volatility continue to drive headlines for insurance industry

2. Over the years, the company has placed itself in many powerful and painful legal situations and litigations


1. Can seek for federal protection of methodologies and tools used for estimating financial outcomes
2.Can improve client relations like the one with Kelly A. Grady in order to oversee their legal operations


1. Competition from many new and existing players
2. Increasingly aware and knowledgeable customers

3. Increasing costs and need for insurance might hit a point where backlash might occur

Lincoln National Corporation Competition


Below are the 3 main Lincoln National Corporation competitors :

1.Transamerica Life
2.Globe Life Insurance

3.Jackson National Life

The brandguide table above concludes the Lincoln National Corporation 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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