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Lincoln National Corp. SWOT & PESTLE Analysis

ID : 52410053| Sep 2020| 15 pages


Business Sector :Life Insurance, Banking and Financial Services

Operating Geography :United States, North America

About LNC :

Lincoln National Corporation is a Fortune 250 American company, incorporated on January 5, 1968 and is headquartered in Radnor, Pennsylvania. LNC’s earliest predecessor roots trace back to 1905 and is a holding company, which operates insurance and retirement businesses through its subsidiary companies, engages in the multiple insurance and retirement. The major product offerings by Lincoln include annuities, different category of life insurances, retirement plans and services group insurance. LNC has a strong employee base of around 9000. Lincoln National Corporation and its subsidiary companies uses ”Lincoln Financial Group” for branding purpose.

LNC Revenue :

USD 14.58 Billion (FY ended Dec 2017) (y-o-y growth – Almost 1%)
USD 13.84 Billion (FY ended Dec 2016)

Ownership / Major shareholders :

Vanguard Group– 10.88%, BlackRock– 5.2%, State Street Corp – 4.63%, BlackRock Institutional Trust – 3.47% (as of 31st March 2018).

Competitive Analysis of LNC

The SWOT analysis for Lincoln National Corporation is presented below:
1. Innovative Technology advancement
2. Strong Brand equity and Market Reputation
3. Mergers and Acquisition
4. Strong Distribution Model
1. Low Liquid Assets
2. Technical issues in policy recordkeeping leading to litigation
1. New emerging markets
2. Innovation and digitalisation
3. Leveraging technology
1. Global Competition
2. Dynamic market condition
3. Change in interest rate
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Detailed SWOT Analysis of LNC


1. Innovative Technology advancement: Lincoln National Corporation has always enhanced its product line and continuously upgraded its existing product. LNC is known for the first one to come up with an innovative solution in the insurance sector of “Method and apparatus for providing retirement income benefits" and gain competitive advantage. On September 19, 2017, LNC has launched the Lincoln Finance app, which is compatible with Apple-watch. It enables users to check their account balance, retirement income projection and asset allocation on their Apple Watch. This will help the user to plan their retirement goal through proper actions accordingly.

2. Strong Brand equity and Market Reputation: Due to LNC’s honest and dependable services, the company has high brand equity for customers and new products attract customers. The Nationally Recognized Rating Organizations rate the financial strength of principal insurance subsidiaries. The company has a good rating from these agencies which attract more customers. Lincoln National Corporation has an excellent rating in most of the top rating agencies. Most of the primary rating agency like A.M. Best, Fitch, Moody and S&P has given it A and better rating in year 2017.

3. Mergers and Acquisition: Lincoln National Corporation is making various mergers and acquisition to increase its base. With the help of inorganic growth, the company is, increasing its portfolio and providing the customer with more customer choices and better flexibility. Recently in 2018, the LNC has acquired Liberty Life Assurance Co of Boston to boost its presence in the group benefits market. These M&A initiatives have helped the company gain market share due to more investment choices and flexibility to its customer, along with fee-based compensation options, new product launch and upgrade the existing products.

4. Strong distribution model: Distribution network plays an important role in market penetration and servicing the customer in the insurance industry. LNC has strong penetration in distribution due to its powerful retail franchises. This provides LNC with competitive advantage in terms of launching new product and reaching growing market. Due to high penetration, the company was able to grow 6 to 12% in every segment in year 2017.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


1. Dynamic market condition: The insurance sector has adversely affected by conditions in the global capital markets and the economy. Continued unconventional easing from the major banks, slowing of global growth, continued impact of falling global energy and other prices, and the ability of the U.S. government to proactively address the fiscal imbalance remain critical challenges for the insurance market. These macroeconomic conditions will adversely affect the LNC’s market because most of the LNC business is based in the US. The insurance sector is always at risk due to market volatility.

2. Global Competition: The insurance sector is very competitive and has many players from around the world. Lincoln National Corporation’s major competitors are Transamerica Life, Globe Life Insurance, and Jackson National Life. Major comparing factors in insurance sector are distribution channel access, quality of wholesalers, cost, product features and speed to market. With the new global entrant in the market, it has become difficult for LNC to maintain the differentiating factor in the industry.

3. Changes in interest rates: Lincoln National Corporation’s insurance business profitability is highly depended on Fed rate. Due to lowest unemployment in last decade and inflation reaching 2%, Fed is planning the increase in interest rate. The change in the interest rate hurts the profitability of the insurance business because liabilities are interest sensitive. Insurance companies earn margin on investment income and interest credited to contract holders. The change in rates change the cost of annuity and impact the overall profit.

Major Competitors :

Prudential Financial, MetLife, Manulife Financial, American National Insurance Company, Aegon NV.

Key Business Segments / Diversification :

Annuities Life insurance Retirement Plan Services Group Protection

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Business Segment
Objective/Synergy Achieved
Liberty Life Assurance Company of BostonGroup Benefits2018AcquisitionWill strengthen LNC’s Group Benefits operation with industry-leading products, services, and capabilities
Lincoln Financial Media CompanyMass-Media2015DivestitureDivestiture will help LNC to focus on core business
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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References used in LNC Analysis Report


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LNC SWOT and PESTLE analysis has been conducted by Sanchit Gupta and reviewed by senior analysts from Barakaat Consulting.

Copyright of LNC SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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