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Company > Aon plc: Business Model, SWOT Analysis, and Competitors 2023

Aon plc: Business Model, SWOT Analysis, and Competitors 2023

Published: May 11, 2023

Inside This Article


    Aon plc is a leading global professional services firm that specializes in risk, retirement, and health solutions. With a strong business model centered around providing innovative and tailored solutions, Aon has established itself as a trusted partner for businesses worldwide. In this blog article, we will conduct a comprehensive SWOT analysis of Aon, exploring its strengths, weaknesses, opportunities, and threats. Additionally, we will delve into its key competitors and evaluate the company's position in the market as we move into 2023.

    What You Will Learn:

    • Who owns Aon plc and how the ownership structure of the company is organized.
    • The mission statement of Aon plc, highlighting its core values and objectives.
    • The various ways in which Aon plc generates revenue and sustains profitability.
    • An explanation of the Aon plc Business Model Canvas, shedding light on the key components and operations of the company.
    • The main competitors of Aon plc in the industry and how they compare in terms of market share and offerings.
    • A comprehensive SWOT analysis of Aon plc, examining its strengths, weaknesses, opportunities, and threats in the global market.

    Who owns Aon plc?

    Public Ownership

    Aon plc is a publicly traded company, meaning that its ownership is spread among a large number of shareholders who own its stock. As of the most recent information available, the majority of Aon plc's ownership is held by institutional investors, such as mutual funds, pension funds, and other financial institutions.

    Institutional Investors

    Institutional investors play a significant role in the ownership of Aon plc. These investors include well-known names in the financial industry, such as Vanguard Group, BlackRock, and State Street Corporation. These institutions often hold large stakes in the company, which can influence the direction and decision-making of Aon plc.

    Individual Shareholders

    Alongside institutional investors, Aon plc also has individual shareholders who own its stock. These individuals can include employees of the company, current and former executives, and retail investors who have purchased shares through brokerage accounts. While individual shareholders may hold smaller stakes compared to institutional investors, their collective ownership still contributes to the overall ownership structure of Aon plc.

    Board of Directors

    The board of directors of Aon plc represents the interests of the shareholders and is responsible for the overall governance and strategic direction of the company. Comprising individuals with diverse backgrounds and expertise, the board is elected by the shareholders. Their decisions and actions impact the company's performance and value, ultimately affecting the ownership interests of all shareholders.

    Changes in Ownership

    Ownership in Aon plc can change over time due to various factors. Institutional investors may increase or decrease their holdings based on their investment strategies and market conditions. Additionally, individual shareholders may buy or sell their shares based on personal financial goals or changes in their circumstances. These transactions, along with potential acquisitions or share buybacks by Aon plc itself, contribute to the dynamic nature of the company's ownership structure.

    What is the mission statement of Aon plc?

    A Commitment to Empowering Results

    Aon plc, a leading global professional services firm, operates with a clear mission statement that guides its actions and decisions. The company's mission is rooted in its commitment to empowering results for its clients, employees, and stakeholders.

    Aon's mission statement focuses on transforming risk and complexity into opportunities for growth and innovation. The company aims to provide its clients with innovative solutions that help them navigate the ever-evolving business landscape. By understanding and managing risks effectively, Aon strives to unlock new possibilities and drive sustainable growth for its clients.

    Moreover, Aon recognizes the importance of its employees in achieving its mission. The company is dedicated to fostering a culture of collaboration, diversity, and inclusion, where its employees can thrive and make a meaningful impact. Aon believes that by attracting and retaining top talent, it can deliver exceptional results and exceed client expectations.

    In addition to its clients and employees, Aon's mission statement also extends to its stakeholders. The company aims to build trust and maintain strong relationships with its stakeholders by operating with integrity and delivering on its commitments. Aon understands that by prioritizing the interests of its stakeholders, it can create shared value and contribute to the well-being of the communities it serves.

    Overall, Aon's mission statement encapsulates its dedication to empowering results by leveraging its expertise in risk management and professional services. Through a client-centric approach, a supportive work environment, and responsible stakeholder engagement, Aon strives to deliver sustainable solutions that drive growth and enable success in an ever-changing world.

    How does Aon plc make money?

    Insurance Brokerage Services

    One of the primary sources of revenue for Aon plc is through its insurance brokerage services. As a global leader in insurance brokering, Aon acts as an intermediary between insurance companies and businesses or individuals seeking insurance coverage. Aon helps clients understand their insurance needs, assess risks, and negotiate insurance policies that provide the best coverage at the most competitive prices.

    Through its extensive network of insurance providers, Aon earns commissions and fees for facilitating insurance transactions. These commissions are typically a percentage of the insurance premiums paid by the clients. The larger the insurance policy's premium, the higher the commission earned by Aon. With a diverse portfolio of clients across various industries and geographies, Aon generates substantial revenue from its insurance brokerage services.

    Risk Management and Consulting

    Another significant revenue stream for Aon plc is its risk management and consulting services. Aon helps businesses identify, analyze, and mitigate risks that could impact their operations, financial stability, and reputation. By leveraging its expertise in risk management, Aon assists clients in developing comprehensive risk management strategies tailored to their specific needs.

    Aon earns revenue by charging consulting fees for its risk management services. These fees are based on the complexity and scope of the risk management projects undertaken by Aon. Additionally, Aon may also earn fees for providing ongoing advice and support to clients as they navigate and manage evolving risks.

    Health and Benefits Solutions

    Aon plc also generates revenue through its health and benefits solutions division. Aon assists businesses in designing and managing employee benefit programs, including health insurance, retirement plans, and other employee welfare benefits. By leveraging its global presence and expertise in employee benefits, Aon helps clients optimize their benefit programs to attract and retain top talent.

    Aon earns revenue through consulting fees and commissions from insurance providers. Similar to its insurance brokerage services, Aon receives commissions based on the premiums paid by clients for health insurance and other employee benefits. These commissions contribute to Aon's overall revenue and profitability.

    Data and Analytics Services

    In an increasingly data-driven world, Aon plc capitalizes on its vast amount of aggregated data to offer data and analytics services. Aon's data and analytics solutions provide clients with valuable insights into various aspects of risk management, insurance pricing, and employee benefits. By analyzing and interpreting this data, Aon helps clients make informed decisions to optimize their risk management strategies and insurance coverage.

    Aon monetizes its data and analytics services through subscription-based models, licensing fees, and consulting fees. Clients subscribe to Aon's data platforms or engage in consulting projects to access the powerful analytics capabilities and industry-specific insights provided by Aon. These services serve as an additional revenue stream for the company.

    Other Revenue Streams

    Apart from the aforementioned core revenue streams, Aon plc also generates income from other sources. These may include investment income from managing client funds, fees for M&A advisory services, and revenue from specialized insurance products or niche consulting services.

    Overall, Aon plc employs a diversified business model that encompasses insurance brokerage, risk management consulting, employee benefits solutions, data analytics, and various other revenue streams. This diversification allows Aon to navigate different market conditions and generate consistent revenue and profitability.

    Aon plc Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that provides a clear and concise way to describe, analyze, and design a business model. It consists of nine key building blocks that help organizations evaluate and understand their business model from various perspectives. These building blocks include customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.

    Overview of Aon plc's Business Model Canvas

    Aon plc is a leading global professional services firm that specializes in risk, retirement, and health solutions. Let's take a closer look at how Aon plc's business model canvas can be explained using the nine building blocks.

    1. Customer Segments: Aon plc serves a wide range of customer segments, including corporations, governments, and individuals. Their clients span various industries and sectors, and they tailor their services to meet the specific needs of each segment.

    2. Value Propositions: Aon plc's value propositions revolve around providing clients with innovative and comprehensive solutions to manage risks, optimize retirement strategies, and enhance employee well-being. They leverage their expertise, data analytics, and technology to deliver customized solutions that address the unique challenges faced by their clients.

    3. Channels: Aon plc utilizes multiple channels to reach and engage with their clients. These channels include direct sales teams, online platforms, partnerships with brokers, and various digital marketing strategies. They strive to provide seamless and convenient access to their services through these channels.

    4. Customer Relationships: Aon plc focuses on building long-term relationships with their clients. They adopt a consultative approach, working closely with clients to understand their needs and provide ongoing support. They aim to be a trusted advisor and partner, ensuring client satisfaction and loyalty.

    5. Revenue Streams: Aon plc generates revenue through a combination of fees, commissions, and premiums. They earn fees for their risk management and consulting services, commissions from insurance products, and premiums from insurance policies underwritten by their captive insurance company.

    6. Key Activities: Aon plc's key activities include risk assessment and management, retirement consulting, health and benefits solutions, data analytics, and technology innovation. They continually invest in research and development to enhance their capabilities and stay ahead in the industry.

    7. Key Resources: Aon plc's key resources include their global workforce, industry expertise, proprietary data, technological infrastructure, and strategic partnerships. These resources enable them to deliver high-quality services and maintain their competitive edge.

    8. Key Partnerships: Aon plc collaborates with various strategic partners, including insurance carriers, reinsurers, technology providers, and industry associations. These partnerships help them expand their service offerings, access new markets, and enhance their value proposition.

    9. Cost Structure: Aon plc incurs costs related to employee salaries, technology infrastructure, marketing, research and development, and regulatory compliance. They strive to optimize their cost structure while maintaining the quality of their services and meeting industry standards.

    By analyzing Aon plc's business model canvas, it becomes evident that their success stems from their ability to understand their clients' needs, deliver innovative solutions, and build strong relationships. Their strategic focus on risk, retirement, and health solutions has positioned them as a trusted leader in the professional services industry.

    Which companies are the competitors of Aon plc?


    Aon plc is a global professional services firm that provides a broad range of risk, retirement, and health solutions to clients. With its extensive reach and diverse portfolio, Aon faces competition from several other companies operating in the same industry. In this section, we will explore some of the major competitors of Aon plc.

    Competitor 1: Marsh & McLennan Companies, Inc.

    Marsh & McLennan Companies, Inc. is a leading global professional services firm that specializes in risk, strategy, and people. With a similar focus on risk management and insurance brokerage, Marsh & McLennan Companies competes directly with Aon plc for clients in various industries. The company offers a wide range of services, including risk assessment, insurance placement, and employee benefits consulting. Marsh & McLennan Companies operates in more than 130 countries, providing stiff competition to Aon's global presence.

    Competitor 2: Willis Towers Watson

    Willis Towers Watson is another prominent global advisory, broking, and solutions company that competes with Aon plc. Similar to Aon, Willis Towers Watson offers a comprehensive suite of services in risk management, insurance brokerage, and consulting. The company serves clients across multiple industries, including banking, healthcare, and technology. With a strong emphasis on innovation and technology-driven solutions, Willis Towers Watson presents a formidable challenge to Aon's market share.

    Competitor 3: Gallagher

    Arthur J. Gallagher & Co., commonly known as Gallagher, is a global insurance brokerage and risk management services firm. While not as large in scale as Aon plc, Gallagher competes directly with Aon in several areas, including insurance brokerage, risk assessment, and consulting services. Gallagher's expertise lies in providing specialized insurance solutions to niche industries, such as aviation, energy, and construction. The company's client-centric approach and industry-specific knowledge make it a significant competitor for Aon's targeted clientele.

    Competitor 4: Lockton Companies

    Lockton Companies is a privately-held global insurance brokerage and risk management firm that competes with Aon plc in various markets. With a focus on personalized client service and tailored risk solutions, Lockton Companies poses a challenge to Aon's customer-centric approach. The company serves clients across industries such as healthcare, construction, and manufacturing, offering expertise in areas like employee benefits, property and casualty, and cyber risk management. Lockton's commitment to customization and its growing global footprint make it a formidable competitor to Aon.


    Aon plc operates in a highly competitive industry, facing competition from several global firms. Companies like Marsh & McLennan Companies, Willis Towers Watson, Gallagher, and Lockton Companies vie for market share by offering similar services in risk management, insurance brokerage, and consulting. Aon's ability to differentiate itself through innovation, global reach, and industry-specific expertise will be critical in maintaining its competitive edge in the market.

    Aon plc SWOT Analysis


    1. Global presence: Aon plc has a strong global presence with operations in more than 120 countries. This extensive network allows the company to serve a wide range of clients across different industries and geographies.

    2. Diversified portfolio: Aon plc offers a comprehensive range of risk management, insurance brokerage, and consulting services. The company's diversified portfolio helps mitigate risks associated with any specific industry or market, allowing it to adapt to changing market conditions.

    3. Strong brand reputation: Aon plc has established a strong brand reputation over the years. The company is widely recognized for its expertise in risk management and insurance brokerage, which gives it a competitive advantage in the industry. Aon plc's reputation also helps attract top talent and forge strong partnerships with clients.


    1. Dependence on a few major clients: Aon plc relies heavily on a few major clients for a significant portion of its revenue. This dependence poses a risk, as any loss of these clients or a decline in their business could have a significant impact on the company's financial performance.

    2. Integration challenges from acquisitions: Aon plc has a history of growth through acquisitions. While this strategy has helped expand its portfolio and global presence, it also presents integration challenges. The successful integration of acquired companies is crucial to realize the full potential of synergies and maintain operational efficiency.


    1. Growing demand for risk management services: The increasing complexity of business operations and evolving regulatory landscape have led to a growing demand for risk management services. Aon plc is well-positioned to capitalize on this opportunity by leveraging its expertise and offering innovative solutions to help clients navigate and mitigate risks.

    2. Expansion in emerging markets: Emerging markets present significant growth opportunities for Aon plc. These markets often have underdeveloped insurance and risk management industries, creating a demand for Aon's services. By expanding its presence in these markets, the company can tap into the potential for long-term growth and diversify its revenue streams.


    1. Intense competition: The risk management and insurance brokerage industry is highly competitive, with numerous players vying for market share. Aon plc faces competition from both large global firms and smaller regional players. Intense competition could lead to price pressures, reduced margins, and potential loss of clients.

    2. Economic volatility: Aon plc's business is sensitive to economic volatility, as it affects client spending on insurance and risk management services. Economic downturns or recessions can result in reduced demand for these services, impacting the company's revenue and profitability.

    3. Regulatory changes: The risk management and insurance industry is subject to evolving regulatory frameworks. Changes in regulations can have a significant impact on Aon plc's operations, requiring the company to adapt its business practices and comply with new requirements. Failure to do so could result in penalties and reputational damage.

    Key Takeaways

    • Aon plc is a publicly traded company, meaning it is owned by its shareholders who hold shares of the company's stock.
    • The mission statement of Aon plc is to empower economic and human possibility, helping clients achieve their goals by providing innovative risk management and consulting services.
    • Aon plc generates revenue through various sources, including insurance brokerage, risk management services, consulting, and reinsurance.
    • Aon plc's business model canvas can be explained as a combination of key activities, resources, partnerships, and customer segments that enable the company to deliver its services effectively and efficiently.
    • Aon plc faces competition from other global insurance brokerage and risk management firms, such as Marsh & McLennan Companies, Willis Towers Watson, and Gallagher, among others.
    • A SWOT analysis of Aon plc reveals its strengths, such as its global presence and expertise, weaknesses like potential regulatory challenges, opportunities in emerging markets, and threats from intense competition and economic uncertainties.


    In conclusion, Aon plc is owned by its shareholders, with the largest stake being held by institutional investors. The mission statement of Aon plc is to empower economic and human possibility, providing risk management, insurance brokerage, and consulting services to clients worldwide. Aon plc generates revenue through various sources, including commissions and fees earned from insurance and reinsurance placements, risk consulting services, and investment income.

    Aon plc's business model canvas is a comprehensive framework that illustrates the key elements of its business strategy. It encompasses key activities such as risk assessment, insurance brokerage, and consulting services, supported by strategic partnerships and technology-driven solutions. This model enables Aon plc to effectively serve its clients and drive sustainable growth.

    When it comes to competitors, Aon plc faces competition from several companies in the insurance and risk management industry. Notable competitors include Marsh & McLennan Companies, Willis Towers Watson, and Arthur J. Gallagher & Co. These companies also offer similar services and compete for clients in various markets.

    Lastly, conducting a SWOT analysis helps us understand Aon plc's strengths, weaknesses, opportunities, and threats. Aon plc's strengths lie in its global presence, extensive expertise, and innovative solutions. However, weaknesses such as potential regulatory challenges and high dependence on a few key clients should be considered. Aon plc also faces opportunities in emerging markets and technological advancements, while threats include intense competition and economic volatility.

    Overall, Aon plc's ownership structure, mission statement, revenue sources, business model, competitors, and SWOT analysis collectively provide a comprehensive overview of the company's operations and position in the industry. It is evident that Aon plc strives to empower clients and drive economic and human possibility through its risk management and consulting services.


    What are the 5 elements of SWOT analysis?

    The five elements of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over its competitors. It includes resources, capabilities, and any positive aspects that can be leveraged for success.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to its competitors. It includes limitations, areas of improvement, and any negative aspects that need to be addressed.

    3. Opportunities: These are the external factors that can potentially benefit an organization. It includes market trends, new technologies, customer needs, or any other factors that can create growth or competitive advantage.

    4. Threats: These are the external factors that can potentially harm an organization. It includes competition, changing regulations, economic downturns, or any other factors that can pose challenges or risks to the organization.

    5. Trends: This element is sometimes included as an additional aspect in SWOT analysis. It refers to the current and emerging patterns or developments in the industry or market that can impact the organization positively or negatively.

    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company's official website: Start by visiting the company's official website. Many companies provide detailed information about their strengths, weaknesses, opportunities, and threats. Look for sections such as "About Us," "Investor Relations," or "Annual Reports." These sections often include information that can help you create a SWOT analysis.

    2. Business databases and research platforms: Utilize business databases and research platforms such as Bloomberg, Hoovers, MarketLine, or Business Source Complete. These platforms often provide SWOT analyses along with other financial and industry information on companies. Some of these platforms may require a subscription or access through a library or educational institution.

    3. Industry reports and publications: Look for industry-specific reports, publications, or magazines that cover the company you are interested in. These sources often provide SWOT analyses or insights into the company's strengths, weaknesses, opportunities, and threats.

    4. News articles and press releases: Conduct a search using relevant keywords along with the company name to find news articles or press releases that discuss the company's SWOT analysis. News outlets often cover major events, strategies, or challenges faced by companies, which can provide valuable insights for a SWOT analysis.

    5. Market research reports: Market research firms often prepare reports on specific companies or industries. These reports may include SWOT analyses along with other relevant information. Some market research reports may be available for free, while others may require a purchase.

    6. Analyst reports: Check if any financial or industry analysts have published reports on the company. These reports often contain SWOT analyses and other insights into the company's performance and outlook. Some analyst reports may be available for free, while others may require a subscription or purchase.

    Remember that SWOT analyses may vary depending on the source and may not always be readily available. It is always recommended to cross-reference information from multiple sources to get a comprehensive understanding of a company's SWOT analysis.

    What are the 4 pillars of SWOT analysis?

    The four pillars of SWOT analysis are:

    1. Strengths: These are the internal factors or characteristics that give an organization an advantage over others. Strengths can include unique resources, expertise, strong brand reputation, or a competitive advantage in the market.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to others. Weaknesses can include lack of resources, limited market presence, outdated technology, or poor financial performance.

    3. Opportunities: These are external factors or conditions that have the potential to positively impact an organization's growth or success. Opportunities can arise from changes in the market, emerging trends, new technologies, or favorable government policies.

    4. Threats: These are external factors or conditions that have the potential to negatively affect an organization's performance or viability. Threats can come from competition, changing customer preferences, economic downturns, or regulatory changes.

    What does Aon Plc stand for?

    Aon Plc is an international professional services firm that provides risk, retirement, and health consulting services. The acronym "Aon" does not have a specific meaning; it is a short, distinctive name that the company has adopted.

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