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Company > Athene Holding Ltd: Business Model, SWOT Analysis, and Competitors 2023

Athene Holding Ltd: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 12, 2023

Inside This Article


    In this blog article, we will delve into a comprehensive analysis of Athene Holding Ltd, focusing on its business model, SWOT analysis, and competitors in the year 2023. Athene Holding Ltd is a prominent player in the insurance industry, offering retirement services and solutions. By examining its business model, we will gain insights into how Athene operates and generates revenue. Additionally, a SWOT analysis will shed light on the company's strengths, weaknesses, opportunities, and threats. Furthermore, we will explore the competitive landscape, identifying key rivals in the market and analyzing their potential impact on Athene's success.

    What You Will Learn:

    • Who owns Athene Holding Ltd and the significance of their ownership in the company.
    • The mission statement of Athene Holding Ltd and its core values.
    • How Athene Holding Ltd generates revenue and the key factors that contribute to its financial success.
    • An in-depth understanding of Athene Holding Ltd's business model canvas and how its various components work together.
    • The main competitors of Athene Holding Ltd and their impact on the company's market position.
    • A comprehensive SWOT analysis of Athene Holding Ltd, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Athene Holding Ltd?


    In this section, we will explore the ownership of Athene Holding Ltd, a leading retirement services company. Understanding the ownership structure of a company is crucial as it provides insights into its governance, decision-making processes, and potential conflicts of interest. Let's delve into the various stakeholders and entities that own Athene Holding Ltd.

    Apollo Global Management

    Athene Holding Ltd has a significant ownership relationship with Apollo Global Management, an alternative investment management firm. Apollo Global Management holds a majority interest in Athene, with a stake of approximately 48% as of [insert date]. This partnership between Athene and Apollo Global Management provides the company with strategic guidance and access to Apollo's extensive network and resources.

    Public Shareholders

    Apart from Apollo Global Management, Athene Holding Ltd also has a substantial number of public shareholders. These are individual investors, institutional investors, and mutual funds who own shares of the company's stock. Public shareholders have the opportunity to invest in Athene through the purchase of publicly-traded shares on stock exchanges.

    Athene Employee Stock Ownership

    Athene Holding Ltd recognizes the importance of aligning the interests of its employees with those of the company and its shareholders. To achieve this, Athene offers employee stock ownership programs, allowing eligible employees to own a stake in the company. These programs not only incentivize employees but also foster a sense of ownership and dedication towards the company's long-term success.

    Other Institutional Investors

    In addition to Apollo Global Management, Athene Holding Ltd has attracted investments from other institutional investors. These may include pension funds, insurance companies, and other asset management firms seeking exposure to the insurance and retirement services industry. The presence of diverse institutional investors helps to diversify the ownership base and spread the risks associated with concentrated ownership.


    The ownership of Athene Holding Ltd is multi-faceted, with Apollo Global Management playing a central role as the majority owner. Public shareholders, including individual and institutional investors, also hold a significant stake in the company. Furthermore, Athene's employee stock ownership programs and investments from other institutional investors contribute to the ownership landscape of the company. Understanding the ownership structure of Athene Holding Ltd provides valuable insights into its governance, stability, and potential future growth.

    What is the mission statement of Athene Holding Ltd?

    The Mission Statement of Athene Holding Ltd: Empowering Individuals to Achieve Financial Security and Retirement Goals

    Athene Holding Ltd, a leading retirement services company, has a clear and concise mission statement that guides its operations and strategic decisions. At the core of Athene's mission is the commitment to empower individuals to achieve financial security and their retirement goals.

    As a key player in the retirement services industry, Athene recognizes the significance of providing comprehensive solutions to help individuals navigate their financial journey. The company's mission statement reflects its dedication to offering innovative products and services that enable customers to build a solid foundation for their retirement.

    Commitment to Financial Security

    Athene's mission statement underscores its commitment to ensuring financial security for individuals. By offering a range of retirement-focused products and services, Athene aims to equip its customers with the tools and resources necessary to secure their financial future. Whether it be annuities, life insurance, or other retirement planning solutions, Athene strives to provide individuals with the means to protect and grow their wealth.

    Empowering Individuals

    Athene goes beyond simply providing financial products; it seeks to empower individuals to take control of their retirement planning. Through educational resources, personalized guidance, and easy-to-use tools, Athene enables customers to make informed decisions about their financial well-being. The company believes that informed individuals are better equipped to achieve their retirement goals and enjoy financial independence.

    Retirement Goal Achievement

    Athene's mission statement emphasizes its focus on helping customers achieve their retirement goals. By offering retirement planning solutions tailored to individuals' unique needs, Athene aims to support customers in creating a retirement strategy that aligns with their aspirations. The company understands that retirement is a significant milestone, and it strives to provide the necessary support to ensure that individuals can enjoy the retirement lifestyle they desire.

    In summary, Athene Holding Ltd's mission statement revolves around empowering individuals to achieve financial security and their retirement goals. By offering comprehensive solutions, providing educational resources, and fostering a client-centric approach, Athene aims to be a trusted partner in helping individuals navigate their financial journey and build a prosperous retirement.

    How does Athene Holding Ltd make money?


    Athene Holding Ltd is a leading provider of retirement savings products and services, primarily in the United States. The company generates revenue through various sources, including insurance premiums, investment income, and fees. In this section, we will delve into these revenue streams and explore how Athene makes money.

    Insurance Premiums

    One of the primary ways Athene generates revenue is through insurance premiums. Athene offers a range of insurance products, including fixed annuities, fixed indexed annuities, and variable annuities. These products provide individuals with a reliable income stream during retirement or a specific term. Customers pay premiums to Athene in exchange for the insurance coverage and potential investment returns.

    The insurance premiums collected by Athene are based on actuarial calculations that consider factors such as the customer's age, gender, health condition, and the coverage amount requested. The premiums reflect the risk and potential payout associated with the insurance policies offered by Athene.

    Investment Income

    Athene also generates revenue through investment income. As a significant player in the retirement savings industry, the company invests the premiums it collects from customers to generate returns. These investments are made across a diversified portfolio consisting of various asset classes, including fixed income securities, equities, real estate, and alternative investments.

    The investment income is derived from interest, dividends, capital gains, and other investment-related sources. Athene's experienced investment management team carefully allocates and manages the funds to optimize returns while ensuring adequate risk management. The income generated from these investments contributes significantly to Athene's overall revenue.

    Fees and Charges

    In addition to insurance premiums and investment income, Athene earns revenue through fees and charges. These fees are associated with the administration, management, and distribution of the insurance products offered by the company. Athene charges policyholders various fees, such as administrative fees, surrender charges, and mortality and expense risk charges.

    Administrative fees cover the costs of policy administration and customer support services. Surrender charges are imposed when policyholders terminate their policies before the agreed-upon term or withdrawal limits. Mortality and expense risk charges compensate Athene for assuming the risk of providing insurance coverage to policyholders.

    These fees and charges contribute to Athene's revenue and help support the company's operations, including customer service, technology infrastructure, and distribution networks.


    Athene Holding Ltd generates revenue through a combination of insurance premiums, investment income, and fees. The insurance premiums collected from customers provide the foundation for the company's revenue stream. Athene invests these premiums across a diversified portfolio to generate investment income. Additionally, the fees and charges associated with the administration and management of insurance policies contribute to Athene's overall revenue. Together, these revenue streams enable Athene to provide retirement savings solutions to individuals while maintaining financial stability and growth.

    Athene Holding Ltd Business Model Canvas Explained

    Introduction to Athene Holding Ltd

    Athene Holding Ltd is a leading retirement services company with a unique and innovative business model. The company specializes in providing solutions for the growing retirement market, offering annuities and other financial products to help individuals secure their financial future.

    Key Partnerships

    Athene Holding Ltd has established strategic partnerships with various key stakeholders to drive its business model. The company collaborates with insurance companies, banks, and financial advisors to distribute its products effectively. These partnerships enable Athene to tap into a wide network of distributors, reaching a broader customer base.

    Additionally, Athene has formed alliances with asset managers and investment firms to optimize its investment portfolio. By partnering with these entities, Athene gains access to a diverse range of investment opportunities, enhancing the performance of its annuity products.

    Key Activities

    Athene Holding Ltd's key activities revolve around product development, distribution, and investment management. The company continuously innovates and develops new annuity products tailored to meet the evolving needs of its customers. Through market research and analysis, Athene identifies gaps in the retirement market, allowing it to create unique solutions that address specific financial challenges faced by retirees.

    Distribution is another crucial aspect of Athene's business model. The company leverages its partnerships to reach a vast network of financial advisors and institutions, ensuring widespread availability of its annuity products. Athene invests in marketing and promotional activities to raise awareness and generate demand for its offerings.

    In terms of investment management, Athene adopts a disciplined and sophisticated approach. The company focuses on a diversified investment strategy, allocating its assets across various classes, including fixed income securities, equities, and alternative investments. By actively managing its investment portfolio, Athene aims to generate attractive risk-adjusted returns to support its annuity obligations.

    Key Resources

    Athene Holding Ltd's key resources are its strong financial position, technological infrastructure, and human capital. The company's robust financial position enables it to meet its annuity obligations and provide a sense of security to its customers. Athene's technological infrastructure supports its operations, including product development, distribution, and investment management. This infrastructure includes advanced data analytics capabilities, customer relationship management systems, and digital platforms for seamless transactions.

    Moreover, Athene recognizes the importance of its highly skilled and experienced workforce. The company invests in talent acquisition and development to ensure that its employees possess the necessary expertise and knowledge to deliver exceptional customer service and drive innovation.

    Value Proposition

    Athene Holding Ltd's value proposition lies in its ability to offer innovative retirement solutions that provide financial security and stability to its customers. The company's annuity products are designed to address the unique challenges faced by retirees, such as longevity risk and market volatility. By offering a range of annuity options, Athene enables individuals to customize their retirement income streams according to their specific needs and preferences.

    Furthermore, Athene's strong financial position and disciplined investment approach instill confidence in its customers. The company's track record of delivering competitive returns on its annuity products reinforces its value proposition, attracting individuals seeking reliable and sustainable retirement income solutions.


    Athene Holding Ltd's business model is built on strategic partnerships, key activities, and vital resources that enable the company to provide innovative retirement solutions. By focusing on product development, distribution, and investment management, Athene effectively addresses the financial challenges facing retirees. With its strong value proposition and commitment to customer satisfaction, Athene continues to establish itself as a leader in the retirement services industry.

    Which companies are the competitors of Athene Holding Ltd?


    Athene Holding Ltd. is a leading provider of retirement savings products and solutions. As a prominent player in the insurance industry, Athene faces competition from various companies offering similar products and services. In this section, we will explore some of the key competitors of Athene Holding Ltd.

    Competitor 1: Prudential Financial Inc.

    Prudential Financial Inc. is a multinational financial services company that offers a wide range of insurance, investment management, and retirement solutions. With a strong presence in the retirement savings market, Prudential is a significant competitor of Athene Holding Ltd. The company has a diverse portfolio of products, including annuities, life insurance, and asset management services, which directly compete with Athene's offerings.

    Competitor 2: American International Group Inc. (AIG)

    American International Group Inc., commonly known as AIG, is a global insurance company that operates in over 80 countries. AIG offers a broad range of insurance products, including retirement solutions and annuities. With its extensive network and diverse product offerings, AIG poses a significant competition to Athene Holding Ltd. Both companies strive to capture a larger market share in the retirement savings sector.

    Competitor 3: Allianz SE

    Allianz SE, headquartered in Germany, is one of the world's largest insurance companies. It provides a comprehensive range of insurance and asset management services, including retirement products. Allianz's strong global presence and reputation as a trusted financial institution make it a formidable competitor for Athene Holding Ltd. Both companies compete for customers seeking reliable retirement solutions and financial stability.

    Competitor 4: MetLife Inc.

    MetLife Inc. is a leading global provider of insurance, annuities, and employee benefit programs. With a focus on retirement and life insurance products, MetLife competes directly with Athene Holding Ltd. for customers looking for secure and reliable retirement savings options. MetLife's extensive distribution network and brand recognition make it a prominent competitor in the industry.

    Competitor 5: Pacific Life Insurance Company

    Pacific Life Insurance Company is a mutual insurance company that offers a wide range of life insurance, annuities, and investment products. With a specific focus on retirement solutions, Pacific Life competes with Athene Holding Ltd. in providing individuals and businesses with retirement savings options. The company's strong financial ratings and reputation make it a significant player in the market.


    Athene Holding Ltd. operates in a competitive landscape, facing competition from established companies offering similar retirement savings products and solutions. Prudential Financial Inc., American International Group Inc., Allianz SE, MetLife Inc., and Pacific Life Insurance Company are some of the key competitors challenging Athene's market position. As the demand for retirement savings products continues to grow, these companies strive to differentiate themselves and capture a larger share of the market.

    Athene Holding Ltd SWOT Analysis


    • Strong financial position: Athene Holding Ltd has a strong financial position with a robust capital structure and significant assets under management. This not only ensures stability and resilience but also provides the company with the ability to make strategic investments and pursue growth opportunities.

    • Well-known brand: Athene Holding Ltd has established itself as a reputable and well-known brand in the insurance and retirement solutions industry. The company's strong brand recognition helps attract customers and build trust, giving it a competitive advantage over its peers.

    • Diverse product portfolio: The company offers a diverse range of products and solutions, including fixed annuities, reinsurance, and institutional products. This diversified product line allows Athene Holding Ltd to cater to various customer needs and preferences, enabling it to capture a larger market share.

    • Strong distribution network: Athene Holding Ltd has built a strong distribution network, including partnerships with leading financial institutions and independent distributors. This extensive distribution network helps the company reach a wide range of customers and enhance its market reach.


    • Concentration risk: Athene Holding Ltd relies heavily on reinsurance as a significant part of its business. This concentration exposes the company to risks associated with reinsurers' financial stability, regulatory changes, and potential disputes. Any adverse developments in the reinsurance market could negatively impact Athene Holding Ltd's financial performance.

    • Limited geographical presence: Although Athene Holding Ltd has expanded its operations globally, its geographical presence is still relatively limited compared to some of its competitors. This lack of diversification exposes the company to regional economic fluctuations and regulatory changes, which may pose challenges for its growth and profitability.

    • Regulatory and compliance risks: The insurance industry is highly regulated, and Athene Holding Ltd operates in multiple jurisdictions, subjecting it to various regulatory and compliance requirements. Adapting to evolving regulatory frameworks and ensuring compliance can be complex and costly, potentially affecting the company's operations and profitability.


    • Growing demand for retirement solutions: As the global population continues to age, there is an increasing demand for retirement solutions and insurance products. Athene Holding Ltd can capitalize on this trend by developing innovative products and expanding its market presence to meet the evolving needs of retirees and individuals planning for retirement.

    • Expansion into new markets: Athene Holding Ltd can explore opportunities to expand its geographical presence by entering new markets. This could involve establishing strategic partnerships, acquiring local insurers, or entering joint ventures to gain access to untapped markets and diversify its revenue streams.

    • Technological advancements: The rapid advancement of technology presents opportunities for Athene Holding Ltd to enhance its operational efficiency, customer experience, and product development. Embracing digital transformation, leveraging data analytics, and investing in emerging technologies can position the company as a leader in the industry and drive growth.


    • Intense competition: The insurance and retirement solutions industry is highly competitive, with numerous established players and new entrants. Athene Holding Ltd faces the risk of losing market share to competitors that offer similar products or have a stronger brand presence and distribution network. Intensifying competition could put pressure on the company's pricing power and profitability.

    • Economic downturns: Athene Holding Ltd's financial performance is influenced by macroeconomic factors, such as interest rates, stock market performance, and economic conditions. During economic downturns, individuals may reduce their investments and postpone retirement, impacting the demand for the company's products and potentially affecting its revenue and profitability.

    • Regulatory changes: The insurance industry is subject to frequent regulatory changes, which can significantly impact Athene Holding Ltd's operations and profitability. Changes in capital requirements, risk management regulations, or tax policies may require the company to make adjustments to its business practices, investments, or pricing, leading to increased costs or reduced competitiveness.

    Key Takeaways

    • Athene Holding Ltd is owned by Apollo Global Management, a leading global alternative investment manager.
    • The mission statement of Athene Holding Ltd is to be a leading retirement services company that helps individuals achieve financial security and peace of mind.
    • Athene Holding Ltd primarily makes money through the sale of fixed annuity products and the management of investment portfolios.
    • The Business Model Canvas of Athene Holding Ltd focuses on key activities such as product development, distribution, and investment management, allowing the company to generate revenue and create value for its stakeholders.
    • Competitors of Athene Holding Ltd include other insurance and retirement services companies such as Prudential Financial, AIG, and Allianz.
    • In terms of SWOT analysis, Athene Holding Ltd has strengths like strong financial performance and a diverse product portfolio, weaknesses such as reliance on third-party distribution channels, opportunities in the growing retirement services market, and threats from regulatory changes and competition.


    In conclusion, Athene Holding Ltd is a leading insurance and retirement services company that has gained recognition in the industry. While Athene Holding Ltd is a publicly traded company, the ownership is distributed among various shareholders. The mission statement of Athene Holding Ltd is to empower individuals to secure their financial future through innovative and reliable retirement solutions. Athene Holding Ltd generates revenue through its business model, which includes investment spread income, fee income, and other sources. The Business Model Canvas provides a comprehensive overview of Athene Holding Ltd's key activities, resources, and value proposition. As for its competitors, some of the prominent companies in the industry include Prudential Financial, American Equity Investment Life Holding Company, and Fidelity & Guaranty Life. A SWOT analysis reveals Athene Holding Ltd's strengths, weaknesses, opportunities, and threats, ultimately showcasing its strong market position and potential for growth. Overall, Athene Holding Ltd continues to strive for excellence in the insurance and retirement services sector, offering innovative solutions to meet the evolving needs of its customers.


    How can I find a SWOT analysis on a company?

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

    1. Company websites: Start by visiting the official website of the company you are interested in. Some companies may publish their SWOT analysis or related information in their annual reports, corporate presentations, or investor relations sections.

    2. Business databases: Utilize business databases such as Bloomberg, Hoovers, or MarketLine, which often provide SWOT analyses for various companies. These databases may require a subscription or access through an academic institution.

    3. Financial news and analysis websites: Check financial news websites like CNBC, Bloomberg, or Yahoo Finance. They often feature SWOT analyses or similar assessments in their articles, especially when discussing a company's performance or strategic initiatives.

    4. Market research reports: Look for market research reports published by reputable firms like IBISWorld, Statista, or MarketResearch.com. These reports often include SWOT analyses as part of their comprehensive analysis of a specific industry or company.

    5. Academic journals and publications: Search academic databases such as JSTOR, EBSCO, or Google Scholar for research papers or articles that may have conducted a SWOT analysis on the company you are interested in.

    6. Business consulting firms: Some consulting firms publish industry-specific reports or whitepapers that include SWOT analyses. Examples include Deloitte, PwC, McKinsey & Company, or Boston Consulting Group.

    Remember that a SWOT analysis is often subjective and can vary depending on the source, so it is recommended to gather information from multiple sources to get a well-rounded understanding.

    What is the SWOT analysis of an investment?

    A SWOT analysis of an investment refers to the evaluation of its strengths, weaknesses, opportunities, and threats. This analysis helps in assessing the potential risks and rewards associated with the investment. Here's a breakdown of each element of the SWOT analysis in relation to an investment:

    1. Strengths: These are the positive attributes or advantages of the investment. It could include factors such as a strong track record of returns, a stable market demand, a unique value proposition, or a competitive advantage over other investment options.

    2. Weaknesses: These are the negative aspects or limitations of the investment. Weaknesses could include factors like high volatility, low liquidity, dependence on specific market conditions, lack of diversification, or a history of underperformance.

    3. Opportunities: These are external factors that could potentially enhance the investment's performance or generate additional returns. Opportunities could arise from market trends, technological advancements, changes in regulations, emerging markets, or any other favorable conditions that could benefit the investment.

    4. Threats: These are external factors that could pose risks or challenges to the investment. Threats could include factors like economic downturns, political instability, changes in consumer behavior, increased competition, regulatory hurdles, or any other factors that could negatively impact the investment's performance.

    By conducting a SWOT analysis, investors can gain a holistic view of an investment opportunity, considering both its positive and negative aspects as well as the external factors that may influence its success. This analysis helps in making informed investment decisions and managing potential risks effectively.

    What are 3 examples of opportunities in SWOT analysis?

    1. Market Expansion: An opportunity can arise from entering new markets or expanding into untapped customer segments. This could be due to changing consumer preferences, emerging markets, or technological advancements that create new possibilities for growth.

    2. Strategic Partnerships: Collaborating with other businesses or forming alliances can be an opportunity to gain access to new resources, expertise, or distribution channels. Such partnerships can offer a competitive advantage and help businesses reach a broader customer base.

    3. Technological Advancements: Embracing new technologies or leveraging existing ones can create opportunities for increased efficiency, improved products or services, and enhanced customer experiences. This can include adopting automation, digitalization, or incorporating innovative solutions to stay ahead of competitors.

    What are the 4 areas of SWOT analysis?

    The four areas of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over its competitors. It includes resources, capabilities, skills, and any other positive attributes that contribute to the success of an organization.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to its competitors. It includes limitations, deficiencies, and any other factors that hinder the success of an organization.

    3. Opportunities: These are the external factors that can be exploited by an organization to its advantage. It includes market trends, emerging technologies, new customer segments, and any other factors that can create growth or expansion opportunities.

    4. Threats: These are the external factors that can negatively impact an organization's performance. It includes competition, changing customer preferences, economic downturns, regulatory changes, and any other factors that pose a risk to the organization's success.

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