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Company > Cigna: Business Model, SWOT Analysis, and Competitors 2023

Cigna: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 22, 2023

Inside This Article


    In this blog article, we will delve into a comprehensive analysis of Cigna, a prominent player in the healthcare industry. We will start by examining their business model, exploring how they operate and generate revenue in the market. Following that, we will conduct a SWOT analysis, evaluating Cigna's strengths, weaknesses, opportunities, and threats. Additionally, we will shed light on their major competitors and how Cigna stands out in the face of competition. Stay tuned to gain valuable insights into Cigna's strategic position and outlook for 2023.

    What You Will Learn:

    • Who owns Cigna and the implications of its ownership structure
    • The mission statement of Cigna and how it guides their business decisions
    • The various ways Cigna generates revenue and how they make money
    • An in-depth understanding of Cigna's business model canvas and how it operates
    • An overview of Cigna's competitors in the industry and their market position
    • A comprehensive SWOT analysis of Cigna, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Cigna?

    Cigna's Ownership Structure

    Cigna Corporation, a global health services company, has a complex ownership structure that involves both institutional and individual ownership. As a publicly traded company, Cigna's ownership is dispersed among various shareholders who hold its stock.

    At the institutional level, some of the largest shareholders of Cigna include mutual funds, pension funds, and other investment firms. These institutions typically hold significant portions of the company's shares on behalf of their clients or for investment purposes. Some notable institutional shareholders of Cigna include Vanguard Group, BlackRock, and State Street Corporation.

    In addition to institutional ownership, Cigna also has individual shareholders who own its stock. These individual shareholders can include retail investors, employees, executives, and board members. While the exact ownership details of individual shareholders are not publicly disclosed, their collective ownership represents an important part of Cigna's overall ownership structure.

    Furthermore, Cigna's ownership is subject to changes due to buying and selling of its shares in the stock market. Institutional and individual shareholders may increase or decrease their holdings based on their investment strategies, market conditions, or other factors that influence their investment decisions. These changes in ownership can impact the company's governance and influence its strategic direction.

    It is important to note that while Cigna has numerous shareholders, no single entity or individual holds a controlling stake in the company. This means that decision-making power is distributed among various stakeholders, and major strategic decisions require the approval of the company's board of directors.

    In conclusion, Cigna's ownership is diverse and includes both institutional and individual shareholders. This ownership structure allows for a wide distribution of decision-making power and reflects the company's commitment to transparency and accountability.

    What is the mission statement of Cigna?

    Cigna's Mission Statement: Improving the Health, Well-being, and Peace of Mind of Those We Serve

    Cigna, one of the largest global health service companies, is committed to improving the health, well-being, and peace of mind of the individuals and communities it serves. With a strong focus on customer-centricity, their mission statement encapsulates their dedication to providing comprehensive healthcare solutions that address the diverse needs of their customers.

    Promoting Health and Well-being

    At the core of Cigna's mission statement is the commitment to promoting health and well-being. They strive to go beyond traditional healthcare services by offering a wide range of programs and initiatives that empower individuals to take charge of their health. Cigna recognizes that maintaining good health is not just about treating illnesses but also about preventing them. By providing educational resources, preventive care services, and wellness programs, Cigna aims to empower individuals to make informed decisions and lead healthier lives.

    Ensuring Peace of Mind

    Cigna understands that navigating the complex world of healthcare can be overwhelming and stressful for individuals and families. Their mission is to alleviate these concerns and provide peace of mind by offering comprehensive health insurance coverage and personalized support. Cigna's commitment to customer satisfaction is reflected in their emphasis on clear communication, transparency, and accessibility. They aim to simplify the healthcare experience, ensuring that their customers feel supported and confident in their healthcare decisions.

    Serving Individuals and Communities

    Cigna's mission extends beyond the individual level to encompass the well-being of entire communities. They recognize the interconnectedness of health and the social determinants that influence it. Through partnerships, collaborations, and community-based initiatives, Cigna strives to address the unique healthcare needs of different populations. By actively engaging with communities, they aim to improve access to quality care, promote health equity, and contribute to the overall well-being of society.

    In summary, Cigna's mission statement reflects their dedication to improving the health, well-being, and peace of mind of those they serve. By promoting health and well-being, ensuring peace of mind, and serving individuals and communities, Cigna strives to be a trusted partner in healthcare, providing comprehensive solutions that meet the diverse needs of their customers.

    How does Cigna make money?

    Insurance premiums

    Cigna primarily generates revenue through insurance premiums paid by its policyholders. As a health insurance company, Cigna offers a wide range of insurance plans to individuals, employers, and government organizations. These insurance premiums are collected on a regular basis, typically monthly or annually, and serve as a crucial source of income for the company.

    Administrative fees

    In addition to insurance premiums, Cigna also earns money through administrative fees. These fees are charged to policyholders and clients for various administrative services, such as claims processing, policy management, and customer support. By providing these essential services, Cigna generates additional revenue while ensuring efficient and effective operations for its customers.

    Investment income

    Cigna also generates income through investments. As a large corporation, the company invests its surplus capital in various financial instruments, such as stocks, bonds, and other securities. By carefully managing and diversifying its investment portfolio, Cigna aims to generate returns and increase its overall profitability. Investment income serves as a supplementary revenue stream for the company, contributing to its financial stability and growth.

    Medicare and Medicaid contracts

    Cigna has contracts with government programs like Medicare and Medicaid, which provide health insurance coverage to qualifying individuals. These contracts involve agreements with the government to offer specific insurance plans and services to eligible beneficiaries. In return, Cigna receives payments from the government for the coverage provided to these individuals. These contracts not only contribute to Cigna's revenue but also help the company fulfill its mission of making healthcare more accessible to diverse populations.

    Other sources of revenue

    Apart from the main revenue streams mentioned above, Cigna also generates income through various other sources. This can include selling supplemental insurance policies, offering specialized healthcare services, providing wellness programs, and partnering with healthcare providers or pharmaceutical companies. These diversified revenue sources allow Cigna to adapt to changing market dynamics and capitalize on emerging opportunities within the healthcare industry.

    In summary, Cigna primarily makes money through insurance premiums and administrative fees. Additionally, the company generates income from investments, government contracts, and various other sources. By leveraging its expertise in the insurance and healthcare sectors, Cigna continues to thrive financially while providing valuable services to its customers and stakeholders.

    Cigna Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps businesses visualize and analyze the various key components of their business model. It provides a clear and concise framework to understand how different elements interact and contribute to the overall functioning of a company.

    Overview of Cigna's Business Model

    Cigna is a global health services company that focuses on improving the health, well-being, and peace of mind of its customers. The company operates through its various subsidiaries and offers a wide range of healthcare services, including medical, dental, behavioral health, pharmacy, and vision care coverage.

    Key Components of Cigna's Business Model Canvas

    Customer Segments

    Cigna primarily targets two main customer segments: individuals and employers. The company caters to the needs of individuals by providing health insurance plans, medical services, and wellness programs. For employers, Cigna offers group insurance plans and employee benefits packages.

    Value Proposition

    Cigna's value proposition lies in its commitment to improving the health and well-being of its customers. The company aims to provide quality healthcare services, personalized support, and innovative solutions to help individuals and employers navigate the complexities of the healthcare system.


    Cigna utilizes various channels to reach its customers and deliver its services. These channels include online platforms, mobile applications, direct sales, brokers, agents, and partnerships with healthcare providers. By leveraging these channels, Cigna ensures accessibility and convenience for its customers.

    Customer Relationships

    Cigna emphasizes building strong customer relationships through proactive engagement and support. The company offers personalized assistance, 24/7 customer service, and digital tools to help customers manage their healthcare needs effectively. Cigna also focuses on long-term relationships with employers, providing tailored solutions and ongoing support.

    Revenue Streams

    Cigna generates revenue primarily through the premiums paid by its customers for health insurance coverage. Additionally, the company earns income from employers who purchase group insurance plans and other healthcare services. Cigna also offers specialized services, such as pharmacy benefit management, which contribute to its revenue streams.

    Key Activities

    Cigna's key activities revolve around managing and delivering healthcare services. This includes underwriting insurance policies, managing claims, coordinating care, negotiating contracts with healthcare providers, and investing in research and development to enhance healthcare solutions.

    Key Resources

    To support its operations, Cigna relies on a range of key resources. These include a vast network of healthcare providers, dedicated customer service teams, advanced technology infrastructure, data analytics capabilities, and a strong brand reputation.

    Key Partnerships

    Cigna collaborates with various strategic partners to enhance its offerings and expand its reach. The company works with healthcare providers, pharmaceutical companies, technology firms, and other industry stakeholders to develop innovative solutions, improve healthcare outcomes, and create value for its customers.

    Cost Structure

    Cigna incurs costs across different areas of its business model. These include administrative expenses, healthcare services, marketing and sales, technology investments, regulatory compliance, and customer support. The company strives to optimize its cost structure while maintaining the quality and effectiveness of its services.


    By analyzing Cigna's business model canvas, it becomes evident that the company's focus on customer-centricity, innovation, and strategic partnerships has contributed to its success in the health services industry. The Business Model Canvas provides a comprehensive framework to understand the interdependencies of different elements and how they collectively drive Cigna's growth and value creation.

    Which companies are the competitors of Cigna?

    Competitors of Cigna

    Cigna, a global health service company, operates in a highly competitive industry. Here are some of its major competitors:

    1. UnitedHealth Group: UnitedHealth Group is one of the largest healthcare companies in the world and a direct competitor of Cigna. With its diversified health benefit services, UnitedHealth Group offers health insurance, pharmacy services, and healthcare solutions to individuals and businesses.

    2. Anthem Inc.: Anthem Inc., formerly known as WellPoint, is another prominent competitor of Cigna. As one of the largest health insurance companies in the United States, Anthem offers a wide range of health insurance products and related services to individuals, employers, and government entities.

    3. Aetna Inc.: Aetna Inc., now a subsidiary of CVS Health, provides health insurance, pharmacy benefit management, and other healthcare services. Aetna competes with Cigna in offering health insurance plans to individuals, employers, and Medicare recipients.

    4. Humana Inc.: Humana Inc. is a leading healthcare company that offers health insurance plans, Medicare Advantage plans, and other wellness programs. Humana competes with Cigna in providing health insurance solutions to individuals and employers.

    5. CVS Health Corporation: CVS Health, known primarily for its retail pharmacy operations, is also a strong competitor to Cigna. Through its subsidiary Aetna, CVS Health offers health insurance plans and other healthcare services, creating a formidable presence in the industry.

    6. Molina Healthcare, Inc.: Molina Healthcare is a managed care company that specializes in providing government-sponsored healthcare programs. While its focus differs from Cigna's broader offerings, Molina Healthcare competes in certain markets and customer segments.

    7. Kaiser Permanente: Kaiser Permanente is a nonprofit healthcare organization that integrates insurance coverage with care delivery. Operating primarily in the U.S., Kaiser Permanente provides health insurance plans and healthcare services, making it a competitor to Cigna in certain regions.

    These are just a few of the notable competitors in the market that challenge Cigna's position. The healthcare landscape is constantly evolving, with new entrants and partnerships emerging regularly, ensuring a highly competitive environment for companies like Cigna.

    Cigna SWOT Analysis


    1. Global presence: Cigna has a strong global presence, operating in over 30 countries. This extensive reach allows the company to tap into diverse markets and cater to a wide range of customers, providing them with a competitive advantage.

    2. Strong brand reputation: Cigna has built a strong brand reputation over the years, known for its commitment to customer satisfaction and quality healthcare services. This positive brand image enhances customer trust and loyalty, attracting more individuals and organizations to choose Cigna for their healthcare needs.

    3. Diverse product portfolio: Cigna offers a diverse range of products and services, including health insurance, dental insurance, pharmacy benefits, and wellness programs. This comprehensive product portfolio allows Cigna to cater to various customer segments and adapt to changing market demands.

    4. Innovative technology solutions: Cigna leverages advanced technology to enhance its healthcare services and improve customer experience. The company has developed innovative tools and platforms, such as mobile apps and telehealth services, which enable convenient access to healthcare resources and promote proactive health management.


    1. Dependence on the US market: While Cigna has a global presence, it heavily relies on the US market for a significant portion of its revenue. This dependence exposes the company to risks associated with changes in US healthcare regulations, market fluctuations, and competitive pressures.

    2. Limited market share in certain regions: Despite its global reach, Cigna faces challenges in gaining significant market share in some regions. In highly competitive markets, where established competitors have a strong foothold, Cigna may struggle to penetrate and expand its operations.

    3. Integration issues: Cigna has gone through several mergers and acquisitions in the past, which can result in integration challenges. The process of integrating different systems, cultures, and operations can be complex and time-consuming, potentially impacting efficiency and customer service during the transition period.


    1. Growing demand for digital healthcare: The increasing adoption of digital technologies and the demand for remote healthcare services present an opportunity for Cigna to expand its telehealth offerings and leverage its technological capabilities. By embracing digital healthcare solutions, Cigna can reach more customers and provide convenient and accessible healthcare services.

    2. Expansion into emerging markets: Cigna can explore opportunities to expand its presence in emerging markets, where there is a growing demand for healthcare services. By strategically entering these markets, Cigna can tap into new customer bases, diversify its revenue streams, and gain a competitive advantage over competitors that have not yet established a significant presence.

    3. Collaborations and partnerships: Collaborating with other healthcare providers, technology companies, or wellness organizations can open new avenues for Cigna. By forming strategic partnerships, Cigna can leverage shared resources, expertise, and networks to enhance its product offerings, improve customer experience, and expand its reach.


    1. Regulatory uncertainties: The healthcare industry is heavily regulated, and changes in regulations and policies can significantly impact Cigna's operations. Adapting to new regulatory requirements, such as the Affordable Care Act in the US, can be costly and time-consuming, potentially affecting profitability and market competitiveness.

    2. Intense competition: The healthcare industry is highly competitive, with numerous players vying for market share. Cigna faces competition from both traditional health insurers and new entrants, such as technology companies and startups. This intense competition can result in price pressures, reduced profit margins, and the need for continuous innovation to stay ahead.

    3. Economic downturns: Economic downturns or recessions can impact individuals' ability to afford healthcare services and insurance coverage. During periods of economic uncertainty, individuals and businesses may cut back on discretionary spending, including healthcare expenses. This can lead to reduced demand for Cigna's products and services, affecting its financial performance.

    Key Takeaways

    • Cigna is a publicly traded company, meaning it is owned by its shareholders.
    • The mission statement of Cigna is to improve the health, well-being, and sense of security of the people they serve.
    • Cigna makes money primarily through the sale of health insurance plans and related services.
    • The Cigna Business Model Canvas showcases the key elements of how Cigna creates, delivers, and captures value in the healthcare industry.
    • Some of the main competitors of Cigna include UnitedHealth Group, Anthem, Aetna, and Humana.
    • A SWOT analysis of Cigna reveals its strengths in global presence and diversification, weaknesses in dependency on external providers, opportunities in the growing healthcare market, and threats from regulatory changes and intense competition.


    In conclusion, Cigna is a global health services company that is owned by its shareholders. Their mission is to improve the health, well-being, and peace of mind of those they serve. Cigna generates revenue through various channels, including health insurance premiums, medical services, and pharmacy benefits. Their business model canvas highlights key elements such as customer segments, value proposition, channels, and revenue streams.

    As for competition, Cigna faces competition from other major health insurance companies such as UnitedHealth Group, Anthem, and Aetna. These companies operate in the same industry and offer similar services.

    In terms of strengths, Cigna has a strong brand presence, a wide network of healthcare providers, and a diverse range of products and services. They also have a solid financial position and a global footprint. However, they also face weaknesses, such as regulatory challenges and dependence on third-party providers.

    Opportunities for Cigna lie in the growing demand for healthcare services, advancements in technology, and expansion into emerging markets. However, they also face threats such as intense competition, changing regulations, and potential disruptions in the healthcare industry.

    Overall, Cigna is a well-established company with a clear mission and a robust business model. By understanding their competitors and conducting a SWOT analysis, Cigna can continue to adapt and thrive in the ever-evolving healthcare landscape.


    What is SWOT analysis for healthcare companies?

    SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities, and threats of a healthcare company.

    Strengths: These are the internal factors that give the company a competitive advantage over others. For healthcare companies, strengths may include a strong reputation, advanced technology, skilled healthcare professionals, a wide range of services, or a robust financial position.

    Weaknesses: These internal factors are areas where the company may be lacking or underperforming compared to its competitors. Weaknesses in healthcare companies might include outdated technology, a shortage of qualified staff, limited service offerings, or financial constraints.

    Opportunities: These are external factors that could positively impact the company's growth and success. In the healthcare industry, opportunities may arise from an aging population, advancements in medical research and technology, changes in healthcare policies, or emerging markets.

    Threats: These external factors could potentially harm the company's performance or pose challenges to its operations. Threats in healthcare companies might include intense competition, changing regulatory requirements, rising healthcare costs, or negative public perception.

    By conducting a SWOT analysis, healthcare companies can identify their strengths and weaknesses, and assess the external opportunities and threats. This analysis helps in formulating strategies to leverage strengths, address weaknesses, seize opportunities, and mitigate threats, thereby enhancing the company's overall performance and competitive position in the healthcare industry.

    Who is Cigna's biggest competitor?

    Cigna's biggest competitor is UnitedHealth Group.

    What is Cigna's business strategy?

    Cigna's business strategy is focused on improving the overall health and well-being of its customers, while also delivering sustainable growth and shareholder value. The company aims to achieve this through several key pillars:

    1. Customer-Centric Approach: Cigna aims to provide personalized solutions and exceptional customer experiences by understanding individual needs and preferences. They focus on offering a wide range of health, wellness, and insurance products and services to meet diverse customer requirements.

    2. Integrated Healthcare Delivery: Cigna emphasizes the integration of healthcare services, including medical, behavioral, pharmacy, and dental, to provide comprehensive and coordinated care. By integrating these services, they aim to improve health outcomes and enhance the overall healthcare experience for their customers.

    3. Focus on Prevention and Well-being: Cigna believes in the importance of preventive care and promoting overall well-being. They invest in initiatives that encourage healthy behaviors, early detection of health issues, and proactive management of chronic conditions.

    4. Data-Driven Insights: Cigna leverages data and advanced analytics to gain insights into customer health patterns, behaviors, and preferences. This enables them to provide personalized recommendations, identify high-risk individuals, and develop targeted interventions to improve health outcomes and cost-effectiveness.

    5. Collaborative Partnerships: Cigna collaborates with healthcare providers, employers, governments, and other stakeholders to create innovative solutions and drive positive change in the healthcare industry. They strive to build strong partnerships to enhance access, affordability, and quality of care.

    6. Global Expansion: Cigna has a global presence and seeks opportunities to expand its business internationally. They aim to leverage their expertise and network to deliver affordable and high-quality healthcare solutions to customers worldwide.

    Overall, Cigna's business strategy revolves around customer-centricity, integrated care, prevention, data-driven insights, collaboration, and global expansion to drive sustainable growth and improve the health and well-being of individuals and communities.

    What are weaknesses in healthcare SWOT analysis?

    Some weaknesses in healthcare SWOT analysis could include:

    1. Limited access to healthcare: In certain regions or communities, there may be limited availability or accessibility to healthcare facilities and services, resulting in inadequate care for the population.

    2. High cost of healthcare: Healthcare costs can be a significant burden for individuals and families, especially in countries where healthcare is primarily driven by private insurance or out-of-pocket payments.

    3. Fragmented healthcare system: In some healthcare systems, there may be a lack of coordination and communication between different healthcare providers, leading to inefficiencies, duplication of services, and gaps in patient care.

    4. Insufficient healthcare workforce: A shortage of healthcare professionals, such as doctors, nurses, and specialists, can lead to longer wait times, decreased quality of care, and increased workload for existing healthcare providers.

    5. Inadequate health information systems: Poorly integrated or outdated health information systems can hinder efficient data collection, sharing, and analysis, leading to difficulties in decision-making, resource allocation, and tracking health outcomes.

    6. Quality and patient safety concerns: Healthcare systems may face challenges in maintaining consistent and high-quality care, and ensuring patient safety, which can result in medical errors, adverse events, and patient dissatisfaction.

    7. Resistance to change and innovation: Healthcare organizations may struggle to adapt to new technologies, processes, and policies, impeding progress and hindering improvements in patient care and outcomes.

    8. Inequities in healthcare delivery: Socioeconomic disparities, discrimination, and lack of cultural competence can result in unequal access to healthcare services and disparities in health outcomes among different populations.

    9. Financial sustainability: Healthcare organizations may face financial challenges due to rising costs, reimbursement issues, changing regulations, and inadequate funding, which can impact their ability to provide quality care and invest in necessary resources.

    10. Inefficient use of resources: Ineffective resource management, including underutilization or overutilization of healthcare services, can lead to inefficiencies, waste, and increased healthcare costs.

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