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Company > Lincoln National Corporation: Business Model, SWOT Analysis, and Competitors 2023

Lincoln National Corporation: Business Model, SWOT Analysis, and Competitors 2023

Published: May 03, 2023

Inside This Article


    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Lincoln National Corporation (LNC) as we approach the year 2023. As a renowned financial services company, LNC is known for its expertise in providing insurance and retirement solutions. By examining its business model, we can gain insights into how the company operates and delivers value to its customers. Additionally, conducting a SWOT analysis will help us understand LNC's strengths, weaknesses, opportunities, and threats in the competitive market landscape. Lastly, we will explore the key competitors that LNC faces in its industry.

    What You Will Learn:

    • Who owns Lincoln National Corporation
    • The mission statement of Lincoln National Corporation
    • How Lincoln National Corporation makes money
    • The business model canvas of Lincoln National Corporation
    • The competitors of Lincoln National Corporation
    • The SWOT analysis of Lincoln National Corporation

    Who owns Lincoln National Corporation?

    Major Shareholders of Lincoln National Corporation

    As a publicly traded company, Lincoln National Corporation (also known as Lincoln Financial Group) has a diverse ownership structure. The ownership of the company is distributed among several major shareholders, including institutional investors, individual shareholders, and the company's executives. Let's take a closer look at the major shareholders of Lincoln National Corporation:

    1. Institutional Investors: Institutional investors play a significant role in owning shares of Lincoln National Corporation. These include various mutual funds, pension funds, and other financial institutions. Some of the notable institutional investors holding shares in the company are Vanguard Group, BlackRock, State Street Corporation, and Capital Research and Management Company.

    2. Individual Shareholders: Individual investors, including retail investors, also hold a considerable stake in Lincoln National Corporation. These shareholders may include employees of the company, individual investors who believe in the company's growth prospects, or those who have invested in the company for diversification purposes.

    3. Company's Executives: Lincoln National Corporation's executives, including its board of directors and senior management, also hold a significant ownership stake in the company. This aligns the interests of the executives with those of the shareholders and ensures they have a vested interest in the company's success.

    It is important to note that the ownership of Lincoln National Corporation can change over time as shareholders buy or sell their shares. Shareholders with substantial ownership may also have a say in the company's decision-making processes and may influence its strategic direction.

    Understanding the ownership structure of a company like Lincoln National Corporation can provide insights into the confidence investors and insiders have in the company's future prospects. It can also help investors assess the potential risks and rewards associated with owning shares of the company.


    Lincoln National Corporation is owned by a diverse group of shareholders, including institutional investors, individual shareholders, and the company's executives. This diverse ownership structure reflects the confidence and trust placed in the company's performance and growth potential. By analyzing the ownership structure, investors can gain valuable insights into the company's stability and the alignment of interests between shareholders and management.

    What is the mission statement of Lincoln National Corporation?

    The Mission Statement of Lincoln National Corporation

    A mission statement is a concise declaration of an organization's purpose and its overall goals. It provides a guiding principle that defines the company's direction and serves as a constant reminder of its values. For Lincoln National Corporation, their mission statement revolves around their commitment to helping individuals and families achieve financial security and independence.

    The mission statement of Lincoln National Corporation can be summarized as follows: "To empower people to take charge of their financial futures and protect what they value most."

    This mission statement reflects Lincoln National Corporation's dedication to providing financial solutions and services that empower individuals to make informed decisions about their finances. The company recognizes that financial security plays a vital role in people's lives, and their mission is centered on helping individuals take control of their financial future.

    Lincoln National Corporation aims to achieve this mission by offering a comprehensive range of financial products and services, including life insurance, retirement planning, and investment management. Their goal is not only to assist individuals in building and safeguarding their wealth but also to provide them with the necessary tools and knowledge to make wise financial choices.

    Furthermore, Lincoln National Corporation's mission statement emphasizes the importance of protecting what individuals value most. This highlights the company's commitment to helping individuals mitigate risks and safeguard their assets. By offering insurance products and risk management solutions, Lincoln National Corporation aims to create a sense of security and peace of mind for their customers.

    In summary, Lincoln National Corporation's mission statement is centered on empowering individuals to take control of their financial futures and protect what they value most. By providing comprehensive financial solutions and services, the company strives to assist individuals in achieving financial security and independence.

    How does Lincoln National Corporation make money?

    Revenue Streams of Lincoln National Corporation

    Lincoln National Corporation generates its revenue through a diverse range of income streams. As a leading financial services company, it offers various products and services that contribute to its financial success. Here are the primary ways in which Lincoln National Corporation makes money:

    1. Insurance Premiums

    One of the main sources of revenue for Lincoln National Corporation is the collection of insurance premiums. The company operates in the insurance industry, providing life insurance, annuity products, and group protection plans. Policyholders pay regular premiums in exchange for coverage, which generates a steady stream of income for the company.

    2. Investment Income

    Being a financial services provider, Lincoln National Corporation invests the premiums it collects from policyholders. Through its investment portfolio, the company generates income from various sources such as stocks, bonds, real estate, and alternative investments. The returns on these investments contribute significantly to the company's overall revenue.

    3. Fees and Commissions

    Lincoln National Corporation also earns revenue through fees and commissions. These fees are charged for various financial services offered by the company, such as financial planning, asset management, and advisory services. Additionally, the company earns commissions from the sale of its insurance and investment products, incentivizing its agents and brokers.

    4. Retirement Plan Services

    Another significant revenue stream for Lincoln National Corporation comes from its retirement plan services. The company provides retirement solutions, including employer-sponsored retirement plans, such as 401(k) plans, to individuals and businesses. By offering these services, Lincoln National Corporation earns fees for plan administration, investment management, and participant services.

    5. Group Benefits

    Lincoln National Corporation generates revenue by providing group benefit solutions to employers. These benefits include disability insurance, dental insurance, vision insurance, and other employee assistance programs. Employers pay premiums to the company for these group benefits, contributing to Lincoln National Corporation's overall revenue.

    6. Sales and Distribution

    Lincoln National Corporation relies on its extensive sales and distribution network to generate revenue. The company partners with independent financial advisors, insurance agents, and broker-dealers to market and sell its insurance and investment products. Through these partnerships, Lincoln National Corporation earns commissions and fees for the distribution of its products.

    In conclusion, Lincoln National Corporation generates its revenue through a combination of insurance premiums, investment income, fees and commissions, retirement plan services, group benefits, and sales and distribution channels. By diversifying its revenue streams, the company maintains a strong financial position and continues to provide valuable financial solutions to its clients.

    Lincoln National Corporation Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps organizations to visualize, analyze, and design their business model. It provides a comprehensive framework that enables companies to understand their key components, relationships, and how they create and deliver value to their customers.

    Overview of Lincoln National Corporation

    Lincoln National Corporation, also known as Lincoln Financial Group, is a renowned financial services company based in the United States. With a history dating back over a century, Lincoln National Corporation offers a wide range of financial and insurance products to individuals, businesses, and institutions.

    Key Components of Lincoln National Corporation's Business Model Canvas

    1. Customer Segments: Lincoln National Corporation caters to various customer segments, including individuals, families, businesses, and institutions. They offer tailored financial and insurance solutions to meet the unique needs of each segment.

    2. Value Proposition: The company's value proposition lies in providing financial security and peace of mind to its customers. Lincoln National Corporation offers a diverse portfolio of products, such as life insurance, retirement planning, investment management, and annuities, to help individuals and organizations achieve their financial goals.

    3. Channels: Lincoln National Corporation utilizes multiple channels to reach its customers. These include direct sales through financial advisors, online platforms, partnerships with financial institutions, and a network of independent agents. The omni-channel approach ensures that customers have access to the company's products and services through the channel of their preference.

    4. Customer Relationships: Building strong and lasting relationships with customers is a priority for Lincoln National Corporation. They strive to provide excellent customer service, personalized advice, and ongoing support to ensure customer satisfaction and loyalty.

    5. Revenue Streams: The company generates revenue through various sources, including premiums from insurance policies, fees for financial advisory services, investment management fees, and commissions from product sales. Diversification of revenue streams helps Lincoln National Corporation to mitigate risks and maintain financial stability.

    6. Key Activities: Lincoln National Corporation's key activities revolve around product development, underwriting and risk assessment, investment management, marketing and sales, customer support, and regulatory compliance. These activities are essential to deliver high-quality financial products and services to their customers.

    7. Key Resources: The company's key resources include its talented workforce, technology infrastructure, financial reserves, strategic partnerships, and a strong brand reputation. These resources enable Lincoln National Corporation to effectively execute its business model and maintain a competitive edge in the market.

    8. Key Partnerships: Lincoln National Corporation collaborates with various strategic partners, such as financial institutions, insurance brokers, and technology providers, to enhance its product offerings, distribution channels, and customer reach. Partnerships play a crucial role in expanding the company's market presence and driving growth.

    9. Cost Structure: The cost structure of Lincoln National Corporation includes expenses related to product development, marketing and advertising, distribution channels, employee salaries, technology investments, regulatory compliance, and customer service. By managing costs efficiently, the company aims to maximize profitability while delivering value to its stakeholders.


    The Business Model Canvas provides a comprehensive framework to understand the key components and relationships of Lincoln National Corporation's business model. By analyzing each element, it becomes evident how the company creates and delivers value to its customers while maintaining a profitable and sustainable operation in the financial services industry.

    Which companies are the competitors of Lincoln National Corporation?


    In today's highly competitive financial services industry, it is essential for companies to be aware of their competitors and their market position. Lincoln National Corporation, commonly known as Lincoln Financial Group, is no exception. As a leading provider of insurance and retirement solutions, it faces competition from several prominent companies. In this section, we will explore some of the key competitors of Lincoln National Corporation.

    Competitor 1: Prudential Financial, Inc.

    Prudential Financial, Inc. is one of the main competitors of Lincoln National Corporation. Like Lincoln, Prudential is a well-established company that offers a wide range of insurance and financial products. With a strong presence in the life insurance and annuities market, Prudential competes directly with Lincoln in attracting customers seeking retirement and investment solutions. The company's extensive network of financial advisors and robust investment management capabilities make it a formidable competitor for Lincoln National Corporation.

    Competitor 2: MetLife, Inc.

    MetLife, Inc. is another significant competitor of Lincoln National Corporation. With a history dating back over 150 years, MetLife is one of the largest insurance companies in the world and offers a comprehensive suite of insurance, retirement, and investment products. Just like Lincoln, MetLife operates in multiple countries and serves a diverse customer base. Both companies strive to attract customers through competitive pricing, innovative product offerings, and superior customer service.

    Competitor 3: New York Life Insurance Company

    New York Life Insurance Company is a mutual insurance company and one of the oldest and largest life insurance companies in the United States. It competes directly with Lincoln National Corporation in the life insurance and retirement solutions market. Known for its financial strength and long-term commitment to policyholders, New York Life has a solid reputation and a loyal customer base. Lincoln National Corporation faces stiff competition from New York Life in attracting customers who prioritize stability and reliability in their insurance and retirement provider.

    Competitor 4: Principal Financial Group

    Principal Financial Group is a global investment management and insurance company that competes with Lincoln National Corporation across various segments. It offers a comprehensive range of retirement, asset management, and insurance solutions to individuals and businesses. With a strong focus on retirement planning and investment services, Principal Financial Group poses a significant challenge to Lincoln's retirement solutions offerings. Both companies strive to differentiate themselves through tailored solutions, personalized advice, and technological innovation.


    While Lincoln National Corporation is a prominent player in the insurance and retirement solutions industry, it faces fierce competition from several well-established companies. Prudential Financial, Inc., MetLife, Inc., New York Life Insurance Company, and Principal Financial Group are just a few of its key competitors. In this highly competitive landscape, Lincoln National Corporation must continuously innovate and adapt to stay ahead of the curve and provide exceptional value to its customers.

    Lincoln National Corporation SWOT Analysis


    • Strong brand presence: Lincoln National Corporation (LNC) has a well-established and recognized brand in the financial services industry. This strong brand presence helps to attract and retain customers, as well as build trust and credibility.

    • Diversified product portfolio: LNC offers a wide range of financial products and services, including life insurance, retirement planning, and investment management. This diversification allows the company to cater to the needs of various customer segments and reduces dependence on any single product or market.

    • Robust distribution network: LNC has a strong and extensive distribution network, which includes independent agents, financial advisors, and partnerships with banks and other financial institutions. This network enables the company to reach a large customer base and effectively distribute its products and services.

    • Strong financial performance: LNC has consistently achieved strong financial performance, with steady revenue growth and profitability. This financial strength provides the company with the resources to invest in new initiatives, expand its operations, and withstand market fluctuations.


    • Vulnerability to economic downturns: As a financial services company, LNC is exposed to the risks associated with economic downturns. During periods of economic recession, customers may reduce their spending on financial products and services, which could impact LNC's revenue and profitability.

    • Dependence on interest rates: LNC's profitability is significantly influenced by interest rates, as it affects investment returns and the pricing of its products. Fluctuations in interest rates could impact the company's profitability and financial performance.

    • Limited international presence: LNC primarily operates in the United States, which exposes the company to risks associated with a single market. Limited international presence restricts LNC's ability to diversify its revenue streams and exposes it to geopolitical and regulatory risks specific to the U.S. market.


    • Growing demand for retirement solutions: The aging population and increasing life expectancy present an opportunity for LNC to capitalize on the growing demand for retirement solutions. By developing innovative products and services that cater to the needs of retirees, LNC can expand its market share and revenue.

    • Digital transformation: Embracing digital technologies and investing in digital transformation can help LNC enhance customer experience, streamline operations, and improve efficiency. By leveraging data analytics and adopting digital channels, LNC can reach a wider customer base and offer personalized solutions.

    • Expansion into emerging markets: Expanding into emerging markets can provide LNC with new growth opportunities. These markets offer a large untapped customer base and potential for increased demand for financial products and services. By adapting its offerings to meet the unique needs of these markets, LNC can gain a competitive advantage.


    • Intense competition: The financial services industry is highly competitive, with numerous players offering similar products and services. LNC faces competition from both traditional financial institutions and innovative fintech companies. Intense competition can impact market share, pricing, and profitability.

    • Regulatory and compliance risks: The financial services industry is heavily regulated, and compliance with regulatory requirements is crucial for LNC. Changes in regulations or failure to comply with existing regulations can result in legal and financial consequences, negatively impacting the company's operations and reputation.

    • Market volatility: Financial markets are subject to volatility, influenced by factors such as economic conditions, political events, and investor sentiment. Market volatility can impact LNC's investment returns, asset valuations, and the demand for its products and services.

    Key Takeaways

    • Lincoln National Corporation is a publicly traded company, meaning it is owned by its shareholders who hold its stock.

    • The mission statement of Lincoln National Corporation is to empower people to take charge of their financial lives and achieve their goals.

    • Lincoln National Corporation primarily makes money through its various business segments, including life insurance, annuities, retirement plans, and group benefits.

    • The Business Model Canvas of Lincoln National Corporation is a visual representation that outlines its key activities, resources, partners, customer segments, cost structure, and revenue streams.

    • Lincoln National Corporation faces competition from other insurance and financial services companies, including Prudential Financial, MetLife, and AIG.

    • In terms of SWOT analysis, Lincoln National Corporation's strengths lie in its strong brand reputation, diverse product portfolio, and robust distribution network. However, it faces weaknesses in terms of its susceptibility to economic downturns and regulatory changes. Opportunities for the company include expanding into emerging markets and leveraging technological advancements, while threats include intense competition and changing customer preferences.


    In conclusion, Lincoln National Corporation is a well-established financial services company that has been in operation for over a century. While it is a publicly traded company, its ownership is spread among various institutional and individual investors.

    The mission statement of Lincoln National Corporation revolves around helping individuals and businesses secure their financial futures through innovative and reliable solutions. This commitment is reflected in their wide range of products and services, which include insurance, retirement planning, and investment management.

    To generate revenue, Lincoln National Corporation primarily relies on premiums from insurance policies, fees from investment products, and the management of assets. By effectively diversifying their income streams, they have managed to maintain a strong financial position over the years.

    Analyzing Lincoln National Corporation's business model canvas, we can see how they create, deliver, and capture value. Through partnerships with brokers and advisors, they distribute their products and services to a broad customer base. By leveraging their expertise and technological advancements, they are able to provide personalized solutions that meet the unique needs of their clients.

    As for competitors, Lincoln National Corporation operates in a highly competitive industry. Major players like Prudential Financial, MetLife, and New York Life Insurance Company pose significant challenges, especially in terms of market share and brand recognition. Nevertheless, Lincoln National Corporation's strong reputation and customer-focused approach have helped them maintain a competitive edge.

    In conducting a SWOT analysis of Lincoln National Corporation, we can identify their strengths, such as their extensive product portfolio and strong financial position. However, they also face weaknesses, such as dependence on third-party distribution channels. In terms of opportunities, Lincoln National Corporation can capitalize on the growing demand for retirement and investment solutions. However, they must also navigate threats like regulatory changes and market volatility.

    Overall, Lincoln National Corporation has established itself as a reputable and resilient player in the financial services industry. With a clear mission, diverse revenue streams, and a customer-centric approach, they continue to adapt and thrive in an ever-changing business landscape.


    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 official website of the company you are interested in. Many companies provide a section dedicated to investor relations or corporate information, where you might find a SWOT analysis or similar strategic analysis.

    2. Annual reports: Publicly traded companies are required to publish annual reports that often contain a detailed analysis of their strengths, weaknesses, opportunities, and threats. These reports can usually be found on the company's website or through financial databases like Bloomberg or Morningstar.

    3. Business and financial news websites: Websites such as Bloomberg, Reuters, or Forbes often publish articles or reports analyzing companies and their SWOT analysis. Use the search function on these websites to look for specific company names along with "SWOT analysis" to find relevant information.

    4. Market research reports: Market research firms like IBISWorld, Euromonitor, or Statista often provide comprehensive reports on various industries and companies within those industries. These reports usually include SWOT analysis, along with other valuable information.

    5. Academic databases: If you have access to academic databases such as JSTOR, EBSCO, or ProQuest, you can search for scholarly articles or research papers that might include SWOT analysis on a specific company.

    6. Business consulting firms: Consulting firms such as McKinsey, Deloitte, or PwC often publish industry-specific reports or case studies that include SWOT analysis on various companies. Check their websites or search for reports they have published.

    Remember that SWOT analysis can be subjective and vary depending on the source. Therefore, it's recommended to review multiple sources to get a comprehensive and balanced understanding of a company's strengths, weaknesses, opportunities, and threats.

    What happened to Lincoln National Corporation?

    As of September 2021, Lincoln National Corporation, also known as Lincoln Financial Group, is an American financial services company that offers a range of insurance and investment products. It provides life insurance, annuities, retirement plan services, and group protection products for individuals and businesses. The company has not undergone any major events or changes recently. It is still operating as a leading provider of financial services and continues to serve its customers.

    What are company SWOT analysis weaknesses examples?

    Some examples of company weaknesses in a SWOT analysis may include:

    1. Lack of brand recognition: Your company may struggle with low brand awareness, making it difficult to compete with well-established competitors.

    2. Limited financial resources: Insufficient funding or limited access to capital may hinder your company's ability to invest in research and development, marketing, or expansion.

    3. Inadequate infrastructure: Outdated or inefficient systems, technology, or facilities can lead to operational inefficiencies and impact productivity.

    4. Dependence on a single product or customer: Relying heavily on a single product or customer can expose your company to significant risks if there are disruptions in demand or if the customer decides to switch suppliers.

    5. Weak supply chain: A poorly managed or unreliable supply chain can result in delays, quality issues, or increased costs, negatively impacting the company's ability to meet customer demands.

    6. Lack of skilled workforce: Difficulty in attracting and retaining talented employees or a shortage of specific skill sets required for the business can hamper growth and innovation.

    7. Ineffective marketing strategies: Poor marketing efforts, including inadequate market research, targeting, or messaging, can lead to low customer acquisition or retention rates.

    8. Inefficient decision-making processes: Slow decision-making, lack of collaboration, or a hierarchical structure that impedes innovation and agility can hinder your company's ability to adapt to changing market conditions.

    9. Inability to scale or expand: Limited scalability due to operational or logistical constraints can prevent your company from taking advantage of growth opportunities in new markets or regions.

    10. Negative brand perception: Negative customer reviews, poor customer service, or a damaged reputation can undermine your company's credibility and affect customer loyalty.

    It is important to note that weaknesses should be identified within the context of your specific industry and competitors, as what may be a weakness for one company could be a strength for another.

    How to do a SWOT analysis for an NGO?

    To conduct a SWOT analysis for an NGO (non-governmental organization), follow these steps:

    1. Identify the NGO's mission and objectives: Clearly define the NGO's purpose and what it aims to achieve. This will serve as a reference point throughout the analysis.

    2. Identify strengths:

      • Assess the NGO's internal resources, expertise, and capabilities that give it a competitive advantage.
      • Evaluate the NGO's positive reputation, unique programs, or successful projects.
      • Consider the NGO's strong relationships with donors, volunteers, and partner organizations.
    3. Identify weaknesses:

      • Evaluate internal challenges or limitations that hinder the NGO's effectiveness.
      • Assess areas where the NGO lacks resources, skills, or experience.
      • Identify any negative perceptions or weaknesses in the organization's reputation.
    4. Identify opportunities:

      • Analyze external factors or trends that can benefit the NGO's mission.
      • Consider emerging funding opportunities, collaborations, or partnerships.
      • Identify potential areas for expansion or new programs based on community needs.
    5. Identify threats:

      • Assess external factors that may hinder the NGO's progress or impact.
      • Identify potential funding cuts or changes in donor priorities.
      • Analyze competition from other NGOs working in the same field.
    6. Prioritize and strategize:

      • Evaluate the significance and impact of each identified element.
      • Prioritize strengths and opportunities to leverage them effectively.
      • Develop strategies to address weaknesses and mitigate threats.
    7. Create an action plan:

      • Based on the analysis, develop a detailed action plan with specific steps and timelines.
      • Assign responsibilities to team members for each action item.
      • Regularly review and update the action plan to ensure progress.

    Remember, a SWOT analysis is an ongoing process, and it is important to regularly reassess and adapt the analysis based on changes in the NGO's internal or external environment.

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