Mission Statement, Vision, & Core Values of Lincoln National Corporation (LNC)

The Mission Statement, Vision, and Core Values of Lincoln National Corporation (LNC) aren't just corporate boilerplate; they're the foundational DNA that drove a trailing twelve-month net income of $2.014 billion through September 30, 2025. After delivering a strong Q3 2025 adjusted operating income of $397 million and seeing annuities sales jump, you have to ask: is their core value to 'Win for customers and stakeholders' defintely translating into consistent shareholder value? When a company with $18.352 billion in TTM revenue is focused on 'Pursuing Excellence,' how do you map that abstract goal to their strategic moves in life insurance and retirement plan services?

Lincoln National Corporation (LNC) Overview

You need a clear, grounded view of Lincoln National Corporation, a Fortune 200 financial powerhouse, to inform your investment strategy. The direct takeaway is this: while its overall revenue saw a slight near-term dip, the company's strategic focus on high-margin products like annuities is defintely paying off in terms of operating income and strong product sales.

Lincoln National Corporation, often known by its marketing name Lincoln Financial Group, traces its roots back to 1905 in Fort Wayne, Indiana. The founders sought a name synonymous with integrity, securing permission from Robert Todd Lincoln to use his father's image. Today, the company's headquarters are in Radnor, Pennsylvania, and its core mission is to empower Americans to take charge of their financial futures by providing financial security and protection.

The business is structured around four key segments, offering a diverse product suite to individuals, families, and organizations. It's a multi-line insurer focusing on wealth accumulation and protection, not just simple life coverage.

• Annuities: Variable, fixed, and registered index-linked annuities.
• Life Insurance: Term, universal life, and variable universal life products.
• Group Protection: Short/long-term disability, term life, and dental/vision benefits.
• Retirement Plan Services: Defined contribution plans, recordkeeping, and education.

For the trailing twelve months (TTM) ending September 30, 2025, Lincoln National Corporation reported total revenue of approximately $18.43 billion. This TTM figure gives you the clearest picture of their current sales momentum.

Financial Performance: Q3 2025 Highlights

The latest Q3 2025 earnings report, released in late October 2025, paints a picture of successful strategic execution, even as total revenue faces headwinds. The company delivered adjusted operating income of $397 million, or $2.04 per share, which beat consensus estimates and marked the fifth consecutive quarter of year-over-year growth in this key metric.

Here's the quick math: while the total quarterly revenue of $4.47 billion was a 3% decline year-over-year and missed analyst expectations, the underlying shift to more profitable products is what matters. Management is clearly executing on its plan to shift capital toward segments with higher margins and more stable cash flow profiles. You see this most clearly in the Annuities segment.

• Annuity Sales Surge: Annuities reported sales of $4.5 billion in Q3 2025.
• Fixed Annuity Growth: Fixed annuity sales jumped 36% year-over-year.
• Retirement Plan Traction: Retirement Plan Services achieved $2.4 billion in first-year sales and positive net flows.
• Group Protection Strength: Group Protection saw 5% premium growth, with supplemental health up 33% year-over-year.

The strong product sales in annuities and the consistent growth in adjusted operating income show a company that is successfully navigating a complex market by focusing on what it can control: product mix and operational efficiency. What this estimate hides is the ongoing work to optimize the legacy life portfolio, but the capital raise of $825 million from Bain Capital in Q2 2025 is helping to bolster that effort.

Lincoln National Corporation: A Leader in Financial Security

Lincoln National Corporation is a significant player in the U.S. financial services landscape, particularly in life insurance and retirement solutions. It's not just a large company; it's a strategically focused one, leveraging its scale and history to drive targeted growth. Its core values-Pursue excellence, Be one Team Lincoln, and Win for customers and stakeholders-guide its transformation roadmap.

The company's commitment to providing financial protection is a constant in an industry that changes fast. They are actively investing in innovative new features to meet evolving customer needs, which is how you stay relevant in the retirement planning space. For a deeper dive into the numbers and the strategic implications of these results, Breaking Down Lincoln National Corporation (LNC) Financial Health: Key Insights for Investors is your next concrete step. This will give you the full context on why Lincoln National Corporation is positioned for long-term success.

Lincoln National Corporation (LNC) Mission Statement

You're looking for the bedrock of Lincoln National Corporation's strategy, and honestly, it's right there in their mission statement. For a financial services giant with total assets of $399 billion as of June 30, 2025, the mission is the compass that guides every capital allocation and product decision. The core purpose is simple and powerful: to provide financial protection and security to our customers and their families.

This isn't just corporate boilerplate; it's a clear mandate that directly impacts their four core business segments: annuities, life insurance, group protection, and retirement plan services. It's about being a reliable partner for the approximately 17 million customers they serve, ensuring that when life hits, the financial safety net holds. That focus on security is why we, as analysts, map their operational performance-like the Q3 2025 adjusted operating income of $397 million-back to this foundational goal.

If you want to dig into the history and how this mission evolved, you can check out Lincoln National Corporation (LNC): History, Ownership, Mission, How It Works & Makes Money. But for the near-term, the mission breaks down into three actionable core values that show you exactly how they plan to deliver on that promise.

Core Component 1: Pursue Excellence (The 'Me' Component)

The first core value is all about the individual accountability that underpins a massive financial firm. They call it 'Pursue excellence,' and it represents the personal commitment of every employee, or the 'Me' in their framework. In our world, this translates directly to operational efficiency and risk management-the things that let a company weather market volatility.

When you see a Q1 2025 adjusted operating income of $280 million, that's the tangible result of this pursuit. It means the internal processes are working, and the firm is managing its book of business ethically and accountably. For you, the investor, this value is your signal that the company prioritizes sound underwriting and ethical conduct, which is defintely crucial when dealing with long-term liabilities like life insurance and annuities.

This value is broken down into three key behaviors:

• Ethical: Uphold integrity in all transactions.
• Passionate: Drive continuous improvement in products.
• Accountable: Own results and manage risk diligently.

Core Component 2: Be One. Team Lincoln (The 'Us' Component)

The second component, 'Be one. Team Lincoln,' focuses on internal collaboration and is the 'Us' of the corporate structure. In a company that operates across four complex segments, seamless internal communication is not a soft skill; it's a financial necessity. When different segments work together, they can deliver more comprehensive, high-quality solutions.

This collaboration is what allows a product like Lincoln MoneyGuard solutions (long-term care planning) to be effectively cross-sold with traditional life insurance, providing a holistic solution for clients. The Group Protection segment's performance in Q2 2025-a record $173 million in operating income with a 12.5% margin-shows this teamwork is paying off. That kind of margin expansion doesn't happen without collaborative and transparent execution across sales, product development, and claims processing.

The three drivers for this value are:

• Collaborative: Work across business lines for better client outcomes.
• Inclusive: Foster diverse thinking to improve strategy.
• Transparent: Communicate clearly with colleagues and partners.

Core Component 3: Win for Customers and Stakeholders (The 'We' Component)

The final core value, 'Win for customers and stakeholders,' is the external-facing measure, the 'We' that connects the internal operations to market results. This is where the rubber meets the road, proving the mission by delivering financial security and generating shareholder value.

Their commitment to delivering high-quality products is directly supported by the market data. In Q1 2025, Annuities sales jumped 33% year-over-year to $3.8 billion, showing that their product mix-focused on capital-efficient, high-demand solutions-is resonating with customers. Furthermore, the October 2025 Consumer Sentiment Tracker revealed that 82% of Americans are concerned about long-term care costs, underscoring the vital role of Lincoln National Corporation's protection products in addressing a real, near-term financial risk for millions.

Here's the quick math on the strategic action: The $825 million raised from the stock sale in Q2 2025, which bolstered their capital, is a clear action tied to this value, giving them the financial muscle to meet future policyholder obligations and invest in growth. This is what service-driven and results-focused looks like in practice.

The three action items for this value are:

• Service-driven: Prioritize client needs in every interaction.
• Results-focused: Deliver consistent financial performance.
• Forward-thinking: Innovate to meet evolving financial needs.

Lincoln National Corporation (LNC) Vision Statement

You're looking for the bedrock of Lincoln National Corporation (LNC)-the mission, vision, and values-to see if their strategic intent aligns with your investment thesis or business partnership. The direct takeaway is that their focus remains squarely on the retirement and protection markets, translating their core values into a tangible financial performance, like the trailing twelve months (TTM) revenue ending September 30, 2025, of Lincoln National Corporation (LNC): History, Ownership, Mission, How It Works & Makes Money, which stood at a strong $18.352 Billion.

This isn't just corporate boilerplate; it's a map for capital allocation. Lincoln National's overarching mission is clear: to provide financial protection and security to their customers and their families. Their vision is to be a leader in the retirement income and protection markets, delivering exceptional value to customers, employees, and shareholders. Here's the quick math: that TTM revenue, coupled with a net income of $2.014 Billion for the same period, shows a company executing on that vision, especially after reporting a Q3 2025 adjusted operating income of $397 million.

Vision: Leadership in Retirement Income and Protection

A vision to be a market leader is only credible if the core business segments are showing momentum. Lincoln National's strategy is built around annuities, life insurance, group protection, and retirement plan services. The goal is to dominate the retirement income space, which is critical given the massive demographic shift in the US.

Their Q3 2025 results defintely underscore this focus. The company reported end-of-period account balances, net of reinsurance, of $347 Billion as of September 30, 2025. That's a huge asset base, and it's the engine for delivering retirement income solutions. The opportunity here is clear: they are positioned to capture the demand for secure, guaranteed income products.

• Focus on annuities and group protection drives growth.
• Retirement Plan Services saw $5.0 Billion in total deposits in Q3 2025.
• Leadership means disciplined, profitable growth.

Core Value: Pursue Excellence (ME)

The first core value, 'Pursue excellence (ME),' is all about individual accountability, ethics, and passion. For a financial services firm, this is the first line of defense against operational risk. It means every employee, from the portfolio manager to the customer service representative, must own their contribution.

This value directly impacts the quality of their underwriting and investment decisions. When alternative investment returns are a key part of the profit story-contributing approximately $101 million after tax in Q3 2025-individual excellence in due diligence is non-negotiable. This value is the foundation for maintaining the financial strength that underpins their promise of financial security to customers. It's about personal ethics driving institutional results.

Core Value: Be one Team Lincoln (US)

You can't manage a $347 Billion account balance base without seamless internal collaboration. 'Be one Team Lincoln (US)' is the value that addresses this, emphasizing connection, collaboration, and an inclusive environment across the organization. In a complex, multi-line insurance and investment business, silos kill value.

The integration of their core businesses-life insurance, annuities, and retirement plans-requires this kind of teamwork to offer holistic financial solutions. For example, the Life Insurance segment's operating income increased by $40 million year-over-year in Q3 2025, driven partly by lower net General & Administrative (G&A) expenses, which suggests successful operational efficiencies born from cross-departmental collaboration. Teamwork is just good business efficiency.

Core Value: Win for Customers and Stakeholders (WE)

The final value, 'Win for customers and stakeholders (WE),' is the external manifestation of the first two, focusing on delivering the best for all parties. This is where their mission of providing financial protection and security is actually delivered. It's the ultimate measure of their success.

A 'win' for shareholders is reflected in the Q3 2025 adjusted operating income of $2.04 per diluted share, which surpassed analyst forecasts. A 'win' for customers is the robust sales performance in key segments, like the 38% higher year-over-year sales in Group Protection in Q3 2025, driven by disciplined growth. This value ensures that strategic decisions, like focusing on capital-efficient products, serve both the client's need for security and the shareholder's need for return. This value aligns their fiduciary duty with their profit motive.

Lincoln National Corporation (LNC) Core Values

You're looking at Lincoln National Corporation (LNC) not just for its balance sheet, but to understand the culture driving those numbers. That's smart. In financial services, integrity and teamwork are the ultimate risk mitigation tools. LNC's core values are grouped into three clear, action-oriented categories-Me, Us, and We-which map directly to individual accountability, internal collaboration, and external results for stakeholders.

This structure is defintely a clean way to ensure every one of its 9,783 employees, as of 2025, knows their role in the bigger picture. We're talking about a company with $399 billion in total assets as of June 30, 2025, so these values aren't just posters on a wall; they are the framework for managing significant capital and risk. For a deep dive into the numbers behind this framework, you should check out Breaking Down Lincoln National Corporation (LNC) Financial Health: Key Insights for Investors.

This value is about personal commitment, demanding that every employee operates with a high degree of ethics and accountability. For a financial institution, this is non-negotiable; it's the bedrock of fiduciary duty (the legal and ethical obligation to act solely in another party's best interest). The company embeds this value into its governance structure, which is the only way to make it stick.

Here's the quick math on accountability: Lincoln National Corporation's Board of Directors has direct oversight of its sustainability strategy, which includes embedding climate risk and environmental factors into daily operations. This isn't a side project; it's a governance priority. Also, the company launched an enhanced performance process in 2024, integrating a new technology platform and rating system to directly tie employee performance and pay to the core values, making accountability a measurable metric.

• Ethical behavior is embedded in the culture.
• Board oversees climate risk and sustainability.
• New performance process links pay to core values.

Collaboration and inclusion are not just feel-good initiatives; they are a business strategy for tapping into the full potential of a diverse workforce. Lincoln National Corporation understands that diverse thought drives innovation, which is critical in a competitive market like annuities and life insurance. They put their money where their mouth is with concrete programs to foster this culture.

The company champions its Business Resource Groups (BRGs) and Multicultural Awareness Committees (MACs), which are employee-led organizations that strengthen the culture of inclusion and belonging across all business lines. To build a pipeline of diverse talent, the Lincoln Financial Foundation partnered with UNCF (United Negro College Fund) to establish the UNCF Lincoln Financial Scholars Program, a competitive career development program focused on students at Historically Black Colleges and Universities (HBCUs). This is a direct investment in future workforce diversity.

You need a culture where people feel safe to speak up. That's what transparency is for.

This is where the rubber meets the road for investors and customers. The 'Win for customers and stakeholders' value translates directly into financial performance and capital management, which is what we track as analysts. This value is demonstrated through the company's strategic financial moves and its ability to deliver consistent results in core segments.

Look at the Q2 2025 results: The Group Protection segment, which provides critical benefits to customers, achieved a record operating income of $173 million with a strong 12.5% margin, showing the service-driven focus is paying off. Furthermore, the company completed a stock sale transaction in June 2025, selling approximately 18.8 million shares of common stock for $825 million to enhance its capital base and optimize its legacy life portfolio. This forward-thinking capital management is a clear action taken to secure long-term value for stakeholders. The reported $2.04 Earnings Per Share (EPS) for the quarter ending October 30, 2025, which beat analyst estimates, is the ultimate proof point of being results-focused.