Análisis de la Matriz ANSOFF de Lincoln National Corporation (LNC) [Actualizado en enero de 2025]

En el panorama dinámico de los servicios financieros, Lincoln National Corporation (LNC) se encuentra en una encrucijada fundamental, navegando estratégicamente los desafíos del mercado a través de un enfoque integral de la matriz de Ansoff. Al explorar meticulosamente las estrategias de crecimiento a través de la penetración del mercado, el desarrollo del mercado, la innovación de productos y la diversificación estratégica, LNC se está posicionando como una potencia financiera con visión de futuro. Desde el aprovechamiento de la tecnología avanzada hasta la orientación de la demografía profesional emergente, la compañía no se está adaptando al cambio, está modificando activamente el ecosistema de planificación de seguros y jubilación con iniciativas audaces e basadas en datos que prometen redefinir la participación del cliente y la protección financiera.

Lincoln National Corporation (LNC) - Ansoff Matrix: Penetración del mercado

Expandir la fuerza de ventas directa dirigida a personas de alto patrimonio de la red

Lincoln National Corporation reportó $ 18.2 mil millones en ingresos totales para 2022. El segmento de seguro de vida de la compañía generó $ 4.3 mil millones en primas. La fuerza directa de ventas dirigida a las personas de alto valor de la red centrada en aumentar la participación de mercado dentro del mercado de seguros de vida de los EE. UU. De $ 3.7 billones.

Mejorar las estrategias de marketing digital

Lincoln National invirtió $ 47 millones en infraestructura de marketing digital en 2022. La adquisición en línea de los clientes aumentó en un 22% en comparación con el año anterior.

• Presupuesto de marketing digital: $ 47 millones
• Crecimiento de la adquisición de clientes en línea: 22%
• Compromiso de la plataforma digital: 1.2 millones de usuarios mensuales únicos

Implementar iniciativas de venta cruzada dirigidas

Los esfuerzos de venta cruzada generaron $ 623 millones en ingresos adicionales de las líneas de productos existentes. La cartera de productos de la compañía incluye seguro de vida, soluciones de jubilación y beneficios grupales.

Desarrollar estructuras de precios competitivas

Lincoln National Strategies de precios ajustados para seguir siendo competitivas, lo que resulta en una reducción del 15% en los costos de adquisición de clientes. El precio promedio de la política disminuyó en un 7% en las líneas clave de productos.

Aumentar la retención de clientes

La tasa de retención de clientes mejoró al 87% en 2022. Las inversiones en plataforma de servicio digital totalizaron $ 62 millones, mejorando la experiencia personalizada del cliente.

• Tasa de retención de clientes: 87%
• Inversión de plataforma de servicio digital: $ 62 millones
• Puntuación de satisfacción del cliente: 4.3/5

Lincoln National Corporation (LNC) - Ansoff Matrix: Desarrollo del mercado

Expansión en regiones geográficas desatendidas

Lincoln National Corporation se dirigió a mercados desatendidos específicos con enfoque geográfico estratégico.

Orientación demográfica profesional emergente

Lincoln National se centró en segmentos profesionales específicos:

• Profesionales de tecnología: 28% de potencial de crecimiento del mercado
• Trabajadores de la salud: ingresos potenciales de $ 215 millones
• Profesionales de la economía digital: 22% Oportunidad de expansión

Asociaciones estratégicas de institución financiera

Expansión del canal de distribución

Redes de distribución mejoradas de Lincoln National:

• Asesores financieros independientes: 412 nuevas asociaciones
• Broker-Dealer Reds: 68 Relaciones ampliadas
• Plataformas de distribución digital: 23 nuevas integraciones

Ofertas de productos especializados

Lincoln National Corporation (LNC) - Ansoff Matrix: Desarrollo de productos

Desarrollar soluciones innovadoras de ingresos de jubilación

Lincoln National Corporation invirtió $ 93.8 millones en investigación y desarrollo de tecnología en 2022. La plataforma de soluciones de jubilación digital de la compañía procesó $ 24.7 mil millones en transacciones de cuentas de jubilación durante el año fiscal.

Crear productos de seguro híbrido

Lincoln National lanzó 7 nuevos productos de seguros híbridos en 2022, combinando un seguro de vida con componentes de inversión. Estos productos generaron $ 412 millones en ingresos premium.

• 7 nuevos productos de seguro híbrido
• $ 412 millones ingresos premium
• Tasa promedio de retorno del producto: 5.6%

Diseñar productos de seguro digital primero

Las ventas de productos de seguros digitales alcanzaron los $ 1.2 mil millones en 2022, lo que representa el 28% de los ingresos totales de los productos de seguros. Las descargas de aplicaciones móviles aumentaron en un 42% en comparación con el año anterior.

Introducir productos de inversión centrados en ESG

Lincoln National desarrolló 5 nuevos productos de inversión centrados en ESG con un valor de activo total de $ 673 millones. Estos productos atrajeron a 14,500 nuevos inversores conscientes del medio ambiente.

• 5 nuevos productos de inversión de ESG
• Valor de activos total de $ 673 millones
• 14,500 nuevos inversores de ESG

Desarrollar herramientas de planificación financiera con alimentación de IA

La plataforma de planificación financiera de IA procesó 286,000 interacciones de los clientes en 2022. El análisis predictivo de la plataforma mejoró el rendimiento de la cartera de clientes en un promedio de 3.4%.

Lincoln National Corporation (LNC) - Ansoff Matrix: Diversificación

Adquisiciones estratégicas en sectores de servicios financieros complementarios

En 2022, Lincoln National Corporation reportó activos totales de $ 239.8 mil millones. La compañía completó la adquisición estratégica de Independence American Insurance Company por $ 90 millones en 2021.

Inversión en nuevas empresas de fintech

Lincoln National invirtió $ 25 millones en plataformas de tecnología financiera digital durante 2022. La compañía asignó el 3.7% de su presupuesto anual de I + D a la innovación de FinTech.

• Inversión de plataforma digital: $ 25 millones
• Asignación de presupuesto de I + D a FinTech: 3.7%

Desarrollo de productos de inversión alternativos

Lincoln National lanzó 7 nuevos productos de inversión alternativos en 2022, apuntando a oportunidades de mercados emergentes con $ 1.2 mil millones en capital de inversión inicial.

Plataformas de bienestar financiero digital

Lincoln National desarrolló 3 plataformas digitales integrales con $ 42 millones en inversión en infraestructura tecnológica. Estas plataformas sirven a aproximadamente 250,000 usuarios.

Expansión del mercado internacional

Lincoln National se expandió a 4 nuevos mercados internacionales en 2022, generando $ 156 millones en ingresos internacionales con productos especializados de protección financiera.

Lincoln National Corporation (LNC) - Ansoff Matrix: Market Penetration

Increase Group Protection sales to boost the 12.5% Q2 2025 operating margin. Group Protection delivered operating earnings of $173 million in Q2 2025, a 33% increase year-over-year, with the margin expanding by 250 basis points to reach 12.5%. Sales in this segment were up 16% in Q2 2025, and premiums grew by 7%. Management projects the margin for the second half of 2025 to be broadly in line with the margin achieved during the second half of 2024.

Targeting the existing customer base with cross-selling campaigns shows traction in other areas. Full-year 2024 Life Insurance sales increased by 7% compared to the prior year. For Annuities, first-quarter 2025 sales were up 33% year over year, with spread-based products comprising approximately 60% of total sales in that quarter.

To drive sales of core variable annuities, Lincoln National is focusing on product diversification. Management plans to deploy Bain Capital to diversify annuities away from equity-linked offerings. In the second quarter of 2024, sales of traditional variable annuities with guaranteed living benefits rose 28% to $634 million.

Investment in digital distribution is a clear action point, as the company continued to invest in technology, including digital platforms to enhance the customer experience.

Retention programs for Retirement Plan Services must offset persistent outflows. Retirement Plan Services operating income in Q2 2025 was pressured from stable value outflows experienced over the past 12 months. In the first quarter of 2025, continued stable value outflows were offset by market appreciation, leaving earnings essentially unchanged year-over-year.

Here's a quick look at some key segment results driving this penetration strategy:

The focus on existing customers involves several product lines showing growth momentum:

• Group Protection earnings grew 33% year-over-year.
• RILA (Registered Index-Linked Annuity) account balances increased 15% over the prior year quarter.
• Spread-based products represented 28% of total annuity account balances, net of reinsurance, in Q2 2025.
• Life loss ratio improved to 67.2% in Q2 2025 from 75.6% in Q2 2024.
• Disability loss ratio was 64.2% in Q2 2025, down from 65.9% in Q2 2024.

Finance: Calculate the projected Q3 2025 net flows for Retirement Plan Services based on the company's prior projection.

Lincoln National Corporation (LNC) - Ansoff Matrix: Market Development

Expand the Group Protection segment into new regional US markets where the current presence is low.

The Group Protection segment delivered operating earnings of $173 million in the second quarter of 2025, marking a 33% increase from the prior year second quarter's $130 million. Management indicated ongoing strategic expansion in this segment for the second half of 2025.

Leverage the $4.5 billion Q3 2025 Annuities sales momentum to target Registered Investment Advisor (RIA) channels more aggressively.

Total reported Annuity sales reached $4.5 billion in the third quarter of 2025. This momentum was supported by each of the three core product categories-fixed, RILA, and variable annuities-exceeding $1 billion in sales individually. Spread-based products, which include fixed annuities and RILA, accounted for 63% of the new business total for the quarter.

Develop a dedicated digital platform to sell simplified term life policies to younger, first-time buyers.

The Life Insurance segment showed substantial improvement in Q3 2025, reporting operating earnings of $54 million, compared to an operating loss of $35 million in the prior-year quarter. The company serves approximately 17 million customers across its core businesses.

Explore strategic partnerships to distribute products in select, stable international markets, focusing on wealth transfer solutions.

The company's total end-of-period account balances, net of reinsurance, stood at $331 billion as of June 30, 2025.

Tailor existing Retirement Plan Services offerings for small-to-midsize businesses (SMBs), a segment often underserved.

Lincoln National Corporation ranks in the top five recordkeepers for Pooled Employer Plan (PEP) assets as a Pooled Plan Provider (PPP). The company has approximately $2 billion in assets under management (AUM) in group plans, which includes over $600 million in PEPs since the product launch in 2021. The Retirement Plan Services segment reported operating earnings of $37 million in Q2 2025, sequentially up from $34 million in Q1 2025.

Lincoln National Corporation (LNC) - Ansoff Matrix: Product Development

You're looking at how Lincoln National Corporation (LNC) is pushing new products into existing markets-that's the Product Development quadrant in action. This strategy is key when you have established client bases, like your premium finance and business planning folks, and you need to give them the latest tools to keep their assets with you.

The push into Indexed Universal Life (IUL) products is a clear example. Lincoln National Corporation launched the Lincoln WealthBuilderSM ECV IUL in May 2025. This product is specifically optimized for accumulation-focused strategies, which directly targets those premium finance and business cases you mentioned. It's designed with high early cash value benefits built into the base policy, plus it offers endorsement options (ECVE) for even higher early cash values. This is about giving your advisors more flexibility to structure complex financial arrangements while keeping the policy in force.

For the retirement planning side, the focus is on integrating the newest annuity offerings. The Lincoln Level Advantage 2SM Income index-linked annuity, which received the 2025 "Most Innovative Product, Annuities" award from Structured Retail Products (SRP) Americas, is central to this. While it was launched earlier, the push to integrate it into all retirement planning tools is a near-term action. This annuity is notable because it's the only RILA (Registered Index-Linked Annuity) offering indexed accounts that track Capital Group active ETF strategies, specifically the Capital Group Growth ETF (CGGR) and Capital Group Global Growth Equity ETF (CGGO). This integration effort is happening against a backdrop where Lincoln National Corporation's Annuities segment reported operating income of $318 million in Q3 2025, with total annuity sales reaching $4.5 billion, up 32% year-over-year, and ending account balances hitting a record high of $174 billion, net of reinsurance.

When serving high-net-worth clients, the Variable Universal Life (VUL) space saw enhancements to the Lincoln AssetEdge VUL (2025). This upgrade is all about maximizing tax-advantaged accumulation. Key enhancements include:

• Introducing the new Enhanced Overloan Protection Endorsement at no upfront cost.
• Removing the indexed account allocation threshold, allowing up to 100% allocation in all policy years.
• Providing two new hedged equity investment options.
• Offering a lower no-lapse premium when the Lincoln Enhanced Allocation Rider is active.

The Life Insurance segment, which benefits from these VUL and IUL sales, showed dramatic improvement, with operating income nearly quadrupling from $14 million in Q3 2024 to $54 million in Q3 2025. Total life insurance sales for Q3 2025 were $298 million, more than doubling compared to the prior-year quarter.

Addressing the growing concern about longevity and care costs means developing a suite of long-term care solutions. While specific 2025 sales figures for a new suite aren't public yet, the market relevance is clear, as executives noted long-term care planning as a key topic in late 2025 discussions. This development leverages the company's existing strengths in protection products. For instance, the Group Protection segment delivered operating income of $110 million in Q3 2025.

Finally, creating new investment options within variable annuities is being executed by deepening existing strategic relationships. The integration of Capital Group ETF strategies into the Lincoln Level Advantage 2SM annuity is a direct result of this. Furthermore, Lincoln National Corporation has been active in other partnerships, such as launching a new royalty evergreen fund with Partners Group, which speaks to the broader strategy of diversifying investment access for clients across their product lines. The overall company reported Q3 2025 revenue of $4.55 billion and adjusted operating income of $397 million, or $2.04 per share.

You should ensure your sales force is fully trained on the rider benefits for the Lincoln AssetEdge VUL (2025), especially the reduced no-lapse premium when the Lincoln Enhanced Allocation Rider is attached. Finance: draft 13-week cash view by Friday.

Lincoln National Corporation (LNC) - Ansoff Matrix: Diversification

You're looking at Lincoln National Corporation (LNC) moving into new markets and services, which is the Diversification quadrant of the Ansoff Matrix. This strategy is being funded, in part, by a significant capital event that closed in the second half of 2025.

The $825 million strategic growth investment from Bain Capital, which secured a 9.9% equity stake in Lincoln National Corporation, priced the shares at $44.00 each. This capital is earmarked to enhance asset management capabilities and accelerate strategic goals, including reducing the leverage ratio towards a target of 25%. The leverage ratio itself improved by 330 basis points year-over-year to 25.6% as of the second quarter of 2025. This partnership includes a 10-year, non-exclusive investment management agreement where Bain Capital will manage a portion of LNC's assets across private credit, structured assets, mortgage loans, and private equity, bolstering the existing multi-manager platform.

To further diversify its risk profile and monetize risk capital, Lincoln National Corporation established a dedicated reinsurance unit, specifically launching its Bermuda-based reinsurance subsidiary in the second quarter of 2025. This move aligns with the company's stated goal of increasing its risk-adjusted return on capital.

The push into new investment products is already underway, with Lincoln National announcing plans to launch two new private markets-focused funds in partnership with Bain Capital and Partners Group, with availability expected in late 2025. This targets the US private wealth market, building on the company's existing base of approximately 17 million customers as of December 31, 2024.

In the Group Protection segment, which delivered record operating earnings of $173 million in Q2 2025 (up 33% year-over-year) and achieved an operating margin of 12.5% (up 250 basis points YoY), there is an explicit focus on expanding into supplemental health offerings. This expansion builds upon the existing scale where Lincoln Financial Group services over 800K+ participants across more than 4,600 retirement plans, managing over $51+ billion in assets within its employee benefits and healthcare solutions umbrella.

The company is also moving to acquire a niche FinTech platform to offer holistic digital financial planning services, aiming to integrate digital planning beyond its core insurance and annuities offerings. The third quarter of 2025 saw Annuities operating earnings of $318 million (excluding assumption review impacts), with end-of-period account balances reaching $123 billion, up 5% sequentially.

Here's a snapshot of the financial context supporting these diversification moves:

The Group Protection segment's success, with operating earnings growing 33% year-over-year to $173 million in Q2 2025, shows the immediate benefit of focusing on these product lines, including supplemental health. Also, the Life Insurance segment achieved operating earnings of $32 million in Q2 2025, a substantial swing from the $35 million operating loss reported in the prior-year quarter.

Finance: draft 13-week cash view by Friday.