Lincoln National Corporation (LNC): ANSOFF Matrix Analysis [Jan-2025 Mise à jour]

Dans le paysage dynamique des services financiers, Lincoln National Corporation (LNC) se dresse à un carrefour pivot, naviguant stratégiquement sur le marché à travers une approche complète de la matrice Ansoff. En explorant méticuleusement les stratégies de croissance à travers la pénétration du marché, le développement du marché, l'innovation des produits et la diversification stratégique, LNC se positionne comme une puissance financière avant-gardiste. De tirer parti des technologies de pointe au ciblage des données démographiques professionnelles émergentes, la société ne s'adapte pas seulement au changement - cela remodeler activement l'écosystème de la planification des assurances et de la retraite avec des initiatives audacieuses et basées sur les données qui promettent de redéfinir l'engagement client et la protection financière.

Lincoln National Corporation (LNC) - Matrice Ansoff: pénétration du marché

Développez la force de vente directe ciblant les individus à haute nette

Lincoln National Corporation a déclaré 18,2 milliards de dollars de revenus totaux pour 2022. Le segment d'assurance-vie de la société a généré 4,3 milliards de dollars de primes. La force de vente directe ciblant les individus à haute teneur en naissance s'est concentré sur l'augmentation de la part de marché dans le marché américain de l'assurance-vie de 3,7 billions de dollars.

Améliorer les stratégies de marketing numérique

Lincoln National a investi 47 millions de dollars dans les infrastructures de marketing numérique en 2022. L'acquisition en ligne des clients a augmenté de 22% par rapport à l'année précédente.

• Budget de marketing numérique: 47 millions de dollars
• Croissance de l'acquisition des clients en ligne: 22%
• Engagement de la plate-forme numérique: 1,2 million d'utilisateurs mensuels uniques

Mettre en œuvre des initiatives de vente croisée ciblées

Les efforts de vente croisée ont généré 623 millions de dollars de revenus supplémentaires provenant des gammes de produits existantes. Le portefeuille de produits de la société comprend une assurance-vie, des solutions de retraite et des avantages sociaux.

Développer des structures de prix compétitives

Lincoln National a ajusté les stratégies de tarification pour rester compétitives, entraînant une réduction de 15% des coûts d'acquisition des clients. Le prix moyen de la politique a diminué de 7% sur les principales gammes de produits.

Augmenter la fidélisation de la clientèle

Le taux de rétention de la clientèle s'est amélioré à 87% en 2022. Les investissements de la plate-forme de service numérique ont totalisé 62 millions de dollars, améliorant l'expérience client personnalisée.

• Taux de rétention de la clientèle: 87%
• Investissement de plate-forme de service numérique: 62 millions de dollars
• Score de satisfaction du client: 4.3 / 5

Lincoln National Corporation (LNC) - Matrice Ansoff: développement du marché

Extension dans les régions géographiques mal desservies

Lincoln National Corporation a ciblé des marchés mal desservis spécifiques avec une orientation géographique stratégique.

Ciblage démographique professionnel émergent

Lincoln National s'est concentré sur des segments professionnels spécifiques:

• Professionnels de la technologie: 28% de potentiel de croissance du marché
• Travailleurs de la santé: 215 millions de dollars de revenus potentiels
• Professionnels de l'économie numérique: 22% d'opportunité d'expansion

Partenariats stratégiques d'institutions financières

Extension du canal de distribution

Lincoln National Amélioration des réseaux de distribution:

• Conseillers financiers indépendants: 412 nouveaux partenariats
• Réseaux de courtiers-condenteurs: 68 relations élargies
• Plateformes de distribution numérique: 23 nouvelles intégrations

Offres de produits spécialisés

Lincoln National Corporation (LNC) - Matrice Ansoff: développement de produits

Développer des solutions de revenu de retraite innovantes

Lincoln National Corporation a investi 93,8 millions de dollars dans la recherche et le développement technologiques en 2022. La plate-forme de solutions de retraite numérique de la société a traité 24,7 milliards de dollars de transactions de compte de retraite au cours de l'exercice.

Créer des produits d'assurance hybride

Lincoln National a lancé 7 nouveaux produits d'assurance hybride en 2022, combinant une assurance-vie avec des composants d'investissement. Ces produits ont généré 412 millions de dollars de revenus premium.

• 7 nouveaux produits d'assurance hybride
• 412 millions de dollars de revenus premium
• Taux de rendement moyen des produits: 5,6%

Concevoir des produits d'assurance numérique-axés

Les ventes de produits d'assurance numérique ont atteint 1,2 milliard de dollars en 2022, ce qui représente 28% des revenus totaux des produits d'assurance. Les téléchargements des applications mobiles ont augmenté de 42% par rapport à l'année précédente.

Introduire des produits d'investissement axés sur l'ESG

Lincoln National a développé 5 nouveaux produits d'investissement axés sur l'ESG d'une valeur totale d'actifs de 673 millions de dollars. Ces produits ont attiré 14 500 nouveaux investisseurs soucieux de l'environnement.

• 5 nouveaux produits d'investissement ESG
• Valeur totale de 673 millions de dollars
• 14 500 nouveaux investisseurs ESG

Développer des outils de planification financière alimentés par l'IA

La plateforme de planification financière de l'IA a traité 286 000 interactions client en 2022. L'analyse prédictive de la plate-forme a amélioré les performances du portefeuille de clients en moyenne de 3,4%.

Lincoln National Corporation (LNC) - Matrice Ansoff: diversification

Acquisitions stratégiques dans les secteurs complémentaires des services financiers

En 2022, Lincoln National Corporation a déclaré un actif total de 239,8 milliards de dollars. La société a terminé l'acquisition stratégique de l'Independence American Insurance Company pour 90 millions de dollars en 2021.

Investissement dans les startups fintech

Lincoln National a investi 25 millions de dollars dans les plateformes de technologie financière numérique en 2022. La société a alloué 3,7% de son budget annuel de R&D à l'innovation fintech.

• Investissement de plate-forme numérique: 25 millions de dollars
• Attribution du budget R&D à la fintech: 3,7%

Développement de produits d'investissement alternatifs

Lincoln National a lancé 7 nouveaux produits d'investissement alternatifs en 2022, ciblant les opportunités de marché émergentes avec 1,2 milliard de dollars en capital d'investissement initial.

Plateformes de bien-être financier numériques

Lincoln National a développé 3 plates-formes numériques complètes avec 42 millions de dollars en investissement dans les infrastructures technologiques. Ces plateformes servent environ 250 000 utilisateurs.

Expansion du marché international

Lincoln National s'est étendue à 4 nouveaux marchés internationaux en 2022, générant 156 millions de dollars de revenus internationaux avec des produits de protection financière spécialisés.

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.