Security National Financial Corporation (SNFCA): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to get a clear read on Security National Financial Corporation's strategy as we close out 2025, so I've broken down their Marketing Mix-the Four P's-using their latest Q3 figures. Honestly, the picture is complex: while the company maintains a solid, diversified base across Life Insurance, Cemetery/Mortuary, and Mortgage services, the recent financials show real strain. We saw Q3 revenue land at $89.3 million, but net earnings tumbled 34% to just $7.8 million compared to last year, even as book value per share improved to $14.79. Keep reading to see exactly how their product offerings, distribution footprint, promotional focus, and pricing pressures are shaping the path forward for Security National Financial Corporation.

Security National Financial Corporation (SNFCA) - Marketing Mix: Product

You're looking at the core offerings of Security National Financial Corporation (SNFCA), which you should see as a trifecta of services designed to address major life events and financial planning needs. The product element here isn't a single widget; it's a carefully balanced portfolio across three distinct business segments: Life Insurance, Cemetery/Mortuary (Death Care), and Mortgage services. This diversification is key; it helps mitigate risk because the performance drivers for selling a home loan are quite different from those for selling a final expense policy or pre-need funeral services.

The Life Insurance Segment focuses on providing stable, long-term financial security products. Specifically, Security National Financial Corporation (SNFCA) sells and services selected lines of life insurance, annuity products, and accident and health insurance. These products are marketed across 40 states using a commissioned sales force of independent licensed insurance agents who may also sell products from other companies. For the three months ended September 30, 2025, this segment generated net income before taxes of approximately $7.5 million, a notable decrease from the $11.8 million reported in Q3 2024. Still, the segment benefits from improved premium margins due to rate increases implemented over the last several years, though the full effect won't be apparent for a few more years.

The Mortgage Segment, which originates and underwrites residential and commercial loans, has shown a significant turnaround. After a challenging period, the Mortgage Segment achieved quarterly profitability in Q3 2025. This was a major milestone, representing only the third profitable quarter in the last 3 years. For the quarter ending September 30, 2025, the segment posted a pre-tax net income of $66,000, which is a 312% increase over the $16,000 pre-tax net income in Q3 2024. Loan origination volume for Q3 2025 was $622 million. To be fair, the mortgage market remains troubled, but this profitability shows operational quality improvement. This segment operates through 77 retail offices and one wholesale office in 21 states.

The Cemetery/Mortuary Segment provides comprehensive funeral and pre-need services, which includes funeral homes, cemeteries, and a preneed company. This segment posted improved results in Q3 2025 over Q3 2024, driven by stabilized pre-need cemetery land sales, which are a major profit driver. For the quarter, sales reached $8.9 million, up 4.5% from $8.5 million the prior year, and Earnings Before Taxes jumped 7.2% to $3.04 million from $2.84 million. However, looking at the longer nine-month period ending September 30, 2025, the segment's revenue was $25.1 million, lagging last year by 1.6%, and its 9-month Earnings Before Taxes dropped 11.4% to $7.07 million.

The overall product portfolio's diversification is reflected in the consolidated financial performance, which helps smooth out volatility from any single market. For instance, the company achieved a 7.9% Return On Equity (ROE) for the nine months ended September 30, 2025, which annualized to an estimated 10.5%. The book value per common share stood at $14.79 as of that date. Here's a quick look at the segment-level financial performance for the third quarter of 2025 compared to the prior year, showing how the different products contribute:

The company's offerings are designed to interact; for example, the cemetery and mortuary segment provides public awareness that assists in the sales and marketing of insurance and pre-need products. You can see the product mix in terms of overall company results for the quarter ending September 30, 2025:

• Total Revenues: $89.3 million, up from $88.3 million in Q3 2024.
• Net Investment Income: Rose to $20.1 million.
• Life Insurance Segment pre-tax income decreased by 37% year-over-year.
• Cemetery/Mortuary Segment sales increased by 4.5% year-over-year for the quarter.
• Mortgage Segment pre-tax income increased by 312% year-over-year for the quarter.

Finance: draft the impact analysis of the Q4 2025 LDTI accounting standard implementation on the Life Insurance segment's reported product profitability by next Tuesday.

Security National Financial Corporation (SNFCA) - Marketing Mix: Place

Place, or distribution, for Security National Financial Corporation (SNFCA) is structured around the physical presence of its funeral services and the broad geographic reach of its insurance and mortgage operations, reflecting the company's horizontally integrated business model.

The corporate headquarters for Security National Financial Corporation (SNFCA) is located in Salt Lake City, Utah. The company's foundation dates back to 1965.

Physical distribution for the Cemetery and Mortuary segment is concentrated regionally, serving as a local anchor for the entire enterprise. This segment operates through three brands, totaling 10 different locations in Utah. Furthermore, the segment includes 5 cemeteries in Utah and one cemetery in San Diego, California.

The distribution of life insurance products relies heavily on a commissioned sales force to achieve national coverage. These products are marketed across 40 states. The Home Service Division specifically partners with almost 1,000 agents and funeral homes.

For mortgage services, Security National Financial Corporation (SNFCA) employs a full-service lender model, which includes in-house underwriting. The mortgage segment's physical distribution footprint includes approximately 77 retail offices and one wholesale office, operating across 21 states.

Digital channels are essential for investor relations and customer support across all segments. For instance, the company reported financial results for the quarter ended September 30, 2025, on November 13, 2025. The book value per common share as of March 31, 2025, was reported at $14.68.

The distribution strategy across the three segments can be summarized as follows:

The company emphasizes the relationship between its segments, where the physical presence of the death care operations assists in the sales and marketing of insurance and pre-need products. The life insurance segment's assets, which include pre-need funeral products, are invested in mortgage loans.

The company's performance metrics reflect the scale of its operations, with after-tax earnings from operations for the year ended December 31, 2024, reaching $26,536,000.

• Corporate Center: Salt Lake City, Utah
• Funeral Services: 10 locations operating under 3 brands in Utah
• Insurance Sales: Network active in 40 states
• Mortgage Origination: Operations spanning 21 states

Security National Financial Corporation (SNFCA) - Marketing Mix: Promotion

You're looking at how Security National Financial Corporation communicates its value proposition to the market, which is heavily tied to its operational milestones and financial stability as of late 2025.

The company used a significant public relations event to underscore its longevity and public market commitment. Security National Financial Corporation rang the opening bell of the NASDAQ Stock Market on September 24, 2025. This event was staged to commemorate the company's 60th Anniversary and its 38th year as a publicly traded entity on NASDAQ.

A core element of the internal promotion strategy, which supports external messaging, involves talent development. Management commentary from the Q3 2025 earnings call confirmed that the company has spent heavily and expended much effort since Q4 of 2024 to recruit improved sales, sales support, and executive talent across all segments.

This investment in talent is being managed against operational costs, a key point management uses to demonstrate operational resilience. For the quarter ending September 30, 2025, personnel costs were flat, which management noted indicated sufficient efficiencies were found to offset the talent hiring undertaken. This is an improvement from the Year-to-Date (YTD) personnel costs being up roughly 10% as of June 2025, which had moderated to roughly 6% YTD by September 30, 2025.

Management uses financial metrics to communicate the success of its diversified business model, which is a key differentiator in its messaging to investors. The focus on financial diversity and resilience is evident when reviewing the Return on Equity (ROE) progression.

The overall marketing message, as reflected in company statements, centers on its foundational philosophy. Security National Financial Corporation highlights its commitment to long-term relationships and business strategies built upon conservative and sound financial principles.

The promotion activities are therefore grounded in demonstrating tangible evidence of this philosophy through corporate milestones and disciplined cost management relative to strategic talent acquisition:

• - NASDAQ Opening Bell ceremony on September 24, 2025, marking 60 years in business.
• - Heavy investment in recruiting improved sales and executive talent commencing in Q4 of 2024.
• - Quarterly personnel costs were flat for Q3 2025, offsetting YTD increases.
• - Management commentary points to annualized ROE of 10.5% for nine months ending September 30, 2025, as proof of resilience.

Security National Financial Corporation (SNFCA) - Marketing Mix: Price

You're looking at how Security National Financial Corporation (SNFCA) structures the money customers pay for its diverse offerings across life insurance, funeral services, and mortgage loans as of late 2025. Pricing here isn't just a sticker price; it's about managing policy liabilities, competitive rates, and the perceived value of end-of-life planning and financing.

The top-line performance gives you the context for pricing flexibility. For the third quarter ending September 30, 2025, Security National Financial Corporation (SNFCA) reported total revenues of $89.3 million, marking a slight year-over-year increase from the prior year's Q3 figure of $88.3 million. However, the bottom line felt pressure; net earnings for Q3 2025 fell to $7.8 million, which is a 34% decline from the $11.8 million reported in Q3 2024. This drop directly impacts how aggressively the company can price its services, as pricing models must manage increased policy benefits and death-related expenses, which drove the Q3 earnings drop.

Still, the balance sheet shows resilience, which supports long-term pricing stability. Book value per common share improved to $14.79 as of September 30, 2025, up from $13.76 at the end of 2024. Furthermore, the nine-month annualized Return on Equity (ROE) was 10.5%, showing balance sheet strength, an improvement from the 8.5% annualized ROE reported in June.

Here's a quick look at the key financial figures influencing pricing decisions:

In the Life Insurance segment, which includes Security National Life Insurance Company, pricing involves managing 'end of life' insurance products. They offer options like Prepaid Funerals, where you lock in today's prices for a service, and Final Expense insurance, which sets aside a specific budget. The median cost of a funeral in the U.S. is cited as over $8,000, which informs the target coverage amounts for these policies, with coverage amounts starting at $1,000 in most states.

For the Mortgage Segment, Security National Mortgage Company positions itself as a full-service lender. Its pricing strategy centers on offering a wide range of loan products and competitive interest rates designed to fit specific situations, providing a bridge until conventional long-term financing can be secured.

You should note specific performance metrics that reflect pricing effectiveness across divisions:

• Life Segment Pre-Tax Income for Q3 2025 was $7.5 million, down from $11.8 million in Q3 2024.
• Funeral Home Revenue increased 9.4% to $3.52 million in Q3 2025.
• Cemetery Earnings Before Tax reached $880,000 in Q3 2025, an increase of 21.7% from Q3 2024.
• Net earnings per common share for the nine months ended September 30, 2025, was $0.32, compared to $0.48 the prior year.

The company's ability to maintain a strong book value while managing higher operating costs suggests that its premium pricing, particularly in the funeral and cemetery services where they are a market leader in Utah, is offsetting some of the pressure from the Life Insurance segment and the challenging mortgage environment.