Security National Bundle
What is Security National's Sales and Marketing Strategy?
Security National Financial Corporation (SNFC) offers life insurance, cemetery and mortuary services, and mortgage loans. Their core branding emphasizes providing 'peace of mind' and support during life's sensitive moments. This approach strongly appeals to individuals aged 45-85 with low to moderate incomes.
SNFC's strategy focuses on reaching a specific demographic with compassionate and reliable solutions. This targeted approach has fueled consistent growth and brand loyalty.
SNFC's sales and marketing strategy is deeply rooted in its commitment to providing comprehensive support and 'peace of mind' to its core demographic. The company leverages its diversified offerings, including life insurance and end-of-life services, to create a holistic customer experience. This integrated approach allows them to build long-term relationships by addressing multiple life needs. For instance, their Security National BCG Matrix analysis helps in understanding the market position of each segment. In 2024, SNFC reported total revenues of $334.5 million, a 5.0% increase from the previous year, with net earnings reaching $26.5 million, an 83% surge. The Life Insurance segment saw a 25% improvement, and the Cemetery and Mortuary segment grew by 5% in the same year, reflecting the effectiveness of their focused marketing efforts.
How Does Security National Reach Its Customers?
Security National Financial Corporation employs a diverse sales strategy across its business segments, utilizing both direct and indirect channels to connect with its target audiences. This multi-faceted approach is central to the company's overall business strategy for customer acquisition and market penetration.
Life Insurance Sales
The company's life insurance operations are primarily driven by direct sales teams. These teams focus on funeral plans, targeting individuals aged 45 to 85 with low to moderate incomes across 42 states. Recent efforts have concentrated on enhancing the value proposition for sales professionals and modernizing commission structures to better incentivize performance.
Cemetery and Mortuary Sales
Sales in the cemetery and mortuary segment are conducted directly through physical locations. This includes eleven mortuaries and five cemeteries in Utah, one cemetery in California, and one cemetery with four mortuaries in New Mexico. The company emphasizes pre-need and at-need sales of funeral services and products, supported by staff training in providing sensitive customer care.
Mortgage Loan Origination
The mortgage loan business operates through a substantial network of 97 retail offices across 26 states, with approval to lend in additional states. This extensive physical presence facilitates direct customer engagement for residential and commercial loan origination and underwriting. In the first quarter of 2025, mortgage origination volume saw an 11% increase compared to the same period in 2024, significantly outperforming the national market's 2% growth. This expansion is partly attributed to recruitment strategies implemented in 2023 and 2024.
Mortgage Market Performance
In 2024, the company originated 7,269 loans totaling $2,295,830,000, a slight increase from 7,185 loans in 2023. The strategic focus on its retail office network remains a key element of its sales approach for mortgage services, supporting its Target Market of Security National.
Key Sales Channel Elements
The company's sales and marketing strategy is built on leveraging direct sales forces for insurance and a robust physical retail presence for mortgage services. This approach aims to foster strong customer relationships and provide personalized service.
- Direct sales teams for life insurance products.
- Physical retail offices for mortgage loan origination.
- Focus on specific demographic and income segments.
- Investment in sales force training and commission structures.
Security National SWOT Analysis
- Complete SWOT Breakdown
- Fully Customizable
- Editable in Excel & Word
- Professional Formatting
- Investor-Ready Format
What Marketing Tactics Does Security National Use?
The company employs a multifaceted approach to its sales and marketing strategy, integrating both digital and traditional methods to enhance brand awareness, generate leads, and ultimately drive sales across its diverse product lines. This strategy is designed to resonate with specific customer segments for each business unit.
Targeted Life Insurance Outreach
For life insurance, particularly final expense plans, the company has established new sales divisions. A notable example is the Loyalty Sales Division, launched in May 2024 in collaboration with Latinos Unidos.
Partnership-Driven Marketing
This partnership focuses on delivering adaptable and personalized final expense plans. It also includes an exclusive 'Loyalty Family Support Plan' that provides a dedicated funeral concierge service, showcasing a targeted content marketing approach.
Empowering the Sales Force
While specific digital marketing campaign details are limited, the company prioritizes enhancing its sales force's value propositions and modernizing commission systems. This indirect marketing strategy aims to equip agents with superior tools and incentives for improved outreach and lead generation.
Digital Presence for Investors
The investor relations section on the company's website serves as a key digital platform. It offers transparency through annual reports and financial information, also acting as a tool to attract potential investors.
Local Reputation in Mortuary Services
In the mortuary and cemetery sector, local presence and reputation are paramount. The Utah-based Cemetery and Mortuary group has achieved 'Best in State' recognition for seven consecutive years, a significant traditional marketing asset.
Customer Experience as Marketing
Positive customer experiences, such as those highlighted by testimonials for specific features like 'globe lights' at Memorial Mountain View Mortuary, Cemetery and Pet Garden, foster word-of-mouth marketing and community engagement.
Mortgage Origination Growth
For its mortgage segment, the company experienced an 11% increase in mortgage origination volume in Q1 2025 compared to Q1 2024. This growth rate significantly outpaced the national average increase of 2%, indicating effective lead generation strategies are in place.
- The company's business strategy emphasizes strategic hiring of high-quality individuals to bolster sales and fulfillment teams.
- This focus on human capital is considered a core element of their overall marketing and sales approach.
- The company's commitment to digital adoption is reflected in the introduction of an online banking platform and mobile app by Security National Bank, a related entity.
- The effectiveness of Security National's marketing campaigns is evident in its mortgage business's performance, contributing to its overall Brief History of Security National.
- The company's sales team structure and responsibilities are designed to support these growth initiatives.
Security National PESTLE Analysis
- Covers All 6 PESTLE Categories
- No Research Needed – Save Hours of Work
- Built by Experts, Trusted by Consultants
- Instant Download, Ready to Use
- 100% Editable, Fully Customizable
How Is Security National Positioned in the Market?
Security National Financial Corporation cultivates a brand identity centered on providing 'peace of mind' and empathetic support, particularly for end-of-life planning. This core message is consistently woven through its life insurance, cemetery and mortuary services, and mortgage loan segments.
Comprehensive Financial Services Provider
The company positions itself as a holistic financial services provider, emphasizing the interconnectedness of its offerings. This synergy aims to enhance customer convenience and company profitability.
Focus on End-of-Life Needs
A significant aspect of its brand positioning involves offering compassionate support for life's significant events, with a particular emphasis on end-of-life planning and services.
Brand Values: Stability and Empathy
The brand's visual identity and communication style likely project stability, trustworthiness, and empathy, reflecting the sensitive nature of its services and its long history of operation.
Target Audience Appeal
The company targets individuals aged 45 to 85 with low to moderate incomes, offering a value proposition that blends financial security with comprehensive, caring services.
The company's brand positioning is further reinforced by consistent external recognition and a proactive approach to market dynamics. Celebrating 60 years of service in 2025, the company has been recognized as a 'Top Workplace Award' recipient for nine consecutive years, indicating a strong internal culture that likely translates to superior customer service. Furthermore, its Utah-based Cemetery and Mortuary group has secured the 'Best in State' award for seven consecutive years, underscoring its leadership in that specific market. These accolades validate the brand's commitment to quality and care, contributing to its overall market perception and supporting its Security National sales strategy.
Commitment to Employees
Nine consecutive years of 'Top Workplace Award' recognition highlights a dedication to its workforce, which is often a precursor to excellent customer service and a strong Security National marketing strategy.
Regional Service Excellence
Seven consecutive 'Best in State' awards for its Utah Cemetery and Mortuary group demonstrate a clear market leadership and high customer satisfaction in a key service area.
Synergistic Business Model
The company emphasizes the interconnectedness of its life insurance, cemetery, and mortgage services, suggesting a unified approach to customer needs and a robust Security National business strategy.
Adaptability and Improvement
The company's 2024 financial reports indicate a continuous evaluation of competitive positions and efforts to enhance value propositions for its sales force, reflecting a dynamic approach to market challenges.
Brand Messaging Consistency
The consistent message of 'peace of mind' and compassionate support across all business segments reinforces the brand's core values and aids in Security National customer acquisition.
Long-Term Market Presence
With 60 years of service by 2025, the company has established a deep understanding of its market and a proven track record, contributing to its brand authority and Marketing Strategy of Security National.
Security National Business Model Canvas
- Complete 9-Block Business Model Canvas
- Effortlessly Communicate Your Business Strategy
- Investor-Ready BMC Format
- 100% Editable and Customizable
- Clear and Structured Layout
What Are Security National’s Most Notable Campaigns?
Security National Financial Corporation's sales and marketing strategy is characterized by targeted initiatives rather than broad advertising. Recent efforts focus on enhancing service offerings and expanding market reach through strategic partnerships and internal improvements.
Loyalty Sales Division Launch
In May 2024, Security National Life Insurance Company launched its Loyalty Sales Division in partnership with Latinos Unidos. This initiative aims to offer specialized final expense plans and a unique funeral concierge service, targeting niche markets and enhancing customer support.
Mortgage Recruitment Success
The company's recruiting strategies for SecurityNational Mortgage in 2023 and 2024 have significantly boosted performance. This focus on talent acquisition led to an 11% increase in mortgage origination volume in Q1 2025 compared to Q1 2024, outperforming the national market's 2% growth.
Agent Value Proposition Enhancement
Ongoing efforts to improve the value propositions for the sales force and modernize commission systems in the life insurance segment are key internal campaigns. These initiatives are designed to drive agent performance and, consequently, sales growth.
Consistent Award Recognition
The Utah-based Cemetery and Mortuary group has received the 'Best in State' award for seven consecutive years. This sustained recognition serves as a powerful endorsement, reinforcing brand trust and credibility in local marketing efforts.
The overall Security National business strategy for 2024 and 2025 emphasizes niche insurance products, the cemetery and mortuary business, and capitalizing on the housing market through mortgage loan origination. These strategic focuses function as overarching 'campaigns' guiding sales and marketing investments, aligning with the Growth Strategy of Security National.
Security National Porter's Five Forces Analysis
- Covers All 5 Competitive Forces in Detail
- Structured for Consultants, Students, and Founders
- 100% Editable in Microsoft Word & Excel
- Instant Digital Download – Use Immediately
- Compatible with Mac & PC – Fully Unlocked
- What is Brief History of Security National Company?
- What is Competitive Landscape of Security National Company?
- What is Growth Strategy and Future Prospects of Security National Company?
- How Does Security National Company Work?
- What are Mission Vision & Core Values of Security National Company?
- Who Owns Security National Company?
- What is Customer Demographics and Target Market of Security National Company?
Disclaimer
All information, articles, and product details provided on this website are for general informational and educational purposes only. We do not claim any ownership over, nor do we intend to infringe upon, any trademarks, copyrights, logos, brand names, or other intellectual property mentioned or depicted on this site. Such intellectual property remains the property of its respective owners, and any references here are made solely for identification or informational purposes, without implying any affiliation, endorsement, or partnership.
We make no representations or warranties, express or implied, regarding the accuracy, completeness, or suitability of any content or products presented. Nothing on this website should be construed as legal, tax, investment, financial, medical, or other professional advice. In addition, no part of this site—including articles or product references—constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any securities, franchises, or other financial instruments, particularly in jurisdictions where such activity would be unlawful.
All content is of a general nature and may not address the specific circumstances of any individual or entity. It is not a substitute for professional advice or services. Any actions you take based on the information provided here are strictly at your own risk. You accept full responsibility for any decisions or outcomes arising from your use of this website and agree to release us from any liability in connection with your use of, or reliance upon, the content or products found herein.