What are Mission Vision & Core Values of Lincoln National Company?

What drives Lincoln National's purpose today?

In 2025 Lincoln National steers strategy around long-term financial security for individuals and institutions, managing over $310 billion in account balances and serving roughly 17 million customers. Its mission and vision anchor capital allocation, product design and digital transformation.

Mission, vision and core values guide underwriting, annuities and retirement services amid rate shifts and longevity trends; they ensure consistent governance and investor confidence. See Lincoln National Porter's Five Forces Analysis for competitive context.

Lincoln Financial Group mission statement focuses on protecting savings and managing risks so clients—individuals, employers, and plan participants—can preserve wealth and gain emotional and financial confidence.

Customer-Centric Protection

Products like indexed universal life and fixed indexed annuities reduce market downside and support retirement security.

Behavioral Science Integration

Group Protection optimizations in 2024–2025 used behavioral insights to improve return-to-work outcomes for disabled employees.

Digital Wellness Tools

Expanded digital platforms in 2025 deliver real-time retirement data, increasing participant engagement and plan adjustments.

Risk Mitigation Focus

Emphasis on preserving capital and income longevity addresses clients' core fear of outliving assets.

Core Values Alignment

Values prioritize integrity, customer trust, and long-term relationships driving retention and brand loyalty.

Measurable Impact

As of 2024, Lincoln reported $267 billion in total assets under management and continues investing in customer-facing tech to improve outcomes.

We help people face the future with confidence by prioritizing protection, simplicity, and measurable outcomes across products and services.

Competitors Landscape of Lincoln National

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To be the trusted, advice-driven leader enabling clients to control their financial futures through transparent, proactive planning and personalized solutions.

Advice-first approach

Prioritizes financial guidance over product sales to empower client decisions.

Client empowerment

Focuses on helping people take charge of their financial lives.

Technology-enabled

Integrates generative AI for scalable, personalized financial guidance in 2025.

Strategic focus

Post-2024 divestiture to Osaic sharpens focus on insurance and annuities.

Financial strength

Targets a 400 percent Risk-Based Capital ratio in 2025 to underpin stability.

Market leadership

Aims to lead in holistic financial wellness and transparent insurance models.

To provide advice and solutions that help people take charge of their financial lives, shifting from product vendor to proactive financial partner and leveraging AI and streamlined operations for scalable, personalized guidance.

Mission, Vision & Core Values of Lincoln National

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Lincoln National’s core values guide decision-making across its financial services, shaping product design, client interactions, and corporate responsibility. These principles foster trust, innovation, and long-term stability across retirement and life insurance businesses.

Lincoln Financial Group mission statement centers on helping people achieve financial security and peace of mind. Lincoln National purpose is enacted through four core values that drive culture, compliance, customer focus, and inclusive innovation.

Integrity

Integrity underpins transparent reporting and ethical sales practices; in 2025 this includes conservative actuarial assumptions and proactive regulatory engagement in the annuity market.

Commitment to Excellence

Commitment to excellence drives operational improvements such as a 2025 initiative to reduce policy issuance times by 30% through automated underwriting and process automation.

Respect

Respect is reflected in employee inclusion and community investment; the Lincoln Financial Foundation’s 2025 grants totaled millions supporting financial literacy and economic mobility.

Diversity

Diversity is a strategic advantage, guiding product development for underserved groups and achieving measurable gains in executive-level representation by 2025.

Explore how the mission and vision shape Lincoln National’s strategic decisions and product roadmap next; read more about the company’s origins Brief History of Lincoln National.

Values: Lincoln National operates under four primary core values that define its corporate culture and operational standards.

Core Value - Integrity: This value is the cornerstone of the company’s reputation. It manifests in a rigorous compliance framework and transparent financial reporting. For instance, in 2025, the company’s commitment to integrity is demonstrated through its conservative actuarial assumptions and its proactive approach to regulatory changes in the annuity market, ensuring that all products are sold with the highest ethical standards.

Core Value - Commitment to Excellence: Excellence is driven through continuous improvement in product design and customer service. In practice, this is seen in the company’s 2025 initiative to reduce policy issuance times by 30% through automated underwriting. This commitment ensures that financial professionals and clients receive high-quality, efficient service that meets the fast-paced demands of the current market.

Core Value - Respect: Respect is reflected in the company’s relationship with its employees and the diverse communities it serves. It is evidenced by the Lincoln Financial Foundation’s 2025 grants, which totaled millions of dollars aimed at improving financial literacy and economic mobility in underserved populations. Internally, respect is fostered through inclusive leadership programs that empower a diverse workforce to contribute to the company’s success.

Core Value - Diversity: Diversity is viewed as a strategic advantage. It manifests in the company’s product development, such as creating specialized retirement solutions that address the unique financial challenges faced by women and minority groups. By 2025, Lincoln National has achieved significant milestones in executive-level diversity, ensuring that a wide range of perspectives informs its long-term strategy and innovation pipeline.

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Mission and vision statements guide Lincoln National’s resource allocation, risk appetite, and product development, shaping strategic decisions across capital management and customer offerings. These statements anchor long-term planning and daily operations to preserve solvency while expanding solutions that help customers take charge of their financial lives.

Mission, Vision & Core Values — At a Glance

Concise framing of purpose, future direction, and behavioral expectations that drive corporate strategy and culture.

• Mission: provide confidence through protection and financial solutions
• Vision: help people take charge of their financial lives
• Core values: customer focus, integrity, accountability, innovation
• Strategic alignment: capital allocation, product design, and risk management

Capital Management

Mission-led capital actions include major reinsurance deals in late 2024–early 2025 to offload statutory reserves and strengthen the balance sheet.

Portfolio Optimization

Vision-driven portfolio shifts prioritize products with durable margins and proven risk-adjusted returns to support a target 10–12% ROE.

Product Innovation

2025 launch of Lincoln Wealth-Plus combined protection and higher-growth investment options, reflecting the purpose of empowering customers.

Regulatory & Solvency Focus

RBC ratios have been a key success metric, with management emphasizing steady improvement after reserve reinsurance transactions.

Leadership & Culture

President and CEO Ellen Cooper prioritizes simplification, profitability, and purpose-driven decisions consistent with company values.

Performance Measurement

Success is tracked via ROE targets, RBC improvements, and customer experience KPIs that align with the mission and vision.

Read next: Core Improvements to Company's Mission and Vision — how recent capital moves and product launches are reshaping strategy; continue to the next chapter for specific recommended updates and measurable targets.

Influence — The mission and vision are the primary drivers of Lincoln National’s 2025 business strategy, evident in reinsurance agreements executed in late 2024–early 2025 to offload statutory reserves and strengthen solvency; the 2025 Lincoln Wealth-Plus launch reflects the vision to help customers take charge. Success metrics include a target 10 to 12 percent ROE and rising RBC ratios, and CEO Ellen Cooper frames every pivot around simplification, profitability, and protection, prioritizing long-term solvency and customer experience over short-term gains. For further context see Growth Strategy of Lincoln National.

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Four focused improvements can modernize Lincoln National's mission and vision to match 2025 market expectations and digital-first customer behaviors. These updates should integrate technology, sustainability, accessibility, and measurable outcomes to reinforce competitive positioning.

Embed technology and digital-first language

Include explicit references to digital platforms and data-driven advice to reflect a shift toward self-service and remote engagement preferred by younger demographics.

Incorporate sustainability and ESG commitments

Add sustainability goals and ESG metrics to the mission to align with investor priorities; globally, over 70% of institutional investors considered ESG factors in 2024 decisions.

Expand to a global and gig-economy focus

Broaden the vision to address a global workforce and gig economy needs, improving relevance as remote work and freelance labor continue growing; cross-border digital insurance demand rose by 15–20% in 2023–2024.

Set measurable outcomes and timelines

Attach clear KPIs (customer digital adoption rate, carbon reduction targets, ESG score improvements) and timelines to make mission and vision statements actionable and reportable to stakeholders.

Improvements While Lincoln National’s mission and vision are robust, they could be strengthened by explicitly addressing the role of technology and sustainability, areas where competitors like MetLife and Prudential have been more vocal. A suggested refinement for the mission would be: We help people face the future with confidence through innovative, sustainable financial solutions. This would align with the 2025 market trend where investors and customers increasingly prioritize Environmental, Social, and Governance (ESG) factors alongside financial returns. Another growth opportunity lies in the vision statement. By evolving it to include a global or digital-first perspective, such as: To be the leading digital partner in financial protection for a global workforce, Lincoln could better position itself for the rise of the gig economy and remote work. Currently, the vision is heavily focused on advice and solutions, which are critical, but adding an emphasis on accessibility and technological integration would better reflect the evolving consumer behavior of younger demographics who prefer self-service digital platforms over traditional advisory models. For additional context see Target Market of Lincoln National