Lincoln Financial Group Bundle
What are the Mission, Vision, and Core Values of the Company?
Mission and vision statements are crucial for any business, offering purpose and direction. They define a company's identity and guide its path to success. The Company, serving approximately 17 million customers by December 31, 2024, uses these principles to shape its corporate identity and business decisions.
In 2024, the Company reported adjusted operating revenues of $17.6 billion. Their services, including annuities and life insurance, help clients achieve financial security. This commitment is detailed in their 2024 Corporate Responsibility report, emphasizing sustainable growth and responsible practices. For more insights, explore the Lincoln Financial Group BCG Matrix.
Key Takeaways
- Company's mission, vision, and values are central to its strategy and customer focus.
- Vision emphasizes helping individuals plan for a secure financial future, supported by strong Q2 2025 results.
- Core values drive a culture of excellence, teamwork, and customer-centricity.
- These principles guide strategic decisions, including partnerships and capital allocation.
Mission: What is Lincoln Financial Group Mission Statement?
Lincoln Financial Group's mission is 'to provide financial protection and security to our customers and their families.'
Lincoln Financial Group's mission focuses on delivering financial protection and security across its core businesses: annuities, life insurance, group protection, and retirement plan services. This commitment ensures clients can confidently plan for their financial future.
Customer-Centric Focus
The mission prioritizes the financial well-being of individuals and families, offering tailored solutions for diverse needs.
Comprehensive Offerings
Products include annuities, life insurance, group protection, and retirement plans, covering a broad spectrum of financial security.
Strategic Growth
The company diversifies into higher-margin products, such as supplemental health, enhancing its market position.
Strong Performance
In Q2 2025, Group Protection reported $173 million in operating income, demonstrating effective mission execution.
Annuity Sales
Annuity sales reached $4.0 billion in Q2 2025, with 66% in spread-based products, supporting retirement income.
Innovation & Adaptability
Continuous innovation ensures clients are prepared for both expected and unexpected financial events.
The Lincoln Financial Group mission is to provide financial protection and security to its customers and their families. This commitment is evident in its diverse offerings, including annuities, life insurance, group protection, and retirement plan services. The company's strategic focus on capital-efficient products, such as supplemental health within its Group business, aligns with its mission to deliver robust solutions. In Q2 2025, the Group Protection segment achieved a record $173 million in operating income with a 12.5% margin, driven by favorable life experience and long-term disability results. Additionally, the Annuities segment generated $4.0 billion in sales in Q2 2025, with 66% of sales in spread-based products, further demonstrating its dedication to providing predictable cash flow solutions for retirement income planning. The Lincoln Financial Group mission statement analysis reveals a strong customer-centric approach, aiming to empower individuals to confidently succeed. For insights into how the company compares within the industry, explore the Competitors Landscape of Lincoln Financial Group.
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Vision: What is Lincoln Financial Group Vision Statement?
Lincoln Financial Group's vision is 'to help people confidently plan for their vision of a successful financial future.'
Lincoln Financial Group's vision statement emphasizes empowering individuals to achieve their long-term financial aspirations. This future-oriented outlook positions the company as a trusted guide in financial planning, aiming for sustained growth and competitive advantage in the market.
Customer Focus
The vision centers on helping customers confidently plan for their financial future.
Future-Oriented
It highlights long-term success and aspirational financial goals for individuals.
Market Leadership
The vision implies a role as a leading partner in financial planning.
Strategic Growth
It aligns with the company's efforts to expand distribution and digital capabilities.
Realistic Scope
The vision is achievable given Lincoln Financial Group's established market presence.
Empowerment
It focuses on empowering individuals to take control of their financial destiny.
Lincoln Financial Group's vision is 'to help people confidently plan for their vision of a successful financial future.' This vision is future-oriented, focusing on empowering individuals to achieve their long-term financial aspirations. While not explicitly detailing industry disruption or global impact, the vision implies market leadership by positioning Lincoln as a trusted guide for financial success. The scope is aspirational yet appears realistic, given the company's established presence and ongoing strategic initiatives. As of December 31, 2024, Lincoln Financial serves approximately 17 million customers, with $321 billion in end-of-period account balances, net of reinsurance. In Q2 2025, the company reported a net income of $688 million and adjusted operating income of $427 million, reflecting a diversified earnings mix and disciplined execution on strategic priorities. This financial performance, coupled with strategic partnerships, underscores a trajectory aimed at sustained growth and competitive advantage. The vision is further supported by their continued investment in distribution expansion and digital capabilities, enhancing their ability to reach and serve customers effectively. For more details on how Lincoln Financial Group operates, explore the Revenue Streams & Business Model of Lincoln Financial Group.
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Values: What is Lincoln Financial Group Core Values Statement?
The core values of Lincoln Financial Group are fundamental to its organizational culture and guide its strategic decisions. These principles shape how the company operates, interacts with clients, and fosters an environment of collaboration and excellence.
Lincoln Financial Group's actions are guided by three core values: Pursue excellence (ME), Be one Team Lincoln (US), and Win for customers and stakeholders (WE). These values define the Lincoln Financial Group company values and principles.
Pursue Excellence (ME)
This value represents the personal commitment and contributions of each member of Team Lincoln, encompassing their ethics, passion, and accountability. It is a key aspect of understanding Lincoln Financial Group's mission and vision.
Be One Team Lincoln (US)
This value signifies the connection and collaboration among employees across the organization, fostering an inclusive and transparent environment. It highlights the importance of Lincoln Financial Group's mission statement in promoting unity.
Win for Customers and Stakeholders (WE)
This value focuses on delivering the best outcomes for customers and stakeholders through service-driven, results-focused, and forward-thinking actions. This is central to Lincoln Financial Group's vision for customer service.
Product Development
The pursuit of excellence manifests in continuous innovation, with new products like those in its Elite Indexed Universal Life Portfolio and new private market funds launched in 2025. This demonstrates how Lincoln Financial Group defines its core values through tangible offerings.
These core values guiding Lincoln Financial Group's operations ensure a consistent approach to business. To delve deeper into how these principles influence strategic decisions, explore the next chapter on Mission, Vision & Core Values of Lincoln Financial Group.
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How Mission & Vision Influence Lincoln Financial Group Business?
A company's mission and vision are foundational elements that steer its strategic decisions, providing a clear direction for growth and operations. These statements articulate the organization's purpose and its aspirations for the future, influencing everything from product development to market positioning.
Lincoln Financial Group's Mission and Vision Influence
Lincoln Financial Group's mission and vision statements are integral to its strategic decision-making, guiding its business towards providing financial protection and security. This purpose directly informs strategic shifts towards higher-margin products and investments in distribution and digital capabilities.
- Strategic repositioning towards capital-efficient products.
- Investment in distribution expansion and digital capabilities.
- Focus on growth within Group Protection and Annuities segments.
- Commitment to helping individuals confidently plan their financial future.
Partnership with Bain Capital
The Q2 2025 partnership with Bain Capital exemplifies strategic alignment with the company's vision, aiming to accelerate growth and enhance competitiveness in retirement services through advanced data analytics.
Financial Strength and Free Cash Flow
A strategic objective to increase free cash flow conversion from approximately 35% in 2023 to 45%-55% by 2026 directly supports the mission of providing security by ensuring long-term stability.
Product Innovation
Continued emphasis on product innovation, such as annuity enhancements in 2024 and portfolio expansions in 2025, directly serves the mission of offering comprehensive financial solutions.
Leadership Reinforcement
Leadership statements, such as those from Ellen Cooper in July 2025, consistently reinforce the alignment of strategic execution with the company's mission and vision for long-term value creation.
Customer Reach and Community Impact
The company's dedication to providing financial security to nearly 17 million customers and making a positive community difference, as highlighted in July 2025, reflects a broader commitment beyond financial metrics.
Capital Adequacy
In Q2 2025, Lincoln Financial reported a robust Risk-Based Capital (RBC) ratio above 420%, underscoring a strong capital foundation that supports strategic priorities and customer commitments.
The mission and vision of Lincoln Financial Group are critical drivers of its strategic direction, influencing product development, financial targets, and partnerships. Continue reading to explore core improvements to the company's mission and vision.
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What Are Mission & Vision Improvements?
Enhancing the mission and vision of Lincoln Financial Group involves a strategic focus on integrating technological advancement and explicitly embedding sustainability. These improvements aim to bolster the company's forward-looking appeal and market differentiation.
Integrate Technological Advancement Explicitly
Incorporate a clear commitment to technological innovation and digital transformation within the vision statement to attract a digitally-savvy client base and top talent.
Deepen Commitment to Sustainability
More explicitly address Environmental, Social, and Governance (ESG) factors, framing sustainability as a core growth opportunity and differentiator.
Emphasize Future-Oriented Language
Refine statements to use more aspirational and distinctive language that clearly articulates future goals and market leadership.
Align with Evolving Industry Trends
Ensure mission and vision statements reflect the rapid evolution of the financial services industry, including digital capabilities and responsible finance.
The mission of Lincoln Financial Group is to help people plan, protect, and retire with confidence. Their vision is to be a leader in the retirement income and protection markets, delivering exceptional value to their customers, employees, and shareholders. The company's core values are integrity, accountability, teamwork, and innovation. These principles guide their operations and strategic decisions, shaping their organizational culture and defining the Lincoln Financial Group company values. Understanding Lincoln Financial Group's mission and vision is crucial for grasping their strategic direction and Target Market of Lincoln Financial Group. The importance of Lincoln Financial Group's mission statement lies in its ability to unify the organization towards a common purpose. Lincoln Financial Group's vision for the future emphasizes growth and leadership within its key markets. The core values that define Lincoln Financial Group are deeply embedded in their approach to business and employee interactions. The Lincoln Financial Group employee values and principles reflect a commitment to ethical conduct and collaborative effort. How Lincoln Financial Group defines its core values demonstrates a dedication to fostering a strong internal culture. Lincoln Financial Group company mission and values explained highlights their commitment to stakeholders. Lincoln Financial Group's vision for customer service aims to provide reliable and supportive financial solutions. The core values guiding Lincoln Financial Group's operations ensure a consistent and trustworthy client experience. Lincoln Financial Group mission statement analysis reveals a focus on long-term financial well-being. Lincoln Financial Group's vision for employee development supports professional growth and engagement. The guiding principles of Lincoln Financial Group are central to their identity and business practices. Lincoln Financial Group's commitment to its core values is evident in its consistent performance and reputation. The impact of Lincoln Financial Group's mission on its business is a driving force behind its market presence and success.
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