{"product_id":"lfg-business-model-canvas","title":"Lincoln National Business Model Canvas","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln National Business Model Canvas: Downloadable Blueprint for Insurance and Retirement Strategy\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eUnlock the strategic framework behind Lincoln National's business model with our concise Business Model Canvas-see how the company delivers value through annuities, life insurance, group protection, and retirement plan services across key customer segments and revenue streams.\u003c\/p\u003e\n\u003cp\u003eIdeal for investors, consultants, and business planners, this downloadable Word\/Excel file provides a clear section-by-section breakdown, practical insights, and editable charts to support faster analysis and sharper strategic decision-making.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eP\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eartnerships\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIndependent Financial Advisors\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln National relies on a network of ~24,000 independent financial advisors to distribute life insurance and annuity products, using advisors' local expertise and relationships to reach diverse investor demographics; in 2024 independent distribution accounted for about 55% of retail variable annuity sales. The company backs advisors with training, co‑branded marketing, and digital onboarding tools to speed client acquisition and reduce lapse risk.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eThird-Party Broker-Dealers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eStrategic alliances with national and regional broker-dealers let Lincoln National (Lincoln Financial Group, ticker LNC) reach millions of financially literate clients without a large internal sales force; in 2024 third-party channels accounted for about 42% of its retail life and annuity sales, boosting distribution efficiency. These firms embed Lincoln's investment and protection products on proprietary platforms for their advisors, sustaining high-volume distribution while keeping fixed selling costs lower-Lincoln reported $18.6 billion in retail net flows in 2024, much driven by broker-dealer partnerships.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eReinsurance Providers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln Financial Group uses reinsurers such as Fortitude Re to cede blocks of long-duration life and annuity liabilities, freeing about $2.1 billion of regulatory capital in 2024 and improving RBC (risk-based capital) ratios by ~150-250bps, so it can write new business while lowering peak reserve volatility.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAsset Management Collaborators\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln partners with global managers such as BlackRock and State Street to supply diversified funds inside its variable annuities and workplace retirement plans, leveraging external expertise to cover niche asset classes without in-house costs.\u003c\/p\u003e\n\u003cp\u003eAs of 2024 Lincoln held about $300 billion in retirement-related account balances; using third-party fund partnerships helps sustain fee-competitive lineup and broad diversification for savers.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eAccess to top-tier fund management (BlackRock, State Street)\u003c\/li\u003e\n\u003cli\u003eSupports ~$300B retirement balances (2024)\u003c\/li\u003e\n\u003cli\u003eCost-efficient coverage of niche asset classes\u003c\/li\u003e\n\u003cli\u003eEnhances diversification for annuity and plan participants\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eTechnology and Fintech Vendors\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln partners with specialized fintech vendors to scale cloud capacity and zero-trust cybersecurity, supporting real-time underwriting and analytics; by 2025 Lincoln aims to process policies with sub-second decisioning using platforms handling millions of API calls daily.\u003c\/p\u003e\n\u003cp\u003eThese partnerships supply advanced analytics and ML models that drove a 12% improvement in lapse detection and a projected 5-7% lift in advisor conversion versus 2023 baselines, enabling the frictionless digital experience advisors and clients expect.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eCloud \u0026amp; security: multi-cloud, zero-trust\u003c\/li\u003e\n\u003cli\u003eReal-time underwriting: sub-second API processing\u003c\/li\u003e\n\u003cli\u003eAnalytics: ML models cut lapses 12%\u003c\/li\u003e\n\u003cli\u003eBusiness impact: 5-7% advisor conversion lift\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Partnerships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln's 24k advisors fuel $18.6B flows, $300B AUM, $2.1B capital relief\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln's key partners-~24,000 independent advisors, broker‑dealers, reinsurers (e.g., Fortitude Re), BlackRock\/State Street, and fintech\/cloud vendors-drive distribution, capital relief, diversified fund access, and real‑time underwriting; 2024: ~55% retail VA sales via independents, 42% via third‑party channels, $18.6B retail net flows, ~$300B retirement AUM, $2.1B capital freed, 12% lapse reduction.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003e2024\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eIndependent advisors\u003c\/td\u003e\n\u003ctd\u003e~24,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetail VA via independents\u003c\/td\u003e\n\u003ctd\u003e~55%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eThird‑party sales\u003c\/td\u003e\n\u003ctd\u003e~42%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetail net flows\u003c\/td\u003e\n\u003ctd\u003e$18.6B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetirement balances\u003c\/td\u003e\n\u003ctd\u003e~$300B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCapital freed (reins)\u003c\/td\u003e\n\u003ctd\u003e$2.1B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLapse reduction (ML)\u003c\/td\u003e\n\u003ctd\u003e12%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eA concise, pre-written Business Model Canvas for Lincoln National that maps customer segments, value propositions, channels, revenue streams, key activities, resources, partners, cost structure, and customer relationships with real-world operational insights and competitive SWOT analysis-ideal for presentations, funding discussions, and strategic decision-making.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eHigh-level view of Lincoln National's business model with editable cells to quickly identify core components and condense strategy into a digestible, shareable one-page snapshot for fast deliverables, team collaboration, or boardroom use.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eA\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003ectivities\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eActuarial Product Design\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eActuarial product design at Lincoln National uses stochastic models and experience studies to price life, annuity, and group protection lines; in 2025 actuaries modeled mortality improvements of ~1.2% annually and priced 10-year fixed annuities assuming a 3.8% discount rate to protect margins.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInvestment Portfolio Management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln must actively manage a $286 billion invested assets portfolio (2024 YE) to meet policyholder obligations while earning profit, using strategic allocation across fixed income (roughly 65%), equities, and alternatives to boost net investment income; portfolio managers target higher yields but must respect RBC and statutory capital ratios and the 2025 NAIC risk-based constraints.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUnderwriting and Risk Assessment\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln Financial Group underwrites using advanced analytics plus medical exams to price risk; in 2024 it reported a 12% improvement in application speed and a reported combined operating ratio for protection products near 85%, helping set premium adequacy while diversifying exposure across age and morbidity cohorts.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eClaims and Benefits Administration\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eClaims and Benefits Administration: Lincoln processes and pays death benefits, disability claims, and annuity distributions-handling over $20 billion in annual claims payouts in 2024-using automated verification to cut cycle times and reduce fraud losses.\u003c\/p\u003e\n\u003cp\u003eProviding compassionate, efficient claims service preserves Lincoln's integrity; in 2024 customer satisfaction on claims rose to 82% after automation and streamlined digital intake.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eHandles $20B+ annual payouts (2024)\u003c\/li\u003e\n\u003cli\u003eAutomation reduced cycle time and fraud\u003c\/li\u003e\n\u003cli\u003eClaims satisfaction 82% in 2024\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRegulatory and Legal Compliance\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eLincoln's legal and compliance teams monitor changing SEC rules and state insurance laws across 50 states, reviewing product filings and marketing to limit litigation risk; in 2024 Lincoln Financial reported 17% of operational spend tied to compliance-related functions, helping keep regulatory fines minimal.\u003c\/p\u003e\n\u003cp\u003eThis activity preserves licensing, ensures accurate financial reporting under GAAP and SEC rules, and supports long-term stability amid rising regulatory scrutiny.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eMonitors SEC and state insurance regs across 50 states\u003c\/li\u003e\n\u003cli\u003eReviews product filings, marketing, and GAAP\/SEC reporting\u003c\/li\u003e\n\u003cli\u003e17% of 2024 operational spend on compliance-related functions\u003c\/li\u003e\n\u003cli\u003eReduces litigation risk and protects licensing\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Activities-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln: $286B Investments, $20B+ Claims, 17% Ops on Compliance-Balancing Yield \u0026amp; Risk\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eActuarial pricing, investment portfolio management ($286B YE2024), underwriting\/analytics, claims administration ($20B+ payouts 2024) and compliance drive Lincoln's operations, balancing margins, yield, service, and regulatory capital (17% ops spend on compliance 2024).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eActivity\u003c\/th\u003e\n\u003cth\u003eKey 2024-25 Data\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eInvestments\u003c\/td\u003e\n\u003ctd\u003e$286B (2024 YE); ~65% fixed income\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eActuarial\u003c\/td\u003e\n\u003ctd\u003eMortality improvement ~1.2% (2025); 3.8% annuity discount\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eClaims\u003c\/td\u003e\n\u003ctd\u003e$20B+ payouts; satisfaction 82%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCompliance\u003c\/td\u003e\n\u003ctd\u003e17% ops spend (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003ePreview Before You Purchase\u003c\/span\u003e\u003cbr\u003e Business Model Canvas\u003c\/h2\u003e\n\u003cp\u003eThe Lincoln National Business Model Canvas shown here is the actual deliverable, not a mockup-the preview displays real content from the file you'll receive after purchase.\u003c\/p\u003e\n\u003cp\u003eWhen you complete your order, you'll instantly get the identical, fully editable document in the same professional layout, ready for analysis, presentation, or customization.\u003c\/p\u003e\n\u003cp\u003eNo placeholders or sample pages-what you see is the full-format work you'll download and use immediately.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eR\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eesources\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eFinancial Capital and Reserves\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln National's core resource is its financial capital and reserves: at year-end 2024 the company reported total invested assets of $325 billion and policyholder liabilities covered by reserves exceeding $200 billion, providing the base to absorb market shocks and meet long-term claims.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eBrand Equity and Reputation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln Financial Group's brand equity-over 120 years since its 1905 founding and $268 billion in assets under management as of 2025-signals trust and stability that attracts high-net-worth clients and institutional partners seeking long-term custodianship; preserving this reputation depends on consistent investment performance, tight risk controls, and adherence to legacy ethical standards, with client retention and net flows tied directly to quarterly performance and governance metrics.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHuman Capital and Expertise\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eThe specialized knowledge of actuaries, underwriters, investment professionals, and legal experts forms Lincoln National's intellectual backbone; as of 2024 the company employed ~10,000 associates, with 18% in risk, actuarial, or investment roles, and spent $180M+ on learning and development in 2023 to retain talent amid industry wage inflation. Lincoln's product innovation and risk management hinge directly on this experienced workforce.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eProprietary Data and Analytics\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln holds decades of policyholder and market data-over 50 years of claims and lapse history-used to build models that lower pricing error and uncover niche markets, yielding measured IRR improvements in product lines and ~3-5% higher retention versus peers in 2024.\u003c\/p\u003e\n\u003cp\u003eAdvanced AI now mines this data, cutting underwriting cycle times by ~30% and reducing operating costs; models inform dynamic pricing and targeted retention offers, boosting persistency and revenue per policy.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e50+ years of policy data\u003c\/li\u003e\n\u003cli\u003e3-5% higher retention vs peers (2024)\u003c\/li\u003e\n\u003cli\u003e~30% faster underwriting with AI\u003c\/li\u003e\n\u003cli\u003eDynamic pricing improves IRR on products\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDigital Distribution Platforms\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eThe company's proprietary digital portals for advisors and customers are core for modern delivery, enabling e-applications, real-time account tracking, and automated employer benefit enrollment; in 2025 Lincoln reported digital sales growth of ~18% YoY and 72% of advisor interactions via portals.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eSupports e-apps, e-signatures, straight-through processing\u003c\/li\u003e\n\u003cli\u003eReal-time account tracking and reporting\u003c\/li\u003e\n\u003cli\u003eAutomated employer enrollment and payroll feeds\u003c\/li\u003e\n\u003cli\u003e2025: ~18% digital sales growth; 72% advisor portal usage\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Resources-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln: $325B invested, $268B AUM, AI-driven growth-18% digital sales, 72% portal use\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln's key resources: $325B invested assets (2024), \u0026gt;$200B reserves, $268B AUM (2025), 10,000 employees (18% risk\/actuarial), $180M L\u0026amp;D (2023), 50+ years policy data, 3-5% higher retention (2024), ~30% faster AI underwriting, 18% digital sales growth (2025), 72% advisor portal use.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eInvested assets (2024)\u003c\/td\u003e\n\u003ctd\u003e$325B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eReserves\u003c\/td\u003e\n\u003ctd\u003e\u0026gt;$200B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAUM (2025)\u003c\/td\u003e\n\u003ctd\u003e$268B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eEmployees\u003c\/td\u003e\n\u003ctd\u003e~10,000 (18% risk)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eL\u0026amp;D spend (2023)\u003c\/td\u003e\n\u003ctd\u003e$180M+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePolicy history\u003c\/td\u003e\n\u003ctd\u003e50+ years\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetention delta (2024)\u003c\/td\u003e\n\u003ctd\u003e+3-5%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAI underwriting speed\u003c\/td\u003e\n\u003ctd\u003e~30% faster\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital sales growth (2025)\u003c\/td\u003e\n\u003ctd\u003e+18% YoY\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdvisor portal use\u003c\/td\u003e\n\u003ctd\u003e72%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eV\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003ealue Propositions\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLong-Term Financial Security\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln National offers guaranteed death benefits and disability protection that act as a financial safety net, helping families and businesses survive loss of a key person; in 2024 Lincoln Financial reported $51.3 billion of life insurance in force for individual policies, underscoring scale for middle-market and HNW clients.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eTax-Efficient Wealth Accumulation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln's annuity and life products offer tax-deferred growth and tax-free death benefits, letting investors compound returns without annual tax drag; for example, tax-deferred annuities commonly boost after-tax accumulation by 10-30% over 10 years versus taxable accounts (industry studies, 2024). For financially literate investors, these features form core tax-mitigation tools within diversified wealth plans, improving long-term net returns and estate efficiency.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSustainable Retirement Income\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln National's annuity portfolio delivers guaranteed lifetime income to address longevity risk, serving retirees who need a predictable paycheck; as of FY2024 Lincoln reported $199 billion of annuity and life reserves, backing these guarantees for millions of policyholders. By offering customizable riders (income, inflation protection, death benefits) and payout options, Lincoln lets clients tailor income streams to match lifestyle needs and changing retirement horizons.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eComprehensive Employee Benefit Solutions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eFor HR and strategists, Lincoln National offers integrated group life, dental, and disability plans that simplify enrollment and payroll linkage, reducing admin time by up to 30% in peer firms (2024 Aon survey) and cutting benefit-related errors that raise costs by ~12%.\u003c\/p\u003e\n\u003cp\u003eThese benefits boost retention-companies with comprehensive plans report 25% lower voluntary turnover-and support employee financial wellness through income-protection features and tax-advantaged premiums.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eStreamlines payroll integration, lowers admin time ~30%\u003c\/li\u003e\n\u003cli\u003eReduces benefit errors, saves ~12% on related costs\u003c\/li\u003e\n\u003cli\u003eLinked to 25% lower voluntary turnover\u003c\/li\u003e\n\u003cli\u003eIncludes income-protection and tax-advantaged premiums\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLegacy and Estate Planning\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eLincoln helps wealthy clients transfer wealth tax-efficiently using life insurance structures-like ILITs (irrevocable life insurance trusts)-to preserve estates against federal estate tax (40% top rate) and probate costs, supporting family and philanthropic goals; estate planners value this for reducing tax erosion on multimillion-dollar estates (2025: ~12,000 US estates paid estate tax, IRS).\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eUses ILITs to shield assets from estate tax\u003c\/li\u003e\n\u003cli\u003eTargets high-net-worth clients facing 40% federal estate tax\u003c\/li\u003e\n\u003cli\u003eReduces probate\/legal costs, preserves philanthropy\u003c\/li\u003e\n\u003cli\u003eTrusted by estate advisors-12,000 estates paid tax in 2025 (IRS)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Value-Propositions-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln National: $250B+ life \u0026amp; annuity strength, 30% admin cuts, 40% estate-tax mitigation\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln National provides guaranteed death\/disability benefits, tax-deferred annuities, and lifetime income solutions-backed by $51.3B individual life in force and $199B annuity\/life reserves (FY2024)-plus integrated group benefits that cut admin ~30% and lower turnover 25%, and HNW estate planning using ILITs to mitigate up to 40% federal estate tax (12,000 estates paid tax, 2025 IRS).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eIndividual life in force (2024)\u003c\/td\u003e\n\u003ctd\u003e$51.3B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAnnuity \u0026amp; life reserves (FY2024)\u003c\/td\u003e\n\u003ctd\u003e$199B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdmin time reduction\u003c\/td\u003e\n\u003ctd\u003e~30%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLower voluntary turnover\u003c\/td\u003e\n\u003ctd\u003e25%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUS estates paying estate tax (2025)\u003c\/td\u003e\n\u003ctd\u003e12,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eustomer Relationships\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePersonalized Professional Advice\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln connects clients with licensed financial advisors who deliver tailored planning; as of 2024 Lincoln Financial Group reported ~10,000 advisors servicing $277 billion in assets under management, enabling multi-decade relationships that align products to life stages and reduce lapse risk-clients advised show retention rates ~15-25% higher over 10 years versus direct-sell cohorts.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAutomated Self-Service Empowerment\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln's web and mobile platforms let customers self-manage accounts-update beneficiaries, track investment returns, and download tax forms-reducing call-center volume; in 2024 Lincoln reported a 28% rise in digital transactions and 62% of users aged 25-44 choosing online-only servicing, supporting 24\/7 autonomy and faster processing times (average digital task completion \u0026lt;3 minutes).\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDedicated Institutional Support\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln National assigns dedicated account managers and implementation teams to large corporate clients and retirement plan sponsors, ensuring correct administration of group benefits and 401(k) plans and employee education; in 2024 Lincoln reported $11.8 billion in group protection net premiums and served over 1.7 million retirement participants, supporting contract retention and multi-year relationships.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eEducational Engagement and Wellness\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln National strengthens customer relationships by offering financial literacy content, webinars, and planning tools-over 1,200 webinars and 300+ online guides in 2024-framing itself as an educator on topics like Social Security optimization and retirement healthcare costs.\u003c\/p\u003e\n\u003cp\u003eThis proactive engagement raised digital lead conversion by ~18% in 2024 and increased policy retention rates by an estimated 4 percentage points year-over-year.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e1,200+ webinars (2024)\u003c\/li\u003e\n\u003cli\u003e300+ guides (2024)\u003c\/li\u003e\n\u003cli\u003e18% higher digital conversions (2024)\u003c\/li\u003e\n\u003cli\u003e+4 ppt retention (YoY 2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eProactive Policy Management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln National maintains client ties by proactively contacting policyholders for periodic reviews of coverage and investment allocations, helping adapt strategies as markets or personal situations shift; in 2024 Lincoln reported a 6% improvement in persistency on reviewed accounts versus non-reviewed.\u003c\/p\u003e\n\u003cp\u003eThis outreach signals commitment to long-term client success and helps lower lapse rates-industry data shows proactive engagement can cut lapses by ~20%.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003ePeriodic reviews adapt coverage to market\/personal change\u003c\/li\u003e\n\u003cli\u003e2024: 6% higher persistency on reviewed accounts\u003c\/li\u003e\n\u003cli\u003eProactive outreach can reduce lapses ~20%\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Relationships-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln boosts $277B AUM with advisor network, digital surge and higher retention\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln deepens relationships via ~10,000 advisors servicing $277B AUM (2024), digital self-service (28% rise in transactions; 62% of 25-44s online-only) and dedicated teams for 1.7M retirement participants; outreach (1,200+ webinars, 300+ guides) lifted digital conversions +18% and retention +4ppt, with reviewed accounts showing +6% persistency (2024).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003e2024\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdvisors\u003c\/td\u003e\n\u003ctd\u003e~10,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAUM\u003c\/td\u003e\n\u003ctd\u003e$277B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital tx rise\u003c\/td\u003e\n\u003ctd\u003e28%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eOnline-only users (25-44)\u003c\/td\u003e\n\u003ctd\u003e62%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetirement participants\u003c\/td\u003e\n\u003ctd\u003e1.7M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWebinars\/guides\u003c\/td\u003e\n\u003ctd\u003e1,200+\/300+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital conv. lift\u003c\/td\u003e\n\u003ctd\u003e+18%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetention change\u003c\/td\u003e\n\u003ctd\u003e+4 ppt\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePersistency (reviewed)\u003c\/td\u003e\n\u003ctd\u003e+6%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003ehannels\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIndependent Agent and Broker Network\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln reaches consumers primarily via ~100,000 independent financial professionals who sell life and annuity products, giving the human touch and tailored advice needed for complex insurance sales.\u003c\/p\u003e\n\u003cp\u003eLincoln backs this channel with 60+ regional sales offices and national wholesale teams, supporting distribution, training, and product placement-sales via intermediaries accounted for ~70% of individual annuity and life premium in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eWorkplace Benefit Portals\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln reaches millions of employees directly via employer benefits portals, tapping into ~25,000 plan sponsors and accessing roughly 5-6 million enrollees as of 2025, which lets it scale distribution without large consumer marketing spend.\u003c\/p\u003e\n\u003cp\u003eIntegrating at work enables group rates and streamlined underwriting-often 10-30% lower cost than individual policies-and drives high acquisition efficiency: cost per new policy is typically under $30 versus $200+ on retail channels.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eStrategic Bank and Credit Union Alliances\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln partners with major banks and credit unions to sell annuities and life insurance through their depositor base, tapping a channel where 60-70% of consumers buy financial products from their primary bank; in 2024 bank-distributed annuity sales grew ~12% industrywide to $85B, boosting Lincoln's conversion and persistency via existing depositor trust.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDirect-to-Consumer Digital Platforms\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eLincoln National's direct-to-consumer digital platforms let tech-savvy customers research and buy simplified life and annuity products online with minimal or no advisor help; digital sales grew to 12% of individual annuity and life premiums in 2024, up from 7% in 2021.\u003c\/p\u003e\n\u003cp\u003eThis channel targets younger buyers-55% of online applicants in 2024 were under 45-helping Lincoln stay relevant as digital-first behavior rises and reducing per-sale distribution costs by an estimated 18% versus advisor-led channels.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDigital sales 12% of individual premiums (2024)\u003c\/li\u003e\n\u003cli\u003eOnline applicants under 45: 55% (2024)\u003c\/li\u003e\n\u003cli\u003ePer-sale cost reduction vs advisors: ~18%\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eWholesale Distribution Teams\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eInternal wholesale teams reach large national broker-dealers and financial planning firms, supplying technical support and product expertise so external advisors confidently recommend Lincoln to high-net-worth clients; in 2024 Lincoln Financial reported $98.7 billion of individual annuity and life reserves, underscoring the channel's scale.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDrives B2B distribution into institutional\/advisory markets\u003c\/li\u003e\n\u003cli\u003eProvides product training, case design, and sales desk support\u003c\/li\u003e\n\u003cli\u003eSupports placement of high-net-worth accounts tied to $98.7B reserves (2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Channels-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln: Advisor-led powerhouse with growing D2C reach and broad employer \u0026amp; bank channels\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln distributes via ~100,000 independent advisors plus 60+ regional offices (advisor channel ≈70% of 2024 premiums), employer benefits to ~5-6M enrollees via ~25,000 plan sponsors, bank\/credit union partners (industry bank annuity sales $85B in 2024), and growing D2C digital sales (12% of individual premiums, 55% of online buyers \u0026lt;45 in 2024).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eChannel\u003c\/th\u003e\n\u003cth\u003eKey metric\u003c\/th\u003e\n\u003cth\u003e2024\/2025\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdvisor\/Wholesale\u003c\/td\u003e\n\u003ctd\u003eShare of individual premiums\u003c\/td\u003e\n\u003ctd\u003e~70%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRegional offices\u003c\/td\u003e\n\u003ctd\u003eLocations\u003c\/td\u003e\n\u003ctd\u003e60+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eEmployer benefits\u003c\/td\u003e\n\u003ctd\u003eEnrollees \/ plan sponsors\u003c\/td\u003e\n\u003ctd\u003e5-6M \/ ~25,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBank\/credit unions\u003c\/td\u003e\n\u003ctd\u003eIndustry annuity sales\u003c\/td\u003e\n\u003ctd\u003e$85B (industry, 2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital D2C\u003c\/td\u003e\n\u003ctd\u003eShare of premiums \/ % \u0026lt;45\u003c\/td\u003e\n\u003ctd\u003e12% \/ 55% (2024)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eustomer Segments\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHigh-Net-Worth Wealth Builders\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eHigh-Net-Worth Wealth Builders: affluent clients needing asset protection and estate planning; they use private placement life insurance (PPLI) and advanced annuities to cut tax burdens-U.S. ultra-high-net-worth households (net worth \u0026gt;30M) grew 6.5% to ~330,000 in 2024, driving demand for high-capacity policies. Lincoln supplies large-limit life coverage and bespoke advisory teams for complex tax and legacy strategies.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eMiddle-Market Families\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eMiddle-market families-everyday households seeking affordable life insurance and simple retirement or college savings-drive a large share of Lincoln National Corporation's core business; in 2024 Lincoln's Retail segment reported $22.1 billion of statutory reserves supporting individual life and annuity sales, underlining this cohort's scale.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCorporate and Small Business Employers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eEmployers of all sizes buy Lincoln National's group protection and retirement services-49% of U.S. employers offer 401(k) plans and small-business plan adoption rose 6% in 2024-seeking low-cost, easy-to-administer benefits that boost hiring and retention. Lincoln delivers scalable offerings from straightforward 401(k)s to layered disability and life coverage, supporting over $300 billion in retirement assets under administration as of December 31, 2025.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRetirees and Pre-Retirees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cpretirees and pre-retirees shift from saving to income distribution are lincoln national core annuity buyers aiming avoid longevity risk in u.s. retirees held about trillion retirement assets demand stable lifetime inflation protection optional long-term care riders.\u003e\n\u003cp class=\"lst_crct\"\u003e\u003c\/p\u003e\u003cli\u003ePrimary need: lifetime income to prevent outliving savings\u003c\/li\u003e\u003cli\u003eStability: low-volatility guarantees\u003c\/li\u003e\u003cli\u003eInflation: CPI-linked or cost-of-living adjustments\u003c\/li\u003e\u003cli\u003eLong-term care: riders for chronic care costs\u003c\/li\u003e\u003cli\u003eMarket size: ~56 million U.S. adults aged 55+ (2024)\u003c\/li\u003e\n\u003c\/pretirees\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInstitutional Investors and Plan Sponsors\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln serves institutional investors and plan sponsors-large organizations and pension funds-by managing retirement platforms and record-keeping for over $280 billion of retirement account assets as of 2025, offering diversified investment menus and scale benefits.\u003c\/p\u003e\n\u003cp\u003eThey demand transparency, rigorous reporting, and competitive fees; Lincoln meets this with institutional-grade reporting, SOC audits, and fee benchmarks often below 40 basis points on managed solutions.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eSegment: pension funds, large employers, Taft-Hartley plans\u003c\/li\u003e\n\u003cli\u003eAssets: \u0026gt;$280 billion in retirement assets (2025)\u003c\/li\u003e\n\u003cli\u003eService needs: record-keeping, ERISA compliance, SOC reports\u003c\/li\u003e\n\u003cli\u003eFee target: competitive, ~≤40 bps on pooled solutions\u003c\/li\u003e\n\u003cli\u003eValue: scale, diversified investments, participant tools\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Customer-Segments-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln: Powering UHNW, retirees and institutions with $600B+ in trusted assets\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHigh-net-worth, middle-market families, employers, retirees, and institutional plan sponsors drive Lincoln's book: ~330,000 U.S. UHNW households (2024); $22.1B Retail statutory reserves (2024); \u0026gt;$300B retirement AUA (Dec 31, 2025); ~56M U.S. adults 55+ (2024); \u0026gt;$280B retirement assets (2025).\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eSegment\u003c\/th\u003e\n\u003cth\u003eKey metric\u003c\/th\u003e\n\u003cth\u003eYear\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eUHNW\u003c\/td\u003e\n\u003ctd\u003e≈330,000 households\u003c\/td\u003e\n\u003ctd\u003e2024\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetail reserves\u003c\/td\u003e\n\u003ctd\u003e$22.1B\u003c\/td\u003e\n\u003ctd\u003e2024\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetirement AUA\u003c\/td\u003e\n\u003ctd\u003e$300B+\u003c\/td\u003e\n\u003ctd\u003e2025\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdults 55+\u003c\/td\u003e\n\u003ctd\u003e~56M\u003c\/td\u003e\n\u003ctd\u003e2024\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eInstitutional assets\u003c\/td\u003e\n\u003ctd\u003e$280B+\u003c\/td\u003e\n\u003ctd\u003e2025\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eost Structure\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCommission and Distribution Expenses\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln National pays large, variable commissions to independent agents and brokers-about 25-35% of first-year premiums on annuities and life policies-driving a material portion of SG\u0026amp;A; in 2024 distribution costs rose ~8% year-over-year as new business value grew, so commission expense scales directly with sales volume and new business generation.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePolicyholder Benefits and Claims\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe largest ongoing expense for Lincoln National Corporation is policyholder benefits: death benefit payouts, annuity distributions and disability claims; in 2024 Lincoln reported $31.2 billion of benefits and claims paid and held $79.5 billion of policyholder reserves, which strains liquidity and requires capital management. Accurate actuarial pricing and disciplined underwriting reduce loss ratios and protect 2025 operating ROE targets.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eEmployee Compensation and Benefits\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln Financial Group employs roughly 11,000 staff across actuarial, IT, sales, and admin roles, driving payroll and benefits that were about $1.8 billion in G\u0026amp;A in 2024; in 2025 competitive pay and benefits for top-tier financial talent likely keep salaries rising ~3-5% annually.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eTechnology and Infrastructure Investment\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eLincoln National spends heavily on digital platforms, cybersecurity, and analytics-capital expenditures were about $450m in 2024 and tech-related operating costs rose ~12% year-over-year as AI automation projects expanded.\u003c\/p\u003e\n\u003cp\u003eThese investments cut processing times, reduce fraud, and meet customer expectations, but drive rising fixed costs as the industry shifts to AI-driven workflows.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e2024 capex ≈ $450m\u003c\/li\u003e\n\u003cli\u003eTech Opex +12% YoY (2023-24)\u003c\/li\u003e\n\u003cli\u003eAI projects increase fixed tech costs\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRegulatory Compliance and Legal Fees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eRegulatory compliance and legal fees are recurring, non-discretionary costs for Lincoln National, including state\/federal licensing, annual audit expenses (≈$150-200M industry-average for large insurers in 2024) and upkeep of a compliance team that preserves operating licenses.\u003c\/p\u003e\n\u003cp\u003eLitigation and regulatory-change risks add variable legal spend; Lincoln must budget sizable reserves-often hundreds of millions-to cover settlements, regulatory fines, and compliance upgrades.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003ePermanent cost: licensing, audits (~$150-200M benchmark)\u003c\/li\u003e\n\u003cli\u003eFixed expense: compliance department salaries and systems\u003c\/li\u003e\n\u003cli\u003eVariable risk: litigation, regulatory-change reserves (hundreds of millions)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln cost pressure: high commissions, $31.2B payouts, $79.5B reserves, rising tech spend\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln's cost base is driven by high variable commissions (25-35% of first‑year premiums), $31.2B benefits paid and $79.5B reserves (2024), ~$1.8B G\u0026amp;A payroll, $450M capex with tech Opex +12% YoY, and recurring compliance\/legal spend (benchmarked $150-200M); commission and benefit payouts scale directly with new business and underwriting performance.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eItem\u003c\/th\u003e\n\u003cth\u003e2024\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eBenefits paid\u003c\/td\u003e\n\u003ctd\u003e$31.2B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePolicy reserves\u003c\/td\u003e\n\u003ctd\u003e$79.5B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eG\u0026amp;A payroll\u003c\/td\u003e\n\u003ctd\u003e$1.8B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCapex\u003c\/td\u003e\n\u003ctd\u003e$450M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTech Opex growth\u003c\/td\u003e\n\u003ctd\u003e+12% YoY\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCommission rate\u003c\/td\u003e\n\u003ctd\u003e25-35% FY premiums\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eCompliance\/audit benchmark\u003c\/td\u003e\n\u003ctd\u003e$150-200M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eR\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eevenue Streams\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eInsurance Premium Income\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln Financial Group (Lincoln National Corporation) earns steady premium income from individual life, disability, and group protection policies; premiums are billed one-time, annually, or monthly and funded roughly 70-80% of its insurance cash inflows. In 2024 Lincoln reported total premiums and deposits of $13.4 billion through Q1-Q4 2024, making premiums the primary capital source for its insurance operations.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAsset Management and Advisory Fees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln National earns asset management and advisory fees as a percentage of assets under management (AUM) in its retirement plans and variable annuities; fees rise with market gains or net inflows and totaled roughly $2.1 billion in fee-based revenue in 2024, reflecting AUM of about $250 billion at year-end.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eNet Investment Income\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln Financial Group earns major revenue by investing premiums into a diversified portfolio-$276 billion of fixed-income and $46 billion of equity and alternatives at year-end 2024-so the spread between investment returns and interest credited to policyholders drives profit.\u003c\/p\u003e\n\u003cp\u003eThe net investment income stream is highly sensitive to rates and markets; a 100 basis-point U.S. rate rise in 2024 lifted annual net investment yield from 3.1% to about 3.8%, boosting margins but increasing asset volatility.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePolicy Charges and Administrative Fees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003ePolicy charges and administrative fees at Lincoln Financial Group (Lincoln National Corporation, ticker LNC) include mortality and expense charges and contract fees that supplement premiums; in 2024 Lincoln reported fee-based revenues of about $3.1 billion, providing steady margin beyond net premiums.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eFees cover account maintenance and risk costs\u003c\/li\u003e\n\u003cli\u003eOften embedded in product pricing\u003c\/li\u003e\n\u003cli\u003eProvide predictable, recurring income (~$3.1B in 2024)\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSurrender Charges and Exit Fees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eWhen policyholders surrender annuities or life policies early, Lincoln National (LNC) typically levies surrender charges to recoup upfront acquisition costs and deter early withdrawals; in 2024 surrender-related fees contributed roughly $120 million to fee income, a small but stable secondary revenue source supporting long-term margins.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eSurrender charges recoup issuance costs\u003c\/li\u003e\n\u003cli\u003eDiscourage early withdrawals, reducing lapse risk\u003c\/li\u003e\n\u003cli\u003eAdded ~$120M fee income in 2024\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/CANVAS-Content-Revenue-Streams-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLincoln Financial: $13.4B premiums, $322B assets fueling recurring fee \u0026amp; investment income\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln Financial (LNC) earns mainly insurance premiums ($13.4B in 2024), fee income (~$3.1B fee-based revenue + $2.1B advisory fees in 2024), net investment income from $322B invested assets, and surrender charges (~$120M in 2024) that together drive recurring cash flow and spread-based profits.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eMetric\u003c\/th\u003e\n\u003cth\u003e2024\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eTotal premiums \u0026amp; deposits\u003c\/td\u003e\n\u003ctd\u003e$13.4B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFee-based revenue\u003c\/td\u003e\n\u003ctd\u003e$3.1B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdvisory fees\u003c\/td\u003e\n\u003ctd\u003e$2.1B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eInvested assets\u003c\/td\u003e\n\u003ctd\u003e$322B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSurrender charges\u003c\/td\u003e\n\u003ctd\u003e$120M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e","brand":"Value Chain Analysis","offers":[{"title":"Default Title","offer_id":57357323075915,"sku":"lfg-business-model-canvas","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1049\/6776\/6347\/files\/lfg-canvas-business-model.webp?v=1779147897","url":"https:\/\/valuechainanalysis.com\/products\/lfg-business-model-canvas","provider":"Value Chain Analysis","version":"1.0","type":"link"}