{"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\u003eBusiness Model Canvas for a top life insurer: download editable Word \u0026amp; Excel now\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eUnlock the full strategic blueprint behind Lincoln National with our in-depth Business Model Canvas that maps customer segments, value propositions, revenue streams and partnerships. This concise, company-specific analysis reveals how Lincoln National captures market share and sustains growth. Download the full Word \u0026amp; Excel canvas to benchmark, plan, or present actionable insights today.\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 advisors \u0026amp; IMOs\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln relies on independent advisors and IMOs to distribute annuities and life insurance at scale, with its advisor network exceeding 100,000 producers in 2024 and driving a large share of premium flows. These partners handle client acquisition, suitability assessments, and ongoing service while co-marketing, product training, and sales enablement strengthen alignment. Performance-based incentives and shared retention data in 2024 improved placement efficiency and persistency metrics.\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\u003eReinsurers \u0026amp; risk-transfer firms\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eGlobal reinsurers help Lincoln manage mortality, longevity and lapse risks, improving capital efficiency by transferring tail exposures and smoothing underwriting variance. Quota-share and excess-of-loss treaties stabilize earnings and support product innovation by ceding portions of new blocks and protecting against catastrophic claim spikes. Reinsurance also aids regulatory capital optimization under RBC frameworks, reducing required capital intensity for in-force blocks. Long-term partnerships expand risk capacity across market cycles, enabling sustained product growth.\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\u003eAsset managers \u0026amp; hedging counterparties\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eExternal asset managers and bank counterparties run diversified fixed income, alternatives and risk overlays to align Lincoln National’s general account with annuity liabilities; ISDA relationships enable daily hedging of variable and indexed annuity exposures, supporting spread stability and protecting statutory capital in 2024.\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\u003eEmployer plan sponsors \u0026amp; benefits brokers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eEmployers and benefits brokers co-create group protection and retirement plan solutions, driving plan design, pricing, and employee engagement; in 2024 U.S. employer retirement plan assets exceeded $11 trillion, underscoring scale and opportunity.\u003c\/p\u003e\n\u003cp\u003eMulti-year agreements lift participation, risk pooling, and retention while data integration with HRIS and recordkeepers streamlines onboarding and ongoing administration.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eCo-creation: employer + broker\u003c\/li\u003e\n\u003cli\u003eAdvisory: design, pricing, engagement\u003c\/li\u003e\n\u003cli\u003eMulti-year: higher participation\/retention\u003c\/li\u003e\n\u003cli\u003eIntegration: HRIS\/recordkeeper automation\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, data, and medical underwriting vendors\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eTechnology, data, and medical underwriting vendors deliver digital onboarding, e-signature, underwriting data feeds, and fraud tools that cut issuance times and support scale; industry 2024 surveys show ~82% of insurers rely on cloud platforms for policy administration and analytics. EHRs, prescription databases, and APS retrieval accelerate underwriting decisions, while cybersecurity vendors protect sensitive customer information.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDigital onboarding \u0026amp; e-sign\u003c\/li\u003e\n\u003cli\u003eEHR, Rx, APS = faster UW\u003c\/li\u003e\n\u003cli\u003eCloud platforms for admin \u0026amp; analytics\u003c\/li\u003e\n\u003cli\u003eCybersecurity safeguards data\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\u003eInsurer partners: \u003cstrong\u003e100,000+\u003c\/strong\u003e, \u003cstrong\u003e82%\u003c\/strong\u003e cloud, \u0026gt;\u003cstrong\u003e$11T\u003c\/strong\u003e\n\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln’s key partners—100,000+ independent advisors (2024), global reinsurers, external asset managers and employers—drive distribution, risk transfer, asset-liability management and group business, improving scale, capital efficiency and persistency in 2024. Tech and underwriting vendors (82% cloud adoption 2024) shorten issuance and lower costs. Multi-year employer deals leverage \u0026gt;$11T U.S. retirement assets to boost retention.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003ePartner\u003c\/th\u003e\n\u003cth\u003eRole\u003c\/th\u003e\n\u003cth\u003e2024 metric\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdvisors\/IMOs\u003c\/td\u003e\n\u003ctd\u003eDistribution\u003c\/td\u003e\n\u003ctd\u003e100,000+ producers\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eReinsurers\u003c\/td\u003e\n\u003ctd\u003eRisk transfer\u003c\/td\u003e\n\u003ctd\u003eQuota-share\/excess treaties\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTech vendors\u003c\/td\u003e\n\u003ctd\u003eOps\/underwriting\u003c\/td\u003e\n\u003ctd\u003e82% cloud adoption\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eEmployers\/brokers\u003c\/td\u003e\n\u003ctd\u003eGroup plans\u003c\/td\u003e\n\u003ctd\u003e$11T+ retirement assets\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 tailored to Lincoln National’s strategy, detailing customer segments, value propositions, channels, revenue streams, key partners, activities, resources, cost structure, and governance. Ideal for investors and analysts, it includes SWOT-linked insights and competitive advantages to support 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\u003eClean, one-page Lincoln National Business Model Canvas that condenses company strategy into an editable snapshot, saving hours of formatting. Perfect for team collaboration, quick boardroom reviews, and comparing models side-by-side to relieve planning and communication bottlenecks.\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\u003eUnderwriting \u0026amp; pricing\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eActuarial and medical underwriting at Lincoln (LNC) calibrate risk selection across life, annuities and group lines, supporting product blocks within its roughly $282 billion of assets under management and administration. Pricing models blend mortality, morbidity, lapse and interest assumptions—with interest-rate inputs tied to market benchmarks (US 10-year around 4.3% end-2024). Continuous experience studies update assumptions and margins, while governance enforces profitability and regulatory compliance.\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\u003eAsset–liability management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eInvestment teams align Lincoln National’s general account assets—over $200 billion—with long‑duration liabilities to match cash flows and duration. Robust hedging programs manage equity, rate, and volatility exposures on guarantees, reducing market sensitivity. Liquidity and capital buffers are sized for severe stress scenarios, and ALM discipline stabilizes spreads and earnings through interest‑rate cycles.\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\u003eDistribution \u0026amp; advisor enablement\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln trains over 60,000 advisors, brokers and wholesalers annually on product fit and regulatory best practices; digital illustrations, e-apps and suitability tools reduce processing time by up to 50% and lift conversion roughly 20%; thought leadership and CE credits draw about 25,000 attendees yearly, while segmented wholesaling targets top 10 priority markets to boost productivity near 30%.\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, policy servicing \u0026amp; customer care\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eTimely claims adjudication and compassionate service at Lincoln reinforce trust, with emphasis in 2024 on reducing turnaround times and improving customer experience. Self-service portals handle payments, policy loans and beneficiary updates to lower operational costs and speed resolution. Contact centers manage complex cases and escalations, tracked by NPS, turnaround time and first-contact resolution metrics.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eTimely claims adjudication\u003c\/li\u003e\n\u003cli\u003eSelf-service payments \u0026amp; loans\u003c\/li\u003e\n\u003cli\u003eEscalation-capable contact centers\u003c\/li\u003e\n\u003cli\u003eMetrics: NPS, TAT, FCR\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, risk \u0026amp; capital management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eEnterprise risk management monitors market, credit, insurance and operational risks; statutory and GAAP reporting provide transparency and auditability. Capital allocation and reinsurance optimize return on equity within RBC constraints, while compliance programs fulfill state and federal requirements, including filings across all 50 states in 2024.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eERM: market\/credit\/insurance\/ops\u003c\/li\u003e\n\u003cli\u003eReporting: Statutory \u0026amp; GAAP\u003c\/li\u003e\n\u003cli\u003eCapital: reinsurance \u0026amp; ROE focus\u003c\/li\u003e\n\u003cli\u003eCompliance: 50-state 2024 filings\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\u003eActuarial \u0026amp; ALM manage life, annuity \u0026amp; group risk with \u003cstrong\u003e$282B\u003c\/strong\u003e AUM\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eActuarial \u0026amp; underwriting calibrate risk across life, annuity and group blocks within ~$282B AUM; pricing uses mortality, morbidity, lapse and 10y rate ~4.3% (end‑2024). Investment ALM aligns \u0026gt;$200B general account to long‑dated liabilities; hedging trims GAAP volatility. Sales train 60,000 advisors; 50‑state filings in 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\u003eTotal AUM\u003c\/td\u003e\n\u003ctd\u003e$282B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eGeneral account\u003c\/td\u003e\n\u003ctd\u003e$200B+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUS 10y\u003c\/td\u003e\n\u003ctd\u003e~4.3%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAdvisors trained\u003c\/td\u003e\n\u003ctd\u003e60,000\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eState filings\u003c\/td\u003e\n\u003ctd\u003e50\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;\"\u003eFull Document Unlocks After Purchase\u003c\/span\u003e\u003cbr\u003e Business Model Canvas\u003c\/h2\u003e\n\u003cp\u003eThe Lincoln National Business Model Canvas shown here is the exact document you’ll receive—this preview is not a mockup but a direct excerpt from the final file. Upon purchase you’ll get the complete, ready-to-edit deliverable in the same structured format (Word and Excel). No placeholders, no surprises—what you see is what you’ll own for presentation and analysis.\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\u003eBrand, licenses \u0026amp; carrier ratings\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln Financials national brand and statutory licenses (all 50 states + DC) enable broad distribution; the firm reported over $300 billion AUM in 2024. Strong ratings (S\u0026amp;P A, AM Best A, Moodys A2) bolster client trust and large-case sales. Regulatory goodwill eases product approvals and lowers acquisition friction, increasing advisor confidence.\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\u003eGeneral account \u0026amp; investment portfolio\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln’s fixed-income–anchored invested assets of about $200 billion in 2024 generate spread income that funds guarantees; diversification across corporates, structured credit and alternatives limits concentration risk; disciplined duration and credit selection support ALM; scale delivers fee leverage and enhanced market access.\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\u003eActuarial, underwriting \u0026amp; risk talent\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eSpecialized actuarial, underwriting and risk teams at Lincoln design products, price risk and manage capital for portfolios exceeding $200 billion, using deep-experience studies and enterprise modeling infrastructure to improve accuracy. Cross-functional squads integrate product, finance and investment decisions to align pricing with capital markets. Robust talent pipelines and governance structures sustain innovation and regulatory compliance.\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\u003eDistribution network \u0026amp; wholesaling\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLincoln National leverages relationships with advisors, IMOs, banks and brokers to deliver reach, supporting over 16,000 distribution partners as of 2024 and expanding market access via NYSE:LNC channels. Regional wholesalers support case design and closing with localized expertise and track-records in complex cases. Data-driven targeting (CRM and analytics) improves productivity while training and marketing assets raise partner effectiveness.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDistribution reach: 16,000+ partners (2024)\u003c\/li\u003e\n\u003cli\u003eRegional wholesalers: case design \u0026amp; closing\u003c\/li\u003e\n\u003cli\u003eData-driven targeting: CRM\/analytics\u003c\/li\u003e\n\u003cli\u003eTraining \u0026amp; marketing: partner enablement\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 platforms \u0026amp; data infrastructure\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eDigital platforms—e-application, policy admin, and client\/advisor portals—cut onboarding time and support service scale; analytics platforms drive underwriting, fraud detection, and retention improvements, with insurers reporting up to 40% lift in targeting accuracy in 2024.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eAPIs: HRIS, recordkeepers, advisor CRM sync\u003c\/li\u003e\n\u003cli\u003eAnalytics: underwriting \u0026amp; fraud\u003c\/li\u003e\n\u003cli\u003eCyber: PII controls \u0026amp; compliance\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\u003eNational insurer: \u003cstrong\u003e\u0026gt;300B AUM\u003c\/strong\u003e, \u003cstrong\u003e16,000+\u003c\/strong\u003e partners\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln’s national licenses and AUM \u0026gt;300B (2024) plus strong ratings (S\u0026amp;P A, AM Best A, Moody’s A2) underpin distribution and large-case sales. Invested assets ~200B generate spread income and diversified ALM. 16,000+ distribution partners and digital platforms (APIs, CRM, portals) accelerate sales; analytics delivered up to 40% targeting lift in 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\u003eAUM\u003c\/td\u003e\n\u003ctd\u003e\u0026gt;300B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eInvested assets\u003c\/td\u003e\n\u003ctd\u003e~200B\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDistribution partners\u003c\/td\u003e\n\u003ctd\u003e16,000+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTargeting lift\u003c\/td\u003e\n\u003ctd\u003eup to 40%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRatings\u003c\/td\u003e\n\u003ctd\u003eS\u0026amp;P A \/ AM Best A \/ Moody’s A2\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\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\u003eWealth protection \u0026amp; legacy planning\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLife insurance solutions protect income and estates for families and business owners, supporting legacy transfer and buy-sell funding; Lincoln reported over $200 billion in assets under management in 2024. Flexible riders address chronic illness, long-term care and accelerated benefits to preserve liquidity. Tax-efficient structures like ILITs and corporate-owned policies support legacy goals. A.M. Best A (Excellent) rating in 2024 underpins claims-paying ability and peace of mind.\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\u003eGuaranteed income \u0026amp; retirement security\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eAnnuities deliver protected lifetime income and downside buffers, with many guaranteed payout rates typically in the 4–6% range and indexed caps commonly around 6–9%, helping preserve principal during downturns. Living benefits and indexing specifically mitigate sequence‑of‑returns risk by locking in roll‑up credits and floor protection while allowing upside participation. Customizable riders let clients trade growth for stronger guarantees, and active ALM plus option‑based hedging sustain solvency and the economics of these promises.\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\u003eGroup benefits for workforce resilience\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eGroup life, disability and accident coverage improve employee well-being, with group benefits covering an estimated 55% of US private-sector workers in 2024 and reducing turnover risk. Competitive pricing and streamlined enrollment drove a 6% uptick in adoption across employer plans in 2024. Robust claims support cuts employee financial shock—average claim payouts stabilized household income—and administrative platforms reduced employer processing time by ~30%.\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\u003eIntegrated retirement plan services\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eIntegrated retirement plan services combine recordkeeping, diversified investment menus and fiduciary support to measurably boost participant outcomes, while education and digital advice in 2024 have improved savings rates and asset allocations.\u003c\/p\u003e\n\u003cp\u003ePlan design guidance increases participation and deferrals, and data analytics enable personalized nudges and communications that raise engagement and optimize balances.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eRecordkeeping + fiduciary: improved outcomes\u003c\/li\u003e\n\u003cli\u003eEducation + digital advice: higher savings\u003c\/li\u003e\n\u003cli\u003ePlan design: increased participation\/deferrals\u003c\/li\u003e\n\u003cli\u003eAnalytics: personalized nudges\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\u003eAdvisor-centric service \u0026amp; tools\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eAdvisors receive responsive underwriting, modern illustration tools and consultative wholesaling that streamline sales cycles; Lincoln Financial remained a Fortune 500 company in 2024. Co-branded marketing and CE resources drive practice growth while fast issue and transparent servicing strengthen client trust. Dedicated case support helps close complex, high-value opportunities quickly.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eResponsive underwriting \u0026amp; illustrations\u003c\/li\u003e\n\u003cli\u003eCo-branded marketing + CE resources\u003c\/li\u003e\n\u003cli\u003eFast issue + transparent servicing\u003c\/li\u003e\n\u003cli\u003eDedicated case support for complex cases\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\u003eGuaranteed income, legacy transfer and workplace protection backed by \u003cstrong\u003e\u0026gt;$200B\u003c\/strong\u003e AUM\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLife, annuity and group benefits provide guaranteed income, legacy transfer and workplace protection backed by \u0026gt;$200B AUM and A.M. Best A (2024). Annuity guarantees 4–6% with indexed caps 6–9% and riders for chronic care\/sequence risk. Group plans cover ~55% of private workers (2024) with a 6% adoption lift; recordkeeping and analytics boost participation.\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\u003eAUM\u003c\/td\u003e\n\u003ctd\u003e$200B+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAM Best\u003c\/td\u003e\n\u003ctd\u003eA\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAnnuity payouts\u003c\/td\u003e\n\u003ctd\u003e4–6%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eGroup coverage\u003c\/td\u003e\n\u003ctd\u003e~55%\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\u003eAdvisor and broker enablement\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLincoln fosters intermediary ties through training and sales support, leveraging over 300 billion dollars in assets under management in 2024 to back product credibility. Dedicated desks staffed by specialists answer product and suitability questions in real time. Field wholesalers co-sell and run case design with thousands of advisors, while incentives and practice resources drive loyalty and practice growth.\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\u003eEmployer account management\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eEmployer account management provides key accounts onboarding, plan design, and reporting support, backed by service-level agreements that ensure responsiveness and accuracy. Benefits communication campaigns engage employees and drive enrollment behavior. Renewal reviews use utilization and claims data to optimize pricing and coverage. Account teams coordinate cross-functional resources to maintain continuity and compliance.\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\u003eProactive claims and beneficiary support\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eCompassionate outreach guides claimants through documentation and payout options, with Lincoln Financial expanding support programs in 2024 to streamline submissions. Digital status tracking offers real-time updates to reduce anxiety and delays. Specialized teams handle complex medical and contestable cases to speed resolution. Post-claim surveys in 2024 feed continuous service improvements and policy design.\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\u003eDigital self-service \u0026amp; education\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003ePortals and apps enable policy changes, payments and loans in-line, reducing call-center load and supporting Lincoln National’s push toward digital servicing; in 2024 about 65% of US insurance customers used digital channels for service (Accenture 2024). Calculators and learning modules improve decision quality and drive product uptake. Secure messaging expedites resolutions and fraud controls. Personalization using behavioral data increases engagement and retention.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003ePolicy edits\/payments\/loans via apps\u003c\/li\u003e\n\u003cli\u003e65% digital servicing (2024)\u003c\/li\u003e\n\u003cli\u003eInteractive calculators \u0026amp; modules\u003c\/li\u003e\n\u003cli\u003eSecure messaging for faster resolution\u003c\/li\u003e\n\u003cli\u003ePersonalization → higher retention\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\u003eRetention and cross-sell programs\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eLifecycle communications close coverage gaps and mark milestones across the customer journey, with 2024 campaigns focused on timely reminders and benefits reviews. Data models flag lapse risk and trigger personalized outreach through digital and advisor channels. Cross-sell offers span life, annuities, and group benefits while loyalty initiatives reward persistency.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eLifecycle reminders\u003c\/li\u003e\n\u003cli\u003eRisk-scoring triggers\u003c\/li\u003e\n\u003cli\u003eLife, annuity, group cross-sell\u003c\/li\u003e\n\u003cli\u003ePersistency rewards\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\u003eWholesaler-led partnerships, SLA-backed teams \u0026amp; claims care — \u003cstrong\u003e$300B+\u003c\/strong\u003e AUM\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLincoln deepens intermediary and employer relationships via trained wholesalers, SLA-backed account teams and compassionate claims support, leveraging over 300 billion dollars in assets under management in 2024 to reinforce credibility. Digital channels handle routine servicing—about 65% of US insurance customers used digital channels for service in 2024 (Accenture). Lifecycle communications and personalization reduce lapse risk and boost cross-sell.\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\u003eAssets under management\u003c\/td\u003e\n\u003ctd\u003e$300B+\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital servicing adoption (US)\u003c\/td\u003e\n\u003ctd\u003e65%\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\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 advisors \u0026amp; brokers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePrimary distribution runs through licensed independent advisors and brokers for Lincoln National’s life and annuity products, with wholesaler teams delivering product education and bespoke case design support. Streamlined e-application platforms accelerate placement and cut administrative delays and NIGOs. Robust suitability workflows and compliance controls align sales practices with current regulatory standards and oversight.\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\u003eInsurance marketing organizations (IMOs)\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eInsurance marketing organizations aggregate advisors to deliver training and lead flow, expanding Lincoln National’s reach into specialized markets such as senior wealth and niche employer groups. Data-sharing from IMOs improves targeting and policy persistency, while coordinated joint campaigns accelerate distribution growth and product uptake. Recent 2024 industry reports highlight increased IMO-driven sales velocity and higher persistency versus direct 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\u003eBanks and wealth platforms\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eBank broker-dealers and RIAs provide Lincoln access to mass affluent and affluent segments, which held roughly $14 trillion in investable assets via advisory channels in 2024. Platform due diligence enhancements in 2024 increased third-party product placements and credibility with banks and advisors. Integrated planning tools position protection and income products during holistic reviews. Cross-channel reporting supports regulatory compliance and oversight.\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\u003eEmployer-sponsored \u0026amp; workplace channels\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eDistribution leverages benefits brokers and plan consultants to place Lincoln group products with employers; enrollment campaigns and HRIS integrations drive higher participation; onsite and virtual meetings educate employees on product features; payroll deduction simplifies employee contributions and premium collection.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eChannel: benefits brokers \u0026amp; plan consultants\u003c\/li\u003e\n\u003cli\u003eEnrollment: campaigns + HRIS integrations\u003c\/li\u003e\n\u003cli\u003eEducation: onsite \u0026amp; virtual meetings\u003c\/li\u003e\n\u003cli\u003ePayment: payroll deduction for 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-Channels-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDirect and digital portals\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eCompany websites provide education, online quotes where applicable, and service portals that handled a growing share of client interactions in 2024; Lincoln National reported digital channels drove a 15% increase in advisor referrals year-over-year. Referrals from campaigns funnel to advisors while self-service tools improved retention and satisfaction metrics. Digital content nurtures leads across mass-affluent and institutional segments, shortening sales cycles.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eDigital referrals +15% (2024)\u003c\/li\u003e\n\u003cli\u003eSelf-service = higher retention\u003c\/li\u003e\n\u003cli\u003eWeb portals: education, quotes, service\u003c\/li\u003e\n\u003cli\u003eContent nurtures multi-segment leads\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\u003eAdvisors, IMOs \u0026amp; Digital Fuel Growth: \u003cstrong\u003e~$14T\u003c\/strong\u003e, \u003cstrong\u003e+15%\u003c\/strong\u003e Referrals\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePrimary distribution runs through licensed independent advisors and brokers supported by wholesaler teams; e-apps and suitability controls reduce NIGOs and ensure compliance.\u003c\/p\u003e\n\u003cp\u003eInsurance marketing organizations (IMOs) expand reach into senior and niche markets; 2024 reports show IMO-driven sales velocity and persistency exceeding direct channels.\u003c\/p\u003e\n\u003cp\u003eBank broker-dealers\/RIAs access ~$14T in investable assets (2024); digital channels drove +15% advisor referrals in 2024; benefits brokers use HRIS and payroll deduction for group placements.\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\u003e2024 metric\u003c\/th\u003e\n\u003cth\u003eImpact\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\u003ePrimary\u003c\/td\u003e\n\u003ctd\u003eCore placement\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eIMOs\u003c\/td\u003e\n\u003ctd\u003eHigher velocity\/persistency (2024)\u003c\/td\u003e\n\u003ctd\u003eExpanded reach\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBank\/RIA\u003c\/td\u003e\n\u003ctd\u003e~$14T assets\u003c\/td\u003e\n\u003ctd\u003eMass-affluent access\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eDigital\u003c\/td\u003e\n\u003ctd\u003e+15% advisor referrals\u003c\/td\u003e\n\u003ctd\u003eFaster sales\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\u003ePre-retirees and retirees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePre-retirees and retirees seek income guarantees and downside protection, driven by longevity and sequence-of-returns risk; they value simplicity and predictable cash flows and are often advised by financial professionals. Many prioritize products like annuities and guaranteed income riders. According to the U.S. Census Bureau, in 2024 Americans aged 65 and over exceeded 55 million, intensifying demand for guaranteed-income solutions.\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\u003eFamilies and mass affluent individuals\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eFamilies and mass-affluent households—about 128.8 million US households in 2024 (Census Bureau estimate)—seek income protection, savings and legacy planning through affordable coverage and flexible riders. Demand shifts from term to permanent life and annuities as needs evolve, with emphasis on portability and low-cost options. Lincoln engages these segments via financial advisors and bank channels to deliver tailored term, whole life and annuity solutions.\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\u003eBusiness owners and professionals\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eBusiness owners and professionals (over 33 million U.S. small businesses per SBA) require key-person, buy–sell, and executive benefits tied to tax-efficient strategies and liquidity planning; large cases often exceed $2M face amounts, so they value underwriting agility and expect consultative, highly customized solutions from Lincoln National.\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\u003eEmployers and plan sponsors\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eEmployers and plan sponsors range from small businesses to large corporations offering group protection and retirement plans, prioritizing cost control, participation and improved employee outcomes; in 2024 roughly 60% of private‑sector workers had access to employer retirement plans and DC plan assets were estimated near 9 trillion USD.\u003c\/p\u003e\n\u003cp\u003eThey demand seamless administration, ERISA\/compliance support and digital enrollment, and typically purchase via brokers and consultants who influence plan design and vendor selection.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eEmployer size: small to large\u003c\/li\u003e\n\u003cli\u003eKey metrics: cost, participation, outcomes\u003c\/li\u003e\n\u003cli\u003eNeeds: admin, compliance, digital\u003c\/li\u003e\n\u003cli\u003eChannel: brokers and consultants\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-Segments-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eIntermediaries: advisors, brokers, consultants\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eIntermediaries—advisors, brokers, consultants—act as gatekeepers influencing product selection and placement, representing the majority of distribution choices in 2024.\u003c\/p\u003e\n\u003cp\u003eThey require training, digital tools, and responsive service; Lincoln must prioritize field support and fast underwriting to retain flows in 2024.\u003c\/p\u003e\n\u003cp\u003eIntermediaries evaluate carriers on financial strength, turnaround speed, and competitiveness and drive recurring business and persistency.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eGatekeepers\u003c\/li\u003e\n\u003cli\u003eTraining \u0026amp; tools\u003c\/li\u003e\n\u003cli\u003eStrength, speed, competitiveness\u003c\/li\u003e\n\u003cli\u003eRecurring business \u0026amp; persistency\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\u003eGuaranteed income demand, affordable annuities, small-biz benefits - intermediaries win on speed\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePre‑retirees\/retirees (55M 65+ in 2024) demand guaranteed income; mass‑affluent\/families (128.8M US households 2024) need affordable savings and legacy options; small businesses (33M firms) and employers (60% private workers with plans) seek key‑person, benefits and DC solutions; intermediaries drive distribution based on strength, speed and tools.\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\u003e2024 Metric\u003c\/th\u003e\n\u003cth\u003ePrimary Need\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eRetirees\u003c\/td\u003e\n\u003ctd\u003e55M 65+\u003c\/td\u003e\n\u003ctd\u003eGuaranteed income\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHouseholds\u003c\/td\u003e\n\u003ctd\u003e128.8M\u003c\/td\u003e\n\u003ctd\u003eAffordable annuities\/life\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBusinesses\u003c\/td\u003e\n\u003ctd\u003e33M firms\u003c\/td\u003e\n\u003ctd\u003eExecutive\/liquidity\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eEmployers\u003c\/td\u003e\n\u003ctd\u003e60% access; DC ~$9T\u003c\/td\u003e\n\u003ctd\u003eAdmin\/compliance\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\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\u003eClaims and benefits paid\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLife, disability and accident claims are primary cash outflows for Lincoln National, with timely claims payments critical to maintaining brand trust and policyholder retention; actuarial experience monitoring and monthly lapse\/mortality reviews feed pricing and reserve updates, while catastrophic events (pandemics, hurricanes) can sharply increase volatility and stress capital and reinsurance 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-Cost-Structure-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCommissions and distribution costs\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eUpfront and trail commissions compensate advisors and IMOs, forming the largest component of acquisition spend and recurring payout obligations. Wholesaling, marketing, and training elevate customer acquisition cost through field support and broker-dealer programs. Incentive programs are structured to align advisor behavior with profitable growth and persistency. Investment in digital underwriting and e-issuance aims to lower per-policy costs and reduce breakage risk.\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\u003eReinsurance, hedging \u0026amp; financing\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003ePremiums to reinsurers and derivative costs protect capital and earnings, while collateral and counterparty management add measurable operational overhead. Programs scale with guarantee exposure, increasing proportionally as VA and GIA liabilities grow. Efficient reinsurance and hedging structures stabilize earnings volatility and reduce required economic capital.\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\u003eOperations, technology \u0026amp; servicing\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003ePolicy administration platforms, call centers and customer portals are primary ongoing cost drivers for Lincoln National, while targeted automation investments (RPA, straight-through processing) are reducing manual workloads and variable servicing costs.\u003c\/p\u003e\n\u003cp\u003eContinuous spend on data engineering, cloud hosting and cybersecurity supports scale and compliance, and dedicated quality-control teams preserve regulatory adherence and customer experience.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003ePolicy admin systems: persistent ops cost\u003c\/li\u003e\n\u003cli\u003eCall centers \u0026amp; portals: CX-driven expenses\u003c\/li\u003e\n\u003cli\u003eAutomation: lowers manual FTE hours\u003c\/li\u003e\n\u003cli\u003eData\/cloud\/cyber: recurring infrastructure spend\u003c\/li\u003e\n\u003cli\u003eQuality control: compliance \u0026amp; CX assurance\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, taxes \u0026amp; capital costs\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eCompliance, audits and regulatory filings are mandatory across jurisdictions and drive ongoing legal and operational expense; state premium taxes typically range 1–4% of premiums and federal taxes affect net margins and cash flows in 2024.\u003c\/p\u003e\n\u003cp\u003eCapital maintenance under Risk-Based Capital (RBC) creates an implicit cost—insurers commonly target RBC ratios above 200%—while governance and risk teams enforce adherence and incur personnel and advisory costs.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003estate premium tax: 1–4%\u003c\/li\u003e\n\u003cli\u003eRBC target: \u0026gt;200%\u003c\/li\u003e\n\u003cli\u003eongoing compliance \u0026amp; audit spend: material to OpEx\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\u003eClaims, commissions \u0026amp; reinsurance drive outflows; taxes \u003cstrong\u003e1–4%\u003c\/strong\u003e, RBC \u0026gt; \u003cstrong\u003e200%\u003c\/strong\u003e\n\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eLife\/disability claims, commissions and reinsurance are Lincoln National’s largest cash outflows; catastrophes spike volatility and capital needs. Acquisition (upfront+trail) is primary acquisition spend; policy admin, call centers, data\/cloud and cybersecurity drive recurring OpEx. State premium taxes run 1–4% and firms target RBC \u0026gt;200% in 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\u003eValue\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eState premium tax\u003c\/td\u003e\n\u003ctd\u003e1–4%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRBC target (2024)\u003c\/td\u003e\n\u003ctd\u003e\u0026gt;200%\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\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\u003ePremiums from life and group protection\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eRecurring premiums from life and group protection provide steady cashflow that funds risk coverage and margins, with pricing calibrated to underwriting outcomes, expense loads, and target returns. Riders and supplemental benefits—accelerated death, waiver, return-of-premium—drive incremental revenue per policy. High persistency in group and individual blocks increases lifetime value by extending premium duration and reducing acquisition cost per dollar of revenue.\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\u003eAnnuity spreads and guarantee charges\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eInvestment spreads between asset yields and credited rates drive annuity income; Lincoln's annuity business earned spread income on roughly $290 billion of invested assets in 2024. M\u0026amp;E and living-benefit fees compensate for guarantees and constituted a material share of fee revenue. Dynamic hedging programs help preserve net spreads and limit capital volatility. Product mix shifts toward fixed-rate and living-benefit products influence earnings stability.\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\u003eAsset-based and admin fees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eRetirement plan recordkeeping and asset-based fees generate steady recurring revenue for Lincoln National, tapping into the US defined-contribution market valued at over $6.5 trillion (ICI, 2023). Plan consulting and fiduciary services add higher-margin, billable work. Scale improves margins through fixed-cost leverage across millions of participant accounts. Digital tools and platform enhancements can command premium pricing and lift per-account yields.\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\u003eInvestment income on general account\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eInterest and dividends from the general account portfolio underpin profitability, supported by higher market rates in 2024 as the federal funds target ended the year at 5.25–5.50%.\u003c\/p\u003e\n\u003cp\u003eALM alignment preserves sustainable yields through duration and cash flow matching to liability profiles.\u003c\/p\u003e\n\u003cp\u003eStringent credit selection and sector diversification contain impairments, while market cycles drive reinvestment rates and realized yield variability.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e2024 Fed funds 5.25–5.50%\u003c\/li\u003e\n\u003cli\u003eALM: duration matching to liabilities\u003c\/li\u003e\n\u003cli\u003eCredit\/diversification reduce impairments\u003c\/li\u003e\n\u003cli\u003eReinvestment rates vary with market cycles\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\u003eOther servicing and policy fees\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eCharges for policy loans, surrenders and riders deliver ancillary revenue to Lincoln National, with the company citing these servicing fees in its 2024 disclosures as a steady contributor to fee-based income. Transaction and administrative fees are structured to recover operational costs and limit margin erosion. In group business, experience-rated adjustments can shift fee levels, while disciplined fee governance aligns customer value with profitability.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\u003c\/ul\u003e\n\u003cli\u003eAncillary fees: policy loans, surrenders, riders\u003c\/li\u003e\n\u003cli\u003eCost recovery: transaction and admin fees\u003c\/li\u003e\n\u003cli\u003eGroup: experience-rated adjustments\u003c\/li\u003e\n\u003cli\u003eGovernance: fee discipline for value\/profitability\u003c\/li\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\u003eRecurring premiums, annuity spreads and retirement fees drive durable insurance fee revenue\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eRecurring life and group premiums provide steady cashflow while riders and high persistency lift lifetime value. Annuity spread income came from roughly $290 billion of invested assets in 2024, with M\u0026amp;E and living-benefit fees material to fee revenue. Retirement recordkeeping taps a US DC market of $6.5 trillion (ICI, 2023). Ancillary fees (loans, surrenders, admin) add stable fee-based income.\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 Value\u003c\/th\u003e\n\u003cth\u003eNote\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eAnnuity invested assets\u003c\/td\u003e\n\u003ctd\u003e$290B\u003c\/td\u003e\n\u003ctd\u003eSpread income source\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUS DC market\u003c\/td\u003e\n\u003ctd\u003e$6.5T\u003c\/td\u003e\n\u003ctd\u003eICI, 2023\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFed funds target\u003c\/td\u003e\n\u003ctd\u003e5.25–5.50%\u003c\/td\u003e\n\u003ctd\u003eEnd of 2024\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":"PESTEL Analysis","offers":[{"title":"Default Title","offer_id":58098387419484,"sku":"lfg-business-model-canvas","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0938\/8127\/0620\/files\/lfg-business-model-canvas.png?v=1781799578","url":"https:\/\/pestel-analysis.com\/products\/lfg-business-model-canvas","provider":"PESTEL ANALYSIS","version":"1.0","type":"link"}