Lincoln Financial, recognized today as Lincoln Financial Group, was previously known as Lincoln National Corporation.
The Evolution of a Financial Giant
Prior to adopting its current well-known public name, the financial services powerhouse operated under the moniker Lincoln National Corporation. This name change was a strategic move in the late 1990s to better reflect the company's expanded range of services and its broader identity in the financial sector.
A New Identity for a Modern Era
In 1998, Lincoln National Corporation officially introduced its new marketing name, "Lincoln Financial Group." This rebranding initiative was designed to enhance its public profile and clearly position the organization as a comprehensive financial services company, moving beyond just its historical insurance roots. The transition highlighted its offerings across various financial products and services, including:
- Life Insurance
- Annuities
- Retirement Plan Services
- Group Protection
- Wealth Management
This shift helped streamline its corporate identity and communicate its diverse capabilities to a wider audience, solidifying its presence as a key player in the financial services industry.
Historical Naming Overview
To illustrate the progression, here's a brief look at the primary names associated with the company's modern era:
| Year | Company Name | Notes |
|---|---|---|
| Before 1998 | Lincoln National Corporation | The primary corporate name before the introduction of the new marketing identity. |
| 1998 to Present | Lincoln Financial Group | Introduced as the new marketing name to reflect a broader financial services focus and enhance profile. |
The name "Lincoln Financial Group" has since become synonymous with the company's operations, representing its comprehensive approach to financial planning and protection.
For more detailed historical information, you can explore the company's official history on their website: Lincoln Financial History and Timeline
