AON

To shape decisions for the better by becoming the preeminent professional services firm in the world.

AON SWOT Analysis

Updated: October 2, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for AON was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Aon SWOT analysis reveals a powerful incumbent at a pivotal crossroads. Its formidable strengths in global scale, proprietary data, and client retention provide a stable foundation. However, internal weaknesses like integration complexity and a high cost base threaten its agility. The firm must aggressively seize massive opportunities in next-generation risks like cyber and ESG, using AI to transform its value proposition from a traditional broker to a tech-enabled advisor. Mitigating intense competition and the war for talent is paramount. The strategic imperative is clear: accelerate the 'Aon United' vision by modernizing operations and embedding AI to create an insurmountable data-driven moat, ensuring continued leadership in an era of unprecedented risk and volatility. This focus will be key to achieving its mission.

Marsh & McLennan Companies Willis Towers Watson Arthur J. Gallagher & Co. Accenture Deloitte

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To shape decisions for the better by becoming the preeminent professional services firm in the world.

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Strengths

SCALE: Dominant global market presence and brand recognition in risk/health/wealth
DATA: Massive proprietary datasets on risk, claims, and human capital benchmarks
DIVERSIFICATION: Balanced revenue streams across uncorrelated risk and people needs
RETENTION: High client retention rates (~95%) driven by deep, embedded relationships
TALENT: Deep bench of industry experts and a seasoned, respected leadership team

Weaknesses

INTEGRATION: Lingering operational complexity from past M&A slows down Aon United
COST: High fixed-cost structure relative to more agile, tech-first competitors
PERCEPTION: Often viewed as a traditional broker, not a modern tech/data company
AGILITY: Large corporate structure can hinder rapid response to market shifts
DEPENDENCE: Reliance on key producers who could be poached by aggressive competitors

Opportunities

CYBER: Exponential growth in demand for cyber risk advisory and insurance transfer
ESG: Increasing board-level client demand for climate risk modeling and consulting
HEALTHCARE: Rising complexity in employee benefits creates significant advisory need
GENERATIVE AI: Opportunity to automate processes and create new analytical insights
M&A: Strategic tuck-in acquisitions to acquire cutting-edge data/tech capabilities

Threats

COMPETITION: Intense rivalry from Marsh McLennan, WTW, and specialized boutiques
MACROECONOMY: Persistent inflation and high interest rates impacting client budgets
DISRUPTION: Insurtechs and big tech firms entering the insurance value chain
REGULATION: Evolving global rules on data privacy, client transparency, and AI use
TALENT WAR: Losing top analytical and client-facing talent to rivals and tech firms

Key Priorities

ACCELERATE AON UNITED: Fully integrate operations to unlock client value/cross-sell
LEAD IN NEXT-GEN RISK: Dominate emerging risk areas like Cyber, Climate, and IP
EMBED AI ANALYTICS: Infuse AI across all client solutions for deeper, faster insight
MODERNIZE OPERATIONS: Drive efficiency to self-fund growth and innovation investments

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AON OKR

Updated: October 2, 2025 • 2025-Q4 Analysis

This Aon OKR plan is a masterclass in strategic alignment, translating high-level priorities into tangible, ambitious outcomes. It correctly focuses on leveraging Aon's core differentiators—its integrated model ('Unite the Firm') and data ('Intelligence Edge')—to win in high-growth markets ('Dominate New Risk'). Crucially, the plan is underpinned by a commitment to operational excellence ('Fuel Growth'), ensuring that efficiency gains directly fund innovation. The key results are specific, measurable, and outcome-oriented, providing clear direction for the entire organization. This plan doesn't just aim for incremental improvement; it sets the stage for Aon to solidify its position as the preeminent, data-driven professional services firm for the next decade, directly fulfilling its mission.

Marsh & McLennan Companies Willis Towers Watson Arthur J. Gallagher & Co. Accenture Deloitte

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To shape decisions for the better by becoming the preeminent professional services firm in the world.

UNITE THE FIRM

Deliver the full power of Aon to every single client.

PIPELINE: Increase the multi-solution pipeline from our top 500 global clients by 25% via joint planning.
REFERRALS: Launch a new global referral system tracking cross-sell leads, achieving 10,000 qualified leads.
PLATFORM: Migrate 75% of Commercial Risk clients onto the unified Aon Business Services platform.
TRAINING: Certify 80% of our client-facing leaders in the core 'Selling Aon United' methodology.

DOMINATE NEW RISK

Be the undisputed leader in Cyber, Climate, and IP.

CYBER: Grow our cyber risk advisory revenue by 30% by bundling solutions with core P&C renewals.
CLIMATE: Launch our proprietary climate risk modeling platform and secure 50 new enterprise clients.
INTELLECTUAL PROPERTY: Double the value of IP-backed lending solutions placed in the market to $2 billion.
LEADERSHIP: Publish 3 industry-defining reports on emerging risks, cited in WSJ, FT, and Bloomberg.

INTELLIGENCE EDGE

Transform client advice with proprietary data and AI.

GENERATIVE AI: Deploy a GenAI co-pilot to 1,000 brokers to automate submission analysis and report drafts.
ANALYTICS: Embed predictive risk models into our top 3 client platforms, used in 50% of client reviews.
DATA LAKE: Ingest 85% of all global policy, placement, and claims data into the central Aon data lake.
HIRING: Increase our data science and machine learning engineering headcount by 40% in strategic hubs.

FUEL GROWTH

Modernize operations to reinvest in client innovation.

AUTOMATION: Automate 25% of manual back-office processes in policy administration and claims processing.
EFFICIENCY: Reduce SG&A as a percentage of revenue by 150 basis points through our operational leverage.
CLOUD: Migrate 60% of legacy on-premise application workloads to the public cloud for greater agility.
PROCUREMENT: Achieve an additional $100M in run-rate savings via strategic sourcing and vendor consolidation.

METRICS

Organic Revenue Growth: 7%
Adjusted Operating Margin: 31.5%
Free Cash Flow: $3.2B

VALUES

Committed as one firm to our purpose
United through trust as one inclusive, diverse team
Passionate about making our colleagues and clients successful
Data-driven excellence in decision making

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AON Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Aon plc Investor Relations website (Q1 2024 earnings report, annual reports)
Aon.com 'About Us' and 'Leadership' sections
Reputable financial news sources (e.g., Bloomberg, Wall Street Journal)
Competitive analysis of Marsh McLennan and Willis Towers Watson public filings

Marsh & McLennan Companies Willis Towers Watson Arthur J. Gallagher & Co. Accenture Deloitte

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To shape decisions for the better by becoming the preeminent professional services firm in the world.

Toggle Theme

What Went Well

REINSURANCE: Strong revenue growth in Reinsurance Solutions driven by favorable pricing
ORGANIC: Delivered consistent mid-single-digit organic revenue growth across segments
MARGINS: Expanded adjusted operating margins through disciplined expense management
CASH FLOW: Generated robust free cash flow, enabling significant capital return to holders
RETENTION: Maintained industry-leading client retention rates despite economic headwinds

Not So Well

WEALTH: Experienced slower growth in Wealth Solutions due to capital market volatility
HIRING: Fell slightly behind schedule on hiring key data science and engineering roles
INTEGRATION: Realization of synergies from recent acquisitions is tracking behind plan
INNOVATION: New climate risk platform launch timeline was extended by one quarter

Learnings

CLIENTS: In volatile times, clients prioritize expert risk advice over cost savings
TALENT: The competition for data science and AI talent is more intense than projected
TECH: Dependencies on legacy systems are a greater drag on agility than anticipated
MARKETS: Geopolitical instability is now a primary driver of new client engagements

Action Items

SALES: Double down on cross-selling cyber solutions to the existing commercial risk book
HR: Accelerate recruitment for AI/ML roles with enhanced, market-leading compensation
OPERATIONS: Form a dedicated team to fast-track migration from key legacy systems
PRODUCT: Launch the new climate risk modeling platform with 20 anchor clients next quarter

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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AON Market

AI-Powered Insights

Claude

Gemini

GPT

Aon plc Investor Relations website (Q1 2024 earnings report, annual reports)
Aon.com 'About Us' and 'Leadership' sections
Reputable financial news sources (e.g., Bloomberg, Wall Street Journal)
Competitive analysis of Marsh McLennan and Willis Towers Watson public filings

Founded: 1982 (through merger)
Market Share: Top 3 global insurance brokerage firm
Customer Base: Global corporations, mid-market, small business
Category:
Professional Services
SIC Code: 6411 Insurance Agents, Brokers, and Service
NAICS Code: 524210 Insurance Agencies and Brokerages
Location: Dublin, Ireland
Zip Code: D02 F540 Dublin, Ireland
Employees: 50000

Competitors

Marsh & McLennan Companies Request Analysis

Willis Towers Watson View Analysis

Arthur J. Gallagher & Co. Request Analysis

Accenture View Analysis

Deloitte View Analysis

Products & Services

No products or services data available

Distribution Channels

AON Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Aon plc Investor Relations website (Q1 2024 earnings report, annual reports)
Aon.com 'About Us' and 'Leadership' sections
Reputable financial news sources (e.g., Bloomberg, Wall Street Journal)
Competitive analysis of Marsh McLennan and Willis Towers Watson public filings

Problem

Businesses face increasing volatility/risk
Making optimal people/capital decisions
Navigating complex global regulations

Solution

Data-driven risk & insurance advisory
Health, wealth, & retirement consulting
Global reinsurance capital solutions

Key Metrics

Organic revenue growth, client retention
Adjusted operating margin, free cash flow
New business generation, colleague engagement

Unique

Proprietary data on nearly every risk
Integrated 'Aon United' delivery model
Global scale with local expertise

Advantage

Unmatched data assets create a deep moat
Decades of trusted C-suite relationships
Scale to invest in next-gen technology

Channels

Direct sales and advisory teams
Digital client service platforms
Strategic partnerships with carriers

Customer Segments

Large multinational corporations
Middle market companies
Public sector and government entities

Costs

Colleague compensation and benefits
Technology infrastructure and data centers
Global real estate and office expenses

AON Product Market Fit Analysis

Updated: October 2, 2025

Aon provides data-driven insights to help leaders navigate volatility and maximize performance. By connecting expertise in risk, retirement, and health, the firm shapes better decisions that protect and enrich lives, turning risk into a source of competitive advantage and resilience for clients globally.

Clarity and confidence to make better decisions.

Navigate volatility to achieve better outcomes.

Unlock capital to maximize business performance.

Before State

Fragmented risk management and benefits
Decisions based on intuition and history
Reactive responses to market volatility

After State

Integrated view of risk, people, capital
Decisions powered by data and analytics
Proactive strategies for resilience/growth

Negative Impacts

Missed growth opportunities, wasted capital
Higher total cost of risk and employee churn
Balance sheet and operational surprises

Positive Outcomes

Optimized capital allocation, new solutions
Enhanced workforce resilience and engagement
Protected balance sheet and shareholder value

Key Metrics

Customer Retention Rates

~95%

Net Promoter Score (NPS)

Estimated 40-50 (B2B average)

User Growth Rate

Tied to organic revenue growth (4-6%)

Customer Feedback/Reviews

Limited public reviews (G2)

Repeat Purchase Rates

High, driven by annual renewals

Requirements

Access to global expertise and benchmarks
Advanced analytical tools and platforms
A strategic partner, not just a broker

Why AON

Aon United delivers the entire firm's value
Aon Business Services provides tech backbone
Client-centric teams solve complex problems

AON Competitive Advantage

Unmatched global data on risk and people
Interconnected expertise across domains
Scale to invest in cutting-edge technology

Proof Points

95% client retention rate demonstrates value
Decades of experience in 120+ countries
Industry-leading reports on global risk

AON Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Aon plc Investor Relations website (Q1 2024 earnings report, annual reports)
Aon.com 'About Us' and 'Leadership' sections
Reputable financial news sources (e.g., Bloomberg, Wall Street Journal)
Competitive analysis of Marsh McLennan and Willis Towers Watson public filings

Strategic pillars derived from our vision-focused SWOT analysis

Deliver the full, integrated firm to every client.

Differentiate with proprietary client insight.

Solve emerging client needs (Cyber, ESG).

Be the premier destination for top experts.

What You Do

Provides professional services on risk, retirement, and health.

Target Market

Businesses seeking to navigate volatility and improve performance.

Differentiation

Proprietary data and analytics platforms
Integrated global delivery model (Aon United)

Revenue Streams

Commissions from insurance placements
Fee-for-service consulting and advisory

AON Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Aon plc Investor Relations website (Q1 2024 earnings report, annual reports)
Aon.com 'About Us' and 'Leadership' sections
Reputable financial news sources (e.g., Bloomberg, Wall Street Journal)
Competitive analysis of Marsh McLennan and Willis Towers Watson public filings

Company Operations

Organizational Structure: Global solution lines with regional delivery
Supply Chain: Partnerships with global insurance carriers
Tech Patents: Focus on proprietary analytics and platforms
Website: https://www.aon.com

Top Clients

Board Members

AON Competitive Forces

Threat of New Entry

LOW: Enormous barriers to entry include global regulatory licensing, massive capital requirements, brand trust, and data scale.

Supplier Power

LOW: The supplier base (insurance carriers) is fragmented. Aon's massive premium volume gives it significant leverage in negotiations.

Buyer Power

MEDIUM: Large corporate clients have significant negotiating power, but high switching costs and Aon's specialized expertise limit their leverage.

Threat of Substitution

MEDIUM: Insurtech platforms, captive insurance, and self-insurance are alternatives, but are less viable for complex, global risks.

Competitive Rivalry

HIGH: Intense rivalry with Marsh McLennan and WTW, who offer similar global services and compete fiercely for large clients and talent.

Analysis of AI Strategy

Updated: October 2, 2025 • 2025-Q4 Analysis

The Aon AI SWOT analysis underscores a monumental opportunity, positioning the firm to redefine the professional services landscape. Aon's core strength is its unparalleled proprietary data, the essential fuel for any world-class AI engine. This, combined with deep domain expertise, creates a powerful competitive advantage. However, this potential is constrained by legacy technology and a talent gap in specialized AI skills. The strategic path forward requires a dual focus: aggressively modernizing the data infrastructure while simultaneously piloting generative AI in high-impact areas like client advisory and operational efficiency. Winning the war for AI talent and establishing rigorous governance are not optional—they are critical to transforming Aon's data asset into an unbreachable moat of AI-powered insight and achieving its vision.

Marsh & McLennan Companies Willis Towers Watson Arthur J. Gallagher & Co. Accenture Deloitte

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To shape decisions for the better by becoming the preeminent professional services firm in the world.

Strengths

DATA: Unparalleled proprietary risk and human capital data for training AI models
EXPERTISE: Deep domain knowledge to guide AI application and interpret outputs
CLIENTS: Established global client relationships for deploying and testing AI tools
CAPITAL: Financial resources to invest heavily in AI talent and infrastructure

Weaknesses

LEGACY TECH: Outdated core systems hinder rapid, scalable AI/ML model deployment
SKILLS GAP: Shortage of internal AI/ML engineering talent versus pure tech firms
DATA SILOS: Inconsistent data architecture across historical business unit silos
CULTURE: A traditionally risk-averse culture may slow adoption of cutting-edge AI

Opportunities

ADVISORY: Use GenAI to create hyper-personalized risk reports and advice for clients
UNDERWRITING: AI-driven models to improve risk selection, pricing, and placement
EFFICIENCY: Automate back-office tasks, freeing up brokers for high-value advisory
NEW PRODUCTS: Develop novel AI-based insurance products (e.g., parametric triggers)

Threats

INSURTECHS: AI-native startups creating more efficient brokerage and analytics models
BIG TECH: Tech giants leveraging their vast AI prowess to enter the insurance space
REGULATION: Unclear future regulations on AI use in insurance (e.g., bias, privacy)
ERRORS: Significant financial and reputational risk from flawed AI model outputs

Key Priorities

UNIFY DATA ESTATE: Build a centralized, accessible data lake for effective AI modeling
PILOT GENERATIVE AI: Launch GenAI pilots for client advisory and internal operations
ACQUIRE AI TALENT: Aggressively hire and train data scientists and ML engineers
DEVELOP AI GOVERNANCE: Establish a robust framework for ethical and responsible AI use

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

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AON Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Aon plc Investor Relations website (Q1 2024 earnings report, annual reports)
Aon.com 'About Us' and 'Leadership' sections
Reputable financial news sources (e.g., Bloomberg, Wall Street Journal)
Competitive analysis of Marsh McLennan and Willis Towers Watson public filings

Profit: FY 2023 Net Income: $2.58 Billion USD

Market Cap: $62.5 Billion USD (as of early 2024)

Stock Performance

Annual Report: Available on Aon's Investor Relations website.

Debt: Long-term debt: Approx. $9.8 Billion USD

ROI Impact: Metrics impacted by capital allocation strategy

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Market Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Aon's Iconic Index reflects its status as a dominant Market Leader with a significant, but not unassailable, position. Its ambition is high, but achievability is tempered by the execution challenges of integrating a massive global firm. While SWOT factors are balanced, its massive AI leverage potential from proprietary data is a key future driver. The OKRs are strong and category-shaping, providing a clear path to unlock value. The predicted growth is solid, reflecting a mature company successfully pivoting to new growth vectors.

SWOT Factors

Upside: 85.0 Risk: 75.0

OKR Impact

AI Leverage

Top 3 Strategic Levers

ACCELERATE AI: Fully operationalize GenAI to create client value.

DEEPEN AON UNITED: Drive multi-solution adoption in top accounts.

WIN TALENT WAR: Attract and retain top-tier data science experts.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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