Mission Statement, Vision, & Core Values of Aflac Incorporated (AFL)

Ever wondered what drives a Fortune 500 company like Aflac Incorporated (AFL) to provide financial protection to millions of policyholders? Aflac's success isn't just about numbers; it's rooted in a clear mission, a compelling vision, and strong core values. But how do these elements translate into real-world results, like the $5.4 billion in total revenues reported in the fourth quarter of 2024?

What exactly does Aflac aim to achieve, and how do they plan to maintain their position as a leader in supplemental insurance, especially with strategic priorities set for 2024? How do these guiding principles shape their operations and contribute to their long-term growth strategy in the U.S. and Japan, where they strive to offer the best value in supplemental insurance products? Read on to explore the mission, vision, and core values that steer Aflac toward its goals.

Aflac Incorporated (AFL) An Overview of

Aflac Incorporated, founded in 1955 and headquartered in Columbus, Georgia, is a leading provider of supplemental insurance in the United States and Japan. The company's history is rooted in providing financial protection to families when they need it most. Aflac offers a range of insurance policies, including:

• Accident
• Cancer
• Critical Illness
• Hospital
• Life
• Dental and Vision insurance

These policies are designed to help individuals and families with expenses that are not covered by major medical insurance. As of April 2025, Aflac continues to serve millions of customers, maintaining a strong presence in both the U.S. and Japanese markets.

In the fiscal year 2024, Aflac reported strong financial performance. The company's total revenue reached $22.6 billion. Aflac U.S. saw an increase in sales, driven by strong performance in group and individual products. Aflac Japan also contributed significantly to the overall revenue, maintaining its position as a key market for the company. Aflac’s financial strength is reflected in its consistent dividend payouts and share repurchase programs, demonstrating its commitment to returning value to shareholders. The company's focus on digital innovation and customer-centric solutions has further enhanced its market position and growth prospects.

Aflac has established itself as a leader in the supplemental insurance industry through its commitment to customer service, innovative products, and financial strength. To understand why Aflac stands out in the competitive insurance market, further exploration into its financial health and strategic initiatives is essential. Discover more about Aflac's financial performance and strategic initiatives: Breaking Down Aflac Incorporated (AFL) Financial Health: Key Insights for Investors

Aflac Incorporated (AFL) Mission Statement

Aflac Incorporated's mission statement focuses on providing financial protection and peace of mind to individuals and businesses through innovative insurance solutions. Aflac Incorporated (AFL): History, Ownership, Mission, How It Works & Makes Money

The core components of Aflac's mission statement are:

• Financial Protection: Aflac aims to provide financial safety nets through its insurance products, especially during unexpected medical situations.
• Peace of Mind: The company strives to reduce financial stress during health crises, allowing policyholders to focus on recovery.
• Innovative Insurance Solutions: Aflac focuses on creating new and relevant supplemental insurance products. In 2022, Aflac invested $55.8 million in research and development, focusing on digital transformation, enhanced customer experience technologies, and advanced supplemental insurance products.

Aflac's mission is reflected in its comprehensive supplemental insurance offerings, designed to help individuals and businesses navigate life's uncertainties and secure a more stable future.

Here's how Aflac puts its mission into action:

Financial Performance: Aflac's dedication to its mission is evident in its financial success. In 2024, Aflac's total revenues increased by 1.2% to $18.9 billion, compared to $18.7 billion in 2023. The company's net earnings for 2024 were $5.4 billion, or $9.63 per diluted share, compared to $4.7 billion, or $7.78 per diluted share, in 2023.

Customer-Centric Approach: Aflac is committed to customer service. Key attributes include:

• A claims satisfaction rate of 99%.
• An average claim payment time of approximately 4 days.
• Digital claims processing.

Market Leadership: Aflac is a top supplemental insurance provider in the United States and Japan. In the U.S., Aflac is the number 1 provider of supplemental health insurance products. In Japan, Aflac Life Insurance Japan is the leading provider of cancer and medical insurance in terms of policies in force.

Innovation and Digital Transformation: Aflac is focused on digital innovation, including:

• AI-powered claims processing.
• Mobile application enhancements.
• Blockchain integration for policy management.

Social Responsibility: Aflac emphasizes corporate social responsibility. Key initiatives include:

• A commitment to the Aflac Cancer and Blood Disorders Center of Children's Healthcare of Atlanta, with over $187 million donated since 1995.
• The My Special Aflac Duck® program, which has given more than 35,000 robotic duck companions to children with cancer and sickle cell disease.
• Aflac has been included in the Dow Jones Sustainability North America Index for 11 years and was named as one of the World's Most Ethical Companies by Ethisphere for 19 consecutive years in 2025.

Aflac VISION 2024: Aflac Japan developed a strategic vision with the aim of positioning Aflac Japan as the leading company for creating “Living in Your Own Way.”

The Aflac Way: Aflac integrates sustainability and corporate responsibility into its values and culture, embodied in 'The Aflac Way'. Aflac is committed to mitigating climate change, conserving natural resources, and reducing greenhouse gas emissions.

Employee Engagement: As of December 31, 2024, Aflac had 12,694 employees. The company is committed to maintaining a well-trained workforce and adheres to a strong code of conduct to ensure employees work within the highest ethical standards.

Aflac Incorporated (AFL) Vision Statement of

Aflac's mission is to combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers. Aflac aims to generate above-average returns for its shareholders while providing a rewarding work environment for its employees.

Aflac's vision is to be the number one provider of supplemental and voluntary insurance benefits. The company strives to be the best in terms of:

• Customer service
• Financial strength
• Earnings growth

Here's a detailed look into Aflac's core aspirations:

Being the Number One Provider

Aflac aims to solidify its position as the leading provider of supplemental and voluntary insurance benefits. This involves not only maintaining its current market share but also expanding its reach to new customers and demographics. In 2024, Aflac reported total revenues of $22.7 billion, reflecting its strong market presence. Achieving the number one position requires continuous innovation in product offerings and distribution strategies to meet the evolving needs of consumers.

Customer Service Excellence

Aflac is committed to providing exceptional customer service. This includes:

• Making it easy for customers to understand their policies.
• Offering efficient claims processing.
• Providing helpful and responsive support.

Aflac's dedication to customer service is reflected in its high customer satisfaction ratings and strong brand loyalty. As of 2024, Aflac maintained an excellent rating with various consumer agencies, underscoring its focus on customer-centric operations.

Financial Strength

Aflac emphasizes maintaining robust financial health to ensure it can meet its obligations to policyholders and deliver consistent returns to shareholders. As of the end of 2024, Aflac reported having over $166.4 billion in total assets. Its financial strength is also evidenced by its consistent dividend payouts. In 2024, Aflac increased its dividend by 19.1%, marking the 42nd consecutive year of dividend increases.

Earnings Growth

Aflac is focused on achieving sustainable earnings growth to drive shareholder value. This involves:

• Expanding into new markets.
• Developing innovative products.
• Managing expenses effectively.

In 2024, Aflac's adjusted earnings per share (EPS) grew by 11.7%, demonstrating its ability to deliver strong financial performance. The company's strategic investments in technology and distribution channels are expected to support continued earnings growth in the future.

To delve deeper into Aflac's investor profile, consider exploring: Exploring Aflac Incorporated (AFL) Investor Profile: Who’s Buying and Why?

Aflac Incorporated (AFL) Core Values of

Aflac's mission is to be there when policyholders need them most. This commitment is reflected in their vision to be the number one provider of supplemental and voluntary insurance benefits in the United States and Japan. Underpinning these aspirations are Aflac's core values, which guide their actions and decisions. These values are more than just words; they are demonstrated through Aflac's initiatives, employee conduct, and overall business strategy. To delve deeper into Aflac's investor profile, you can read more here: Exploring Aflac Incorporated (AFL) Investor Profile: Who’s Buying and Why?

Commitment to Customers

Aflac places immense importance on its commitment to customers. This dedication involves providing financial protection and peace of mind when policyholders need it most. Aflac's 2024 Report on Sustainability highlights their focus on customer care, noting that $30.1 million in charitable cash contributions were made in 2024. This financial support underscores Aflac's commitment to improving the lives of its customers and communities, ensuring they receive the necessary support during challenging times.

Aflac's dedication to customer service is further exemplified by:

• Providing easy-to-understand policies and claims processes.
• Offering multiple channels for customer support, including online, phone, and in-person assistance.
• Quick claims processing, with many claims paid in as little as one day.

Ethical Conduct

Integrity is a cornerstone of Aflac's operations. Aflac emphasizes ethical conduct in all aspects of its business, ensuring transparency, honesty, and compliance. Aflac's commitment to ethics is reflected in its corporate governance policies, which promote accountability and responsible decision-making. For instance, Aflac's Board of Directors includes a majority of independent directors, ensuring oversight and preventing conflicts of interest. The company's ethical standards are further reinforced through regular training programs for employees, promoting a culture of integrity throughout the organization.

Examples of Aflac's ethical practices include:

• Strict adherence to regulatory requirements and industry best practices.
• A comprehensive code of conduct that governs employee behavior.
• A commitment to transparency in financial reporting and disclosures.

Corporate Social Responsibility

Aflac's commitment to corporate social responsibility is evident in its long-standing support for childhood cancer research and treatment. Since 1995, Aflac has contributed over $176 million to the Aflac Cancer and Blood Disorders Center of Children's Healthcare of Atlanta. In 2024 alone, Aflac's charitable cash contributions totaled $30.1 million, primarily benefiting children's cancer programs. This enduring commitment demonstrates Aflac's dedication to making a positive impact beyond its core business operations.

Aflac's corporate social responsibility initiatives also include:

• Promoting diversity and inclusion in the workplace.
• Reducing its environmental footprint through sustainable business practices.
• Supporting local communities through volunteer programs and charitable giving.

Innovation

Aflac recognizes the importance of innovation in maintaining its competitive edge and meeting the evolving needs of its customers. Aflac continuously seeks new ways to improve its products, services, and processes. Aflac has invested heavily in technology to enhance its customer experience and streamline its operations. For example, Aflac's SmartClaim system enables faster and more efficient claims processing, leveraging artificial intelligence to automate many aspects of the claims process.

Examples of Aflac's innovative initiatives include:

• Developing new insurance products that address emerging customer needs.
• Leveraging digital technologies to improve customer engagement and service.
• Investing in research and development to drive innovation in the insurance industry.