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Aon Business Model Canvas

Aon Business Model Canvas
Photo by Hannah Wei, Edited by Grey Knight

A Brief History of Aon

Aon plc is a leading global professional services firm that provides a broad range of risk, retirement and health solutions. The company was founded in 1982 with the merger of Ryan Insurance Group and Combined International Corporation, becoming the world’s largest insurance broker at that time. In 1987, the company was acquired by British conglomerate, the British Petroleum Company (BP), and renamed as Aon Corporation.

In 1987, Aon became a publicly traded company on the New York Stock Exchange and in the following years, the company expanded its operations through a series of acquisitions, including Alexander & Alexander Services Inc. in 1997 and the acquisition of the insurance business of the St. Paul Companies in 1998. These acquisitions further solidified Aon’s position as a leading global provider of risk management and insurance services.

In 2012, the company officially changed its name to Aon plc, reflecting its global reach and integrated business model. Today, Aon plc operates in more than 120 countries and employs over 50,000 people worldwide, offering a wide range of services including risk assessment, insurance brokerage, and human capital consulting.

Aon continues to be a key player in the insurance and risk management industry, constantly adapting to the evolving needs of its clients and the changing global business landscape.

Who Owns Aon?

Aon plc is a global professional services firm that provides risk, retirement, and health solutions. The company has a diverse ownership structure, with institutional investors holding the majority of shares. The top 10 shareholders of Aon plc include BlackRock Inc., Vanguard Group Inc., State Street Corporation, Capital International Investors, and Fidelity Management & Research Company, among others. These top shareholders exercise significant influence on the company’s strategic decisions and overall direction. With such a broad base of ownership, Aon plc operates with a diverse range of perspectives and interests guiding its business operations.

Aon Mission Statement

About Aon

Aon plc’s mission is to empower clients to realize their full potential by providing innovative and effective risk management, insurance, and consulting solutions. They strive to deliver exceptional value to their clients, employees, and shareholders while promoting a culture of integrity, collaboration, and innovation. Aon plc is committed to helping its clients navigate the complexities of risk and seize opportunities for growth and success.

How does Aon make money?

Aon plc operates as a global professional services firm engaged in risk management, insurance and reinsurance brokerage, human resource consulting, and outsourcing services. The company primarily makes money through commissions and fees for its insurance and reinsurance brokerage services, as well as through consulting fees for its human resource services. Aon plc also generates revenue through outsourcing services, including benefits administration and pension administration, as well as through the sale of proprietary data and analytics products. Overall, the company’s revenue stream is diversified across its various business segments, allowing it to capture value across the entire risk and human resource management value chain.

Aon Business Model Canvas

The Business Model Canvas is a strategic management tool that provides a visual representation of a company’s business model. It consists of nine building blocks that help to analyze and develop a business model, including the customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure.

Customer Segments:

1. Large corporations and organizations
2. Small and medium-sized businesses
3. Government entities
4. Individual consumers

Value Propositions:

1. Risk management and insurance solutions
2. Employee benefits and retirement services
3. Data and analytics insights
4. Advisory and consulting services
5. Reinsurance solutions


1. Direct sales team
2. Brokers and intermediaries
3. Online platforms
4. Partnerships with other service providers
5. Events and industry conferences

Customer Relationships:

1. Personalized risk assessment and consultation
2. Ongoing support and advisory services
3. Online self-service tools and resources
4. Dedicated account managers
5. Customer feedback and satisfaction surveys

Revenue Streams:

1. Insurance premiums
2. Consulting fees
3. Service subscriptions
4. Performance-based incentives
5. Commission from partners and intermediaries

Key Resources:

1. Industry expertise and knowledge
2. Data and analytics capabilities
3. Technology infrastructure
4. Global network and partnerships
5. Human capital and talent

Key Activities:

1. Risk assessment and modeling
2. Product development and innovation
3. Marketing and sales
4. Client servicing and relationship management
5. Compliance and regulatory management

Key Partners:

1. Insurance carriers and underwriters
2. Reinsurance companies
3. Technology providers
4. Legal and compliance advisors
5. Associations and industry organizations

Cost Structure:

1. Employee salaries and benefits
2. Technology and infrastructure investment
3. Marketing and advertising expenses
4. Professional fees and licenses
5. Research and development costs

Aon’s Competitors

Aon plc, a leading global professional services firm, faces fierce competition from other major players in the insurance and risk management industry. Some of Aon’s top competitors include Marsh & McLennan Companies, Willis Towers Watson, Arthur J. Gallagher & Co., and Alliant Insurance Services. These companies offer similar services and solutions in areas such as risk assessment, insurance brokerage, and employee benefits consulting, making the industry highly competitive. Aon plc continues to differentiate itself through its innovative solutions and global expertise to maintain its position as a top player in the industry.

Aon SWOT Analysis


1. Strong global presence and brand recognition
2. Diverse portfolio of insurance and risk management services
3. Leading provider of employee benefits solutions
4. Robust financial performance
5. Innovative technology and data analytics capabilities


1. Dependence on a few key clients for a significant portion of revenue
2. Vulnerability to economic downturns and fluctuations in the insurance market
3. Limited penetration in emerging markets


1. Growing demand for cybersecurity and digital risk management services
2. Expansion into new geographic markets and industry verticals
3. Increased focus on ESG (environmental, social, and governance) issues
4. Potential for strategic partnerships and acquisitions


1. Intense competition from traditional and new entrants in the insurance and risk management industry
2. Regulatory changes and compliance challenges
3. Economic and geopolitical uncertainties impacting client demand
4. Increasing cyber risks and data privacy concerns.

Concluding Analysis

As I wrap up my analysis of Aon plc’s business model, it’s clear to me that this company is poised for continued success in the future. With its innovative approach to risk management and commitment to delivering value to its clients, Aon has positioned itself as a leader in the industry. Its strategic acquisitions and investments in technological advancements further reinforce the company’s dedication to staying ahead of the curve. As an analyst, I am confident that Aon plc will continue to thrive and adapt to the ever-changing business landscape, and I look forward to seeing the company’s continued growth and success in the years to come.

Additional Resources

To keep learning and advancing your career, we highly recommend these additional resources:

Business Model Canvas of The Top 1,000 Largest Companies by Market Cap in 2024

A List of 1000 Venture Capital Firms & Investors with LinkedIn Profiles

Peter Thiel and the 16 Unicorns: The Legacy of Thiel Fellowship

9 Biggest IPOs of All Time

List of Fortune 500 Companies in 2023

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