Broker Check

The Lincoln difference

Lincoln Financial Group is the only company in the world to freely carry The Abraham Lincoln’s name, image and ideals at the heart of our brand.

Direct ties to Abraham Lincoln

Our company was founded in 1905 with the endorsement of Abraham Lincoln’s son, Robert Todd Lincoln, who provided written permission to use his father's name and likeness to represent our lofty goals and mission. Since that first day of operation, we have:

  • Embraced Abraham Lincoln's defining traits—Strength, Courage, Integrity, Optimism and Respect—as our brand character.
  • Advanced President Lincoln’s inclusive vision and values in direct relation to our company mission.

In so doing, we've built an honest and dependable financial services company dedicated to helping all Americans secure better, more optimistic futures for themselves and their loved ones. This is our legacy and the heart of our brand.