Citizens Inc's Competitiveness
A competitive positioning analysis and financial ratio benchmarking of Citizens Inc (CIA) against its publicly traded competitors: sales growth, net income, profitability, valuation and market share, plus each peer's market capitalization, revenue, income and employees. Free below: the top 5 peers. Subscriber access adds the full competitor list and CSV downloads.
Key Findings: Citizens Inc vs Its Competitors
- TTM: Trailing 12-month revenue of 255M vs 1,030,888M combined for tracked competitors (0.0% combined share).
- Trending: Latest-quarter revenue run-rate is decelerating (-5.2% annualized vs trailing 12 months), vs accelerating (+2.6%) for its tracked peer group.
- Growth: Citizens Inc generated -7.2% revenue growth year over year in Q2 2026, vs 9.1% for its tracked competitors combined.
- Profitability: Its -0.7% net margin compares with 15.0% for the peer group.
- Scale: Citizens Inc ranks #16 of 19 companies by market capitalization in the Life Insurance industry, holding 0.1% of industry market cap.
- Peer revenue share: Citizens Inc accounted for 0.0% of combined revenue among its tracked peer group, down from 0.0% a year earlier.
- Peer differentiation: Revenue per employee of $1.04M compares with $1.34M for the peer group (0.8x).
Every figure above is sourced and cited in detail further down this page (Market Structure, Profitability & Cost Structure, Productivity vs Peers).
CIA Sales vs. its Competitors, Q2 2026
Citizens Inc reported revenue contraction of 7.19 % year on year in Q2 2026, below its competitors' combined revenue growth of 9.10 %.
With a net margin of -0.70 %, Citizens Inc reported lower profitability than its competitors (15.00 %).
Citizens Inc generated 0.02 % of the combined sales of its peer group, down from 0.03 % a year earlier.
Citizens Inc vs. its Competitors, Q2 2026
Revenue growth, year on year
Net margin
Revenue run-rate vs trailing 12 months
TTM net margin
TTM = trailing twelve months. Run-rate annualizes the latest quarter (×4) and compares it to TTM. In millions of $. High-Confidence Competitors are named as a competitor directly in an SEC filing; Similar-Size Competitors are the closest peers by market-cap rank within the same industry; Similar Growth & Profitability Competitors are the closest peers by combined revenue growth, operating margin and ROIC, all independent of the competitor list.
TTM revenue, latest-quarter run-rate and net income/margin benchmarked across Citizens Inc and its 4 competitor groupings. Available under Commercial License.
| Entity | TTM Revenue | Rev Run-rate vs TTM |
|---|---|---|
| Citizens Inc | $12,345M | +12.3% · Accelerating |
| Competitors combined | $12,345M | +12.3% · Accelerating |
| High-Confidence Competitors (4) | $12,345M | +12.3% · Accelerating |
| Similar-Size Competitors (6) | $12,345M | +12.3% · Accelerating |
TTM revenue, run-rate and net margin benchmarking across Citizens Inc's competitor groups requires a Commercial License.
For context: the Life Insurance industry grew revenue 5.1% year over year, combined, vs -7.2% for Citizens Inc. Citizens Inc's share of combined industry revenue moved from 0.03% to 0.03%, a gain of 0.00 percentage points.
Citizens Inc's Competitor Quality Breadth
Share of each group, trailing 12 months: profitable (net margin > 0), expanding (revenue growth > 0), growing faster than the industry's own median, and financially distressed (Piotroski F-Score of 2 or below).
| Entity | Profitable | Expanding | Above Industry Growth | Distressed |
|---|---|---|---|---|
| Citizens Inc | Yes | Yes | No | No |
| Competitors combined (28) | ||||
| High-Confidence Competitors (6) | ||||
| Similar-Size Competitors (7) |
Source: CSIMarket API, trailing 12 months. Altman Z-Score is not shown here: it is not populated in the underlying data for any company. Percentages are of companies in each group that report the relevant metric, not of the full group size.
CIA Stock Performance relative to its Competitors
CIA Stock Performance relative to High-Confidence Competitors
CIA Stock Performance relative to Similar-Size Competitors
5 Best-Performing Tracked Competitors, Trailing 12 Months
| # | Competitor | TTM Share Price Return | vs U.S.A. 500 |
|---|---|---|---|
| 1 | United Fire Group Inc | 282.9% | Outperformed |
| 2 | Principal Financial Group inc | 282.9% | Outperformed |
| 3 | Cno Financial Group Inc | 282.9% | Outperformed |
| 4 | Voya Financial Inc | 282.9% | Outperformed |
| 5 | Utg Inc | 282.9% | Outperformed |
TTM share price return and U.S.A. 500 outperformance for Citizens Inc's best-performing tracked competitors requires a Commercial License.
Source: CSIMarket API, trailing 12 months.
Citizens Inc's Comment on Competition and Industry Peers
Our home service insurance products consist primarily of small face amount ordinary
whole life and pre-need policies, which are designed to fund final expenses
for the insured, primarily consisting of funeral and burial costs. The average
life insurance policy face amount issued was approximately $6,700 in 2015; therefore,
the underwriting performed on these applications is limited. Our property coverages
are limited to $30,000 maximum coverage on any one dwelling and contents, while
content-only coverage and dwelling-only coverage is limited to $20,000. We face
competition in Louisiana, Mississippi and Arkansas from other companies specializing
in home service distribution of insurance. We seek to compete based upon our
emphasis on personal service to our customers. We intend to continue premium
growth within this segment via direct sales and acquisitions.
The U.S. life insurance industry is a mature industry that, in recent years,
has experienced little to no growth. Competition is intense because the life
insurance industry is consolidating, with larger, more efficient and more effective
organizations emerging from consolidation.
Many domestic life insurance companies have significantly greater financial, marketing forces and other resources, longer business histories and more diversified lines of insurance products than we do. We also face competition from companies marketing in person as well as with direct mail and Internet sales campaigns. Although we may be at a competitive disadvantage to these entities, we believe our premium rates and policy features are generally competitive with those of other life insurance companies selling similar types of ordinary whole life insurance.
The life insurance business is highly competitive. We compete with a large number of stock and mutual life insurance companies internationally and domestically, as well as with financial institutions that offer insurance products. There are more than 800 life insurance companies in the United States, some of which also provide insurance to foreign residents.
We face competition primarily from companies formed and operated in the country in which the insureds reside, from companies that operate in the same manner as we do and from companies that are foreign to the countries in which policies are sold, but issue insurance policies denominated in the local currency of those countries. A substantial number of companies may be deemed to have a competitive advantage over us due to their significantly greater financial resources, histories of successful operations and larger marketing forces.
Because premiums on our international policies are paid in U.S. Dollars, and we pay claims and benefits in U.S. Dollars, we provide a product that is different from the products offered by foreign-domiciled companies. We believe our international policies are usually acquired by individuals in the upper middle class in their countries and those with significant net worth and earnings that place them in the upper income brackets of their respective countries. The policies sold by our foreign competitors are generally offered broadly and are priced using the mortality of the entire population of the geographic region. Our mortality charges are therefore typically lower, which provides a competitive advantage. Additionally, the assets backing the reserves for our foreign competitors policies must be substantially invested in their respective countries and, therefore, are exposed to the inflationary risks and social or economic crises that have been more common in these foreign countries.
Publicly Traded Peers of Citizens Inc
Revenue and income for trailing 12 months, in millions of $, except employees| Company | Market Cap | Revenues |
|---|---|---|
| Citizens Inc | - | 255.01 |
| The Cigna Group | 71,752.79 | 282,382.00 |
| Metlife Inc | 61,985.96 | 79,403.00 |
| Allstate Corp | 58,958.21 | 70,137.00 |
| Truist Financial Corporation | 58,346.39 | 19,028.00 |
| Aon Plc | 58,202.19 | 17,603.00 |
| SUBTOTAL | 580,109.73 | 1,077,858.98 |
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Sources: Citizens Inc's official press releases and regulatory filings; CSIMarket.com's market research; and the financial filings and press releases of the other companies cited.
Updated on:
Focus of this report: publicly traded companies. Ten additional tables on Citizens Inc versus competitors, including market share analysis, are in the navigation menu under Competition. To download the tables, please subscribe.
Citizens Inc's Competitors Named by the Company
Competitive relationships identified from SEC filings and corroborating sources, each with a basis and confidence.| Competitor | Basis | Confidence |
|---|---|---|
| Discover Financial Services | Named by the company | 85% |
| American Integrity Insurance Group Inc | Named by the company | 85% |
| Pioneer Bancorp Inc | Named by the company | 85% |
| First Keystone Corporation | Named by the company | 85% |
| CICA Life Insurance Company of America | Named by the company | 85% |
| Universal Insurance Holdings Inc | Named by the company | 85% |
| Fednat holding company | Named by the company | 85% |
Filing basis, confidence, active dates and source counts for Citizens Inc's named competitors require a Commercial License.
Methodology: relationships are extracted from SEC filings (named-competitor disclosures) and corroborating sources. Named by the company = explicitly disclosed as a competitor; Inferred = derived from corroborating signals. Confidence reflects evidence strength.
Citizens Inc's Business Segment Mix vs Peers
Revenue by operating segment or division, as named and reported by each company. Segment names are the filer's own and are not standardized across companies. Do not assume a same-named or similarly-named segment is defined identically between two companies. Shares are of each company's own total revenue and are not required to sum to 100% (intersegment revenue, unallocated items).| Company | Largest Segment |
|---|---|
| Citizens Inc | International Insurance 67.02 % |
| The Cigna Group | Evernorth 85.32 % |
| Metlife Inc | Group Benefits 36.13 % |
| Allstate Corp | Allstate Protection 87.37 % |
| Aon Plc | Risk Capital 70.80 % |
| Aflac Incorporated | Aflac Japan 52.49 % |
Source: operating segment revenue as reported in each company's SEC filings (10-K/10-Q), via the CSIMarket API, leaf-level reportable segments only (parent roll-up segments are excluded where sub-segments are separately disclosed).
Citizens Inc's Productivity vs Peers Comparison
Revenue and income per employee, trailing 12 months, in $; market cap in millions of $| Company | Market Cap | Revenue / Employee | Income / Employee |
|---|---|---|---|
| Citizens Inc | - | 1,036,610 | 47,146 |
| The Cigna Group | 71,753 | 4,171,078 | 103,146 |
| Metlife Inc | 61,986 | 1,726,152 | 79,543 |
| Allstate Corp | 58,958 | 1,308,526 | 248,134 |
| Truist Financial Corporation | 58,346 | 513,078 | 157,472 |
| Aon Plc | 58,202 | 293,383 | 65,650 |
| PEERS TOTAL | 580,110 | 1,343,222 | 182,825 |
Citizens Inc's Geographic Revenue Exposure vs Peers
Revenue by country/region as reported in each company's most recent filing. Disclosure granularity varies by filer (some report by country, others by broad region) and is shown as disclosed.| Company | Largest Market |
|---|---|
| Citizens Inc | All Countries 66.88 % |
| Aon Plc | Europe, Middle East, and Africa, Other Than United Kingdom and Ireland 16.91 % |
Source: revenue geography as reported in each company's SEC filings (10-K/10-Q), via the CSIMarket API. Percentages are of that company's own total consolidated revenue for its most recent reported period.
Citizens Inc's Position in Industry Market Structure
Market-capitalization share and concentration across all 18 companies in Citizens Inc's industry classification, broader than the peer set above. Market cap in millions of $.Citizens Inc ranks #16 of 18 companies by market capitalization in its industry, holding 0.06 % of total industry market cap. The industry's Herfindahl-Hirschman Index (HHI) is 1,325, indicating a unconcentrated market structure (U.S. antitrust guidance: below 1,500 unconcentrated, 1,500 to 2,500 moderately concentrated, above 2,500 highly concentrated).
| Rank | Company | Market Cap | Industry Share |
|---|---|---|---|
| 1 | Manulife Financial Corporation | 85,568 | 23.53 % |
| 2 | Metlife Inc | 62,781 | 17.26 % |
| 3 | Sun Life Financial Inc | 48,173 | 13.25 % |
| 4 | Prudential Financial Inc | 41,246 | 11.34 % |
| 5 | Prudential Plc | 1,234 | 5.2% |
| 6 | Reinsurance Group Of America Incorporated | 1,234 | 5.2% |
| 7 | Corebridge Financial Inc | 1,234 | 5.2% |
| 8 | Globe Life Inc | 1,234 | 5.2% |
| 9 | Jackson Financial Inc | 1,234 | 5.2% |
| 10 | Voya Financial Inc | 1,234 | 5.2% |
| 16 | Citizens Inc | 201 | 0.06 % |
Market cap and industry share for the rest of Citizens Inc's industry peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation) across CSIMarket's industry classification, market capitalization as of 2026-09-28.
Citizens Inc's Same-Size Peers & Stock Performance
Peers chosen by closeness in market-cap rank within the same industry classification (not the named-competitor list above). Trailing 12-month total return, 3-month price momentum, beta and Sharpe ratio vs the broad U.S. market.| Rank | Company | Market Cap | TTM Return |
|---|---|---|---|
| 11 | Primerica Inc | 8,601 | 0.48 % |
| 12 | Lincoln National Corporation | 8,159 | 3.36 % |
| 13 | Genworth Financial Inc | 3,612 | 4.13 % |
| 14 | F and g Annuities and Life Inc | 1,234 | 12.3% |
| 15 | Brighthouse Financial Inc | 1,234 | 12.3% |
| 16 | Citizens Inc | 201 | -39.73 % |
| 17 | Utg Inc | 1,234 | 12.3% |
| 18 | Atlantic American Corp | 1,234 | 12.3% |
Market cap, return, momentum, beta and Sharpe ratio for the rest of Citizens Inc's same-size peers requires a Commercial License.
Source: CSIMarket API (daily market-structure computation); returns and risk metrics as of 2026-09-28. Beta and Sharpe ratio are versus the broad U.S. equity market, not this industry.
Citizens Inc's Profitability & Cost Structure
Trailing 12-month margins from SEC-filed financials. Operating margin is compared to the Life Insurance industry median; gross margin, EBITDA margin and capital intensity are compared to the live industry average (28 companies).| Metric | Company | Industry | Difference |
|---|---|---|---|
| Gross Margin | 44.55 % | 44.67 % (avg) | -0.1 pp |
| Operating Margin | - | industry median | - |
| EBITDA Margin | 10.02 % | 20.82 % (avg) | -10.8 pp |
| Capital Intensity (Capex / Revenue) | 0.21 % | 0.70 % (avg) | -0.5 pp |
Source: CSIMarket API, trailing 12 months. SG&A and R&D as a share of revenue have limited coverage as this data is backfilled and appear only where reported. Higher capital intensity is not inherently negative; it reflects the industry's asset requirements.
Citizens Inc's Multi-Year Financial Trajectory
Fiscal-year revenue growth, operating margin, return on invested capital and P/E, as reported in SEC filings.| Metric | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|---|---|---|
| Revenue Growth | -3.41 % | 2.68 % | -4.67 % | 4.89 % | -7.19 % | 3.51 % | 1.80 % | 4.33 % |
| Operating Margin | -28.02 % | -20.78 % | -23.48 % | -27.19 % | -23.30 % | 39.64 % | 43.63 % | 42.57 % |
| Return on Invested Capital | -4.13 % | -6.22 % | -2.85 % | -3.36 % | -3.26 % | 5.36 % | 5.66 % | 7.98 % |
| P/E | - | 362.4x | - | 8.3x | - | 6.4x | 15.3x | 18.7x |
Source: CSIMarket API, fiscal-year figures. P/E is this company's own historical ratio at each fiscal year end and can swing sharply around an earnings trough: that is real, not a data error.
Citizens Inc's BCG Growth-Share Matrix
Relative market share (vs Citizens Inc's largest competitor by market cap) against industry revenue growth, using the standard textbook thresholds (1.0x share, 10% growth) a common framework, not a precision instrument.
Citizens Inc falls in the Dog quadrant: relative market share of 0.00x vs its largest competitor, in an industry growing revenue 7.0% (median, trailing 12 months).
Source: CSIMarket API (market-cap share and industry revenue growth). The 10% growth and 1.0x share lines are standard textbook thresholds, not derived from this industry's own distribution.
Citizens Inc's Competitive Forces (Porter's Five Forces)
Only the forces this data can support honestly are shown; the other three are marked as such rather than guessed.| Force | Assessment | Basis |
|---|---|---|
| Competitive Rivalry | High | Industry HHI of 1,325 (see Industry Market Structure & Concentration above) |
| Barriers to Entry | Lower than typical for the industry | Capital intensity (capex / revenue) of 0.21 % vs industry average 0.70 % (see Profitability & Cost Structure above) |
| Supplier Power | Not covered on this page | See Citizens Inc's dedicated suppliers page for concentration and dependency data |
| Buyer Power | Not covered on this page | See Citizens Inc's dedicated customers page for concentration and dependency data |
| Threat of Substitutes | - | No systematic data source for cross-product substitution exists in this system; not estimated |
Note: this is a partial, data-grounded application of the framework, not a complete strategic assessment. Rivalry and barriers-to-entry readings are mechanical translations of the HHI and capital-intensity figures shown elsewhere on this page, not independent judgments.
Citizens Inc's Industry Attractiveness & Competitive Strength
A CSIMarket composite, not a standard field: each axis is an equal-weighted average of three factors already shown elsewhere on this page (industry growth, industry profitability and rivalry for attractiveness; relative market share, profitability and growth vs industry for strength). Disclosed as a designed methodology, not a precision measurement.
Citizens Inc falls in the Medium attractiveness / Low strength cell: Harvest.
Source: CSIMarket API, trailing 12 months. Each axis score is a simple 1(low)/2(medium)/3(high) average across its three inputs -- a transparent, disclosed simplification, not a validated academic scoring model.
Citizens Inc's SWOT
Every point below is a fixed rule applied to a metric already shown elsewhere on this page (Market Structure, Profitability, Valuation, Run-Rate, Stock Performance, Quality Breadth) not an independent strategic assessment. A blank quadrant means no rule was met, not that none apply.Strengths
No rule matched.
Weaknesses
- Return on equity 6.0 points below the industry aggregate.
- Latest-quarter revenue run-rate is decelerating (-5.2% annualized vs trailing 12 months).
- Underperforming the U.S.A. 500 over the trailing 12 months.
- Low relative market share vs the industry leader (0.00x).
Opportunities
No rule matched.
Threats
No rule matched.
Methodology: mechanical, rule-based SWOT. Each bullet reuses a figure already sourced and cited elsewhere on this page; nothing here is generated narrative or independent analyst judgment.
Citizens Inc's Financial Strength vs Peers Comparison
Quick ratio, working capital, debt to equity and asset turnover, trailing 12 months| Company | Quick Ratio | Working Capital | Debt / Equity |
|---|---|---|---|
| Citizens Inc | 0.30 | 8.46 | - |
| The Cigna Group | 0.12 | 0.82 | 0.76 |
| Metlife Inc | 0.08 | 0.29 | 0.70 |
| Allstate Corp | 0.02 | 0.15 | 0.25 |
| Truist Financial Corporation | 0.09 | 0.16 | 1.08 |
| Aon Plc | 0.05 | 1.06 | 1.66 |
Quick ratio = cash / current liabilities; working capital ratio = current assets / current liabilities; asset turnover = revenue / total assets. Peers in the Blank Checks industry are excluded.
Citizens Inc's Revenue and Income Growth vs Peers
Quarterly revenue and net income growth, year over year and quarter over quarter| Company | Period | Revenue Y/Y | Income Y/Y |
|---|---|---|---|
| Citizens Inc | Q2 2026 | -7.2 % | - |
| The Cigna Group | Q2 2026 | +6.7 % | +22.4 % |
| Metlife Inc | Q2 2026 | +10.5 % | +6.0 % |
| Allstate Corp | Q2 2026 | +11.8 % | +55.8 % |
| Truist Financial Corporation | Q2 2026 | +8.2 % | +25.2 % |
| Aon Plc | Q2 2026 | +2.2 % | -4.9 % |
| PEERS TOTAL | +8.9 % | +75.4 % |
Growth is shown only where both periods are positive. Peers in the Blank Checks industry are excluded.
Citizens Inc's Peers' Costs of Sales and Capital Expenditures
Context for revenue growth: peer costs and capex, year over year and quarter over quarter| Company | Period | Costs Y/Y | Capex Y/Y |
|---|---|---|---|
| Citizens Inc | Q2 2026 | +609.5 % | -80.1 % |
| The Cigna Group | Q2 2026 | +6.4 % | - |
| Metlife Inc | Q2 2026 | +1,959.3 % | - |
| Allstate Corp | Q2 2026 | +6.1 % | - |
| Truist Financial Corporation | Q2 2026 | -24.2 % | - |
| Aon Plc | Q2 2026 | - | +14.1 % |
Citizens Inc's Returns and Turnover vs Peers
ROA, ROI and ROE (trailing 12 months), receivables and inventory turnover| Company | ROA | ROI | ROE |
|---|---|---|---|
| Citizens Inc | 0.66% | 0.68% | 4.96% |
| The Cigna Group | 4.46% | 6.88% | 16.50% |
| Metlife Inc | 0.49% | 0.77% | 12.93% |
| Allstate Corp | 10.88% | 16.50% | 43.12% |
| Truist Financial Corporation | 1.06% | 2.65% | 9.01% |
| Aon Plc | 7.60% | 9.54% | 42.34% |
ROA = net income / total assets; ROI = net income / investments; ROE = net income / equity; turnover ratios use trailing 12 month revenue (receivables) and cost of sales (inventory).
Citizens Inc's Valuation vs Peers
P/E, price to sales, PEG, price to cash flow and price to book| Company | P/E | Price / Sales |
|---|---|---|
| Citizens Inc | 10.02 | - |
| The Cigna Group | 11.27 | 0.25 |
| Metlife Inc | 18.39 | 0.78 |
| Allstate Corp | 4.56 | 0.84 |
| Truist Financial Corporation | 10.83 | 3.07 |
| Aon Plc | 15.02 | 3.31 |
| PEERS AVERAGE | 3.95 | 0.54 |
P/E = price / diluted EPS (trailing 12 months); PEG = P/E divided by EPS growth; the average row divides the peers' combined market cap by their combined income, sales, cash flow and equity.