November 2018 – Variable Annuities: Public Site Product Positioning

Variable annuities are one of the more complex contract types, and annuity prospects are more likely to buy them if they understand the product. Clear, well-structured product pages help prospects understand a potential purchase and highlight reasons to continue toward signing a contract. As variable annuity sales begin to rebound after the decision to vacate the DOL fiduciary rule, we anticipate new product launches in 2019. Firms that offer compelling and thorough product information will set these products up to succeed. In this Annuity Monitor Report, we assess how public site product pages position variable annuities, focusing on findability, presentation and product information.

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