As both a landing page for prospects and a centralized platform of resources for existing account owners and advisors, public site homepages must cater to a wide variety of audiences. This presents a challenge for annuity firms when designing a homepage, as they must appeal to first-time users without hindering access to resources for account owners, who may visit once a quarter, or for advisors, who may use the site daily. Annuity firms that put their best digital face forward will be rewarded with new clients, increased sales and satisfied customers, while those who neglect their homepage will fall behind. In this Annuity Monitor Report, we evaluate the design, navigation, content and promotional elements of the public site homepages of the 18 firms in our coverage group.
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