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Digging into the Customer Experience: Annuities
Corporate Insight’s Annuity Monitor keeps clients on top of developments in the annuity business. Our value-added annuities research digs deeply to identify and assess specific aspects not only of the customer experience, but also the ways in which leading insurers market their annuity products to independent financial advisors.
|Active Variable Annuity Marketing|
Low-interest rates and less-than-stable market conditions put a large strain on various annuity providers, effecting sales of both variable and fixed annuities. Some providers have thrived despite these difficult market conditions, while others, unfortunately, have scaled back on product guarantees and optional benefits or have exited the industry entirely. Under this backdrop, this Annuity Monitor Report focuses on the marketing tactics used to promote variable annuities by firms on their public websites.
We do not provide graded assessments of each firm, but rather focus on a comprehensive account of what is currently offered by the firms included in this report. Eight firms were evaluated on two key criteria:
The most frequently utilized marketing resource among the firms covered in this report is individual product brochures, which are offered by seven firms. Homepage promotional images, highlighted links to product pages and annuity-focused multimedia videos are other marketing resources that are used by at least half of the Annuity Monitor firms in this report. Unfortunately, only one firm utilizes promotional imagery that is both aesthetically pleasing and informative.
Additional key findings include: