At the LIMRA Conference in Tampa, executives noted that 45% of annuity sales now flow through independent broker-dealers and insurance marketing organizations, reflecting a shift from captive distribution.
Panelists highlighted accelerated industry consolidation, increased acquisition activity by major firms like AmeriLife, and growing demand for personalized products, with technology enabling more modular product design and faster adjustments.
Despite record sales, much growth comes from contract exchanges rather than new customers, prompting calls for expanded market outreach, improved education, and better digital experiences to attract younger investors and ensure sustainable growth.
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