Majority of polled financial pros agree annuities make client relationships stickier
April 2, 2025 by Leo Almazora
As annuity sales continue to climb across the industry, new research suggests financial professionals are finding an added benefit in the products beyond income guarantees and downside protection: stronger client relationships.
According to a recent Nationwide survey of 504 financial professionals conducted with Zeldis Research, nearly three in four respondents who sell annuities said the products help them retain clients. Among higher-volume sellers – those who completed 10 or more annuity transactions over the past two years – that figure rose to 81 percent.
Wink’s Moore on the Market: Thanks for the article with the stats, Leo Almazora with InvestmentNews.
Fascinating.
According to a recent Nationwide survey of financial professionals, nearly three-quarters of respondents who sell annuities said the products help them retain clients.
Among those who completed 10 or more annuity transactions over the past two years, that figure rose to 81 percent.
Nationwide’s research estimated that only about 27 percent of their clients currently hold an annuity, even though most said they would prefer that closer to 38 percent did.
Opportunity.
While annuities have certainly come a long way, 60 percent of advisors said clients view the products as overly complex, while 78 percent reported that clients hold negative preconceived notions about the products.
Kudos to Rona Guymon, CRC© for admitting that “annuities can be complex.”
“While it’s fair for commentators to discuss why annuities might not be right for every investor, some investors may interpret that as meaning they are not right for any investor – which is not true,” Guymon said.
*mic drop* -sjm
