Fierce Annuity Competition Pushes Issuers to Stand Out
May 12, 2025 by Allison Bell
Competition in the U.S. retail annuity market is ferocious, and that could add options for clients who want something different.
Lincoln Financial CEO Ellen Cooper talked about the impact of competition on annuity issuer product and strategy creativity today during a conference call with securities analysts.
The company’s annuity sales increased 33% between the first quarter of 2024 and the first quarter of this year, to $3.8 billion.
Wink’s Moore on the Market: Interesting intel on Lincoln Financial‘s annuity sales-
“Ellen Cooper said Lincoln avoids price wars by focusing on earnings, not revenue growth, and by operating in ‘walled gardens,’ or sectors where the number of products on the shelf is limited.”
Must be working. Their sales are up 33%!
Thank you, Allison Bell at ThinkAdvisor -sjm
