First Quarter, 2025 Annuity Sales
May 30, 2025 by Sheryl J. Moore
All Annuity Sales
Total 1Q2025 all annuity sales were $98,254 million, compared with sales of $104,213 million for the first quarter of 2024. First quarter annuity sales were down nearly 2% when compared to the previous quarter and down nearly 6% when compared to the same period last year. All annuity sales include sales of multi-year guaranteed, fixed, indexed, structured, variable, immediate income, and deferred income annuity sales.
Deferred Annuity Sales
Total 1Q2025 deferred annuity sales were $95,060 million, compared with sales of $100,534 million for the first quarter of 2024. First quarter deferred annuity sales were down nearly 2% when compared to the previous quarter and down more than 5% when compared to the same period last year. All deferred annuity sales include sales of multi-year guaranteed, fixed, indexed, structured, and variable annuity sales.
Non-Variable Deferred Annuity Sales
Total 1Q2025 non-variable deferred annuity sales were $62,711 million, compared with sales of $73,436 million for the first quarter of 2024. First quarter non-variable deferred annuity sales were up nearly 2% when compared to the previous quarter, and down nearly 15% when compared to the same period last year. Non-variable deferred annuities include sales of multi-year guaranteed, fixed, and indexed annuities.
Variable Deferred Annuity Sales
Total 1Q2025 variable deferred annuity sales were $32,349 million, compared with sales of $27,098 million for the first quarter of 2024. First quarter variable deferred annuity sales were down nearly 8% when compared to the previous quarter, and up more than 19% when compared to the same period last year. Variable deferred annuities include sales of structured and variable annuities.
Income Annuity Sales
Total 1Q2025 income annuity sales were $3,193 million, compared with sales of $3,679 million for the first quarter of 2024. First quarter income annuity sales were down more than 10% when compared to the previous quarter, and down more than 13% when compared to the same period last year. Income annuities include sales of immediate income and deferred income annuities.
Multi-Year Guaranteed Annuity
Sales for the first quarter of 2025 were $35,208 million, compared with sales of $43,780 million for the first quarter of 2024. First quarter MYGA sales were up nearly 21% when compared to the previous quarter, and down nearly 20% when compared to the same period last year.
Total 1Q2025 MYGA sales were $35,208,869,243.
THE TOP TEN MYGA CARRIERS FOR THE QUARTER:
- Athene USA
- New York Life
- Corebridge Financial
- Pacific Life Companies
- Global Atlantic Financial Group
- Massachusetts Mutual Life Companies
- American National
- Western-Southern Life Assurance Company
- Sammons Financial Companies
- Reliance Standard
TOP SELLING PRODUCTS BY CHANNEL:
Overall- Athene Annuity Athene MYG 5 with MVA
Bank- Athene Annuity Athene MYG 3 with MVA
Registered Investment Advisor- Aspida Life Aspida Advisory MYGA 5-Year
Full Service National Broker Dealer- Western-Southern Life SmartSelect 3-Year
Independent Broker Dealer- Lincoln National Lincoln Select FA 5-Year
Career- Thrivent Financial MYG 9-Year
Direct Response- Puritan Life Canvas 7-Year
Independent Agent- American National Palladium MYG 5
Fee-Based Overall- Aspida Life Aspida Advisory MYGA 5-Year
LEADERS BY CHANNEL:
Bank- Athene USA
Registered Investment Advisor- Aspida Life
Full Service National Broker Dealer- New York Life
Independent Broker Dealer- Lincoln National Life
Career- New York Life
Direct Response- Puritan Life
Independent Agent- American National
AVERAGE COMMISSION:
The multi-year guaranteed annuity commission received by agent averaged 2.45% of premium for the first quarter of 2025; a decline of 0.02% from last quarter.
Fixed Annuity
Sales for the first quarter of 2025 were $496 million, compared to sales of $546 million for the first quarter of 2024. First quarter fixed annuity sales were up more than 1% when compared to the previous quarter, and down more than 9% when compared with the same period last year.
Total 1Q2025 fixed annuity sales were $496,595,546.
THE TOP TEN FIXED ANNUITY CARRIERS FOR THE QUARTER:
- Global Atlantic Financial Group
- Nationwide
- Modern Woodmen of America
- National Life Group
- CNO Companies
- Western-Southern Life Assurance Company
- EquiTrust
- OneAmerica
- CL Life
- Brighthouse Financial
TOP SELLING PRODUCTS BY CHANNEL:
Overall- Forethought Life ForeCare Fixed Annuity
Bank- State Life Annuity Care II
Full Service National Broker Dealer- Western-Southern Life Senior Select 1-Year
Independent Broker Dealer- Forethought Life ForeCare Fixed Annuity
Career- American National WealthQuest Citadel 7 Diamond
Independent Agent- Forethought Life ForeCare Fixed Annuity
LEADERS BY CHANNEL:
Bank- OneAmerica
National Broker Dealer- Nationwide
Independent Broker Dealer- Brighthouse Financial
Career- Modern Woodmen of America
Direct Response- Corebridge Financial
Independent Agent- National Life Group
AVERAGE COMMISSION:
The fixed annuity commission received by the agent averaged 5.97% of premium for the first quarter of 2025; a trend that is up 0.14% when compared to last quarter.
Indexed Annuity
Sales for the first quarter of 2025 were $27,005 million, compared with sales of $29,108 million for the first quarter of 2024. First quarter indexed annuity sales were down nearly 16% when compared to the previous quarter, and down more than 7% when compared to the same period last year.
Total 1Q2025 indexed annuity sales were $27,005,744,278.
THE TOP TEN INDEXED ANNUITY CARRIERS FOR THE QUARTER:
- Athene USA
- Sammons Financial Companies
- Allianz Life
- Corebridge
- American Equity Companies
- Fidelity & Guaranty life
- Security Benefit life
- Nationwide
- Global Atlantic Financial Group
- Massachusetts Mutual Life Companies
TOP SELLING PRODUCTS BY CHANNEL:
Overall- American Equity IncomeShield 10
Bank- American General Power Index 5 Plus Annuity
Registered Investment Advisor- Midland National Life Capital Income FIA
Full Service National Broker Dealer- Athene Annuity Athene Ascent Pro 7
Independent Broker Dealer- Athene Annuity Athene Ascent Pro 10
Career- Bankers Life & Casualty Flexible Premium Bonus IA
Independent Agent- American Equity IncomeShield 10
Fee-Based Overall- Midland National Life Capital Income FIA
LEADERS BY CHANNEL:
Bank- Corebridge Financial
Registered Investment Advisor- Sammons Financial Companies
Full Service National Broker Dealer- Global Atlantic Financial Group
Independent Broker Dealer- Athene USA
Career- CNO Companies
Independent Agent- Sammons Financial Companies
AVERAGE COMMISSION:
The indexed annuity commission received by the agent averaged 6.56% of premium for the first quarter of 2025; a trend that is down 0.05% from the prior quarter.
Structured Annuity
Sales for the first quarter of 2025 were $16,423 million compared with sales of $13,951 million for the first quarter of 2024. First quarter structured annuity sales were down nearly 5% when compared to the previous quarter, and up nearly 18% when compared to the same period last year.
Total 1Q2025 structured annuity sales were $16,423,031,039.
THE TOP TEN STRUCTURED ANNUITY CARRIERS FOR THE QUARTER:
- Equitable Financial
- Allianz Life
- Prudential
- Brighthouse Financial
- Lincoln National Life
- Jackson National Life
- RiverSource life
- Transamerica
- Athene USA
- Nationwide
TOP SELLING PRODUCTS BY CHANNEL:
Overall- Equitable Structured Capital Strategies Plus 21
Bank- Equitable Structured Capital Strategies Plus 21
Registered Investment Advisor- Lincoln National Life Lincoln Level Advantage Advisory
Full Service National Broker Dealer- Transamerica Life Structured Index Advantage Annuity
Independent Broker Dealer- Lincoln National Life Lincoln Level Advantage 2 B Share
Career- Equitable Structured Capital Strategies Plus 21
Fee-Based Overall- Equitable Structured Capital Strategies Plus 21 Series ADV
LEADERS BY CHANNEL:
Bank- Equitable Financial
Registered Investment Advisor- Lincoln National Life
Full Service National Broker Dealer- Allianz Life
Independent Broker Dealer- Allianz Life
Career- Equitable Financial
Independent Agent- Brighthouse Financial
Variable Annuity
Sales for the first quarter of 2025 were $15,926 million, compared with sales of $13,146 million for the first quarter of 2024. First quarter variable annuity sales were down nearly 11% when compared to the previous quarter, and up more than 21% when compared to the same period last year.
Total 1Q2025 variable annuity sales were $15,926,702,861.
THE TOP TEN VARIABLE CARRIERS FOR THE QUARTER:
- Jackson National Life
- Equitable Financial
- Lincoln National Life
- New York Life
- Nationwide
- Pacific Life Companies
- Thrivent Financial
- Fidelity Investments
- Corebridge Financial
- Transamerica
TOP SELLING PRODUCTS BY CHANNEL:
Overall- Jackson National Perspective II Flexible Premium Variable & Fixed Deferred Annuity
Bank- Jackson National Perspective II Flexible Premium Variable & Fixed Deferred Annuity
Registered Investment Advisor- Jefferson National Life Monument Advisor
Full Service National Broker Dealer- Nationwide Life Nationwide Destination B 2.0
Independent Broker Dealer- Jackson National Perspective II Flexible Premium Variable & Fixed Deferred Annuity
Career- Thrivent Financial Retirement Choice VA
Direct Response- Fidelity Fidelity Personal Retirement Annuity
Fee-Based Overall- Fidelity Fidelity Personal Retirement Annuity
LEADERS BY CHANNEL:
Bank- Jackson National Life
Registered Investment Advisor- Nationwide
Full Service National Broker Dealer- Nationwide
Independent Broker Dealer- Jackson National Life
Career- New York Life
Direct Response- Fidelity Investments
Immediate Income Annuity
Sales for the first quarter of 2025 were $2,521 million, compared with sales of $2,848 million for the first quarter of 2024. First quarter immediate income annuity sales were down nearly 5% when compared to the previous quarter, and down more than 11% when compared to the same period last year.
Total 1Q2025 immediate income annuity sales were $2,521,298,653.
THE TOP TEN IMMEDIATE INCOME CARRIERS FOR THE QUARTER:
- New York Life
- Massachusetts Mutual Life Companies
- Nationwide
- Western-Southern Life Assurance Company
- Penn Mutual
- Athene USA
- Pacific Life Companies
- Integrity Life Companies
- American National
- Global Atlantic Financial Group
LEADERS BY CHANNEL:
Bank- New York Life
Registered Investment Advisor- Integrity Life Companies
Full Service Broker Dealer- New York Life
Independent Broker Dealer- Nationwide
Career- New York Life
Direct Response- Securian Financial
Independent Agent- Nationwide
Deferred Income Annuity
Sales for the first quarter of 2025 were $672 million compared with sales of $830 million for the first quarter of 2024. First quarter deferred income annuity sales were down nearly 27% when compared to the previous quarter, and down more than 19% when compared to the same period last year.
Total 1Q2025 deferred income annuity sales were $672,076,103.
THE TOP TEN DEFERRED INCOME CARRIERS FOR THE QUARTER:
- New York Life
- Western-Southern Life Assurance Company
- Massachusetts Mutual Life Companies
- Integrity Life Companies
- Global Atlantic Financial Group
- Symetra Financial
- Brighthouse Financial
- Corebridge Financial
- Lincoln National Life
- Mutual of Omaha
LEADERS BY CHANNEL:
Bank- New York Life
Registered Investment Advisor- Integrity Life Companies
Full Service National Broker Dealer- New York Life
Independent Broker Dealer- Brighthouse Financial
Career- New York Life
Direct Response- New York Life
Independent Agent- Integrity Life Companies
Wink anticipates compiling second quarter 2025’s sales with a release date of August 2025. -sjm
