Wink, Inc. Releases Third Quarter, 2025 Life Sales Results
December 4, 2025 by Wink's Press Release
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Wink, Inc. Releases Third Quarter, 2025 Life Sales Results
Des Moines, Iowa. December 3, 2025– Wink, Inc. released the third quarter, 2025 life sales results in its 113th edition of Wink’s Sales & Market Report. Wink’s Sales & Market Report is the insurance industry’s #1 resource for life insurance sales data, since 1997.
All life sales for the third quarter were over $2.8 billion; down 3.9% compared to the previous quarter and up 3.2% compared to the same period last year. All life sales include fixed universal life (UL), indexed UL, variable UL, indexed whole life, whole life, and term life product sales.
Noteworthy highlights for total all life sales in the third quarter included Prudential ranking as #1 in overall sales for all life sales, with a market share of 5.7%. Transamerica Life’s Financial Foundation IUL II, an indexed universal life product, was the #1 selling product for all life sales, for all channels combined, for the second consecutive quarter.
All universal life sales for the third quarter were over $1.1 billion; down 2.6% compared to the previous quarter and up 2.2% compared to the same period last year. All universal life (UL) sales include fixed UL, indexed UL, and variable UL product sales.
Noteworthy highlights for all universal life sales in the third quarter included Prudential ranking as #1 in overall sales for all universal life sales, with a market share of 10.8%. Transamerica Life’s Financial Foundation IUL II, an indexed universal life product, was the #1 selling product for all universal life sales, for all channels combined, for the second consecutive quarter.
Non-variable universal life sales for the third quarter were $838.4 million; down 6.5% when compared to the previous quarter and down 1.1% compared to the same period last year. Non-variable universal life (UL) sales include both fixed UL and indexed UL product sales.
Noteworthy highlights for total non-variable universal life sales in the third quarter included National Life Group retaining the #1 overall sales ranking for non-variable universal life sales, with a market share of 13.6%. Transamerica Life’s Financial Foundation IUL II, an indexed universal life product, was the #1 selling product for non-variable universal life sales, for all channels combined, for the second consecutive quarter.
Fixed Universal Life sales for the third quarter were $73.0 million, up 4.5% compared to the previous quarter and down 26.9% compared to the same period last year.
Items of interest in the fixed UL market included Nationwide retaining its #1 ranking in fixed universal life sales, with a 20.9% market share; Pacific Life Companies, John Hancock, Thrivent Financial, and Protective Life Companies completed the top five, respectively.
Nationwide’s Nationwide CareMatters II was the #1 selling fixed universal life insurance product, for all channels combined, for the fourth consecutive quarter. The top primary pricing objective of Death Benefit captured 34.5% of sales. The average fixed UL target premium for the quarter was $7,342, a decline of more than 5.0% from the prior quarter.
Indexed life sales for the third quarter were $768.0 million, down 7.4% compared with the previous quarter, and up 2.5% compared to the same period last year. Indexed life sales include both indexed UL and indexed whole life.
Items of interest in the indexed life market included National Life Group keeping its #1 ranking in indexed life sales, with a 14.8% market share; Transamerica, Pacific Life Companies, John Hancock, and Nationwide rounded out the top five, respectively.
Transamerica Life’s Financial Foundation IUL II was the #1 selling indexed life insurance product, for all channels combined, for the third consecutive quarter. The top primary pricing objective for sales in the quarter was Cash Accumulation, capturing 73.0% of sales. The average indexed life target premium for the quarter was $12,447, a decline of nearly 4.0% from the prior quarter.
Sheryl J. Moore, CEO of both Moore Market Intelligence and Wink, Inc. commented, “Indexed life sales will set a record in 2025.” She continued, “It will be interesting to see if that trend continues, given recent litigation with the product line.
Variable Universal Life sales for the third quarter were $319.3 million; up 9.2% compared with the previous quarter and up 12.1% compared to the same period last year.
Items of interest in the variable universal life market included Prudential retaining the #1 ranking in variable universal life sales, with a 32.6% market share; Pacific Life Companies, Nationwide, John Hancock, and RiverSource Life completed the top five, respectively.
Pruco Life’s PruLife Custom Premier II was the #1 selling variable universal life product, for all channels combined for the quarter. The top primary pricing objective for sales this quarter was Cash Accumulation, capturing 65.7% of sales. The average variable universal life target premium for the quarter was $22,524, a decline of nearly 19.0% from the prior quarter.
“The market has been steadily increasing this year, and so has variable UL,” explained Moore. “I anticipate that VUL sales will be up for the year.”
Whole life third quarter sales were over $1.0 billion, down 3.2% compared with the previous quarter, and up 8.8% compared to the same period last year. Items of interest in the whole life market included the top primary pricing objective of Final Expense, capturing 73.3% of sales. The average premium per whole life policy for the quarter was $3,987, a decline of nearly 22.0% from the prior quarter.
Term life third quarter sales were $574.4 million; down 7.7% when compared with the previous quarter and down 4.6% compared to the same period last year.
Items of interest in the term life market included Prudential ranking as #1 in term life sales, with a 6.2% market share. Pacific Life Companies, Corebridge Financial, Protective Life Companies, and Massachusetts Mutual Life Companies completed the top five, respectively.
Pruco Life’s Term Essential 10 was the #1 selling term life insurance product, for all channels combined, for the second consecutive quarter. The average annual term life premium per policy reported for the quarter was $2,230, a decline of nearly 11.0% from the previous quarter.
Wink now reports sales on all annuity lines of business, as well as all life insurance product lines.
For more information, go to www.WinkIntel.com
Wink, Inc. is the company behind the most comprehensive life insurance and annuity due-diligence tools, AnnuitySpecs and LifeSpecs at www.WinkIntel.com. Wink, Inc. is the distributor of the quarterly Wink’s Sales & Market Report. Serving as the insurance industry’s #1 resource of insurance product sales since 1997, this report provides sales by product, company, indexing method, index, distribution, surrender charge period, guarantee period, and more. Wink’s Sales & Market Report expanded to cover all annuity products and all life insurance products in 2024.
The staff of Wink, Inc. has combined experience of nearly 200 years working with insurance products, more than a century of which is specific to competitive intelligence. Based in Des Moines, Iowa, the firm offers competitive intelligence and market research in the life insurance and annuity industries, serving financial services professionals, distributors, manufacturers, reinsurers, regulators, and consultants on both a domestic and global basis.
Sheryl J. Moore, CEO, is the guiding force behind Wink, Inc. Ms. Moore previously worked as a market research analyst for top carriers in the life insurance and annuity industries. Her views on the direction of the market are frequently heard in seminars and quoted by industry trade journals.
December 3, 2025
Des Moines, IA
(855) ASK-WINK
