Wink, Inc. Releases 4th Quarter, 2025 Annuity Sales Results
March 12, 2026 by Wink's Press Release
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NEWS RELEASE
Record-Setting Year for Annuity Sales
Wink, Inc. Releases 4th Quarter, 2025 Annuity Sales Results
Des Moines, Iowa. March 10, 2026- Wink’s Sales & Market Report, the insurance industry’s #1 resource for annuity sales data since 1998, released its 114th edition report for 3rd Quarter, 2025. One hundred and forty-one annuity providers participated in the report.
Total fourth quarter sales for all annuities were $116.9 billion; sales were down 0.6% when compared to the previous quarter and up 16.7% when compared to the same period last year. Total 2025 sales for all annuities were $448.9 billion. Since Wink began tracking sales of all annuities, this was a record-setting year for all annuity sales, topping the prior 2024 record by 4.9%. All annuities include the multi-year guaranteed (MYG) annuity, traditional fixed annuity, indexed annuity, structured annuity, variable annuity, immediate income annuity (SPIA), and deferred income annuity (DIA) product lines.
Noteworthy highlights for all annuity sales in the fourth quarter include Athene USA ranking as the #1 carrier overall for annuity sales, with a market share of 6.7%. Massachusetts Mutual Life Companies came in second place, while Jackson National Life, Nationwide, and Allianz Life completed the top five carriers in the market, respectively.
Total fourth quarter sales for all deferred annuities were $113.3 billion; sales were down 0.4% when compared to the previous quarter and up 17.3% when compared to the same period last year. Total 2025 all deferred annuity sales were $434.9 billion. This was a record-setting year for deferred annuity sales, topping the prior 2024 record by 5.3%. All deferred annuities include the multi-year guaranteed annuity, traditional fixed, indexed annuity, structured annuity, and variable annuity product lines.
Noteworthy highlights for all deferred annuity sales in the fourth quarter include Athene USA ranking as the #1 carrier overall for deferred annuity sales, with a market share of 6.9%. Jackson National Life moved into the second-ranked position, while Massachusetts Mutual Life Companies, Nationwide, and Allianz Life completed the top five carriers in the market, respectively. Massachusetts Mutual Life’s Stable Voyage 3-Year, a MYG annuity, was the #1 selling deferred annuity, for all channels combined, for the quarter.
Total fourth quarter non-variable deferred annuity sales were $73.2 billion; sales were down 4.0% when compared to the previous quarter and up 18.9% when compared to the same period last year. Total 2025 non-variable deferred annuity sales were $291.3 billion. This was a record-setting year for deferred non-variable annuity sales, topping the prior 2024 record by 0.9%. Non-variable deferred annuities include the MYG annuity, traditional fixed annuity, and indexed annuity product lines.
Noteworthy highlights for non-variable deferred annuity sales in the fourth quarter include Athene USA ranking as the #1 carrier overall for non-variable deferred annuity sales, with a market share of 10.1%. Massachusetts Mutual Life Companies took the second-ranked position, while Corebridge Financial, Nationwide, and Allianz Life completed the top five carriers in the market, respectively. Massachusetts Mutual Life’s Stable Voyage 3-Year, a MYG annuity, was the #1 selling non-variable deferred annuity, for all channels combined, for the quarter.
Total fourth quarter variable deferred annuity sales were $40.1 billion; sales were up 6.8% when compared to the previous quarter and up 14.4% when compared to the same period last year. Total 2025 variable deferred annuity sales were $143.6 billion. Variable deferred annuities include structured annuity and variable annuity product lines.
Noteworthy highlights for variable deferred annuity sales in the fourth quarter include Jackson National Life ranking as the #1 carrier overall for variable deferred annuity sales, with a market share of 16.3%. Equitable Financial continued in the second-place position, as Lincoln National Life, Allianz Life, and Nationwide completed the top five carriers in the market, respectively. Jackson National’s Perspective II Flexible Premium Variable & Fixed Deferred Annuity, a variable annuity, was the #1 selling variable deferred annuity, for all channels combined, for the second consecutive quarter.
Total fourth quarter income annuity sales were $3.6 billion; sales were down 6.0% when compared to the previous quarter and up 1.3% when compared to the same period last year. Total 2025 income annuity sales were $13.9 billion. Income annuities include immediate income annuity (SPIA) and deferred income annuity (DIA) product lines.
Noteworthy highlights for income annuity sales in the fourth quarter include New York Life ranking as the #1 carrier overall for income annuity sales, with a market share of 41.9%. Massachusetts Mutual Life Companies continued in the second-ranked position, as Western-Southern Life Assurance Company, Nationwide, and American National completed the top five carriers in the market, respectively.
Multi-year guaranteed annuity (MYGA) sales in the fourth quarter were $37.8 billion; sales were down 12.1% when compared to the previous quarter, and up 29.9% when compared to the same period, last year. Total 2025 MYGA sales were $162.5 billion. MYGAs have a fixed rate that is guaranteed for more than one year.
Noteworthy highlights for MYGAs in the fourth quarter include Massachusetts Mutual Life Companies ranking as the #1 seller, with a market share of 13.6%. Athene USA moved into the second-ranked position, while New York Life, Nationwide, and Corebridge Financial concluded the top five carriers in the market, respectively. Massachusetts Mutual Life’s Stable Voyage 3-Year product was the #1 selling multi-year guaranteed annuity, for all channels combined, for the quarter.
Traditional fixed annuity sales in the fourth quarter were $574.5 million; sales were up 6.7% when compared to the previous quarter, and up 16.9% when compared with the same period last year. Total 2025 traditional fixed annuity sales were $2.0 billion. Traditional fixed annuities have a fixed rate that is guaranteed for one year only.
Noteworthy highlights for traditional fixed annuities in the fourth quarter include Global Atlantic Financial Group ranking as the #1 seller, with a market share of 16.5%. Equitable Financial ranked second, while CL Life, Nationwide, and CNO Companies concluded the top five carriers in the market, respectively. Forethought Life’s ForeCare Fixed Annuity was the #1 selling fixed annuity, for all channels combined, for the twenty-second consecutive quarter.
Indexed annuity sales for the fourth quarter were $34.8 billion; sales were up 6.4% when compared to the previous quarter, and up 8.9% when compared with the same period last year. Total 2025 indexed annuity sales were $126.7 billion. Indexed annuities have a floor of no less than zero percent and limited excess interest that is determined by the performance of an external index, such as Standard and Poor’s 500?.
Noteworthy highlights for indexed annuities in the fourth quarter include Athene USA ranking as the #1 seller, with a market share of 10.4%. Allianz Life ranked second, while Corebridge Financial, Delaware Life, and Sammons Financial Companies completed the top five carriers in the market, respectively. Allianz Life’s Allianz Benefit Control+ Annuity was the #1 selling indexed annuity, for all channels combined, for the quarter.
Sheryl Moore, CEO of both Wink, Inc., and Moore Market Intelligence commented, “This was the second-highest quarter ever for indexed annuity sales; 3Q24 was too tough to be beat. When you consider the recent volatility in the markets, I am anticipating that both indexed and structured annuities will continue to gain favor in 2026.”
Structured annuity sales in the fourth quarter were $21.3 billion; sales were up 7.0% as compared to the previous quarter, and up 23.8% as compared to the same period last year. This was a record-setting quarter for structured annuity sales, topping the prior 3rd quarter 2025 record by 7.0%. Total 2025 structured annuity sales were $75.9 billion. This was also a record-setting year for structured annuity sales, topping the prior 2024 record by 20.6%. Structured annuities have a limited negative floor and limited excess interest that is determined by the performance of an external index or subaccounts.
Noteworthy highlights for structured annuities in the fourth quarter include Equitable Financial ranking as the #1 seller, with a market share of 19.6%. Allianz Life ranked second, while Jackson National Life, Brighthouse Financial, and Lincoln National Life completed the top five carriers in the market, respectively. Equitable’s Structured Capital Strategies Plus 21 was the #1 selling structured annuity, for all channels combined, for the seventh consecutive quarter.
“The top variable annuity seller has been steadily increasing their structured annuity sales,” declared Moore. “It will be interesting to see if this company defends its structured annuity market share, similar to their VA strategy.”
Variable annuity sales in the fourth quarter were $18.7 billion; sales were up 6.6% as compared to the previous quarter, and up 5.3% compared to the same period last year. Total 2025 variable annuity sales were $67.6 billion. Variable annuities have no floor, and the potential for gains/losses is determined by the performance of subaccounts that may be invested in an external index, stocks, bonds, commodities, or other investments.
Noteworthy highlights for variable annuities in the fourth quarter include Jackson National Life ranking as the #1 seller, with a market share of 22.8%. Nationwide ranked second, while Equitable Financial, Lincoln National Life, and New York Life finished as the top five carriers in the market, respectively. Jackson National’s Perspective II Flexible Premium Variable & Fixed Deferred Annuity was the #1 selling variable annuity for the twenty-seventh consecutive quarter, for all channels combined.
Immediate income annuity (Single Premium Immediate Annuity, a.k.a. SPIA) sales in the fourth quarter were $2.7 billion; sales were down 8.6% as compared to the previous quarter and up 5.0% as compared to the same period last year. Total 2025 SPIA sales were $10.9 billion.
Noteworthy highlights for SPIAs in the fourth quarter include New York Life ranking as the #1 seller, with a market share of 43.5%. Massachusetts Mutual Life Companies ranked second, while Nationwide, Western-Southern Life Assurance Company, and American National finished as the top five carriers in the market, respectively.
Deferred income annuity (DIA) sales in the fourth quarter were $832.8 million; sales were up 3.8% compared to the previous quarter and down 9.1% as compared to the same period last year. Total 2025 DIA sales were $3.0 billion.
Noteworthy highlights for DIAs in the fourth quarter include New York Life ranking as the #1 seller, with a market share of 36.4%. Massachusetts Mutual Life Companies ranked second, as Western-Southern Life Assurance Company, Integrity Life Companies, and Corebridge Financial finished as the top five carriers in the market, respectively.
Wink 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 1998, this report provides sales by product, company, crediting method, index, distribution, surrender charge period, guarantee period, and more. The research firm is also responsible for the insight behind Wink’s Index Intelligence Report, providing sales on indexed insurance products at an individual index level.
The staff of Wink, Inc. has combined experience of 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.
March 10, 2026
Des Moines, IA
(855) ASK-WINK
031026 4Q2025 Annuity Sales News Release
