Mutual of Omaha to Expand Retail Annuity and Long-Term Care Business
April 7, 2026 by Allison Bell
Wink’s Moore on the Market: Mutual of Omaha is expanding its retail annuity business.
Will they align with a reinsurer and asset manager, to duplicate the “Bermuda Triangle” that insurance companies have been trying to leverage since 2012?
Judging by the fact that the company currently has an annuity market share of 0.12% in the $448 billion annuity market, I’d say that they definitely have room to grow.
Now, will that lead to a more aggressive presence in the independent agent channel? If the leaders in charge of the annuities division want a piece of the distribution that has the most market share, they need to get onboard.
My prediction- MoO is going to want to get more aggressive in the indexed annuity market, and will support field marketing organization distributors, in order to reach their annuity goals.
Let’s see what Laura Huscroft, FSA, CERA, MAAA has in store for the annuity division of the revered mutual insurer! -sjm
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Mutual of Omaha — an insurance company owned by its customers, rather than outside investors — is expanding its retail annuity and long-term care planning product business.
The Omaha, Nebraska-based mutual insurer has formed a new Health and Annuity Solutions unit to sell products such annuities, long-term care insurance and critical illness insurance.
