Canvas steps into the direct-to-consumer market that has yet to take off
July 29, 2026 by Anna Baluch
Wink’s Moore on the Market: I am FEELING this!
“Since Canvas Annuity was built as a direct-to-consumer company from the start rather than retrofitted onto a commission-based sales model, we’re able to pass the benefits directly to consumers in the form of higher crediting rates or increased lifetime income payments.”
I have seen so many other companies say that they are selling annuities Direct-to-Consumer (D2C), but aren’t doing things that they must- namely, eliminating distribution costs.
If you are and agent selling annuities over the internet, you are not true D2C.
If you are an insurance company that is distributing annuities through a technology platform (which has distribution expenses), you are not offering true D2C annuities.
If you are selling shelf annuities over the internet, that are also offered through career/independent agents (and aren’t different from that offering when it comes to compensation), you are not offering true D2C annuities.
True D2C products are not distributed by any type of insurance agent; they are distributed directly from the insurance company to the client.
True D2C products can be clones of existing annuities offered by insurance agents, but they need to remove the commission component, so that the rate will be more advantageous for the purchaser.
I’ve had my eye on Canvas for awhile and they are the real deal. Now, time to see what they can do with this new offering.
They’ve been in business since 2020, doing the hard work for a channel that only accounts for less than 1% of all annuity sales. Let’s see if others will follow. -sjm
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Recently, Canvas Annuity, a digital direct-to-consumer annuities provider, announced a new 10-year multi-year guaranteed annuity. This marks the company’s first new term since its launch in 2020.
The product debuts with an initial 6.3% interest rate, which is guaranteed for the entire term.
