During the last couple of years, annuity sales have continued to remain steady based on competitive rates, the ability to protect consumers’ retirement dollars from potential market fluctuations, and some products guaranteeing rates higher than 5% over a short-term or long-term period.

Consumers with uncertainty have added annuities into their retirement strategy for multiple reasons – accumulation, tax deferral, guaranteed lifetime income – and June’s Annuity Awareness Month is a perfect time to revisit clients about the benefits of annuities.

According to LIMRA, total U.S. annuity sales were $105.4 billion in the first quarter of 2025, 1% below the record set in the first quarter of 2024, according to preliminary results from LIMRA’s U.S. Individual Annuity Sales Survey, representing 84% of the total U.S. annuity market.

“For the sixth consecutive quarter, total annuity sales topped $100 billion, demonstrating the elevated interest in principal protection and guaranteed income continues,” said Bryan Hodgens, senior vice president and head of LIMRA research. “Our latest Consumer Sentiment Survey shows Americans’ concern about the economy has risen sharply since January. This growing economic anxiety drove March sales results to be the second highest in history. LIMRA expects the current environment will likely attract more investors to registered indexed-linked and fixed-indexed annuities, which offer greater protected growth opportunity.”

According to the Standard, there’s 10 reasons to approach clients and prospects about purchasing an annuity as part of their retirement strategy. These reasons include multiple guarantees, safety, flexibility, diversification, access, control, tax deferral, estate planning, accumulation, and no sales charges. You can download the flyer here.

Another main reason consumers are considering annuities much more involves volatility – as some people are not enthusiastic about their stock-influenced retirement plans moving up and down like a roller coaster.

As opposed to taking "two steps back" when the market performs negatively, one protection strategy discussed by North American that could help build your client’s/prospects’ confidence when faced with a bear market is to use a fixed index annuity, or FIA. While an FIA’s index options are not directly invested in the market, interest credits are based on market performance.

Do your clients know the potential financial risks of various retirement products? Leaning on North American again, AIP Marketing Alliance also wants to share their Financial Risk Spectrum flyer to help educate your clients and prospects. As the flyer states, there is no one “best” product for financial planning, but the flyer is meant to show consumers available options when retirement planning.

This North American flyer provides an overview of the risk of some products ranging from riskier products (stocks, mutual funds, and bonds) to safer products (fixed indexed annuities, fixed annuities, CDs, bank money market accounts). North American also reminds consumers how FIAs ensure their premium is protected from market downturns.

To support Annuity Awareness Month, AIP Marketing Alliance has multiple tools and resources to support independent insurance agent sales. To help agents determine what annuity could provide a fit in the best interest of the client’s retirement strategy, our website has annuity tools to compare products and potential income riders.

Our marketing department also has created Annuity Awareness Month social media posts and an updated video to showcase the advantages of annuities throughout June. We also have an Annuity in a Box PDF which has compliant emails and content to discuss annuities with consumers. They can brand these materials with the wholesaler/agency logos for your personal use. Request these materials at [email protected].

AIPMA is contracted with more than 30 nationwide annuity carriers to provide competitive options for your clients/prospects. These carriers have multiple different annuities including fixed indexed annuities (FIA), fixed annuities (FA), multi-year guaranteed annuities (MYGA), and single premium immediate annuities (SPIA). We stick to the above products based on their advantages – protection, guaranteed lifetime income, accumulation potential. At this time, AIPMA does not recommend or sell variable annuity (VA) products or registered indexed-linked annuities (RILA).

Our staff also can direct you to other carrier-approved materials for agents and consumers based on the carrier(s) you are currently contracted with – and we can get you contracted with additional carriers as needed. We also publish weekly MYGA rate charts for three- and five-year products from AIPMA’s contracted carriers to show top rates based on band. Contact our team at [email protected] to sign up for these rate emails.

If that’s not enough materials to market annuities through June’s Annuity Awareness Month, AIPMA also recommends leveraging the Annuity 101 section from Life Happens. Their site answers some common questions about annuities as a third-party resource.

Before we end this blog, here’s something to remember – 64% of people say a reason for not owning an annuity is simply because they don’t understand them. Taking the time to educate clients and prospects in June and throughout 2025 could lead to potential interest in purchasing an annuity this year.

Take a minute to have the annuity conversation with your clients and prospects in June. AIP Marketing Alliance continues to talk about protection this year as consumers do not want to run out of money in retirement – or for potential healthcare costs in their golden years.

Need some help with selling annuities? AIP Marketing Alliance’s Business Development team has experience, resources, and carriers so you and your agents can STRIVE in ’25 for more annuity sales! Contact AIPMA at (800) 783-5206 Press #2 or [email protected]. Let’s keep the annuity trend growing and popular in 2025 and beyond!

For more than 40 years, AIP Marketing Alliance (AIPMA), an Integrity Company, serves as a premier life insurance and annuity distribution partner to provide full-service support to independent wholesalers, brokerages and agents from our Troy, Michigan office. NOT AFFILIATED WITH OR ENDORSED BY THE GOVERNMENT OR THE MEDICARE PROGRAM.

AIP Marketing Alliance is committed to STRIVE in ’25 as we support our independent insurance wholesalers and agents. Visit our blog on aipma.com to stay informed on these upcoming launches and learn why wholesalers nationwide choose AIPMA as their distributor for selling life insurance, annuities, long-term care insurance, final expense, and much more. Ask about our lead services, myAIP CRM platform with customizable recruiter portal, and online tools/resources designed to grow your business. The difference is personal.

AIP Marketing Alliance, an Integrity Company, has developed this electronic communication for informational and educational use only. Be advised, AIP Marketing Alliance, Inc. does not provide legal advice, tax advice, or guidance on issues involving securities laws, insurance laws nor securities or insurance regulations. This material should not be relied on as providing any such advice or guidance to either agents or retail consumers. Within this communication, AIPMA shares links for usage as information only. This content should not be interpreted as solicitation to purchase life insurance, annuities, or other products or as advice designed to meet your clients’ specific needs. Content involving fiduciary, tax, or legal advice should be directed to your legal, tax, and financial professionals for specific advice or product recommendations. AIPMA will not accept any legal liability resulting from any use of 3rd party material(s).