Cogent Reports: Jackson National and Lincoln Financial Top Advisors’ Annuity Consideration Set

CAMBRIDGE, Mass.–(BUSINESS WIRE)–Financial advisors looking to invest client assets in annuities rank
Jackson National, Lincoln Financial Group and Pacific Life in their top
five across three types of annuities: variable, fixed and indexed.
However, the leader and subsequent rankings vary by product category, as
advisors are influenced by different factors when considering each
product type. While Jackson National stands out as advisors’ favorite
for variable annuities, Lincoln Financial Group achieves the highest
consideration for fixed and indexed annuities. These and other findings
are from Annuity
, a Cogent
study released by Market Strategies International-Morpace.

Advisors cite the ability to generate guaranteed income in retirement
for their clients as the top reason for selling annuity products.
Offering the best retirement income products is the most important
consideration driver for variable annuities, while guaranteed rates and
product simplicity are the most important areas to convey for fixed and
indexed annuities. Annuity providers must be aware of differences in the
drivers of consideration by product type and focus their sales and
marketing messages accordingly.

“Firms looking to bolster advisor interest should work to target the
right benefits to the right people at the right time,” said Meredith
Lloyd Rice, vice president at Market Strategies-Morpace and author of
the report. “Building strong advisor engagement, through wholesaler and
digital interactions, is critical to developing this understanding.”

In fact, underpinning their leading consideration scores, Jackson
National and Lincoln Financial both stand out as leaders in wholesaler
penetration and marketing outreach, leaving both firms in a position to
benefit from rising annuity sales.

Top Five Annuity Providers in Overall Consideration by Product Type

Variable Annuity       Fixed Annuity       Indexed Annuity
1   Jackson National 1   Lincoln Financial Group 1   Lincoln Financial Group
2 Lincoln Financial Group 2 Pacific Life 2 Allianz Life
3 Prudential Financial 3 Brighthouse Financial 3 Pacific Life
4 Nationwide Financial 4 Jackson National 4 Jackson National
5 Pacific Life 5 Nationwide Financial 5 AIG

Base: All advisors

Source: Market Strategies International. Cogent Reports™. Annuity
Brandscape. December 2018.

About Annuity BrandscapeTM

Cogent Reports conducted an online survey with 712 financial advisors
from October to November 2018. In order to qualify, respondents were
required to have client assets invested in variable annuities, fixed
annuities or indexed annuities. Cogent Reports sets quota targets and
weighted the data to be representative of the overall annuity producer
universe using the Discovery Data Financial Services Industry database
as a sample source and Cogent BeatTM Advisor. Market
Strategies will supply the exact wording of any survey question upon

About Market Strategies International-Morpace

Leading market research firms Market
Strategies International
and Morpace
bring clients closer to their customers through exceptional insights,
which includes deep expertise in financial services, specifically among
wealth, banking, payments and insurance organizations. The firms
specialize in brand, customer experience, product development and
segmentation research, and are known for blending primary research with
data from syndicated, benchmarking and self-funded studies to help
clients succeed. The syndicated products, known as Cogent Reports, help
clients understand the market environment, explore industry trends and
monitor their brand within the competitive landscape. Market Strategies
and Morpace have earned the trust of many of the world’s top brands
across the automotive, consumer & retail, energy, financial services,
health, technology and telecommunications industries. They are combining
into one firm, as part of an acquisition of both firms by STG, and will
be rebranded under a new name in 2019. With more than 450 research
professionals, the collective firm is now the 15th largest market
research firm in the US and top 25 globally.


Sarah Keller, 734.779.6847

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