Indexed Sales Have a Strong Start to 2015

Q1 totals $11.3 billion 

Pleasant Hill, Iowa. May 26, 2015- Forty-nine indexed annuity carriers participated in the 71st edition of Wink’s Sales & Market Report, representing 99.8% of indexed annuity production.

Total first quarter sales were $11.3 billion. First quarter indexed annuity sales were down nearly 5.0% when compared to the previous quarter, and up nearly 5.0% when compared with the same period last year.

“Indexed annuity sales began the year with sales greater than any other first quarter has in the history of the product line!” exclaimed Sheryl J. Moore, President and CEO of both Moore Market Intelligence and Wink, Inc. She added, “Imagine what record sales levels will be achieved in 2015, with a start this strong!”

Noteworthy highlights

Noteworthy highlights for the first quarter include Allianz Life continuing to maintain their position as the #1 carrier in indexed annuities, with a market share of 20.3%. American Equity Companies also maintained their position as the #2 carrier in the market; while Security Benefit Life, Great American Insurance Group, and Athene USA held-on to round-out the top five.

Allianz Life’s Allianz 222 Annuity was the #1 selling indexed annuity for the third consecutive quarter. Guaranteed Lifetime Withdrawal Benefit (GLWB) utilization declined for the second consecutive quarter, while experience data pointed to trends in rider elections and income commencement.

Moore pointed-out, “It isn’t surprising to see another drop in GLWB election rates. Income sales continue to take a backseat to accumulation sales, due to recent development of hybrid indices that give distributors the ability to promote ‘uncapped’ crediting methods.”


For indexed life sales, 47 insurance carriers participated in Wink’s Sales & Market Report, representing 95.3% of production. First quarter sales were $380.3 million. When evaluating first quarter indexed life sales, results were down nearly 24.0% when compared with the previous quarter, and up over 15.0% when compared to the same period last year. Ms. Moore stated, “Indexed life also produced a strong kick-off to 2015 sales as this quarter was greater than any other first quarter in the history of this product line. As we saw with the previous year sales, indexed life sales remain strong, despite the on-going regulatory controversy regarding illustrated rates.”

Items of Interest

Income sales continue to take a backseat to accumulation sales, due to recent development of hybrid indices that give distributors the ability to promote ‘uncapped’ crediting methods

Items of interest in the indexed life market this quarter include Aegon obtaining the #1 position in indexed life sales, with a 13.7% market share. Pacific Life finished as second-ranked company in the market; National Life Group, Minnesota Life, and Nationwide rounded-out the top five companies, respectively.

Western Reserve Life Assurance Company of Ohio’s WRL Financial Foundation was the #1 selling indexed life insurance product for the fifth consecutive quarter. The average indexed UL target premium reported for the quarter was $6,936, a decline of more than 10% from the prior quarter.

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The staff of Moore Market Intelligence has combined experience of nearly three decades working with indexed insurance products. The firm provides services in speaking, research, training, product development, and marketing of indexed annuities and indexed life insurance. Their knowledge in product filing research and policy forms analysis, coupled with their unmatched resources in insurance distribution, give them the expertise to provide competitive intelligence that allows carriers to stay ahead of their competition.

Sheryl J. Moore is president and CEO of this specialized third-party market research firm and the guiding force behind the industry’s most comprehensive indexed life and indexed annuity due diligence tools, AnnuitySpecs and LifeSpecs distributed by Wink, Inc. Ms. Moore previously worked as market research analyst for top carriers in the indexed life and annuity industries. Her views on the direction on the indexed market are frequently heard in seminars and quoted by industry trade journals.

Ms. Moore is the author of the quarterly Wink’s Sales & Market Report. Serving as the insurance industry’s #1 resource of indexed insurance product sales since 1997, this report provides sales by product, company, crediting method, index, distribution, surrender charge period, and more. Wink, Inc. is the company that distributes resources such as this sales report, along with the competitive intelligence tools AnnuitySpecs and LifeSpecs at