Unlocking Growth in U.S. In-Plan Annuities Market Amid High Latent Demand

Recent research highlights a significant gap in retirement income security, revealing a strong latent demand for in-plan annuities among American retirement plan participants. Despite 92% expressing interest in employer-offered annuities, awareness remains extremely low at just 3%. This discrepancy presents a substantial growth opportunity for asset management firms in the retirement planning sector. To capitalize on this underserved market, asset managers must overcome critical challenges involving strategic focus on target customer segments and distribution channels. Early market entrants can establish a competitive advantage by setting clear strategic directions now, positioning themselves favorably as in-plan annuity adoption and awareness increase over time.