2026 Life & Annuity Distribution Partner Experience Study Analysis

A recent study highlights that while financial professionals generally express satisfaction with their life insurance and annuity providers, challenges arise from outdated systems and limited digital capabilities. Advisors, insurance agents, and bankers appreciate the service but point out issues with digital interfaces that could hinder efficiency.

JD Power's inaugural 2026 Life & Annuity Distribution Partner Experience Study reveals an increasing demand for life insurance and annuities. Advisors focus on longevity and protection strategies amid demographic and market changes. The study underscores the importance of relationships between providers and product distributors.

According to Craig Martin, executive director of global insurance intelligence at JD Power, time and reputation are crucial for financial professionals. Trust and ease of interaction with life insurance and annuity partners are highly valued. Yet, many providers need to enhance user-friendliness as outdated processes lack robust self-service features.

Despite these issues, overall satisfaction scores in this segment remain high compared to other financial sectors. Life insurance partners scored 743 out of 1,000 in satisfaction, while annuity partners scored 742. In comparison, related industries show lower satisfaction scores, such as 664 for independent insurance agents in personal lines and 629 for independent financial advisors with wealth management firms.

Ease of interaction is a top priority for financial professionals assessing distribution partners. Loyalty is significantly higher when providers are perceived as easy to work with; 78% for life insurance partners and 71% for annuity partners report higher loyalty under these conditions. However, only 40% of professionals currently view their partners as meeting this standard.

Dissatisfaction with the balance of digital self-service tools and live support remains a concern. About 31% of respondents noted inefficiencies, and 20% focused on annuities expressed a need for enhanced self-service capabilities. Meanwhile, digital engagement is vital, with 71% of advisors rating their online portal experiences positively, yet satisfaction drops among the 29% reporting poor portal experiences.

In satisfaction ratings among life insurance providers, Pacific Life scored highest with 768, followed by Guardian Life at 761 and Allianz at 760. For annuity providers, Corebridge Financial led with a score of 765, slightly ahead of Security Benefit at 764, with Symetra ranking third at 754. The study evaluates experiences with major life insurance and annuity distribution firms across six areas: business support, compensation, ease of doing business, operational support, product competitiveness, and client service. The 2026 report findings stem from evaluations in late 2025, involving 2,860 assessments of life insurance partners and 3,010 of annuity partners.