Annuity Sales Report Insights: Trends and Industry Impact

Annuity sales are maintaining a stable trajectory, with a total of $112.7 billion recorded in the second quarter, according to the latest Wink’s Sales & Market Report.

While the recent figures are slightly below the $115.5 billion seen in the same period of 2025, they mark an increase from the $99.4 billion in the first quarter of 2026. This trend highlights the steady demand for annuities, which continue to attract consumers seeking reliable income solutions amidst volatile market conditions. In these circumstances, understanding the nuances of different annuity products becomes crucial for insurance professionals advising clients. Key segments such as multi-year guaranteed annuities (MYGAs), indexed annuities, and structured annuities offer distinct advantages and investment considerations that brokers and agents must navigate.

Leading Segments in Annuity Sales

The MYGA segment, with sales of $37.6 billion, led the charge, reflecting a nearly 17% increase from the previous quarter. However, sales were down more than 18% from the same period last year, indicating a shift in consumer preferences or market dynamics. Athene Annuity & Life Co. positioned itself as a frontrunner in this segment, highlighting products like its three-year MYGA with a market value adjustment as a top choice. Insurance professionals need to assess the implications of fluctuating interest rates and market conditions on MYGA offerings to better guide their clients.

Indexed annuities accounted for $30.1 billion, up 16% compared to the first quarter. Though this marked a slight decline from last year, the appeal of potential higher returns through index-linked performance remains strong. Athene's Ascent Pro 10 stood out in this segment, underscoring the demand for products that offer a balance between risk and reward. As interest in indexed products grows, insurers and agents should consider how market trends and consumer risk appetites affect these strategies.

Emerging Trends and New Records

Structured annuities, also known as registered index-linked annuities, experienced robust growth with $22.1 billion in sales. This growth, up over 8% from the first quarter and more than 21% year-over-year, set a new quarterly record. Equitable led this category with its Structured Capital Strategies Plus 21, demonstrating the rising interest in products that combine growth potential with downside protection. For insurers, understanding client risk profiles and the regulatory landscape is essential for capitalizing on these burgeoning segments.

Traditional and Immediate Income Annuities

Fixed annuity sales rose to $570 million, up from $462 million in the same quarter of 2025, and increased over 12% from the previous quarter. Nationwide emerged as a key player, with the Nationwide CareMatters Annuity gaining popularity. The fixed annuity space offers a safer haven for conservative investors, and agents should leverage this to attract clients seeking guaranteed income with minimal risk.

Traditional variable annuities (VAs) also saw increased demand, achieving $17.9 billion in sales—a rise of nearly 5% from the prior quarter and over 16% year-over-year. Jackson National remains a significant competitor, with its Perspective II Flexible Premium Variable and Fixed Deferred Annuity leading the pack. This growth emphasizes the need for brokers to stay informed on product innovations and shifts in consumer sentiment towards equity-linked products.

Performance Highlights in Annuity Categories

Immediate income annuities reached $2.8 billion, a significant increase of more than 28% from the previous quarter and over 8% year-over-year, further emphasizing their role as a staple in retirement planning. Deferred income annuities rose to $821 million, up 55% from the previous quarter, with New York Life leading in these spaces. For insurance professionals, understanding these categories is vital for developing comprehensive financial planning strategies that align with clients' evolving needs.