A financial professional’s guide to meeting the rising demand for annuities
This content is categorized as:Over half of people asked about financial products want tax-deferred growth and protection from market downturns.*
Nearly six in 10 Americans (59%) are interested in annuity-type products that offer tax-deferred growth potential and protection from market downturns, according to a recent survey conducted for Athene by The Harris Poll* to explore Amercians’ awareness of annuities and their attitude toward retirement savings. In other words, the survey found Americans want to help protect their money from loss due to market downturns while seeking opportunities for growth — exactly what annuities provide. Why don’t more people buy them, even when it could be in their best interest?
Pressing need for reliable retirement income
Economic uncertainty is prompting people to rethink their retirement savings strategies as they realize the importance of having a dependable source of retirement income that can withstand market swings. According to the survey, 65% of Americans are re-evaluating their retirement savings strategies because of the economy, and 59% want financial solutions that can help protect their money while helping it grow.
Exploring survey highlights: what Americans say
High interest, low awareness
There’s a strong curiosity about annuities, but significantly less understanding. Even though most respondents are drawn to the features annuities offer, 24% don’t know what an annuity is. There’s an opportunity for you to help close the knowledge gap.
Annuities are attractive
When respondents were asked what they want in a financial product, most people agreed they want:
- Protection from market downturns
- Tax-deferred growth potential
- Stable income in retirement
Financial professionals can help build confidence
Professional guidance can help clients better understand their options and feel more secure about their future. Among survey respondents who own an annuity, 6 in 10 of them work with a financial professional and 75% of respondents working with a financial professional feel confident they’ll have enough savings to fund the retirement they desire.
Bridging the knowledge gap
You can help address this untapped demand by helping clients:
- Understand their options
- Protect their retirement savings from downside risk
- Find opportunities to grow their retirement assets
- Generate a stable “paycheck” when they stop working
Using these strategies could help clients understand the way annuities may help them retire with more financial security:
1. Inform and simplify
Connect with underserved markets, such as women aged 40 to 59. Among these respondents, 60% are interested in purchasing a financial product with features annuities offer, but only 42% feel confident in their retirement savings. Using short, relatable content can help explain the basics and how annuities can fit into a diversified retirement strategy to help bolster financial confidence.
2. Emphasize their value
Highlight what people may want most: tax-deferred growth potential, protection from market volatility and steady income. Translate product features into benefits that explain how annuities can help meet all these needs. Tailor messages for specific audiences like higher-income households or clients nearing retirement.
3. Build trust
Position yourself as a trusted resource who can help clients navigate the complexities of retirement planning. Share success stories and testimonials to help make complex concepts real and share how annuities have helped other people feel secure in retirement.
Helping clients find financial security
By helping close the awareness gap, you can support clients in making informed choices that can lead to greater peace of mind. Hearing how annuities work from a trusted resource can help clients make lasting decisions leading to more financial security in retirement.
Learn more ways you can connect with the next generation of clients
Insights on Athene Connect. Tips, tools and resources to grow your business by helping clients retire with confidence.
*Athene contracted Harris Poll to survey 2,087 adults aged 18+. The survey was conducted between July 8 and 10, 2025.
Guarantees provided by annuities are subject to the financial strength and claims-paying ability of the issuing insurance company.
Any information regarding taxation contained herein is based on our understanding of current tax law, which is subject to change and differing interpretations. This information should not be relied on as tax, legal or financial advice and cannot be used by any taxpayer for the purposes of avoiding penalties under the Internal Revenue Code. We recommend that taxpayers consult with their tax or legal professionals for applicability to their personal circumstances.
Under current tax law, the Internal Revenue Code already provides tax deferral to qualified money, so there is no additional tax benefit obtained by funding a qualified contract, such as a IRA, with an annuity; consider the other benefits provided by an annuity, such as lifetime income and a Death Benefit.
