Athene Driven to do more.

Your growth opportunity is already interested

And they may be in your pipeline right now — here’s how to reach them

More Gen Xers and millennials surveyed say they are interested in annuities than baby boomers, but only 1 in 25 Gen X households own one. Why the disconnect?

Download Solving the Annuity Puzzle for New Generations —   new behavioral science-backed strategies that could become your playbook for confidently positioning annuities to new generations of buyers.

Inside, you’ll learn:

  • Why 70% of Gen X and 76% of millennials are already interested in annuities — and what could be preventing the purchase
  • A key predictor of annuity interest and ways to adapt your approach
  • Four behavioral barriers that can prevent purchases and ways to help address them
  • Ready-to-use, generation-specific communication and positioning strategies 

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Athene-commissioned white paper by:
Craig R. Fox, UCLA Anderson School of Management
Greg Samanez-Larkin, Duke University

For financial professional use only. Not to be used with the offer or sale of annuities.

Annuity contracts and group annuity contracts are issued by Athene Annuity and Life Company (61689), West Des Moines, IA, in all states (except New York), and in D.C. and P.R. Annuity contracts are issued by Athene Annuity & Life Assurance Company of New York (68039), Pearl River, NY, in New York. Group annuity contracts for New York residents and New York contract holders are issued in New York by Athene Annuity & Life Assurance Company of New York, Pearl River, NY. Payment obligations and guarantees are subject to the financial strength and claims-paying ability of the issuing insurance company. Insurance products may not be available in all states. These companies are not undertaking to provide investment advice for any individual or in any individual situation, and therefore nothing in this should be read as investment advice. This material should not be interpreted as a recommendation by Athene Annuity and Life Company, Athene Annuity & Life Assurance Company of New York, or Athene Securities, LLC. Please reach out to your financial professional if you have any questions about insurance products and their features. 

The term “financial professional” is not intended to imply engagement in an advisory business with compensation unrelated to sales. Financial professionals will be paid a commission on the sale of an annuity.

INVESTMENT AND INSURANCE PRODUCTS ARE: • NOT FDIC INSURED • NOT INSURED BY ANY FEDERAL GOVERNMENT AGENCY • NOT A DEPOSIT OR OTHER OBLIGATION OF, OR GUARANTEED BY, THE BANK OR ANY OF ITS AFFILIATES • SUBJECT TO INVESTMENT RISKS, INCLUDING POSSIBLE LOSS OF THE PRINCIPAL AMOUNT INVESTED

Reinsurance contracts are entered into with Athene Annuity and Life Company (61689), West Des Moines, IA; Athene Annuity & Life Assurance Company of New York (68039), Pearl River, NY; and Athene Life Re Ltd., Hamilton, Bermuda.  Not all reinsurance products or structures offered are available in all jurisdictions.  Reinsurers may not be licensed in all states.  All transactions are subject to meeting a reinsurer’s underwriting requirements.  Reinsurance products are not protected or guaranteed by state insurance guaranty associations or insolvency funds.

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