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Annuities Research

Digging into the Customer Experience: Annuities

Corporate Insight’s Annuity Monitor keeps clients on top of developments in the annuity business. Our value-added annuities research digs deeply to identify and assess specific aspects not only of the customer experience, but also the ways in which leading insurers market their annuity products to independent financial advisors.

Advisor Product Information and Marketing PDF Print E-mail
Annuity product information and marketing are key components to any effective advisor website. This Annuity Monitor report focuses on the annuity product information pages and product marketing strategies offered to financial representatives on advisor sites. In this report, we reviewed firms based on three central aspects – accessibility, product information pages and annuity marketing. In addition to these central focus points, we analyzed any other strategies and features firms may utilize to effectively promote product offerings, such as specific product information offered, product imagery and accessibility of key advisor resources.

This Annuity Monitor report focuses on the product information and marketing resources offered on Annuity Monitor firms’ advisor websites. Ten firms that have consistently offered advisor product information and marketing resources over the past year were selected for evaluation on three key criteria:
  • Accessibility of product information
  • Content and format of individual product information pages
  • Annuity marketing strategies and resources
The Annuity Monitor firms covered in this report generally do a good job at promoting and providing key annuity information on their advisor websites. As a result, 80% of the firms covered in the report received a grade in the A and B ranges. On a whole, the firms provide efficient navigation to structurally sound and detailed product information pages. Each firm surveyed in this report also offers access to individual product brochures that serve as excellent resources for advisors to utilize in order to convey key product details to clients. Additionally, 20% of firms received an A, as they provide financial professionals with easy access to product pages and relevant advisor resources, as well as detailed product information pages and strong promotional imagery.
 
One of the most essential pieces of information regarding any investment is the costs associated with it, including fees, commissions, charges and expenses. The firms covered in this report offer a high level of transparency with regard to fees and other product costs on the advisor site. Fee information is clearly displayed on all but one firm’s product information pages throughout the advisor sites. Additionally, other financial information, such as minimum initial investments and surrender schedules, are offered by 80% of firms.
 
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