U.S. Annuity Markets 2022

Acclimating to Industry Trends and Changing Demand

Evaluate the retail annuity industry from every point of view

  • Assess how larger trends across the wealth management industry, including consolidation, financial planning, and advisory business, are impacting product and distribution strategies
  • Evaluate how fee-based and fee-only practices are outsourcing annuity recommendations and sales to third-party insurance platforms
  • Review updated sales projections by annuity type, including registered-indexed linked annuities
  • Size the population of advisors that are licensed and actively selling annuities, by intermediary channel


Discounts available for bulk purchase

Report US Investment Consultants 2020 Detail

Buy Now


This report examines the retail annuity industry, emphasizing annuity distribution, product development, product positioning, and asset management. Perspective is offered from multiple points of view, including investors, advisors, insurance companies, variable annuity (VA) sales professionals, and asset managers.

Included with Purchase



Each report is lead authored by a senior Cerulli analyst with significant industry experience. The report incorporates qualitative and quantitative inputs, based on Cerulli’s proprietary research process. For more on our research process, click here.

Executive summary

Executive Summary

Get the most important report findings distilled in an easy-to-understand and highly visual format before you begin your journey through the report or use it as a tool for senior leadership.

Interactive report dashboard

Interactive Report Dashboard

Access consolidated data from multiple report exhibits in a single comparative view. Flexibly build your view of data with customizable filters and share the results in a format that meets your requirements.

Analyst support

Analyst Support

Got a question? Our analysts are available to help you interpret and analyze key findings as well as provide their perspective on industry trends.


Data Behind the Report

Data is the foundation of our reports. Each study contains nearly 100 exhibits, available to buyers in Excel format. Extract and explore Cerulli’s data and analysis your way.


Digital Access

Access your reports digitally anytime, anywhere, on any device through our client portal.

A Note from the Author

A Bear Market Leading to Near-Record Annuity Sales

Annuities sales have been on a tear in 2022, largely due to Federal Reserve interest rate hikes, which have allowed insurers to raise crediting rates on their fixed and indexed annuities. The rate environment, coupled with difficult market and economic conditions, have led to many advisors, and their clients, flocking to annuities for safety.

If the Fed continues raising interest rates, sales of fixed-rate deferred annuities will increase their hot streak. A declining stock market would only add to that momentum because advisors who embrace annuities will continue to seek the safety of fixed annuities. However, Cerulli cautions insurers to avoid a rate war that could negatively impact individual issuers and potentially the perception of the industry. Insurers will need to manage client expectations as far as the kind of returns that they will ultimately achieve.

Though 2022 conditions have boosted overall annuity use and sales, the trends that have been in motion for a over a decade will likely return when markets stabilize. This means, despite renewed interest in the solutions and increasing sales, the challenges that insurers were facing prior to 2022 will persist, including the need to adapt to fee-based financial planning trends.

Learn more in The Cerulli Report—U.S. Annuity Markets 2022: Acclimating to Industry Trends and Changing Demand. Use this report to understand key elements impacting the annuity marketplace, including distribution strategies, product development, advisor and intermediary channel trends, buying behaviors, and asset management opportunities.

Contact Us

Want More Information?

Learn more about this report and related Cerulli research.

Contact Us

You may also be interested in

  • Annual report
  • The Cerulli Edge
Consulting Page module Rocket 120820

Strategic Consulting & Custom Research

Cerulli for Consulting

Understand where to allocate resources to achieve your objectives. We can help you determine which initiatives are likely to be successful and those that may not achieve the desired effect. In an increasingly competitive market, our objectivity and experience can help you to advance your firm’s unique strengths.

Learn More

We use cookies to improve your site experience, distinguish you from other users and support the marketing of our services. These cookies may store your personal information. By continuing to use our website, you agree to the storing of cookies on your device. For more information, please visit our Privacy Notice.