Advisor Brandscape

The Variable Annuity Brandscape™ study benchmarks brand preference and product usage within the advisor marketplace and tracks the attitudes and behaviors of advisors. The report explores trends in awareness, perception and usage of, as well as share of assets and loyalty to the top providers in the variable annuity (VA) category. The report will enable providers to improve competitive positioning, optimize distribution strategy and identify opportunities to grow profitable market share.


Wealth management industry leaders have
trusted Cogent’s advisor research for almost
20 years.

Our data are proven to be reliable year over
year, and we have the knowledge to help you
make confident business decisions.

This report gives you the tools you need to:

  • Boost profitability by identifying advisor growth/loss segments
  • Improve competitive positioning
  • Optimize distribution strategy
  • Identify opportunities to increase market share


Reliable data are the backbone of any good
research. We can promise you we have the
best data in the market. Why?

We have:

  • A dedicated sampling scientist that carefully
    curates the industry’s leading database
  • 19 years of experience with advisors—we
    know them and they know us
  • Industry experts who fully understand the
    results and implications of our research

The specifics behind our methodology for
Variable Annuity Brandscape:

  • Web-based survey
  • Representative cross section of over 1,300
    registered financial advisors across the RIA,
    National wirehouse, Regional, Independent
    and Bank channels
  • Stratified sample to allow for subgroup
    analysis by AUM, distribution channel,
    product usage and other key variables


Percentage of AUM in DC plans
• Percentage of compensation from DC plans
• Number and size of plans managed
Services provided to DC plan sponsors and participants
• Impact of fee disclosure regulations
• Number of plan providers typically recommended
• Number and type of investment options typically recommended
• QDIA option used most often
• Target date fund recommendation

Areas of Inquiry

Brand Equity for Leading VA Providers

  • Unaided consideration
  • Unaided awareness
  • Overall awareness
  • Advertising recall
  • Brand impression and imagery association
  • Overall consideration
  • Recall of provider outreach

Brand Usage, Satisfaction and Loyalty

  • Penetration
  • Share of assets
  • Loyalty
  • Satisfaction with a battery of product and
    service attributes
  • Intent to increase/decrease investments

Book of Business Overview

  • Current and future annuity usage and
  • Breakdown of transaction-based vs. asset-based compensation
  • VA producer profile
  • Client profile
  • Anticipated utilization of BICE (Best Interest
    Contract Exemption)

Financial Advisor Profile

  • AUM
  • Channel affiliation
  • Individual vs. team-based approach
  • Tenure in the industry

Subscription Details

Publication Date: November 2017


  • Detailed report with product and brand analysis, commentary and strategic summary
  • Custom data cuts and survey work by senior analysts available

Investment: $35,000

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