Advisor Brandscape

To win and keep advisors’ business, annuity providers must know how their brand is perceived in the market and track product usage trends that could impact the bottom line. This information is paramount when making strategic decisions regarding future product development, branding, communication strategies, advisor engagement efforts and more.

A trusted resource for advisor intelligence, Annuity Brandscape™ tracks the attitudes and behaviors of advisors who manage annuities for retail clients. This report provides a holistic view of the advisor landscape including practice models, product usage, brand perceptions and user experience, and is the leading industry benchmark for the nation’s top fixed, indexed and variable annuity providers.


The report enables subscribers to:

Boost Profitability
Identify growth and loss segments in the advisor marketplace to boost profitability and grow
market share

Track Competitors
Benchmark performance against your competitors to improve competitive positioning

Optimize Distribution Strategies
Explore the effectiveness of wholesaler teams to develop optimized distribution strategies



  • 700 advisors representing all advisor channels (RIAs, national wirehouse brokers,
    regional brokers, independent planners and bank representatives) and AUM
  • Web-based survey
  • Stratified sample to allow for subgroup analysis by AUM, distribution channel, product usage, compensation type and other key variables



Subscription Details

Publication Date: December 2018


  • Printed report with product and brand analysis, commentary and strategic implications
  • Strategy session and presentation designed to deliver actionable results and facilitate strategic planning
  • Custom data cuts and survey work by senior
    analysts available

Investment: $35,000

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

Annuity Producer Profile

  • Channel
  • AUM
  • Compensation structure
  • Current and future annuity usage and allocation
  • New annuities business in the past 12 months
  • Reasons for selling annuities

Brandscape Metrics for Variable, Fixed and Indexed Annuity Providers

  • Unaided and overall awareness
  • Brand impression
  • Unaided and overall consideration
  • Drivers of consideration and association with key brand imagery
  • Brand equity
  • Drivers of loyalty and user satisfaction ratings
  • NPS
  • Market penetration
  • Share of premium

Annuity Touchpoints

  • Recall of marketing interactions
  • Recall of wholesaler interactions
  • Wholesaler impact

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