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In its inaugural year, the Life and Annuities Brandscape™ report provides life insurance and annuity companies with competitive intelligence to retain and increase business among agents and advisor partners. Expanding on nearly 20 years of research in the annuity industry, this new report benchmarks both brands and products against peers, arming each Insurer with valuable insights into the attitudes and perceptions of the producers it relies upon to grow its business in this highly competitive marketplace.

Areas of Inquiry

Agent and Advisor Profile

  • Active/inactive carrier appointments
  • Channel affiliation
  • Tenure in the industry and with carriers
  • Types and mix of life and annuity policies
    sold and/or serviced
  • Premiums and considerations by type of
    agent or advisor
  • Target market and client profile

Drivers and Barriers of Usage

  • Product accelerants
  • Opportunities to enhance products
  • Identification of product gaps and unmet
    needs with existing product structure
  • Substitute products most often used
    among agents and advisors who do not sell
    select life and/or annuity products

Brand Equity

  • Unaided and aided awareness and
  • Brand impression and image
  • Brand momentum
  • Key drivers of consideration

Brand Engagement

  • Ad recall
  • Email and webinar interaction
  • Website and social media usage

Brand Usage

  • Penetration
  • Share of product assets
  • Overall satisfaction and loyalty
  • Satisfaction with product and service
  • Key drivers of satisfaction and loyalty
Factors Motivating Firm Changes
Which factors are most important in motivating advisors to change firms?
• Do these factors differ by distribution channel/tenure/AUM?
Perception of Potential New Firms
Which firms are advisors most likely to consider as potential new employers?
• What is their overall impression of specific firms in the National Wirehouse, Independent and Regional channels?
• Which firms do they most associate with best-in-class sales support?
• Which firms do they see as having exceptional marketing support?
Perception of Custodian Service Providers
Among advisors likely to move to an RIA, which custodian service provider has the highest awareness and favorable impression?
• Which providers are advisors most likely to consider?
• Which providers do they most associate with best-in-class RIA services, ease of doing business, and range and quality of investment options?


The report will enable subscribers to:

  • Measure specific brands against industry
    leaders and select competitors
  • Identify opportunities to grow profitable
    market share
  • Identify reasons agents and advisors leave
    brands and determine strategies to
    increase consideration
  • Optimize distribution strategy and enhance
  • Identify unmet product gaps and needs
    and determine where agents and advisors
    see the industry in the future


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 who
    carefully curates the industry’s leading
    producer database
  • 19 years of experience with agents and
    advisors—we know them and they know us
  • Industry experts who fully understand the
    results and implications of our research
  • A collaborative study design that focuses
    on topics that matter most to the producers
    we survey and the clients who consume
    our data. We work with all stakeholders to
    ensure insights are truly actionable

The specifics behind our methodology for
Life and Annuities Brandscape:

  • Data collected via a web-based survey of a
    representative sample of 1,500 agents and
    advisors with an active Series 6 or 7 license in variable insurance products or a producer life insurance license for life and fixed annuities and who actively sell life and/or annuity products.


Subscription Details

Publication Date: June 2017


  • A written report with product and
    brand analysis, commentary and
    strategic implications
  • On-site strategy session and
    presentation designed to deliver
    actionable results and facilitate
    strategic planning
  • Five hours of custom data cuts and
    survey work by senior analysts

Investment: $45,000



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