Advisor Brandscape

To win and keep advisors’ business, asset managers need to know how their brand is perceived in the market and must 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, Variable Annuity Brandscape tracks the attitudes and behaviors of advisors. 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
variable annuity providers.


The report will enable 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\



  • 1,100 advisors representing all advisor channels and AUM (RIAs, national wirehouse brokers, regional brokers, independent planners and bank
  • Web-based survey
  • Stratified sample to allow for subgroup analysis by AUM, distribution channel, product usage and other key variables


Subscription Details

Publication Date: December 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

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


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