Who Buys Annuities and Who is Likely to Buy Them

Who Buys Annuities And Who Is Likely To Buy Them? (June 2012)

Marketing annuities is increasingly more challenging due to depressed interest rates, constrained living benefits, and disappearing underwriters. Despite these challenges, there are still consumers who may be interested in annuities and who even say they are likely to invest in annuities in the coming months. Wouldn’t it be helpful if you could identify these consumers and target them for referral and lead generation campaigns?


Now you can, thanks to a study from KBR&C. We analyzed data from the MacroMonitor Survey, the gold standard of consumer financial surveys, to identify the characteristics of who buys fixed or variable annuities and who is likely to buy them in the near future.



Using the rich MacroMonitor database, we profile annuity-disposed customers in terms of key demographic and financial data such as:

  • Age, income, education, employment, and ethnicity
  • Life stage total financial assets checking account and savings account balances
  • Preferences and attitudes
  • Primary financial institution
  • Preferred financial institution
  • Products used at primary bank or credit union
  • Views toward financial advisors

This study allows banks and credit unions to leverage their customer relationships by understanding what banking products likely annuity buyers use now. The study also provides guidance on messages and positioning that can increase the probability of engaging with customers who are receptive to buying an annuity once you have identified them.

Who Buys Annuities, and Who Is Likely to Buy Them? will enable you to use the information you have about your customer base or the general population to target annuity-disposed consumers and tailor messages that will get them to engage with you about the benefits of annuities.







This study was published under Kehrer Bielan Research & Consulting’s previous name. You will see references to Kehrer Saltzman & Associates / “KSA” throughout the text.