Annuities Can Make Client Relationships ‘Sticky,’ but Misunderstandings Persist

Almost 78% of financial professionals report that clients have negative preconceptions about annuities, making it more difficult to foster a clearer understanding of their benefits.

Annuities can play an important role in a portfolio, with 91% of annuity-producing financial professionals agreeing that annuities help clients protect against market volatility, and 86% saying they aid in portfolio diversification.

The Nationwide survey of 504 professionals found that 73% of financial professionals who sell annuities believe they aid in client retention, with 81% of top producers (those selling at least 10 annuities in 24 months) finding they make client relationships “stickier.”

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“What might be unexpected to some is the long-term relationship that can be built with clients because of an annuity purchase,” said Rona Guymon, Nationwide’s senior vice president of annuity distribution, in a statement. “We know annuities are complex investment vehicles that sometimes require more explanation and guidance than other solutions. This presents an opportunity for financial professionals to connect with their clients on a deeper level, driving conversations to understand their long-term goals as they work together to build a holistic plan.”

Annuity Misinformation and External Challenges

Despite benefits of including annuities in holistic plans, financial professionals face challenges incorporating them into client portfolios. While 27% of clients own at least one annuity, professionals across all channels (broker/dealer, wirehouse and registered investment advisers) aim for 38%, but face obstacles in reaching this goal.

Clients’ perceptions that annuities are overwhelming (60%) and external factors, such as TV and radio shows and podcasts that often diminish the appeal of annuities (54%), present significant challenges for financial professionals striving to educate clients, the survey found.

These misconceptions are compounded by the fact that 78% of financial professionals report that clients already have negative preconceptions about annuities, making it more difficult to foster a clearer understanding of their benefits. These barriers highlight the complex task of shifting client perspectives and educating them on how annuities can play a vital role in their financial planning, according to Nationwide.

Building Trust Through Educational Conversations

In order to effectively sell annuities, break down misconceptions and build trusting relationships with their clients, financial professionals say they are turning to annuity carriers for help—specifically when it comes to materials they can use to educate their clients. Of respondents to the Nationwide survey, 54% of financial professionals said they are seeking client-facing materials on annuities as a source of guaranteed income, and 43% said they want more on annuities’ role in an overall financial plan.

“Financial professionals should lean on annuity providers for help educating clients on the role annuities can play in their portfolios,” Guymon said.

For example, the market for target-date funds with a guaranteed income annuity component saw several new entrants in 2024, and 2025 is likely to be similar, says Kelby Meyers, CEO and founder of Nestimate Inc., which tracks the in-plan retirement income market.

TIAA announced late last year that it had $50 billion in assets within in-plan annuity target-date offerings, up from $30 billion at the beginning of 2024. These offerings include RetirePlus, a version of which has been available since 2014, and the Nuveen Lifecycle Income Series, launched in mid-2023.

PRT Lawsuits Get Split Rulings in District Courts

A lawsuit against Lockheed Martin over pension risk transfers it conducted with Athene will continue, whereas a similar lawsuit against Alcoa Corp. was dismissed.

District courts issued contrasting opinions on lawsuits against companies for conducting pension risk transfers with insurance company Athene Holding Ltd. or its subsidiaries.

Lockheed Martin Corp.’s motion to dismiss a lawsuit related to two PRTs it conducted with Athene, in 2021 and 2022, was denied by the U.S. District Court for the District of Maryland on Friday. Meanwhile, a lawsuit against Alcoa Corp., also regarding PRTs it conducted with Athene, was dismissed by the U.S. District Court for the District of Columbia on Friday.

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Schlichter Bogard LLP represents the plaintiffs in both cases.

Lockheed Martin

Lockheed Martin transferred its pension liabilities to Athene Annuity and Life Co. and Athene Annuity & Life Assurance Co. of New York on two occasions: on August 3, 2021, when the company transferred $4.9 billion in pension obligations and plan assets for 18,000 beneficiaries, and again on June 27, 2022, when it transferred an additional $4.3 billion in obligations for 13,600 beneficiaries.

The plaintiffs in Konya et al. v. Lockheed Martin, participants in the company’s plan, alleged that Lockheed retained Athene as the annuity provider “in violation of their strict fiduciary responsibilities … [because] Athene was not the safest available option.”

Several of the PRT lawsuits involving Athene, including the one against Alcoa Corp., accuse the insurer of investing in “lower-quality, higher-risk assets” and having “questionable creditworthiness,” posing a risk to retirees. Athene is not named in any of the lawsuits.

In a motion to dismiss, Lockheed argued that the plaintiffs lacked Article III standing and could not point to any concrete, imminent injury that they have suffered as a result of the PRTs. Lockheed also characterized the plaintiffs’ harm as an “inchoate fear” unsupported by adequate facts, but U.S. District Judge Brendan Hurson wrote that the plaintiffs pointed to the collapse of Executive Life Insurance Co. in the early 1990s, which shows the “very real possibility” that Athene’s allegedly high-risk insurance practices pose an imminent harm to retirees.

“The court believes that at this early stage, plaintiffs have adequately alleged facts, if only barely so, sufficient to conclude there is ‘a substantially increased risk’ that Athene will fail and plaintiffs will suffer harm because of it,” Hurson’s opinion stated.

The plaintiffs requested relief by disgorging the sums involved in the “improper transactions,” which the court found would serve their ability to receive their vested retirement benefits. As a result, the court found that the plaintiffs showed sufficient injury-in-fact to establish standing.

The court also noted that while it is rejecting Lockheed’s injury-related challenge at this early stage, subject matter jurisdiction may be challenged “at any time.”

Alcoa Corp. Case

In Camire et al. v. Alcoa USA Corp., et al., the U.S. District Court for the District of Columbia found that the plaintiffs’ monthly annuity payments have not been affected by the PRT transactions with Athene, and they did not suffer actual harm that would confer standing.

“Plaintiffs cannot escape the requirement to show that they have suffered an actual harm by framing their claim as a violation of contractual rights; they must still show that the transfer of their contractual rights concretely harmed them in some way,” U.S. District Judge Loren Alikhan’s opinion stated.

A spokesperson from Athene commented, “As we have consistently maintained, these are frivolous claims without merit, driven by predatory trial lawyers targeting the pension risk transfer industry as a whole. We believe that the court in Alcoa got it right – that the plaintiffs’ claims have no merit. A judge in a separate decision repeatedly called into question whether the plaintiffs would ultimately succeed on their claims. Independent insurance experts recognize the facts: Athene is a safe and secure annuity provider with a fortress balance sheet with $31 billion of regulatory capital and strong credit ratings.”

Lockheed Martin and Alcoa Corp. did not immediately respond to requests for comment.

Earlier this year, the ERISA Industry Committee, American Benefits Council and the Committee on Investment of Employee Benefit Assets Inc. filed an amicus brief, encouraging the dismissal of a similar lawsuit against Bristol-Myers Squibb Co. over a PRT it conducted in 2019 with Athene.

The industry groups argued that the plaintiffs lack standing and the continuation of the case threatens a “surge in frivolous litigation.”

The case against Bristol-Myers Squibb is still ongoing, and many industry groups continue to file amicus briefs in support of the company’s motion to dismiss.

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