Saltzman Associates Releases 2026 Annual Annuity Program Survey: Inside the Playbook for Institutional Annuity Distribution

As annuity demand accelerates, a new study offers institutional distributors and carriers a clearer view of how the industry's biggest players run their programs.

Saltzman Associates has published the 2026 Edition of its Annual Annuity Program Survey: Composite Group, presented by Vice President Todd Giesing. Drawing on data collected since 2024 across 25+ banks and broker-dealers & RIAs, the report delivers a rare, firm-level look at how annuity programs operate inside institutional distribution — and gives carriers, distributors, and product teams a benchmark to measure themselves against.

With individual annuity demand surging in today's rate environment, the report arrives at a moment when understanding distribution mechanics has never been more valuable.

  

What the Data Reveals

Across the institutional landscape, a few clear themes emerge:

• Programs are lean and increasingly professionalized — run by focused teams that balance sales, operations, and product management.

• Technology is now the price of entry, with digital platforms, e-signature, and in-force management tools reshaping how advisors and firms operate.

• Governance is tightening, as firms sharpen due diligence on carrier partners and bring more discipline to compensation practices.

• Momentum is building, with many firms actively looking to expand their carrier and product lineups in the year ahead.

Why It Matters

For carriers, the report is a roadmap to what wins shelf space: product features, wholesaling models, technology integration, and financial strength. For distributors, it's a mirror — a way to benchmark staffing, participation rates, and governance against peers. For the industry, it's a clear signal that annuity distribution is maturing into a technology-driven, compliance-forward discipline.

About the Report

The Institutional Distributor Annuity Program Report is an annual benchmarking tool covering wirehouses, national and regional broker-dealers, independent broker-dealers, bank and credit-union broker-dealers, RIAs, and third-party investment programs. Participating firms include Morgan Stanley, Wells Fargo, Raymond James, Ameriprise Financial, RBC, Stifel, Truist, and more than two dozen others.

Learn more: www.saltzmanassociates.com/research

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About Us

About Todd Giesing

As Vice President at Saltzman Associates, Giesing focuses on business development, partnerships, and strategic growth initiatives for the firm. Giesing also serves as a co-moderator and content creator for the very popular series of Saltzman Associates Roundtables. Todd will provide consulting services, oversee the firm’s annuity benchmarking studies, and lead various research projects.

As a respected thought leader in the industry, Todd has overseen U.S. and Canadian annuity benchmarking programs, U.S. and Canadian annuity forecasting programs, and numerous annuity-related research projects. Todd has also been a frequent speaker at industry events. An accounting graduate of Eastern Connecticut State University, Giesing has also served as a financial advisor and annuity wholesaler.

About Saltzman Associates

Saltzman Associates is a strategic marketing consultancy providing consulting services and solutions to institutional distributors and underwriters of investment and insurance products.

We work with banks, credit unions, broker-dealers, RIAs, investment banks, insurance companies and related financial services companies to provide services including market intelligence, business development, marketing, and product development. Whether the need is information-based consulting, due diligence, or identifying new opportunities, we can help you identify the most profitable strategies, resources, and programs.

Learn more: www.saltzmanassociates.com

Important Information

The material herein has been provided to you for informational purposes only. This material is the property of Saltzman Associates, LLC, and may not be shared without the written permission of Saltzman Associates, LLC. No part of this material may be reproduced in any form or referred to in any other publication without the express written permission of Saltzman Associates. Any unauthorized attempt by any person or entity to copy, distribute or transmit this information without authorization will subject such person or entity to legal enforcement action. This research is confidential and not intended for upload to any artificial intelligence platform without explicit written permission from of Saltzman Associates, LLC.  The information contained herein has been obtained from sources believed to be reliable; however, Saltzman Associates, LLC does not guarantee accuracy or completeness.

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