How to sell annuities
April 17, 2026
As financial professionals, we know that annuities can be an effective piece of the retirement puzzle. According to LIMRA, 2024 retail annuity sales topped $432 billion, and total sales increased 12% year-over-year.1
But how can you empower clients with the education and guidance necessary to best incorporate annuity products into their retirement strategy?
And when is the right time to bring annuities into the retirement conversation?
In this article, we’ll cover annuities and their variety of benefits, how they might fit into your clients’ financial plans, and what is required to sell them.
Regardless of your time or experience as a financial professional, we’re proud partners in your success, providing a range of annuities and tools that can help add value to your practice. And, if you’re interested in exploring Jackson annuities for your clients, consider getting professionally appointed with us.
Annuity benefits your clients can trust
Annuities can be suitable for a variety of retirement planning goals, and may provide an opportunity for growth and income protection that can last a lifetime.
When discussing suitability, topics often covered with clients may include income protection options, asset growth potential, tax-deferred* growth and legacy planning. We're here to support you in those new and ongoing retirement planning conversations.
When we consider that total U.S. retirement assets were over $45 trillion in the second quarter of 2025,2 the financial industry is robust, and your clients can benefit from your professional guidance. Jackson delivers that for our financial professional partners with diverse† annuity products and superior service. We empower your business with reduced client confusion and decades of reliable expertise.
A variety of annuity products are available tailored to the goals and suitability needs desired by consumers, both approaching and during retirement. Options include:
- Variable annuities – Provide for customized client asset allocation across a range of investment options‡ for potential growth in the broader securities market.
- Registered index-linked annuities – Designed to offer multiple index options, protection levels and other ways to pursue growth.
- Fixed index annuities – Designed for increased potential returns based on the performance of an index and/or a fixed account, where your clients can depend upon no loss, even when the index is negative.
- Fixed annuities – Allows your clients to avoid market losses and assure a return on their investment with a guaranteed interest rate.
Our team at Jackson can help you do right by your clients, by doing right by you.
How to start selling annuities
If you are new to selling annuities, step one is to obtain a life insurance license in the state where you intend to do business with clients. However, to sell investments such as variable annuities—which offer greater income potential but also involve increased market risk—you will need to become a financial advisor in the state where you want to do business.
Usually your state will require testing or an exam to determine your understanding of the insurance industry.
From there, become the expert that clients will want to build a relationship with. Put in the time to dig deep into the industry, stay on top of annuity trends and connect with professional annuity organizations.
Lastly, get appointed with carriers that offer the products and support you will need to provide professional guidance to your clients. That’s where Jackson comes in.
World-class service you and your clients can depend upon
When it comes to answering your client questions and offering assistance with care and clarity, our Customer Care Center is one of the best in the annuity industry.3
- Highest Customer Service – Financial Industry Award: Highest first call response rating in each specific industry/sector
- World Class First Call Resolution (FCR) Certification: At least 80% of issues are resolved on the first call
- Same-Day Servicing: For all your new business cash and variable annuity/registered index-linked annuity financial post issue requests
We also offer financial professionals like you the financial tools, products and conversational resources to help—with transparency and exceptional professional support. We are committed to helping you do what you do best: working with clients to understand their unique financial needs, and to help them pursue and achieve the retirement journey of their dreams.
Fee-based annuity solutions
We offer your business a fresh perspective for a fee-based advisory relationship. Our fully-licensed concierge team§ of professionals can assist you and your clients with access to our commission-free annuity advisory services. Each comes with digital RIA management capabilities such as a flexible fee-billing platform, RIA/IAR contract management and RIA technology data integrations.
Annuity resources and education
We are committed to providing financial and retirement support as you need it and on your own business schedule. We do this a number of ways—one of which is to provide a digital financial planning strategy that makes it easy for you to help clients pursue better retirement outcomes.
Whether you’re looking for educational information, a retirement calculator, view beneficiaries and performance or connect with your client’s unique situation with an annuity, we’ve got you covered:
- Explore our client conversation resources
- Become a Jackson appointed annuity professional
- Access robust financial tools for your business needs
For more information on how we can help you assist clients and grow your business, contact us or check out our frequently asked questions page.
We'd like to start working with you today
If you're interested in exploring Jackson annuities for your clients, consider getting appointed with us. Or, if you already do business with us, quickly locate your Jackson wholesaler.
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Dig into our best reads that could aid your next client conversation or where to take your business next.
*Tax deferral offers no additional value if an IRA or qualified plan, such as a 401(k), is used to fund an annuity and may be found at a lower cost in other investment products. It also may not be available if the annuity is owned by a legal entity such as a corporation or certain types of trusts.
†Diversification does not assure a profit or protect against loss in a declining market.
‡Select up to 99 investments and adjust options or allocations up to 25 times each contract year without transfer fees. To prevent abusive trading practices, Jackson restricts the frequency of transfers among variable investment options including trading out of and back into the same subaccount with a 15-day period.
§The concierge team operates as part of Jackson National Life Distributors LLC (“JNLD”). JNLD is a wholly owned subsidiary of Jackson National Life Insurance Company (collectively, with its affiliates “Jackson”) and distributes annuities issued by Jackson. JNLD’s primary activities involve the distribution of annuities, insurance, and mutual funds issued by Jackson and its affiliates through financial intermediaries. JNLD offers limited brokerage services and makes recommendations to retail investors who are referred to it by fiduciaries such as trust companies and registered investment advisers. JNLD and its concierge team’s financial professionals are not a fiduciary with respect to the recommendations and do not maintain a fiduciary relationship with your clients. JNLD does not make investment decisions for your clients or provide ongoing investment advice, monitor investments, or hold customer accounts or assets. JNLD forwards your client’s product application to Jackson, the insurance carrier. Your client’s investment is held direct by Jackson, not in an account at JNLD. Upon acceptance of the application by Jackson, JNLD’s relationship with your client ends.
1. LIMRA, "LIMRA: 2024 Retail Annuity Sales Power to a Record $432.4 Billion," January 28, 2025.
2. ICI, "Release: Quarterly Retirement Market Data, Second Quarter of 2025," September 18, 2025.
3. SQM (Service Quality Measurement Group) Call Center Awards Program for 2004 and 2006 -2025. (Criteria used for Call Center World Class FCR Certification is 80% or higher of customers getting their contact resolved on the first call to the call center (FCR) for three consecutive months or more.)
Annuities are long-term, tax-deferred vehicles designed for retirement and are insurance contracts. Variable annuities and registered index-linked annuities involve investment risks and may lose value. Earnings are taxable as ordinary income when distributed. Individuals may be subject to a 10% additional tax for withdrawals before age 59½ unless an exception to the tax is met.
Before investing, investors should carefully consider the investment objectives, risks, charges, and expenses of the variable annuity and its underlying investment options. The current contract prospectus and underlying fund prospectuses provide this and other important information. Please contact your financial professional or the Company to obtain the prospectuses. Please read the prospectuses carefully before investing or sending money.
Jackson, its distributors, and their respective representatives do not provide tax, accounting, or legal advice. Any tax statements contained herein were not intended or written to be used and cannot be used for the purpose of avoiding U.S. federal, state, or local tax penalties. Tax laws are complicated and subject to change. Tax results may depend on each taxpayer’s individual set of facts and circumstances. Clients should rely on their own independent advisors as to any tax, accounting, or legal statements made herein.
Guarantees are backed by the claims-paying ability of Jackson National Life Insurance Company or Jackson National Life Insurance Company of New York. For variable annuities, guarantees do not apply to the principal amount or investment performance of a variable annuity’s separate account or its underlying investments. They are not backed by the broker/dealer from which this annuity contract is purchased, by the insurance agency from which this annuity contract is purchased or any affiliates of those entities, and none makes any representations or guarantees regarding the claims-paying ability of Jackson National Life Insurance Company or Jackson National Life Insurance Company of New York.
The latest maturity date or income date allowed under an annuity contract is age 95, which is the required age to annuitize or take a lump sum. Please see the prospectus for important information regarding the annuitization of a variable annuity contract.
Annuities are issued by Jackson National Life Insurance Company (Home Office: Lansing, Michigan) and in New York by Jackson National Life Insurance Company of New York (Home Office: Purchase, New York). Variable annuities and registered index-linked annuities are distributed by Jackson National Life Distributors LLC, member FINRA. These products have limitations and restrictions. Discuss them with your clients or contact Jackson for more information.
Jackson® is the marketing name for Jackson Financial Inc., Jackson National Life Insurance Company®, and Jackson National Life Insurance Company of New York®.