Sales for all types of annuities were $117.0bn in the third quarter of 2025, up 1.8% from the previous quarter and up 1.5% year-over-year, according to the 113th edition of Wink’s Sales & Market Report. Athene USA ranked first in overall annuity sales, with a 9.1% market share, followed by Jackson National Life, Corebridge Financial, and New York Life. The report includes sales data from 139 life insurers.
Deferred annuities
In a second consecutive record-setting period, third quarter sales for all deferred annuities were $113.2bn, up 1.4% from the previous quarter and up 2.0% year-over-year. Deferred annuities include all but income annuities.
Athene USA ranked first in deferred annuity sales, with a market share of 9.4%, followed by Nationwide, Jackson National Life, Corebridge Financial, and Allianz Life. Nationwide’s Secure Growth 5-Year, a multi-year guaranteed rate annuity (MYGA) annuity, was the top-selling deferred annuity in the third quarter, for all channels combined.
Total third quarter sales for non-variable deferred annuities (MYGAs, traditional fixed-rate annuities, and fixed indexed annuities, or FIAs) were $75.6 billion. Sales were down 2.9% from the previous quarter and down 5.1% year-over-year.
Athene USA ranked first in sales of non-variable deferred annuities, with a 13.5% market share, followed by Corebridge Financial, Nationwide, Massachusetts Mutual Life Companies, and Allianz Life. Nationwide’s Secure Growth 5-Year MYGA, was the quarter’s top-selling non-variable deferred annuity, for all channels combined.
Total third quarter variable deferred annuity sales were $37.5 billion, up 11.7% from the previous quarter and up 20.3% year-over year. Variable deferred annuities include structured annuity (RILAs) and traditional variable annuities.
Jackson National Life was first in variable deferred annuity sales, with a market share of 16.1%, followed by Equitable Financial, Lincoln National Life, Allianz Life, and Brighthouse Financial. Jackson’s Perspective II Flexible Premium Variable & Fixed Deferred Annuity was the top-selling variable deferred annuity in the quarter, for all channels combined.
Income annuities
Total income annuity sales in 3Q2025 were $3.8 billion, up 15.3% from the previous quarter and down 10.7% year-over-year. Income annuities include single-premium immediate annuities (SPIAs) and deferred income annuities (DIAs).
New York Life was the top-seller of income annuities with a 41% market share, followed by Massachusetts Mutual Life Companies, USAA, Nationwide, and Western-Southern Life Assurance Company.
© 2025 RIJ Publishing LLC.
