Advisor Trust Index: Measuring Confidence in Annuity Carriers

The Advisor Trust Index provides a quantitative measure of how financial advisors across the United States trust and evaluate annuity carriers. It captures advisors’ attitudes, perceptions, and the relative importance of the key elements that influence their business decisions.

Pulse Logic developed the Index by engaging directly with the advisor community. We began with open conversations involving a broad mix of Registered Investment Advisors (RIAs), commission-based advisors, and hybrid practitioners. These discussions revealed which carrier attributes advisors value most and how those priorities shape their recommendations and partnerships.

Notably, hybrid advisors demonstrated trust patterns that often align closely with their approach to meeting individual client needs—highlighting the nuanced, client-centric nature of trust in annuity distribution.

Building on these insights, Pulse Logic conducted structured interviews to refine and weight the specific factors that contribute to trust. With this foundation in place, we launched a national survey to capture broader advisor sentiment and quantify the data necessary to construct the Index. The survey was conducted in July, August, and September 2025.

To enhance the depth and reliability of the findings, Pulse Logic also performed extensive online research, integrating additional data to strengthen the final Index.

All participating advisors met rigorous qualification criteria: each had placed at least six annuities with two or more carriers within the past 12 months, ensuring that every response reflects the perspective of experienced, active professionals.

The Advisor Trust Index offers carriers a data-backed lens into advisor sentiment—helping them understand what drives trust, loyalty, and long-term business success in today’s evolving annuity marketplace.