Pulse Logic - Advisor Trust Index: Annuities

The Advisor Trust Index measures the level of trust financial advisors place in annuity carriers. It captures advisors’ attitudes, perceptions, due diligence practices, and overall experience with these carriers.

Research Approach

We began the study with open-ended conversations involving a diverse range of advisors — including Registered Investment Advisors (RIAs), commission-based advisors, and those operating hybrid practices. These discussions helped identify the key factors advisors consider during due diligence and the relative importance of each.

Next, we conducted a series of structured interviews to refine and weight these trust elements based on advisors’ feedback.

Building on these insights, we launched a comprehensive survey distributed widely across the advisor community. The survey was fielded during July, August, and September and remains open for ongoing participation. Pulse Logic updates the index quarterly, incorporating data collected in the prior quarter.

In addition to survey responses, we performed extensive online research to enhance and validate the index with supplementary data sources.

Index Construction

Each advisor’s evaluation is scored across the identified trust elements, which are then aggregated into a composite scores for each of the 24 largest annuity carriers. These company scores are further weighted by their previous year’s market share to generate the overall industry index.

Subscriber Deliverables

Carriers subscribing to the index receive:

• Detailed insights into the drivers of advisor trust and loyalty

• Composite scores for all participating companies

• Separate scoring for RIAs and commission-based advisors

• A breakdown of carrier strengths and weaknesses as reported by advisors

• Analysis linking trust levels to business outcomes

• Quarterly tracking of each carrier’s trust score evolution, reflecting the impact of strategic initiatives and market dynamics

Publication and Participation

The index is published quarterly, incorporating the most recent data, advisor interviews, and supplemental research.All participating advisors must have placed at least six annuities with two or more carriers within the previous 12 months.

ATI Annuities: Carriers Included:

• Pacific Life

• Mass Mutual

• USAA

• Allianz

• New York Life

• Prudential

• Jackson National

• Nationwide

• Sammons Financial

• TIAA

• Equitable

• Corebridge

• American Equity

• Brighthouse

• Lincoln Financial Group

• RiverSource

• Athene

• Fidelity and Guarantee

• Global Atlantic

• Symetra

• Delaware Life

• Western and Southern

• American National

• Security Benefit

For more information, please contact Ken Cochrane, kcochrane@pulse-logic.com