Athene Extends Annuity Sales Lead for Third Straight Year
Event summary
- Athene ranked #1 in LIMRA’s 2025 U.S. Retail Annuity Survey for the third consecutive year.
- Total fixed annuity sales reached nearly $33B, with $17B from fixed-rate deferred and $15B from fixed indexed annuities.
- Industry-wide annuity demand hit $465B in 2025, driven by aging demographics and strong returns relative to other guaranteed products.
The big picture
Athene’s continued leadership in annuity sales underscores the growing need for reliable retirement income solutions. The company’s dominance is supported by strong industry-wide demand, fueled by demographic shifts and favorable returns compared to other investment options. As the largest provider of fixed annuities, Athene’s performance reflects broader trends in financial security planning.
What we're watching
- Market Sustainability
- Whether Athene can maintain its dominance amid increasing competition in the retirement solutions space.
- Regulatory Shifts
- How evolving regulations on annuity products may impact sales growth and product offerings.
- Demographic Trends
- The pace at which aging populations will continue to drive demand for guaranteed retirement income solutions.
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