Lincoln Financial Tops DALBAR Rankings for Annuity Illustrations for Seventh Straight Year
Event summary
- Lincoln Financial earned DALBAR's Pyramid of Communications Excellence for annuity illustrations, scoring 88.80—7.75 points above the nearest competitor and 15.91 points above the industry average.
- The company has held the top spot since 2020 after redesigning its annuity illustrations with a cleaner layout, client-friendly language, and more engaging visuals.
- DALBAR reviewed 11 leading annuity firms, evaluating overall design and contract detail display.
- Lincoln Financial's illustrations feature intuitive labeling, annotations, and a key terms page to enhance client understanding.
The big picture
Lincoln Financial's consistent dominance in DALBAR's rankings underscores the strategic importance of clear, engaging annuity illustrations in a competitive market. As customer needs evolve, firms that prioritize intuitive design and transparency in complex financial products are likely to gain an edge. The recognition also highlights the role of market research firms like DALBAR in setting industry standards for communication excellence.
What we're watching
- Competitive Differentiation
- How Lincoln Financial's sustained leadership in annuity illustrations will impact its market share and advisor preference.
- Regulatory Compliance
- Whether the emphasis on client-friendly language and visuals aligns with evolving regulatory expectations for transparency.
- Innovation Pace
- The pace at which competitors adopt similar design and communication strategies to close the gap.
Related topics