05.08.25

Annuity Competition Pushes Issuers To Stand Out

by: Allison Bell

Lincoln Financial CEO Ellen Cooper talked about the impact of competition on annuity issuer product and strategy creativity during a conference call with securities analysts. Cooper said Lincoln avoids price wars by focusing on earnings, not revenue growth, and by operating in "walled gardens," or sectors where the number of products on the shelf is limited. Lincoln is also adding unique features, such as new indexed annuity crediting rate strategies, to help it compete based on something other than price, Cooper said.

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