Annuity Sales Trends 2026: What LIMRA Data Means for You
Updated October 2026
Short answer: Annuity sales trends remain near record levels. LIMRA reports U.S. annuity sales hit a record $464.1 billion in 2025, up 7%, with fixed indexed annuities at a record $127.9 billion. First-half 2026 sales reached $228.7 billion, up 1%. Fixed-rate deferred demand cooled as volatility eased, while SPIAs ($4.1 billion) and RILAs ($23.3 billion) set quarterly records in Q2 2026.
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The headline numbers: 2025 and the first half of 2026
LIMRA published final 2025 figures on March 23, 2026, and second-quarter 2026 results on September 8, 2026. Here is how the major categories line up.
| Category | 2025 full year | 2026 data point |
|---|---|---|
| Total U.S. annuity sales | $464.1B, up 7%, a record | H1: $228.7B, up 1%; Q2: $121.2B |
| Fixed indexed annuities (FIA) | $127.9B, a record and the 5th straight year of growth | H1: $57.4B |
| Fixed-rate deferred | $165.3B | H1: $77.4B |
| Single premium immediate annuities (SPIA) | $14.4B | Q2: a record $4.1B |
| Deferred income annuities (DIA) | $4.8B | — |
| Registered index-linked annuities (RILA) | $79.5B, a record | Q2: a record $23.3B |
| Traditional variable annuities | $63.1B | — |
Q2 2026 was the 11th consecutive quarter with total sales above $100 billion, and LIMRA called the first half a new first-half record.
Key terms
- Fixed-rate deferred: Annuities that credit a declared rate, including multi-year guaranteed annuities (MYGAs).
- FIA: A fixed annuity whose interest is linked to an index, with credited interest that can't fall below zero.
- SPIA and DIA: Income annuities that start payments right away (SPIA) or on a chosen future date (DIA).
- RILA: An index-linked annuity that is a security regulated by the SEC and can credit negative returns within set limits.
What drove the 2025 record
LIMRA pointed to favorable economic conditions, broader distribution and growing investor demand for protected lifetime income. Fixed-rate deferred remained the largest category at $165.3 billion, and FIAs grew for a fifth straight year.
For independent insurance producers, that's the core takeaway. The two biggest categories in a record year, fixed-rate deferred and fixed indexed, are the products you already sell. Demand for protection and guaranteed income is broad, not a niche.
Why fixed-rate deferred annuity sales cooled in 2026
Fixed-rate deferred sales totaled $77.4 billion in the first half of 2026. LIMRA said demand weakened as volatility eased and the flight to safety faded, though rising crediting rates helped sales in the second quarter.
What it means for producers:
- When fear fades, MYGA buyers become rate shoppers. Track rates across carriers daily so you're quoting the current market, not last month's.
- Talk term, liquidity and renewal terms, not only headline rate.
- Watch your existing book. Contracts sold in earlier years will reach the end of their guarantee periods, and those clients need a review.
- Know the comp. On the BetterAnnuityComp.com grid, MYGA starting comp typically runs around 1% to 3.5% depending on term and age.
FIAs: still a core product, more rate-sensitive
FIA sales were $57.4 billion in the first half of 2026. LIMRA noted that cap rates slightly below year-ago levels limited year-over-year growth, while rising caps helped sales improve from the first quarter to the second.
For producers, that means product selection matters more. Compare caps and participation rates across carriers, match the crediting strategy to the client and lead with what an FIA does well: principal protection from index losses, growth potential and optional lifetime income through income riders. Our fixed indexed annuities page covers how we approach the category.
Income annuities: a record SPIA quarter
SPIA sales reached a record $4.1 billion in Q2 2026, after $14.4 billion for full-year 2025. DIA sales were $4.8 billion in 2025. LIMRA said higher rates and an aging population nearing retirement are making income annuities more attractive and could push demand higher.
- Quote SPIAs across carriers. Payout pricing differs, and comparison software makes the spread obvious.
- Use income annuities for specific jobs: covering a fixed expense floor or bridging to a later Social Security claim.
- On our grid, SPIA starting comp is commonly 1.5% to 3.75%. See immediate annuities for more.
RILA growth and what it means for insurance-only producers
RILAs posted a record $79.5 billion in 2025 and a record $23.3 billion in Q2 2026. The SEC's investor education site describes a RILA as a type of indexed annuity that is a security, regulated by the SEC, and notes that unlike a fixed indexed annuity, a RILA can lose money. FINRA has noted that the SEC's Regulation Best Interest applies when broker-dealers recommend RILAs, and it has flagged exchanges into RILAs made without a reasonable basis.
If you're insurance-only, you'll meet clients who have been shown a RILA. Be ready to explain the difference plainly: an FIA's credited interest can't go below zero, while a RILA can credit negative returns within limits the insurer sets, in exchange for different upside terms. Don't present or recommend registered products unless you hold the securities licensing to do so.
What 2026 annuity sales trends mean for producers
- Carry a full fixed shelf. Demand rotates between fixed-rate, indexed and income products as markets change. A one-category practice rides every swing.
- Lead with income. Income annuities and income riders answer the core retirement question: will my money last?
- Tighten the back end. Busy markets expose slow case handling. Pre-submission review keeps cases moving.
- Know your comp by product. Up-front, trail and age-banded structures differ by carrier. Our guide to annuity commissions explains them.
- Document exchanges. Any replacement needs a clear best-interest rationale under state rules.
How to use these trends in client conversations
Industry sales data won't close a case, but it can frame one. Clients often hear that annuities are a fringe product. Record totals in 2025 and a record first half in 2026 tell a different story, and they're from an independent industry research source rather than a carrier brochure.
- Use the numbers to open the topic, then move quickly to the client's own goals.
- Cite the source and date whenever you quote a figure.
- Never imply that popularity makes a product right for a specific client.
- Keep any market commentary in your materials compliance-approved.
All sales figures above are as reported by LIMRA in the releases listed below.
Frequently asked questions
Can BetterAnnuityComp.com beat my current annuity commission?
That is our sole job: no matter your current commission level, if you meet our minimum requirements (solo producers have none), you automatically get higher commission than where you are today. Starting comp is for every producer, including new producers with no experience, and there is no production minimum. If you have strong production to show, we contract you above our starting comp, and established agencies, financial advisors and financial firms, and healthcare agencies can earn above it too. Submit your application, schedule a Zoom and share your current commission levels by carrier. We compare them carrier by carrier and contract you above them, with full back office support, case management, carrier contracting and sales tools included.
How much were U.S. annuity sales in 2025?
LIMRA's final figures show total U.S. annuity sales of $464.1 billion in 2025, up 7% and a record. Fixed indexed annuities set a record at $127.9 billion.
Are annuity sales up or down in 2026?
Up slightly. LIMRA reports first-half 2026 sales of $228.7 billion, up 1%, with Q2 2026 at $121.2 billion, the 11th consecutive quarter above $100 billion.
Why did fixed-rate deferred annuity sales cool in 2026?
LIMRA attributed it to easing market volatility and a fading flight to safety. Fixed-rate deferred sales totaled $77.4 billion in the first half of 2026.
Which annuity types set records in 2026?
According to LIMRA, SPIAs set a quarterly record of $4.1 billion and RILAs set a quarterly record of $23.3 billion in Q2 2026.
What should independent producers do with this data?
Keep a shelf that covers fixed-rate, fixed indexed and income annuities, track rates across carriers, lead with income planning and keep exchange recommendations documented and in the client's best interest.
Sources
- LIMRA — Final U.S. retail annuity sales set new sales high, totaling $464.1 billion in 2025 (March 23, 2026)
- LIMRA — U.S. annuity sales reach $121.2 billion in the second quarter of 2026, setting a new first-half record (September 8, 2026)
- Investor.gov (SEC) — Annuities
- Investor.gov (SEC) — Registered index-linked annuity (RILA)
- FINRA — 2025 Annual Regulatory Oversight Report: Annuities securities products
Position your practice for where the market is going. BetterAnnuityComp.com works to beat your current annuity commission — starting comp has no experience requirement and no production minimum, and strong producers are contracted higher — across fixed indexed, MYGA, SPIA, DIA and income-rider products, plus real-time rate tracking and case management. Solo producers can apply here, agencies can use the agency application, and you can browse the annuity carrier list. See how we beat your current commission.