Total annuity sales increased 4% to $119.3 billion in the third quarter of 2025, setting yet another quarterly sales record, LIMRA reported. This marks the eighth consecutive quarter of $100+ billion in sales.
Year-to-date annuity sales totaled $345 billion, up 4% year-over-year. This is the highest total ever recorded in a nine-month period, according to preliminary results from LIMRA’s U.S. Individual Annuity Sales Survey., which represents 89% of the total U.S. annuity market.
“Registered annuity products – traditional variable annuities and registered index-linked annuities – posted double-digit growth, contributing to the overall growth in quarterly sales. Despite continued market volatility, the equity market’s overall performance attracted investors looking to counter persistent inflation,” said Bryan Hodgens, senior vice president and head of LIMRA research. “Although the Federal Reserve’s expected interest rate cuts will likely continue to dampen fixed annuity sales gains, LIMRA is projecting annuity sales to surpass $450 billion in 2025.”
“Consistently, LIMRA research finds a majority of consumers worry about running out of money in retirement. For Generation X consumers — who are less likely than older generations to have a pension — nearly 6 in 10 are concerned about outliving their savings,” said Hodgens. “While recent favorable economic conditions have helped to double annuity sales over the past five years, LIMRA believes consumers’ greater understanding of the value of guaranteed income will keep demand relatively steady, regardless of shifting economic conditions. The Alliance for Lifetime Income by LIMRA will continue the mission of helping Americans understand the role annuities play in achieving financial security in retirement.”