Best’s Market Segment Report: AM Best Maintains Stable Outlook on US Life/Annuity Insurance Segment

AM Best has maintained its market segment outlook for the U.S. life/annuity insurance segment at stable, supported by strong capitalization across the industry, robust top-line growth in core lines of business and consistent profitability trends.

In its Best’s Market Segment Report, “Market Segment Outlook: US Life/Annuity,” AM Best states that the life/annuity segment has benefited from favorable interest rates in recent years after an extended period of low rates in which companies were forced to invest premiums in somewhat riskier, higher yielding assets, to meet policyholder guarantees. Further rate cutting could place some pressure on sales of fixed products but benefit persistency levels and assets under management in the near to medium term. Also, with advances in digitalization, expenses are likely to increase moderately as companies seek to implement various initiatives.

Top-line trends continue to be bolstered by favorable interest rates, resulting in record-high sales of individual annuities, which includes fixed index annuity products and strong registered indexed-linked annuities (RILAs) sales. Growing market demand is further supported by the needs of the overall aging population; however, products will need to continue to modernize. Life insurance sales have moderated in 2024 and will likely continue to do so in 2025 following a surge in sales during the COVID-19 pandemic.

“Many life/annuity insurers have demonstrated innovative and value-added product design, introducing products to gain or maintain market share,” said Kate Steffanelli, associate director, AM Best. “The popularity of hybrid annuities, combining life insurance and annuity features, is likely to continue, as well as variable annuities with guaranteed minimum income benefits due to their potential for growth and income.”

According to the report, private equity- and asset manager-backed insurers are playing a pivotal role in funding the life/annuity segment’s growth by investing in innovative technology, expanding distribution channels and enhancing operational efficiencies. As companies in this segment adapt to changing consumer preferences and regulatory landscapes, these firms provide capital and strategic expertise, enabling life/annuity providers to develop more personalized products, leverage data analytics for better risk assessment and improve customer engagement through digital platforms.

There remains a need for some life/annuity insurers to reinsure legacy liabilities, taking advantage of third-party expertise to more efficiently manage capital. A material uptick in reinsurance activity has occurred in recent years to strengthen capital and manage reserves. AM Best continues to monitor companies with large blocks of legacy business, as well as those that are ceding material blocks.

“The life/annuity segment is expected to experience a period of consolidation and growth in 2025. Companies may face challenges in the near term, but for those that have proven themselves nimble, there may be advantages. The long-term outlook for the industry remains good, driven by the aging population and its need for financial security,” said Jacqalene Lentz, director, AM Best.

To access the full copy of this report, please visit http://www3.ambest.com/bestweek/purchase.asp?record_code=349236.

To view a video with AM Best Associate Director Kate Steffanelli about the market segment outlook for the U.S. life/annuity insurance segment, please visit http://www.ambest.com/v.asp?v=outlookla1124.

Leading AM Best analysts will review 2025 market segment outlooks for the U.S. insurance industry’s major segments, the global reinsurance industry and the delegated underwriting authority enterprises (DUAE) segment in an online briefing scheduled for Tuesday, Dec. 10, 2024, at 10 a.m. (EST). To register for the complimentary briefing, please go to http://www.ambest.com/conference/USMB2025.

To view current Best’s Market Segment Outlooks, please visit http://www.ambest.com/ratings/RatingOutlook.asp.

AM Best is a global credit rating agency, news publisher and data analytics provider specializing in the insurance industry. Headquartered in the United States, the company does business in over 100 countries with regional offices in London, Amsterdam, Dubai, Hong Kong, Singapore and Mexico City. For more information, visit www.ambest.com.

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