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Case Study

Designed to Sell

Challenge

In 2004 and 2005, the lone growth segment of the annuity industry was Equity Indexed Annuities. A large, mutually owned financial protection, accumulation, and income management company developed an annuity product they believed offered the perfect balance of growth potential and principal protection for the current market. Would consumers agree?

Solution

The company turned to LIMRA’s Custom Research group to assess the product’s appeal with consumers. Using product and research experts, LIMRA successfully completed a series of six focus groups across the country. LIMRA’s skilled focus group experts helped the average investor understand the product design and also express their design preferences. The result was near universal preference for the new product design.

Impact

Confident in the results of the research, the company successfully developed and launched the product to overwhelming acceptance in the market.

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