According to LIMRA, total U.S. annuity sales reached $121.2 billion in the third quarter of 2025, marking the eighth consecutive quarter with sales above $100 billion. Year to date, annuity sales totaled $347.0 billion, reflecting continued growth and highlighting the companies that entered 2026 with the strongest market presence.
The Most Popular Annuity Providers Overall
| Company | Annuity Sales Year-to-Date (Q3 ‘25) |
| Athene | $26.8 billion |
| New York Life | $24.8 billion |
| Corebridge | $20.6 billion |
The top twenty annuity companies accounted for 74% of total industry sales through Q3 2025. Higher interest rates and the growing ranks of retirees have helped keep annuity demand elevated as many investors seek to protect current and future income.
The Most Popular Fixed Annuity Providers
| Company | Annuity Sales Year-to-Date (Q3 ‘25) |
| Athene | $25.8 billion |
| New York Life | $19.8 billion |
| Corebridge | $16.3 billion |
Athene Annuity & Life leads the fixed annuity market by a wide margin, reporting nearly $26 billion in fixed annuity sales through the third quarter of 2025. While Athene is a newer entrant compared to some legacy insurers, it has quickly become a dominant provider by offering competitive rates and a broad range of fixed-rate deferred and indexed annuity products. Popular options include its multi-year guaranteed annuities (MYGA), which are available in several term lengths and may include return-of-premium features.
New York Life ranks second, with close to $20 billion in fixed annuity sales year to date. As one of the oldest and largest mutual life insurance companies in the U.S., New York Life is widely recognized for its financial strength and conservative approach. Its fixed annuity offerings are often geared toward investors seeking predictable growth and long-term guarantees backed by a mutual insurer.
Rounding out the top three is Corebridge Financial, which generated more than $16 billion in fixed annuity sales through Q3 2025. Formerly known as AIG Life & Retirement, Corebridge has maintained a strong presence in the fixed annuity space since rebranding in 2022. Its lineup includes products such as the American Pathway annuity, designed to provide guaranteed interest accumulation and stable retirement growth.
The Most Popular Indexed Annuity Providers
Most Popular Companies for Indexed Annuities
| Company | Annuity Sales Year-to-Date (Q3 ‘25) |
| Athene | $11.5 billion |
| Allianz Life | $8.3 billion |
| Corebridge Financial | $7.6 billion |
Athene Annuity & Life leads the indexed annuity market through the third quarter of 2025, with nearly $11.5 billion in year-to-date indexed annuity sales. As one of the largest annuity carriers in the industry, Athene offers a wide range of indexed products designed to address different retirement goals, such as growth potential, income planning, and principal protection. Its indexed annuities feature multiple crediting strategies and term options to appeal to a broad range of retirement savers.
Allianz Life of North America ranks second, reporting more than $8.3 billion in indexed annuity sales year to date. Allianz is a long-standing industry leader with a strong presence in the indexed annuity space and a reputation for innovation. The company offers a deep lineup of indexed annuities that emphasize downside protection, income flexibility, and a variety of index crediting options.
Rounding out the top three is Corebridge Financial, which generated approximately $7.6 billion in indexed annuity sales through Q3 2025. Formerly known as AIG Life & Retirement, Corebridge has continued to grow its indexed annuity footprint since rebranding in 2022. Its indexed products focus on providing growth opportunities tied to market indexes while maintaining the guarantees associated with insurance-based retirement solutions.
The Most Popular Variable Annuity Providers
Most Popular Companies for Traditional Variable Annuities
| Company | Annuity Sales Year-to-Date (Q3 ‘25) |
| Jackson National | $9.6 billion |
| Equitable | $5.5 billion |
| Lincoln Financial | $4.6 billion |
Jackson National Life continues to lead the variable annuity market, generating nearly $9.6 billion in traditional variable annuity sales through the third quarter of 2025. The company is known for offering a wide lineup of variable annuities designed for long-term retirement accumulation, including products like Perspective II, which features a relatively low base contract fee compared with many competitors. Despite its strong sales performance, consumer reviews of Jackson National have been mixed in recent years, highlighting the importance of comparing fees, features, and service quality before choosing a provider.
Equitable Financial ranks second, with approximately $5.5 billion in variable annuity sales year to date. Equitable has been offering variable annuities for decades and currently maintains a focused lineup that balances investment flexibility with tax-deferred growth. Products such as Investment Edge are positioned for investors seeking customizable portfolios and long-term accumulation potential.
Rounding out the top three is Lincoln Financial Group, which reported more than $4.6 billion in variable annuity sales through Q3 2025. Lincoln Financial offers a range of variable annuities that emphasize investment choice and optional rider features, appealing to retirement savers who are comfortable with market exposure and looking for added flexibility.
Get Guidance Before You Decide
The Most Popular RILA Providers
Most Popular Companies for RILAs
| Company | Annuity Sales Year-to-Date (Q3 ‘25) |
| Equitable | $11.2 billion |
| Allianz | $7.9 billion |
| Brighthouse Financial | $5.9 billion |
Equitable Financial leads the registered index-linked annuity market, generating more than $11 billion in RILA sales through the third quarter of 2025. Equitable has established itself as a major player in this category by offering products that blend market-linked growth potential with defined downside protection. Its RILA offerings are designed for investors who want more upside opportunity than traditional fixed annuities while still limiting losses during market downturns.
Allianz Life of North America ranks second, reporting nearly $8 billion in year-to-date RILA sales. Allianz is well known for its innovation in index-linked annuity design and offers products that provide multiple risk-control strategies, crediting options, and protection levels. These features appeal to investors seeking a balance between growth potential and risk management within a registered annuity structure.
Rounding out the top three is Brighthouse Financial, which posted approximately $5.9 billion in RILA sales through Q3 2025. Brighthouse focuses heavily on market-sensitive retirement products and offers RILAs that allow investors to choose specific buffers or floors, helping tailor risk exposure based on individual comfort levels and retirement timelines.
