Annuity Suitability Guidelines & Rules

Annuity suitability rules require insurers, broker dealers and agents to collect information about your financial situation to determine if an annuity meets your needs. The National Association of Insurance Commissioners created a model regulation for annuity suitability that most states follow.

Rachel Christian, Writer
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    Rachel Christian

    Rachel Christian

    Financial Writer and Certified Educator in Personal Finance

    Rachel Christian is a writer and researcher focusing on important, complex topics surrounding finance and investments. She is a Certified Educator in Personal Finance with FinCert, a division of the Institute for Financial Literacy, and a member of the Association for Financial Counseling & Planning Education (AFCPE).

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  • Updated: February 7, 2023
  • 5 min read time
  • This page features 4 Cited Research Articles
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APA Christian, R. (2023, February 7). Annuity Suitability Guidelines & Rules. Retrieved April 1, 2023, from

MLA Christian, Rachel. "Annuity Suitability Guidelines & Rules.", 7 Feb 2023,

Chicago Christian, Rachel. "Annuity Suitability Guidelines & Rules." Last modified February 7, 2023.

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What Are Suitability Guidelines for Annuities?

Annuities can be beneficial insurance products and valuable tools for retirement income security.

However, annuities aren’t right for everyone. And not all types of annuities are appropriate for all consumers.

Suitability guidelines and standards require insurance companies, agents and brokers to ask questions and determine if an annuity is suitable for you.

These annuity regulations ensure there is a good match between your circumstances and the terms of your annuity contract.

Regulations require licensed brokers to make a reasonable effort to obtain details about your financial status, investment objectives and other information before recommending an annuity product.

They must undergo the same due diligence when recommending annuity features such as annuitization and riders.

When an insurance company or broker tries to sell you an annuity, they must have a reasonable basis to believe the following:
  1. You will benefit from certain features of the annuity.
  2. The overall annuity and its underlying subaccounts are suitable for you.

To make this determination, insurers and agents collect information about your age, experience with investments, current financial situation and goals.

NAIC Suitability in Annuity Transactions Model Regulation

The National Association of Insurance Commissioners (NAIC) — the governing body that oversees insurance regulators in each state — established a model regulation for annuity suitability in 2003. The organization later revised the model with even stronger protections in 2010 and 2020. The NAIC has a detailed summary of their Annuity Suitability & Best Interest Standard Rules available, which was most recently updated on June 23, 2022.

Since the model’s original adoption, standards have also been revised to align with standards set forth by the Financial Industry Regulatory Authority (FINRA).

NAIC’s suitability model serves as a template for laws and rules adopted by each state. However, states can adopt even stricter provisions if they choose.

“This model regulation was adopted to set standards and procedures for suitable annuity recommendations and to require insurers to establish a system to supervise recommendations so that the insurance needs and financial objectives of consumers are appropriately addressed.”

Insurers who fail to maintain procedures that detect unsuitable recommendations for the sale or exchange of annuities can face sanctions or penalties for noncompliance.

The model regulation also requires brokers and agents to undergo general annuity product training before attempting to sell you an annuity.

Why Are They Used?

Suitability rules are in place to protect consumers like you.

Because broker dealers aren’t held to the same high fiduciary standard as financial advisors, it’s necessary to regulate agents and ward off unscrupulous practices.

These rules make it harder for bad actors to swindle clients or pressure them to buy annuities they can’t afford or don’t really need.

In February 2020, the NAIC approved revisions to its model, clarifying that “all recommendations by agents and insurers must be in the best interest of the consumer and that agents and carriers may not place their financial interest ahead of the consumers’ interest when making a recommendation,” according to the organization’s website.

Interested in Buying an Annuity?
Learn about the different types of annuities and find out which one is right for you.

What Information Is Gathered?

Based on the NAIC regulation, there are 12 pieces of personal information an insurer or broker must consider before recommending an annuity.

Suitability Information Gathered by an Insurer
  • Age
  • Annual income
  • Financial situation and needs, including the financial resources you’re using to fund the annuity
  • Financial experience
  • Financial goals and objectives
  • Intended use of the annuity
  • Financial time horizon
  • Existing assets, including investments and life insurance policies
  • Liquidity needs
  • Liquid net worth
  • Risk tolerance
  • Tax status

Gathering this information allows you to see how purchasing an annuity fits into your current and future finances.

Reviewing these details also ensures insurers and brokers won’t sell you an annuity if doing so could cause you significant financial hardship.

How Do Insurance Companies Use This Information?

Insurers use your information to ensure compliance with the NAIC model and other state regulations.

A broker, agent or insurer must believe you’ve been informed of all the features and potential consequences of purchasing your annuity.

Prior to or at the time of the sale, you should be informed about:
  • The potential surrender period and any surrender charges.
  • Potential tax penalties if you sell, exchange, surrender or annuitize your annuity.
  • Mortality and expense fees.
  • Investment advisory fees and any annual fees.
  • Cost and features of riders or other add-on annuity options.
  • Limitations on interest returns.
  • Insurance and investment components.
  • Market risk.

After reviewing your suitability information, an insurer may determine an annuity isn’t right for you.

If that’s the case, the insurance company will contact your agent and usually notify you in writing.

Insurers are required to keep your information on file to show compliance in case they are audited.

However, NAIC regulations forbid insurance companies from sharing or selling your personal information to a non-affiliated third party without your consent.

Annuity Suitability Process and Sample Questionnaire

You will be required to complete an annuity suitability questionnaire before you can purchase an annuity.

Questionnaires vary by state, but each form must address 12 key pieces of information.

Annuity suitability questionnaires usually range from one to two pages.

Sample Questions You Might See on an Annuity Suitability Questionnaire
  • Does your income cover all your living expenses including medical costs?
  • Do you expect changes to your living expenses?
  • Do you have an emergency fund for unexpected expenses?
  • What are your financial objectives for this purchase?
  • What other financial products do you own or have you previously owned?
  • What is your federal tax bracket?

Suitability questionnaires typically include a page of defined terms you can reference when completing the paperwork.

If you refuse to provide information on a suitability form, you essentially waive consumer protections granted to you under state law.

If you don’t provide this information, some questionnaires require you to check a box acknowledging that you take full responsibility for determining whether the proposed annuity is suitable for you or not.


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Last Modified: February 7, 2023

4 Cited Research Articles writers adhere to strict sourcing guidelines and use only credible sources of information, including authoritative financial publications, academic organizations, peer-reviewed journals, highly regarded nonprofit organizations, government reports, court records and interviews with qualified experts. You can read more about our commitment to accuracy, fairness and transparency in our editorial guidelines.

  1. Florida Department of Financial Services. (n.d.). Annuity Suitability Questionnaire. Retrieved from
  2. National Association of Insurance Commissioners. (2022, June 23). Annuity Suitability & Best Interest Standard. Retrieved from
  3. National Association of Insurance Commissioners. (2020). Suitability in Annuity Transactions Model Regulation. Retrieved from
  4. National Association of Insurance Commissioners. (n.d.). Revised Suitability in Annuity Transactions Model Regulation. Retrieved from