FIXED UNIVERSAL LIFE SALES CONTINUE IN DOWNWARD SPIRAL
Wink, Inc. Releases Second Quarter, 2025 Life Sales Results
Des Moines, Iowa. August 29, 2025- Wink, Inc. released the second quarter, 2025 life sales results in its 112 the edition of Wink’s Sales Market Report. Wink’s Sales & Market Report is the insurance industry’s #1 resource for life insurance sales data, since 1997.
All life sales for the second quarter were over $2.9 billion; up 8.5% compared to the previous quarter and up 2.6% compared to the same period last year. All life sales include fixed universal life (UL), indexed UL, variable UL, whole life, and term life product sales.
Noteworthy highlights for total all life sales in the second quarter included Pacific Life Companies ranking as #1 in overall sales for all life sales, with a market share of 5.6%. Transamerica Life’s Financial Foundation IUL II, an indexed universal life product, was the #1 selling product for all life sales, for all channels combined, for the quarter.
All universal life sales for the second quarter were over $1.1 billion; up 5.9% compared to the previous quarter and up 4.4% compared to the same period last year. All universal life (UL) sales include fixed UL, indexed UL, and variable UL product sales.
Noteworthy highlights for all universal life sales in the second quarter included Pacific Life Companies ranking as #1 in overall sales for all universal life sales, with a market share of 11.1%. Transamerica Life’s Financial Foundation IUL II, an indexed universal life product, was the #1 selling product for all universal life sales, for all channels combined, for the quarter.
Non-variable universal life sales for the second quarter were $897.5 million; up 5.8% when compared to the previous quarter and up 5.9% compared to the same period last year. Non-variable universal life (UL) sales include both fixed UL and indexed UL product sales.
Noteworthy highlights for total non-variable universal life sales in the second quarter included National Life Group retaining the #1 overall sales ranking for non variable universal life sales, with a market share of 14.5%. Transamerica Life’s Financial Foundation IUL II, an indexed universal life product, was the #1 selling product for non-variable universal life sales, for all channels combined, for the quarter.
Fixed Universal Life sales for the second quarter were $69.8 million, down 12.7% compared to the previous quarter and down 30.5% compared to the same period last year.
Items of interest in the fixed UL market included Nationwide retaining its #1 ranking in fixed universal life sales, with a 20.3% market share; Prudential, Pacific Life Companies, John Hancock, and Thrivent Financial completed the top five, respectively.
Nationwide’s Nationwide CareMatters II was the #1 selling fixed universal life insurance product, for all channels combined, for the third consecutive quarter. The top primary pricing objective of No Lapse Guarantee captured 36.9% of sales. The average fixed UL target premium for the quarter was $7,742, an increase of nearly 15.0% from the prior quarter.
Indexed life sales for the second quarter were $829.7 million, up 7.7% compared with the previous quarter, and up 11.0% compared to the same period last year. Indexed life sales include both indexed UL and indexed whole life.
Items of interest in the indexed life market included National Life Group keeping its #1 ranking in indexed life sales, with a 15.6% market share; Transamerica, Pacific Life Companies, Nationwide, and John Hancock rounded out the top five, respectively.
Transamerica Life’s Financial Foundation IUL II was the #1 selling indexed life insurance product, for all channels combined, for the second consecutive quarter. The top primary pricing objective for sales in the quarter was Cash Accumulation, capturing 73.3% of sales. The average indexed life target premium for the quarter was $12,917, an increase of more than 8.0% from the prior quarter.
Sheryl J. Moore, CEO of both Moore Market Intelligence and Wink, Inc. commented, “Most of second quarter had a steadily-rising market which lent well to sales of indexed life.” She continued, “It was the second-best quarter for sales of these index-linked products!”
Variable Universal Life sales for the second quarter were $292.2 million; up 6.4% compared with the previous quarter and up 0.2% compared to the same period last year.
Items of interest in the variable universal life market included Prudential retaining the #1 ranking in variable universal life sales, with a 28.9% market share; Pacific Life Companies, John Hancock, Nationwide, and RiverSource Life completed the top five, respectively.
Pruco Life’s VUL Protector was the #1 selling variable universal life product, for all channels combined for the sixth consecutive quarter. The top primary pricing objective for sales this quarter was Cash Accumulation, capturing 59.3% of sales. The average variable universal life target premium for the quarter was $27,661, an increase of nearly 14.0% from the prior quarter.
“Like indexed life, the market’s performance supported increasing sales of VUL,” exclaimed Moore.” “We are anticipating an increase in sales for third quarter as well.”
Whole life second quarter sales were $1.1 billion, up 11.9% compared with the previous quarter, and up 4.8%
compared to the same period last year. Items of interest in the whole life market included the top primary pricing objective of Final Expense, capturing 76.5% of sales. The average premium per whole life policy for the
quarter was $5,086, an increase of more than 7.0% from the prior quarter.
Term life second quarter sales were $622.9 million; up 7.7% when compared with the previous quarter and
down 4.3% compared to the same period last year.
Items of interest in the term life market included Prudential ranking as #1 in term life sales, with a 5.9% market share. Pacific Life Companies, Protective Life Companies, Corebridge Financial and National Life Group completed the top five, respectively.
Pruco Life’s Term Essential 10 was the #1 selling term life insurance product, for all channels combined, for the
quarter. The average annual term life premium per policy reported for the quarter was $2,498, an increase of more than 17.0% from the previous quarter.
Wink now reports sales on all annuity lines of business, as well as all life insurance product lines.
For more information, go to www.WinkIntel.com
Wink, Inc. is the company behind the most comprehensive life insurance and annuity due-diligence tools, AnnuitySpecs and LifeSpecs at www.WinkIntel.com. Wink, Inc. is the distributor of the quarterly Wink’s Sales Market Report. Serving as the insurance industry’s #1 resource of insurance product sales since 1997, this report provides sales by product, company, crediting method, index, distribution, surrender charge period, guarantee period, and more. Wink’s Sales & Market Report expanded to cover all annuity products and all life insurance products in 2024.
The staff of Wink, Inc. has combined experience of nearly 200 years working with insurance products, more than a century of which is specific to competitive intelligence. Based in Des Moines, Iowa, the firm offers
competitive intelligence and market research in the life insurance and annuity industries, serving financial
services professionals, distributors, manufacturers, reinsurers, regulators, and consultants on both a domestic and global basis.
Sheryl J. Moore, CEO, is the guiding force behind Wink, Inc. Ms. Moore previously worked as a market research analyst for top carriers in the life insurance and annuity industries. Her views on the direction of the market are frequently heard in seminars and quoted by industry trade journals.
August 29, 2025
Des Moines, IA
(855) ASK-WINK