INDEXED LIFE CLOCKS DOUBLE-DIGIT INCREASE IN SALES

Wink, Inc. released the first quarter, 2025 life sales results in its 111 th 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 first quarter were over $2.7 billion; down 13.7%% compared to the previous quarter and up
2.1% 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 first quarter included Pacific Life Companies ranking as #1 in
overall sales for all life sales, with a market share of 5.5%. 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 first quarter were over $1.1 billion; down 15.5% compared to the previous quarter and up 8.5% 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 first quarter included National Life Group ranking as #1 in overall sales for all universal life sales, with a market share of 11.3%. 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 first quarter were $848.1 million; down 11.1% when compared to the previous quarter and up 9.7% compared to the same period last year. Non-variable universal life (UL) sales include both indexed UL and fixed UL product sales.

 

Noteworthy highlights for total non-variable universal life sales in the first quarter included National Life Group retaining the #1 overall sales ranking for non-variable universal life sales, with a market share of 15.0%. 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 (UL) sales for the first quarter were $80.0 million, down 10.0% compared to the previous quarter and down 14.4% compared to the same period last year.

 

Items of interest in the fixed UL market included Nationwide retaining their #1 ranking in fixed universal life sales, with a 18.6% market share; Pacific Life Companies, Prudential, John Hancock and Protective Life Companies 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 second consecutive quarter. The top primary pricing objective of No Lapse Guarantee captured 37.7% of sales. The average fixed UL target premium for the quarter was $6,637, an increase of more than 1.0% from the prior quarter.

Indexed life sales for the first quarter were $770.0 million, down 11.3% compared with the previous quarter, and up 13.0% 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 their #1 ranking in indexed life sales, with a 16.4% market share; Transamerica, Pacific Life Companies, John Hancock, and Nationwide rounded 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 quarter. The top primary pricing objective for sales the quarter was Cash Accumulation, capturing 71.0% of sales. The average indexed life target premium for the quarter was $11,913, a decline of more than 10.0% from the prior quarter.

 

Sheryl J. Moore, CEO of both Moore Market Intelligence and Wink, Inc. commented, “Every one of the top ten players in indexed life had a sales increase over last year.” She continued, “Half of them had double-digit gains in sales. It’s a good time to be selling indexed life!”

Variable Universal Life sales for the first quarter were $274.6 million; down 26.7% compared with the previous quarter and up 4.9% 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 26.7% market share; Pacific Life Companies, John Hancock, RiverSource Life and Nationwide completed the top five, respectively.

 

Pruco Life’s VUL Protector was the #1 selling variable universal life product, for all channels combined for the fifth consecutive quarter. The top primary pricing objective for sales this quarter was Cash Accumulation, capturing 56.8% of sales. The average variable universal life target premium for the quarter was $24,359, a decline of less than 1.0% from the prior quarter.

 

“If you thought VUL sales were good this quarter, you should see the second quarter,” exclaimed Moore. “There is no doubt that sales will increase, given the uptick in the market!”

Whole life first quarter sales were $1.0 billion, down 16.5% compared with the previous quarter, and down less than 1.0% 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 75.9% of sales. The average premium per whole life policy for the quarter was $4,737, an increase of 20.0% from the prior quarter.

Term life first quarter sales were $577.9 million; down 4.3% when compared with the previous quarter and down 5.0% 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 5.4% market share. Pacific Life Companies, Protective Life Companies, Corebridge Financial and Massachusetts Mutual Life Companies completed the top five, respectively.

 

Pruco Life’s EssentialTerm Plus 20 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 $2,133, a decline of more than 9.0% 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 1998, 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.

 

June 6, 2025

Des Moines, IA

(855) ASK-WINK