RECORD-SETTING SALES FOR INDEXED LIFE!
Wink, Inc. Releases Fourth Quarter, 2025 Life Sales Results
Des Moines, Iowa. March 13, 2025- Wink, Inc. released the fourth quarter, 2025 life sales results in its114th 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 insurance sales for the fourth quarter were over $3.2 billion; up 14.9% compared to the previous quarter and up 3.2% compared to the same period last year. Total 2025 sales of all life insurance were $11.7 billion. All life sales include fixed universal life (UL), indexed UL, variable UL, indexed whole life, whole life, and term life product sales.
Noteworthy highlights for total life insurance sales of all products in the fourth quarter included Massachusetts Mutual Life Companies ranking as #1 in overall sales for all life sales, with a market share of 6.8%. 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 third consecutive quarter.
All universal life sales for the fourth quarter were over $1.3 billion; up 20.9% compared to the previous quarter
and up 5.2% compared to the same period last year. Total 2025 sales of all universal life products were $4.8
billion. All universal life (UL) sales include fixed UL, indexed UL, and variable UL product sales.
Noteworthy highlights for all universal life sales in the fourth quarter included Pacific Life Companies ranking as #1 in overall sales for all universal life sales, with a market share of 12.5%. 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 third consecutive quarter.
Non-variable universal life sales for the fourth quarter were $1.0 billion; up 20.3% when compared to the previous quarter and up 5.6% compared to the same period last year. Total 2025 non-variable UL sales were $3.5 billion. 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 fourth quarter included National Life Group retaining the #1 overall sales ranking for non-variable universal life sales, with a market share of 14.0%. 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 third consecutive quarter.
Fixed Universal Life sales for the fourth quarter were $88.0 million, up 21.2% compared to the previous quarter and down 0.6% compared to the same period last year. Total 2025 fixed UL sales were $309.8 million.
Items of interest in the fixed UL market included Nationwide retaining its #1 ranking in fixed universal life sales, with a 18.4% market share; Prudential, Pacific Life Companies, John Hancock, and Thrivent Financial completed the top five, respectively.
Pacific Life’s PL Promise GUL was the #1 selling fixed universal life insurance product, for all channels combined, for the quarter. The top primary pricing objective of No Lapse Guarantee captured 34.1% of sales. The average fixed UL target premium for the quarter was $8,765, an increase of more than 19.0% from the prior quarter.
Indexed life sales for the fourth quarter were $918.9 million, up 20.0% compared with the previous quarter, and up 6.2% compared to the same period last year. This was a record-setting quarter for indexed life sales, topping the prior 4th quarter 2024 record by 6.2%. Total 2025 indexed life sales were $3.2 billion. This was also a record-setting year for indexed life sales, topping the prior 2024 record by 8.1%. Indexed life sales include both indexed UL and indexed whole life.
Items of interest in the indexed life market included National Life Group retaining its #1 ranking in indexed life sales, with a 15.3% market share; Pacific Life Companies, Transamerica, John Hancock, and Nationwide 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 fifth consecutive quarter. The top primary pricing objective for sales in the quarter was Cash Accumulation, capturing 73.8% of sales. The average indexed life target premium for the quarter was $13,293, an increase of nearly 7% from the prior quarter.
Sheryl J. Moore, CEO of both Moore Market Intelligence and Wink, Inc. commented, “Indexed life sales have been setting records since a lull in 2020.” She continued, “I am intrigued on how recent litigation will impact sales, going forward.”
Variable Universal Life sales for the fourth quarter were $391.0 million; up 22.4% compared with the previous quarter and up 4.3% compared to the same period last year. Since Wink began tracking sales of these products in 2024, it was a record-setting quarter for variable universal life sales, topping the prior 4th quarter, 2024 record by 4.3%. Total 2025 variable UL sales were $1.2 billion. It was also a record-setting year for variable universal life sales, topping the prior 2024 record by 5.3%.
Items of interest in the variable universal life market included Prudential retaining the #1 ranking in variable universal life sales, with a 28.1% market share; John Hancock, Pacific Life Companies, Nationwide, and Lincoln National Life completed the top five, respectively.
Pruco Life’s Prudential FlexGuard Life IVUL was the #1 selling variable universal life product, for all channels
combined for the quarter. The top primary pricing objective for sales this quarter was Cash Accumulation, capturing 76.6% of sales. The average variable universal life target premium for the quarter was $25,659, an increase of nearly 14% from the prior quarter.
“No doubt that variable UL sales will be down in 2026,” explained Moore. ” Volatility in the markets usually
translates to declining sales of both variable annuities and variable UL.”
Whole life fourth quarter sales were over $1.2 billion, up 17.4% compared with the previous quarter, and up 6.1% compared to the same period last year. Total 2025 whole life sales were $4.5 billion. Items of interest in the whole life market included the top primary pricing objective of Final Expense, capturing 70.2% of sales. The average premium per whole life policy for the quarter was $4,786, an increase of more than 20% from the prior quarter.
Term life fourth quarter sales were $565.2 million; down 1.6% when compared with the previous quarter and down 6.4% compared to the same period last year. Total 2025 term life sales were $2.3 billion.
Items of interest in the term life market include Pacific Life Companies ranking as #1 in term life sales, with a
5.5% market share. Prudential, Corebridge Financial, Protective Life Companies, and National Life Group
completed the top five, respectively.
Pacific Life’s Promise Term 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 $2,678, an increase of more than 20% 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, indexing method, index, distribution, surrender charge period, guarantee period, and more. The research firm is also responsible for the insight behind Wink’s Index Intelligence Report, providing sales on indexed insurance products at an individual index level.
The staff of Wink, Inc. has combined experience of 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.
March 13, 2026
Des Moines, IA
(855) ASK-WINK