The Flight to Safety: Who is Winning the Annuity Race?
The Flight to Safety: Who is Winning the Annuity Race?In this article we will highlight the best fixed annuity companies in 2025 based on total sales through Q3 2025. In a financial landscape defined by lingering volatility and shifting interest rates, the “flight to safety” has become a stampede. For millions of retirees and conservative savers, the question is no longer if they should protect their principal, but where they should park it.
The fixed annuity market is currently seeing historic inflows, but not all carriers are created equal. While some investors are chasing the highest possible headline rate, others are prioritizing the century-old stability of mutual insurers.
Below is a deep dive into the Top 10 Best-Selling Fixed Annuity Companies leading the pack into 2025. We’ve gone beyond the sales numbers to provide an Analyst’s Notebook on their distribution strategies and a Customer Experience Snapshot to help you decide if the service matches the yield.
Best Fixed Annuity Companies in 2025
| Rank | Company Name | Sales ($000s) |
|---|---|---|
| 1 | New York Life | $14,731,006 |
| 2 | Athene Annuity & Life | $14,130,621 |
| 3 | Massachusetts Mutual Life | $9,088,823 |
| 4 | Corebridge Financial | $8,394,616 |
| 5 | USAA Life | $7,039,431 |
| 6 | Nationwide | $5,153,800 |
| 7 | Global Atlantic Financial Group | $4,538,781 |
| 8 | Pacific Life | $4,391,284 |
| 9 | Western Southern Group | $3,931,576 |
| 10 | Delaware Life | $3,741,943 |
Fixed Annuity Trends:
If you have been watching the annuity market like we have at My Annuity Store, you know 2025 has seen a lot of changes. The latest Q3 numbers are here. The top names are still well-known, but there is a lot of competition in the middle.
Total U.S. annuity sales rose 5% to $121.2 billion in the third quarter of 2025. This marks the eighth straight quarter with sales over $100 billion and sets a new sales record. So far this year, annuity sales reached $347.0 billion. This is a 4% increase from last year. This data comes from LIMRA’s U.S. Individual Annuity Sales Survey. The survey covers 92% of the total U.S. annuity market.
Nationwide made a massive move here. They jumped from #12 in Q2 ($1.8B) to #6 in Q3 ($5.1B). That’s a significant aggressive push in the fixed space—might be worth a mention if you’re writing about carrier trends.
Best Fixed Annuity Companies Overview
New York Life
The flight-to-safety choice. Largest U.S. mutual insurer with unshakeable financial strength and top ratings.
- Flagship Product: New York Life Secure Term MVA Fixed Annuity
- Distribution: Career Agency System — sold via 12,000+ captive agents
- Key Differentiator: “Dividend” Halo from mutual structure drives trust and volume
Analyst’s Notebook
Retaining the crown at #1, New York Life attracts investors seeking stability over chasing the highest rates. Their mutual structure and top-tier ratings underpin a “sleep well at night” value proposition.
- Strategic Positioning: Safety-first, trust-led sales motion
- Go-to Market: Personalized, “kitchen table” relationships via captive agents
- Rate vs. Reputation: Wins volume without leading rates due to brand and dividends
Customer Experience Snapshot ⭐
- Service Verdict: Top Tier (≈ 5/5)
- J.D. Power Standing: Consistently near the top for overall satisfaction
- Agent Model: Dedicated human support accelerates complaint resolution
- BBB Rating: A+
Athene Annuity & Life
Aggressive rate-setter backed by Apollo—often the go-to for the market’s highest yields.
- Flagship Product: Athene MaxRate — frequently a top-selling fixed annuity
- Parent Company: Apollo Global Management fuels high consumer rates via alternative credit
- Distribution: Independent brokers; first quote for “best rate”
Analyst’s Notebook
Athene proves you can offer top-tier rates without sacrificing operational excellence.
- Positioning: Rate leadership with PE-backed spread management
- Growth Engine: Acquisitions plus bank/IMO reach
- Trade-off: Efficiency over white-glove service
Customer Experience Snapshot ⭐
- Service Verdict: Transactional / Efficient (≈ 3/5)
- The Vibe: “Rate factory”—bureaucratic on some admin tasks
- BBB Rating: A+ (Accredited)
Massachusetts Mutual Life (MassMutual)
Mutual strength and deep history—favored by conservative savers prioritizing stability.
- Flagship Product: MassMutual Stable Voyage — capital preservation with steady growth
- Subsidiary Power: MassMutual Ascend drives independent broker-channel volume
- Distribution: Hybrid—career agents + independent
Analyst’s Notebook
Trust-led selling with complementary independent distribution via Ascend.
- Positioning: Reputation-forward mutual model
- Product Role: Stable, competitive yield
- Channel Strategy: Balanced reach across captive and independent
Customer Experience Snapshot ⭐
- Service Verdict: Excellent (≈ 4.5/5)
- The Vibe: Policyholder-first; above-average satisfaction on statements, price, interaction
- BBB Rating: A+
Corebridge Financial
Formerly AIG Life & Retirement; broad shelf, flexible terms, massive distribution network.
- Flagship Product: American Pathway Series — flexible withdrawal privileges
- Corporate Context: Spun from AIG; public, retirement-focused
- Distribution: Omnichannel—banks, broker-dealers, independent agents
Analyst’s Notebook
Successful rebrand while maintaining scale and versatility in product lineup.
- Strength: Wide availability, strong digital tools
- Constraint: Legacy systems can slow complex service requests
Customer Experience Snapshot ⭐
- Service Verdict: Solid / Improving (≈ 3.5/5)
- The Vibe: Generally “About Average” in satisfaction studies
- BBB Rating: A+
USAA Life
Exclusive military community focus; loyalty-driven retention and competitive fixed annuities.
- Flagship Product: USAA Flexible Retirement Annuity — flexible premium contributions over time
- Distribution: Direct-to-consumer via web and call center
- Key Differentiator: Strong retention; CDs roll into annuities
Analyst’s Notebook
USAA’s closed membership fuels exceptional trust and lifetime value.
- Economics: Lower distribution cost, high cross-product retention
- Positioning: Service-first brand within a tight-knit member base
Customer Experience Snapshot ⭐
- Service Verdict: Legendary (≈ 5/5)
- The Vibe: Elite NPS across financial services
- BBB Rating: A- (insurance sentiment very high)
Nationwide
Q3’s big mover—brand power plus rate specials to capture share fast.
- Flagship Product: Nationwide Secure Growth — rate specials undercutting bank CDs
- Distribution: Broker-dealers & banks; wirehouse favorite
- Strategic Shift: More fixed annuities to de-risk vs. traditional variable dominance
Analyst’s Notebook
Leveraging household-name recognition to push competitive fixed rates.
- Go-to-market: Advisor portals and incentives
- Digital: Strong portals for client visibility
Customer Experience Snapshot ⭐
- Service Verdict: Very Good (≈ 4/5)
- The Vibe: Reliable interaction and easy online access
- BBB Rating: A+
Global Atlantic Financial Group
KKR-backed spread expertise; consistently attractive rates via Forethought products.
- Flagship Product: SecureFore / ForeCertain — income planning and predictable growth
- Parent Company: KKR majority ownership
- Distribution: Banks & IMOs; simple guaranteed-rate products
Analyst’s Notebook
Advisor-centric wholesaler brand that emphasizes product performance.
- Strength: Rate consistency powered by private credit
- UX Note: Functional, not flashy for consumers
Customer Experience Snapshot ⭐
- Service Verdict: Average (≈ 3/5)
- The Vibe: Efficient advisor servicing; limited personal touch
- BBB Rating: A+
Pacific Life
Brand prestige, concierge-level advisor support, and consistently competitive rates.
- Flagship Product: Pacific Secure Income — income now or later guarantees
- Distribution: Financial advisors and RIAs
- Brand Power: Iconic whale logo lowers friction for adoption
Analyst’s Notebook
Rarely the absolute top rate, but near the top with superior service and processing speed.
- Edge: Advisor concierge support
- Reliability: Fast, low-error processing
Customer Experience Snapshot ⭐
- Service Verdict: High Performer (≈ 4.5/5)
- The Vibe: Frequent service award winner/finalist
- BBB Rating: A+
Western & Southern Group
Quiet giant with exceptional capital adequacy; top-tier financial strength.
- Flagship Product: SmartSelect Fixed Annuity — often a 3-year rate leader
- Distribution: Banks & platforms like Fidelity
- Financial Strength: Frequently posts Comdex 96+
Analyst’s Notebook
Conservative insurer trusted by balance-sheet-focused clients.
- Style: Reliability over flash
- Tech: A step behind fintech aesthetics, solid core servicing
Customer Experience Snapshot ⭐
- Service Verdict: Dependable (≈ 3.5/5)
- The Vibe: No-frills, on-time payments
- BBB Rating: A+
Delaware Life
Lean, rate-focused carrier—often tops the 3- and 5-year tables with MYGA offers.
- Flagship Product: Pinnacle MYGA — plain-vanilla high yield
- Parent Company: Group 1001—technology and efficiency-led
- Distribution: Independent agents; rate-first buyers
Analyst’s Notebook
Focused operating model to pass savings to the customer.
- Edge: Market-leading simple term rates
- Trade-off: Less hand-holding; self-service culture
Customer Experience Snapshot ⭐
- Service Verdict: No Frills (≈ 3/5)
- The Vibe: Efficient processing, minimal extras
- BBB Rating: A+
Best Fixed Annuity Rates
Below are the best fixed annuity rates available today. If you would like to shop and compare more rates for more fixed annuities you can do so at our online annuity marketplace.
| Term | Insurer | Company | Annuity | Rate | AM Best | Free withdrawals | Application |
|---|---|---|---|---|---|---|---|
| 2 Years | 
| CL Life | CL Sundance | 5.25% | B++ | Interest Only | Apply |
| 3 Years | 
| Mountain Life | Alpine Horizon | 6.00% | B+ | None | Apply |
| 4 Years |
| Mountain Life | Alpine Horizon | 6.05% | B+ | 10% | Apply |
| 5 Years | 
| Knighthead Life | Staysail Annuity | 6.30% Simple | A- | None | Apply |
| 6 Years | 
| Equitrust | Certainty Select | 5.60% | B++ | Interest Only | Apply |
| 7 Years |
| Knighthead Life | Staysail Annuity | 6.50% Simple | A- | None | Apply |
| 8 Years |
| EquiTrust | Certainty Select | 5.65% | B++ | Interest Only | Apply |
| 9 Years | 
| Clear Spring Life | Preserve MYGA | 5.35% | A- | None Yr 1 10% Yrs. 2-9 | Apply |
| 10 Years | 
| Revol One | DirectGrowth MYGA | 6.00% | B++ | None | Apply |
💡 The Bottom Line: Rate vs. Reliability
As you review these top 10 carriers, you will notice a distinct divide in the market. On one side, you have the “Rate Warriors” like Athene and Delaware Life. They are often backed by private equity. Their smart investment strategies help them offer the highest yields on the spreadsheet.
On the other side are the “Fortress Mutuals” like New York Life and MassMutual. Here, you might give up a little interest for a AAA-rated balance sheet and top-notch service.
Neither approach is wrong, but they serve different goals.
Your Next Steps
Before locking up your money for 3, 5, or 7 years, take these three specific actions:
- Check the “Effective Date”: Annuity rates change weekly. A brochure from last month is likely outdated. Always ask for the “current rate sheet” valid for today.
- Match the Term to the Goal: If you are waiting for a specific milestone (like age 70 ½ for RMDs), align your annuity’s maturity date with that event to avoid surrender charges when you need the cash.
- Diversify Carriers: If you are investing a significant sum (over $250,000), consider splitting the deposit between two carriers—perhaps one “Rate Warrior” for growth and one “Fortress Mutual” for maximum safety.
The best annuity isn’t just the one with the highest number; it’s the one that lets you sleep soundly knowing exactly when and how your money will return to you.
