Where to Buy Annuities
When seeking the best places to buy an annuity online, it’s essential to compare options and services to ensure you make an informed decision. Not all annuity websites operate the same way. Some sell leads, some act as independent brokerages, and others allow you to buy directly from an insurance company.
As you approach retirement, ensuring your financial future becomes a top priority. One option many seniors consider is purchasing an annuity, which can provide a steady income stream during their golden years. With the rise of online services, buying an annuity has never been easier. In this blog post, we’ll explore the best places to buy an annuity online, focusing on trusted platforms that cater specifically to seniors.
Whether you’re looking for a straightforward purchase process, competitive rates, or expert guidance, we’ve got you covered. Let’s dive in and find the right option for your retirement planning.
| Provider | Year Founded | Live Rates / Quoting Tools | Business Model | Product Offerings | Insurance Companies Offered | Notes |
|---|---|---|---|---|---|---|
| Annuity.org | N/A | Educational tools only | Lead generation / education | N/A | N/A | Content-focused site; does not sell annuities directly. |
| Stan the Annuity Man | Not publicly disclosed | Quote request & consultation | In-house brokerage | Fixed, indexed, immediate, income riders | Multiple carriers (not published) | Advisor-centric model with national licensing. |
| ImmediateAnnuities.com | Not publicly disclosed | Yes – instant income quotes | Independent brokerage | Immediate / income annuities | >150 carriers | Strong focus on lifetime income comparisons. |
| My Annuity Store | Not publicly disclosed | Yes – live rate tools | Independent brokerage | Fixed, indexed, immediate, income | 95+ carriers | Broad multi-carrier platform with transparency claims. |
| AnnuityAdvantage | 1999 | Yes – calculators & tools | Independent brokerage | Fixed, indexed, income | Dozens of carriers | Long-standing annuity-focused firm. |
| Blueprint Income | Not publicly disclosed | Yes – online comparison tools | Independent brokerage | Fixed, indexed, immediate, income | Dozens of top-rated carriers | Marketplace-style experience with advisor support. |
| ImmediateIncome | Not publicly disclosed | Likely yes | Independent brokerage | Immediate income annuities | Not publicly listed | Limited public disclosure on carrier panel. |
| Gainbridge | 2018 (brand) | Yes – direct online rates | Carrier-direct | MYGA, FIA, income riders | 1 (Gainbridge Life) | Direct-to-consumer insurer model. |
| Canvas Annuity | Puritan Life legacy | Yes – online purchase | Carrier-direct | Fixed annuities | 1 (Canvas / Puritan Life) | Simplified buying experience from issuing insurer. |
| AnnuityExpertAdvice.com | 2009 | Advisor quote forms | Independent broker / referral | Fixed, indexed, income | Not publicly listed | Education-first approach with advisor matching. |
Disclosure: This comparison is for informational purposes only and does not constitute financial or investment advice. Some websites listed act as independent insurance brokerages, while others are direct-to-consumer insurance carriers or educational lead-generation platforms. Product availability, rates, and features vary by state, carrier, and individual circumstances. We do not receive compensation from all companies listed, and inclusion does not imply endorsement. Always verify product details and licensing before purchasing an annuity.
Details & Observations on the “Number of Insurance Companies Offered” Column
Independent Brokerages & Comparison Platforms
ImmediateAnnuities.com advertises immediate annuity rate comparisons from more than 150 insurance websites.
My Annuity Store leverages a back-end database with access to products across ~95+ carriers spanning fixed, indexed, and income vehicles.
AnnuityAdvantage publishes a carrier directory listing dozens of insurers by name, covering many well-known annuity issuers.
Blueprint Income aggregates quotes from multiple top-rated immediate annuity insurers and other product types, indicating a broad but not explicitly numbered panel.
Lead Generation & Broker Referral Entities
Annuity.org and AnnuityExpertAdvice.com do not directly list carrier panels, as they funnel inquiries to external agents; publicly available data on exact numbers is not provided.
Stan the Annuity Man is an advisor practice that likely works with multiple carriers but does not publish a full count on the public site.
Carrier-Direct Platforms
Gainbridge and Canvas Annuity each offer only their own insurer’s products — this results in more narrow carrier access but with the benefits of direct insurer execution and pricing transparency.
My Annuity Store
Best for broad multi-carrier annuity comparison across product types
Website & Platform Observations
MyAnnuityStore.com positions itself as a comparison-focused annuity platform with an emphasis on transparency. The website features live tools for exploring MYGAs, fixed indexed annuities, and income annuities, with side-by-side illustrations and rate comparisons. The design is utilitarian rather than flashy, but clearly built for rate shoppers.
Business Model: Independent Brokerage (In-House Execution)
My Annuity Store operates as an independent annuity brokerage. Consumer inquiries are handled internally by licensed agents rather than being sold to third-party call centers. The firm emphasizes that it does not sell leads and that advisors work directly with clients through the application and carrier submission process.
Traffic & Lead Handling
Traffic appears largely SEO-driven, supported by rate tables and educational content. Quote requests convert into advisor interactions handled in-house.
Product Scope & Carrier Access
- Fixed annuities (including MYGAs)
- Fixed indexed annuities
- Immediate and deferred income annuities
- Access to approximately 95+ insurance carriers, based on published materials
Strengths
- Wide carrier access across multiple annuity categories
- Live rate tools appeal to comparison-oriented consumers
- Independent structure allows for product flexibility
Limitations / Considerations
- Website experience is more functional than consumer-polished
- Less brand recognition compared to some legacy annuity firms
Best For
Consumers who want to shop rates across many insurers and annuity types before engaging directly with an advisor.
Blueprint Income
Best for a modern, marketplace-style annuity buying experience
Website & Platform Observations
Blueprint Income offers one of the more polished user experiences among online annuity platforms. The site presents annuities as retirement income tools, with intuitive workflows, calculators, and clear explanations of trade-offs. Users can view estimated rates and income outcomes before speaking with an advisor.
Business Model: Independent Brokerage with Digital Marketplace Approach
Blueprint Income functions as an independent annuity brokerage, not an issuing insurer. It aggregates annuity products from multiple carriers and combines online comparison tools with access to licensed annuity specialists.
Traffic & Lead Handling
Traffic appears to come from a mix of SEO, paid media, and brand partnerships. Leads are retained in-house and routed to Blueprint Income’s advisory team rather than sold externally.
Product Scope & Carrier Access
- Fixed annuities
- Fixed indexed annuities
- Immediate annuities
- Deferred income annuities
- Access to dozens of top-rated annuity carriers (exact number not publicly disclosed)
Strengths
- Strong UX and consumer-friendly design
- Blends self-service tools with human advisor support
- Good fit for digitally comfortable retirees and pre-retirees
Limitations / Considerations
- Not all rates are immediately visible without engagement
- Less suitable for consumers who want full carrier lists upfront
Best For
Buyers who value a guided, modern digital experience with professional backup rather than purely transactional rate shopping.
AnnuityAdvantage
Best for experience and long-standing annuity specialization
Website & Platform Observations
AnnuityAdvantage.com reflects a more traditional financial services design, with extensive educational resources, calculators, and a large publicly accessible insurance company directory. While the interface is less modern than some newer platforms, the depth of annuity-specific content is notable.
Business Model: Independent Annuity Brokerage
Founded in 1999, AnnuityAdvantage is one of the longer-tenured online annuity brokerages. The firm works with clients directly through licensed agents and does not operate as a lead-generation publisher.
Traffic & Lead Handling
The site draws traffic through educational content and search visibility. Quote requests are handled internally by the firm’s advisory team.
Product Scope & Carrier Access
- Fixed annuities
- Fixed indexed annuities
- Immediate and deferred income annuities
- Access to dozens of insurance companies, with a publicly listed carrier directory
Strengths
- Long operating history focused specifically on annuities
- Broad carrier access with visible insurer listings
- Strong educational emphasis for conservative retirement planning
Limitations / Considerations
- Website UX feels dated compared to newer fintech platforms
- Less emphasis on instant digital quoting compared to newer entrants
Best For
Consumers who prioritize experience, longevity, and a traditional advisory relationship over a sleek digital interface.
Annuity.org
Best for education, not direct annuity purchases
Website & Platform Observations
Annuity.org is a large, content-driven website focused on consumer education. The site features extensive guides, glossaries, calculators, and explainer articles covering virtually every annuity type.
Business Model: Lead Generation
Annuity.org does not sell annuities directly. Instead, it collects consumer information and distributes or sells leads to third-party licensed agents and call centers. Users should expect follow-up calls after submitting a quote request.
Traffic & Conversion Strategy
Heavy SEO traffic monetized through lead sales. The site’s value proposition is education rather than execution.
Company Facts
- Owned by Launch That, a digital publishing and SEO firm
- Not a licensed insurance agency
- BBB A+ rating (for the publishing entity, not annuity sales)
- Mixed Trustpilot reviews citing educational value but aggressive follow-up
Best For
Consumers early in the research phase who want neutral educational content before choosing an advisor.
Stan the Annuity Man
Best for working directly with a nationally licensed annuity expert
Website & Platform Observations
StanTheAnnuityMan.com blends education, opinion, and direct consultation. The platform is personality-driven, with calculators, videos, and plain-language explanations of annuity mechanics.
Business Model: In-House Brokerage
Stan Haithcock and his team are licensed annuity agents in all 50 states. Quotes, applications, and policy execution are handled directly by his firm, not outsourced to lead buyers.
Traffic & Lead Handling
Inbound traffic converts into scheduled consultations. Client relationships are managed internally.
Company Facts
- Founded and led by Stan Haithcock
- Nationally recognized annuity commentator
- Small, advisor-centric firm rather than a high-volume call center
Best For
Investors who want a strong educational voice and direct access to a licensed annuity professional.
ImmediateAnnuities.com
Best for comparing immediate annuity income payouts
Website & Platform Observations
ImmediateAnnuities.com provides real-time income comparisons from dozens of top-rated insurers. The platform is simple, transparent, and income-focused.
Business Model: Independent Brokerage
Operated by WebAnnuities Insurance Agency, Inc., the firm executes annuity purchases directly and works with multiple carriers.
Traffic & Lead Handling
Leads remain in-house. No evidence of lead resale.
Company Facts
- Founded in 1999
- Leadership: Hersh Stern (President), Ariel Stern (VP)
- Trustpilot ratings near 4.9/5
- BBB-accredited
Best For
Retirees seeking guaranteed lifetime income with minimal sales pressure.
Gainbridge
Best for buying annuities directly from the insurance company
Website & Platform Observations
Gainbridge is a modern, digital-first platform offering fixed and fixed indexed annuities with a streamlined online experience and minimal paperwork.
Business Model: Carrier-Direct (Captive)
Gainbridge distributes annuities issued by its parent insurance company, meaning consumers work with company employees, not independent agents.
Important Distinction
Gainbridge only offers its own annuity products and does not compare rates from other insurers.
Positives of the Carrier-Direct Model
- No intermediary commissions
- Simplified pricing and disclosures
- Direct accountability to the issuing insurer
- Consistent service experience
Trade-Off
- Limited product selection compared to independent brokerages
Best For
Consumers comfortable with a single-carrier solution and a fully digital experience.
Canvas Annuity (CanvasAnnuity.com)
Best for simple, direct annuity purchases from an insurer
Website & Platform Observations
Canvas offers a clean, consumer-friendly interface focused on fixed and income annuities with transparent illustrations and minimal jargon.
Business Model: Carrier-Direct
Canvas Annuity products are issued by Puritan Life Insurance Company of America. Customers work with insurance company employees, not third-party agents.
Key Positives of Working Directly With the Insurer
- Fewer layers between buyer and issuer
- Clear ownership of servicing and policy administration
- Reduced risk of lead resale or call-center handoffs
Limitations
- Only Canvas-issued products available
- No rate shopping across multiple carriers
Best For
Buyers who value simplicity and prefer dealing directly with the issuing insurance company.
AnnuityExpertAdvice.com
Best for consumers wanting guided education before choosing an advisor
Website & Platform Observations
AnnuityExpertAdvice.com is an education-first platform offering articles, comparisons, and explanations around annuity pros and cons.
Business Model: Lead Generation / Referral
The site primarily connects consumers with external licensed annuity agents rather than executing policies itself.
Traffic & Conversion Strategy
SEO-driven traffic monetized through advisor referrals.
Company Facts
- Not an issuing insurer
- Not a captive brokerage
- Limited public disclosure on company size
Best For
Consumers who want educational framing before being introduced to an advisor.
How We Ranked the Best Places to Buy an Annuity Online
Our rankings are based on an independent evaluation process designed to prioritize transparency, consumer control, and real-world usability. We did not rank providers based on annuity rates, performance projections, or insurer guarantees, as those vary by individual circumstances and state availability.
Instead, we focused on how consumers experience each platform when researching or purchasing an annuity online.
Evaluation Criteria
1. Transparency of Business Model
We assessed whether each website clearly discloses its role in the annuity purchase process. Platforms that explain whether they operate as an independent brokerage, a direct-to-consumer insurance carrier, or an educational or lead-generation site were scored more favorably than those with ambiguous disclosures.
2. Access to Insurance Companies and Product Breadth
We evaluated the range of annuity products and insurance companies available through each platform. Independent brokerages offering access to multiple insurers were assessed for comparison value, while carrier-direct platforms were evaluated for simplicity and clarity rather than breadth.
3. Availability of Online Tools and Rate Visibility
We examined whether users can explore annuity options through online tools, calculators, or rate previews before speaking with a representative. Platforms that allow consumers to educate themselves without immediate pressure scored higher.
4. User Experience and Accessibility
Each website was reviewed for ease of navigation, mobile usability, clarity of explanations, and logical flow from education to quoting or consultation.
5. Execution and Consumer Control
We considered how consumer inquiries are handled after engagement, including whether follow-up is managed internally or distributed to third parties, and whether users can control the pace of the buying process.
6. Credibility and Public Signals of Trust
Supporting factors included years in operation, visibility of licensed professionals, leadership transparency, and publicly available third-party reviews where applicable.
Editorial Independence
Inclusion in this list does not constitute an endorsement, and rankings reflect editorial judgment based on the criteria above. Where publicly available information was limited, we noted that insufficient data existed to form a definitive conclusion.
The best annuity platform for any individual depends on personal goals, product preferences, and comfort with digital tools or advisory support.
More on Buying Annuities
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