How Annuity.org is delivering hot, ready-to-buy annuity leads

Could your agency or marketing organization benefit from more annuity leads? How about leads who have already expressed interest in purchasing an annuity?

Generating high-intent, pre-qualified leads is Annuity.org’s specialty. In this interview, INN talks to the organization’s director of business development, director of marketing and strategic projects, and managing editor about how they generate leads for agencies that have seen close rates as high as 50+% — generating $10 million in insurance premiums in 2022.

INN: Tell us about how Annuity.org fills a gap in the annuity landscape.

TH: Annuity.org got its start in 2013. We wanted to fill a niche for individuals seeking high-quality, unbiased information about a commonly misunderstood insurance product.

People come to our site organically, not through ads or social media. We educate consumers about annuities, answering their questions and offering facts rather than hype or false promises. We’ve come to dominate the digital space in this regard and are beginning to branch out into the broader insurance market, covering life insurance and personal finance.

INN: What have you seen with consumers over the past 10 years?

RS: Google search trends show consumers are increasingly turning to digital sources for education around complex topics like annuities. Fewer are relying on traditional forms of marketing. Instead, they are seeking out objective content before meeting with a financial professional.

INN: Can you explain how your business model works?

RS: When someone reads one of our articles, they can complete a lead capture form if they’re interested in speaking with an insurance professional. This form includes their name, contact details, state, and a verified email and phone number, as well as their annual income and the amount they’re looking to invest.

On average, we generate 500-600 leads per month interested in annuities and other retirement planning products. These leads, from throughout the U.S., are seeking to invest around $200K, on average. We’ve found the most effective way to structure our partnerships is to charge per lead.

Our key differentiator from other lead sources is the quality of our leads — which maps back to the quality of our content.

INN: How do you attract people to your site and generate qualified leads?

TH: We’ve built our brand around people-first content structured in a way that fully answers consumers’ questions rather than writing purely for search engines. It is reviewed for technical accuracy by financial industry professionals who hold a variety of designations, including CFP, RICP and CPA.

People who visit our site have searched on the topic of annuities, are interested in learning more and are willing to provide contact information as well as some personal finance information.

INN: Can you speak to the importance of content transparency in the consumer decision-making process?

EP: We write about annuities and financial topics with objectivity, without references to specific carriers, and with factual representation of what an annuity can and can’t deliver. Our goal is to demystify what can be complex topics, which, in turn, makes conversations with a financial professional more beneficial and productive.

INN: How successful have agencies been, using the leads you provide?

RS: In 2022 alone, Annuity.org leads have generated $10 million in annuity premiums for our partners — and we’re projecting to grow by about 40% in 2023.

We recently ran a 10-lead test with a prospective partner in North Carolina. That agent was able to contact 90% of the leads within the first 24 hours — all of whom expressed further interest in purchasing an annuity. Six of those 10 are now in the process of purchasing from that agent.

INN: Who do you partner with?

RS: We partner with agencies and marketing organizations that are looking for new and better ways to generate leads that are further down the sales pipeline. We typically see the most success with teams that have the capacity to handle at least 30 leads per month in each state in which they’re licensed.

INN: What else should readers know about partnering with Annuity.org?

RS: It’s important to know that our leads are exclusive: A partner will not receive leads that are also sent to someone else. I’ll also add that we prioritize long-term, strategic relationships. We want to grow alongside the success of our partners. We’re not interested in the transactional “sell you a list of names and numbers” approach.

To learn more about partnering with Annuity.org to generate qualified annuity leads for your insurance agency or marketing organization, visit Annuity.org/partner-with-us, or email Riley Schott directly at rschott@annuity.org.