How AI is Lowering the Barrier for Annuity Sales
AI as an Enabler for Distribution, Education, and Consumer Trust
Annuities may have had a reputation as a complex, difficult product for advisors to sell, but Zinnia CEO George Esposito believes AI is breaking that barrier down. In a recent feature for InsuranceNewsNet, Esposito shared his vision for how artificial intelligence is transforming annuity distribution and creating more confident advisors and better-informed consumers.
With the U.S. annuities market seeing significant growth over the past several years, technology-powered education and AI tools are making these products more accessible than ever before.
Breaking Down Barriers
For years, annuities have been perceived as complex products that require significant expertise to sell effectively. Esposito sees AI as the key to changing that dynamic.
“There is a huge opportunity for AI to lower the barrier for distribution and education of that product. Product design and consumer trust is built by using AI tools that increase transparency.”
This perspective aligns with broader industry trends. As annuities become more understandable and the sales process more refined, advisors are finding it easier to incorporate these products into their client conversations.
AI as Co-Pilot, Not Autopilot
Esposito envisions AI amplifying annuity sales by transforming wealth advisors into informed retirement experts—without replacing the human element that's essential to building client relationships.
“AI, for all distributors, can become a co-pilot—not an autopilot… It'll give advisors access to on-demand education, product translation into plain English, prompts and next-best-action guidance.”
This co-pilot approach means AI handles the complexity—document summaries, case design comparisons, pre-filled forms, and compliance prompts—while advisors focus on what they do best: understanding client goals and building lasting relationships.
Building Consumer Confidence
Esposito points to a fundamental shift in consumer behavior that accelerated during the COVID-19 pandemic. Digital interactions have become not just accepted but preferred by many consumers.
He notes that consumers increasingly trust AI tools, explaining that “anything that allows increased transparency and increased guidance is going to increase consumer confidence.”
“During COVID, there were many consumers and policyholders that got very comfortable using chatbots as opposed to having to sit at the kitchen table with their advisor. I think that digital preference isn't going away and AI just makes that conversation clearer.”
Better Outcomes for Everyone
The ultimate vision is one where AI creates a virtuous cycle: more informed advisors lead to better product recommendations, which lead to more satisfied customers who trust the process.
“AI is not just going to help the distributors sell the product—it's going to result in a more informed sale, a more confident advisor and a consumer that has been sold a product that really suits their needs.”
As AI-powered tools continue to evolve, Esposito sees them serving as “an enabler rather than a blocker to selling these products to consumers that are really demanding more secure retirements delivered faster and more personally to suit their needs.”
Read the Full Article
Want to learn more about how AI is transforming annuity sales? Read the complete feature on InsuranceNewsNet, including perspectives from other industry leaders on the future of annuity distribution.
Read the Full Article on InsuranceNewsNet