What Stan The Annuity Man does

Stan The Annuity Man (legally The Annuity Man, LLC) is a privately held, direct-to-consumer annuity distribution and advisory firm operating from Ponte Vedra Beach, Florida, and licensed in all 50 U.S. states. The company is owned and fronted by Stan Haithcock, a former wirehouse financial advisor (Dean Witter, Morgan Stanley, Paine Webber, UBS) who has repositioned himself as a fixed-annuity-only specialist. Its sole product line is fixed annuities, and it explicitly does not sell variable annuities, life insurance, or long-term care insurance. The product set covers six fixed annuity types: Single Premium Immediate Annuities (SPIA), Deferred Income Annuities (DIA), Qualified Longevity Annuity Contracts (QLAC), Multi-Year Guarantee Annuities (MYGA), Fixed Index Annuities (FIA), and Income Riders. A proprietary 4-calculator platform with live carrier feeds allows consumers to shop all carriers for the highest contractual guarantees across all six product types by state, and the company claims over $1 Billion in cumulative client money placed, 100% principal protected.

The business model is commission-based: revenue is generated from insurance carrier payouts on annuities sold, while the internal team is described as "salary-only/no commission." Distribution is fully direct-to-consumer via the company website, a 4-step buying process (Personal Quote, Team Consultation, Paperwork, Final Contract), phone consultations, and a book-a-call system, with a separate Spanish-language division. The go-to-market is content-led: a daily Monday-Friday YouTube series ("Shootin' It Straight with Stan"), a weekly podcast, a weekly Saturday newsletter (The Annuity Lifestyle Magazine), 7 published books, 6 free Owner's Manuals, blog/SEO content, and earned media placements in outlets such as Barron's, Financial Advisor Magazine, TheStreet.com, and MarketWatch.com. The target customer is individual U.S. retirees and pre-retirees seeking guaranteed lifetime income, principal protection, legacy planning, and long-term care planning, with a secondary segment of Spanish-speaking clients.

Name

Stan The Annuity Man

Legal name

The Annuity Man, LLC

Website

https://stantheannuityman.com

Company type

Private

Operating status

Operating

Short description

Stan The Annuity Man is a privately held, 50-state-licensed direct-to-consumer annuity distributor selling fixed annuities (SPIA, DIA, QLAC, MYGA, FIA, Income Riders) to U.S. retirees and pre-retirees via a proprietary live-rate calculator platform, phone consultations, and a content-led marketing engine.

Ownership category

akta.pro rank

Product category

Retirement Annuity Sales & Consulting

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Life Insurance (6311)

akta.pro primary industry

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

akta.pro secondary industry

Immediate Income Annuities (SPIA) (FSAIACAE)

Keywords

• Fixed annuity sales
• Annuity consulting
• Retirement income planning
• Annuity calculators
• Independent annuity agent

Headquarters

HQ city

Ponte Vedra Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Annuity Sales Commissions: Stan The Annuity Man earns commissions from insurance carriers for annuity products sold. The company states 'salary-only/no commission Team of Annuity Experts' but the primary business model appears commission-based from carrier relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Stan The Annuity Man is a direct-to-consumer fixed annuity sales and consulting platform. The company sells six core annuity types (SPIA, DIA, QLAC, MYGA, FIA, and Income Riders) and uses proprietary online calculators with live carrier feeds to shop all carriers for the highest contractual guarantees. Licensed in all 50 states, it handles the full process from personalized quote through carrier paperwork submission, with a 4-step buying journey.

Product overview

Stan The Annuity Man is a direct-to-consumer annuity sales and consulting platform offering fixed annuity products. The company provides a portfolio of six core annuity types (SPIA, DIA, QLAC, MYGA, FIA, and Income Riders) supported by proprietary online calculators that shop all carriers for the highest contractual guarantees. The platform enables consumers to research, compare, and purchase annuities directly, with the company handling all paperwork and carrier submissions. The offering centers on contractual guarantees for principal protection, lifetime income, legacy planning, and long-term care needs.

Differentiator

Problem solved

Functional benefit

Products and services

• SPIA (Single Premium Immediate Annuities) Single Premium Immediate Annuities that provide lifetime income streams starting within 30 days of issue date, functioning as a personal pension plan for immediate income needs.
• DIA (Deferred Income Annuities) Deferred Income Annuities (also called Longevity Annuities or Longevity Insurance) that contractually solve for outliving retirement savings, with income starting at a future date.
• QLAC (Qualified Longevity Annuity Contracts) Qualified Longevity Annuity Contracts that can only be used in qualified retirement plans like Traditional IRAs, designed to prevent outliving retirement savings with income starting between ages 72 and 85.
• MYGA (Multi-Year Guarantee Annuities) Multi-Year Guarantee Annuities (fixed-rate annuities) that function similarly to Certificates of Deposit, offering contractually guaranteed interest rates with full principal protection.
• FIA (Fixed Index Annuities) Fixed Index Annuities offering potential index call option returns (cap rate on S&P 500) with guaranteed minimum interest rates and 100% principal protection.
• Income Riders Attached benefits to indexed or variable annuities that provide lifetime income streams starting at a future date of the policyholder's choice.
• Annuity Calculators Platform Proprietary calculator platform with 4 calculators and live carrier feeds providing personalized quotes for SPIA, DIA, QLAC, MYGA, FIA, and Income Rider products across all carriers.

Quantifiable outcome

• Over $1 Billion of client money 100% Principal Protected

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Annuity.org: Consumer-facing annuity education and lead-generation platform that connects shoppers with agents and carriers. Comparable in its educational-first content approach and SEO-driven top-of-funnel, but operates as a lead-gen network rather than a vertically integrated agent.

Direct peers

• Blueprint Income: Digital-first annuity marketplace that helps consumers shop for and purchase SPIA, DIA, and immediate-income products online. Closely aligned with Stan The Annuity Man's fixed-annuity focus and consumer education approach, competing for the same retirement-income buyer via a tech-led rather than agent-led buying experience.
• ImmediateAnnuities.com: Online annuity broker and quoting platform specializing in immediate and deferred income annuities. Directly comparable to Stan The Annuity Man's SPIA/DIA/QLAC focus, sharing the same 'contractual guarantees' educational positioning and targeting retirees shopping for lifetime income.

Broad incumbents

• New York Life: Major mutual life insurer offering fixed and income annuities, life insurance, and retirement income planning. Comparable as a fixed annuity issuer and distributor, with substantially greater scale and brand recognition, competing for the same retirement-income buyer segment.
• Fidelity Investments: Major brokerage and asset manager that sells fixed and variable annuities within a much broader retirement and investment product suite. Competes for the same household retirement dollars, particularly for self-directed retirees, but does not specialize in fixed annuities the way Stan The Annuity Man does.
• Northwestern Mutual: Large financial services company selling annuities, life insurance, and wealth management through a captive advisor network. Comparable as an annuity distributor but differentiated by its comprehensive financial planning model versus Stan The Annuity Man's pure-play fixed-annuity focus.
• MassMutual: Large mutual life insurance and financial services company that issues fixed and variable annuities and distributes them through captive agents and independent producers. Overlaps with Stan The Annuity Man in fixed annuity product category, but serves customers through a much broader portfolio of insurance and investment products.
• Charles Schwab: Large broker-dealer offering annuities alongside brokerage, banking, and advisory services. Comparable as a distribution channel for annuity products, particularly for self-directed investors transitioning to retirement, but with a very different buying experience and product breadth.

Others

• American Equity Investment Life Insurance: Leading issuer of fixed index and multi-year guarantee annuities, one of the carriers whose products Stan The Annuity Man distributes. Comparable as an industry counterparty in the fixed annuity ecosystem, but operates as a product issuer rather than a distributor/agent.
• Athene Holding: Major fixed and indexed annuity issuer and reinsurer, an underlying carrier partner for many SPIA, FIA, and MYGA products Stan The Annuity Man sells. Comparable in the fixed annuity ecosystem as a product manufacturer rather than distribution agent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/stantheannuityman
• YouTubeyoutube.com/@StanTheAnnuityMan

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stan The Annuity Man