Annuity.org
- Company typePrivate
- Founded2013
- HeadquartersOrlando, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
Annuity.org firmographics
Firmographics- Name
- Annuity.org
- Legal name
- Annuity.org
- Website
- https://annuity.org
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Annuity.org industry classification
Industry- Product category
- Financial Education & Annuity Lead Generation
- NAICS
- Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Investment Advice (6282)
- akta.pro primary industry
- Annuities & Investment-Linked Insurance Solutions (Retail) (FSAAAAAM)
- akta.pro secondary industries
- Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Structured Settlement Annuities (FSAIACAJ)
Keywords
Where Annuity.org is headquartered
LocationHeadquarters
- HQ city
- Orlando
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Annuity.org business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Lead Generation (CPC/CPL/CPA): Annuity.org generates revenue primarily through performance-based partnerships with annuity and financial services companies. The company receives compensation when users click on featured links (CPC), submit contact information as leads (CPL), or when users are connected with and purchase products from partner providers (CPA). This model prioritizes relevant, value-added offers for users while generating qualified annuity leads for partners.
- Display Advertising: The platform displays transparent advertisements from financial services partners. The editorial team maintains complete independence from advertisers, ensuring all content is objectively written and fact-checked without interference from advertising relationships.
- Lead Data Sales: Annuity.org may sell lead data to partners in their network to best connect consumers with the information they request, in addition to facilitating direct connections with annuity professionals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free educational resources and tools |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Annuity.org product offering
Product offeringCore offering
Annuity.org is a financial education and lead generation platform that publishes expert-reviewed articles, rate comparisons, and interactive calculators about annuities and retirement planning, then matches consumer inquiries with licensed insurance professionals and annuity providers. The company operates as a licensed insurance agency and monetizes primarily via cost-per-click, cost-per-lead, and cost-per-acquisition referrals to partner carriers.
Product overview
Annuity.org is a financial education and lead generation platform offering a suite of annuity products, calculators, and advisory services. The core offerings include Fixed Annuities (MYGAs), Fixed Index Annuities, Variable Annuities, Immediate Annuities (SPIAs), and Deferred Annuities. These annuity products are complemented by a range of calculator tools (Income Annuity Calculator, Fixed Annuity Calculator, Structured Settlement Calculator, Life Expectancy Calculator, Roth IRA Calculator) that help users estimate payouts and plan retirement. The platform also provides educational resources including the Annuities Explained Guide, Financial Literacy Guide, and the Annuity.org Podcast. A key differentiator is the connection to licensed financial advisors through services like 'Talk to an Expert' and 'Financial Advisor Match,' which provide free consultations. The platform tracks current annuity rates across multiple term lengths and insurance carriers. Annuity.org operates as a licensed insurance agency that generates leads for annuity purchases and structured settlement sales, earning revenue through cost-per-click, cost-per-lead, and cost-per-acquisition partnerships with insurance providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Fixed Annuities (MYGAs)
Quantifiable outcome
- 25,000 customers helped connect with annuity solutions
- +3 more outcomes
Companies that use Annuity.org
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Annuity.org technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Annuity.org partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- New York LifecoreMajor insurance provider featured on Annuity.org's 'Best Annuity Companies' list. Annuity.org generates leads for New York Life annuity products through content marketing and referral services.
- Allianz LifecoreFeatured annuity provider on Annuity.org's platform. Annuity.org connects consumers with Allianz annuity products and generates qualified leads for the provider.
- NationwidecoreNational insurance provider featured in Annuity.org's annuity provider comparisons. Partnership generates leads for Nationwide annuity and retirement products.
- Lincoln Financial GroupcoreFeatured partner provider for annuity products on Annuity.org. Annuity.org generates qualified leads for Lincoln Financial Group's annuity offerings.
- MassMutualcoreFeatured annuity provider on Annuity.org's platform. Partnership facilitates lead generation for MassMutual retirement and annuity products.
- American Equity Investment Life Insurance CompanycorePartner annuity provider featured on Annuity.org. American Equity offers fixed annuity products that are featured in Annuity.org's rate comparisons.
- American National Insurance CompanycorePartner insurance company in Annuity.org's provider network. Provides annuity products that are recommended to users seeking retirement income solutions.
- AIGcoreMajor insurance provider partnered with Annuity.org for annuity lead generation. AIG annuity products are featured in rate comparisons and provider recommendations.
- Mutual of OmahacorePartner insurance company providing annuity products featured on Annuity.org. Annuity.org generates leads for Mutual of Omaha retirement solutions.
- North American Company for Life and Health InsurancecorePartner annuity provider in Annuity.org's network. Offers fixed and indexed annuity products that are compared on the platform.
- Income ArchitechsupportingSoftware tool used by Annuity.org's partner advisors for comprehensive retirement income planning, combining income analysis, cash-flow analysis, and tax planning.
- Total Social SecuritysupportingSoftware tool integrated into partner advisor practices for Social Security planning, featuring visual reports, break-even charts, and income-gap charts.
- SmartRisksupportingRisk analysis software used by partner advisors to help clients achieve better retirement outcomes through asset interaction analysis, portfolio risk tolerance assessment, and down market preparation.
- Blue Ocean Global WealthsupportingFinancial advisory firm led by CEO Marguerita M. Cheng, a certified financial planner who serves as a content reviewer and expert contributor for Annuity.org's educational materials.
- Belonging Wealth ManagementsupportingFinancial advisory firm co-owned by Brandon Renfro, Ph.D., CFP®, who serves as an expert contributor for Annuity.org, providing retirement planning insights.
- Apex WealthsupportingWealth management firm founded by Cliff Ambrose, FRC℠, CTS™, CAS®, who contributes expert content on annuities and retirement planning to Annuity.org.
Scale indicators9 records
Recent moves5 records
Expansion highlights5 records
Annuity.org competitors and assessment
Company assessmentDirect peers
- GoBankingRates: GoBankingRates is a personal finance content and affiliate publisher covering banking, investing, retirement, and related calculators. It competes for overlapping SEO keywords and relies on similar lead-generation monetization from financial services advertisers.
- Policygenius: Policygenius is a digital insurance agency and lead-generation platform specializing in life, disability, and long-term care insurance with strong content marketing. It mirrors Annuity.org's licensed-agency plus educational-content-plus-referral structure within the insurance vertical.
- Bankrate: Bankrate is a long-established personal finance content and lead-generation site covering banking, mortgages, credit cards, insurance, and retirement products. Its annuity and retirement-income content directly overlaps Annuity.org's audience and performance-marketing monetization model.
- Investopedia: Investopedia is a dominant financial education publisher with deep retirement and annuity content, calculators, and partner referrals. It competes for the same top-of-funnel search traffic Annuity.org monetizes and is cited as a press reference supporting Annuity.org's brand.
- NerdWallet: NerdWallet is a leading consumer finance comparison and lead-generation platform covering credit cards, banking, investing, and increasingly annuities/retirement. It shares Annuity.org's SEO-first content model, calculator-driven tools, and affiliate/lead-referral monetization tied to financial product providers.
- SmartAsset: SmartAsset is a financial advisor matching and personal finance content platform with strong SEO positioning across retirement, taxes, and investing. Its Financial Advisor Match tool and lead-routing model is highly comparable to Annuity.org's advisor-intake flow.
Emerging players
- The Zebra: The Zebra is an insurance comparison and lead-generation marketplace focused on auto, home, and other personal lines. While not annuity-focused, it shares the SEO-driven comparison-and-referral business model that underpins Annuity.org's revenue.
- Credible: Credible is a consumer financial marketplace operating a lead-generation/affiliate model across student loans, mortgages, and personal finance. While it does not center on annuities, its SEO-driven content-to-referral funnel architecture is highly comparable to Annuity.org's operation.
Broad incumbents
- LendingTree: LendingTree operates a large-scale lead-generation and comparison marketplace primarily across lending products but also extending into insurance and retirement. Its multi-vertical performance-marketing playbook overlaps Annuity.org's CPC/CPL/CPA model and partner-network economics.
- Fidelity Learning Center: Fidelity operates an extensive consumer financial education hub (including retirement, annuities, and income planning) tied to its proprietary product offerings. It represents an incumbent channel partner and competitive content destination for retirement-anxiety traffic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Annuity.org social profiles
Digital presenceAnnuity.org compliance and trust
Trust signalCompliance2 records
Annuity.org financial estimates
Financial estimateRevenue estimate
Valuation estimate
Annuity.org leadership team
Management profileNumber of profiles
Profiles11 records
Annuity.org funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Annuity.org M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Annuity.org
What does Annuity.org do?
Annuity.org is a financial education and lead generation platform that publishes expert-reviewed articles, rate comparisons, and interactive calculators about annuities and retirement planning, then matches consumer inquiries with licensed insurance professionals and annuity providers. The company operates as a licensed insurance agency and monetizes primarily via cost-per-click, cost-per-lead, and cost-per-acquisition referrals to partner carriers.
Is Annuity.org a public or private company?
Annuity.org is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Annuity.org founded?
Annuity.org was founded in 2013. It employs 1 to 10 people.
Where is Annuity.org based?
Annuity.org is headquartered in Orlando, United States, in the North America region.
How does Annuity.org make money?
Three revenue lines are on record. Lead Generation (CPC/CPL/CPA) is the primary driver. The others are display Advertising and lead Data Sales.
Who are Annuity.org's main competitors?
Direct peers on record are GoBankingRates, Policygenius, Bankrate, Investopedia, NerdWallet and SmartAsset. Emerging players are The Zebra and Credible. Broad incumbents are LendingTree and Fidelity Learning Center.
Does Annuity.org have an API?
No public API is recorded for Annuity.org.
What industry is Annuity.org in?
Annuity.org's product category is Financial Education & Annuity Lead Generation. Its primary akta.pro industry code is FSAAAAAM, Annuities & Investment-Linked Insurance Solutions (Retail), with a secondary code of FSAEABAH, Annuity & Insurance-Based Retirement Solutions Advisory. Its NAICS code is 52421 and its SIC code is 6411.