The Life And Annuity Shop

Name

The Life And Annuity Shop

Legal name

The Life and Annuity Shop, LLC

Website

https://annuity1.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Wholesale Annuity Distribution (Independent Marketing Organization)

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAAAAAM

Annuities & Investment-Linked Insurance Solutions (Retail)

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

SECONDARYFSAEABAH

Annuity & Insurance-Based Retirement Solutions Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

SECONDARYFSAIACAJ

Structured Settlement Annuities

Financial & Insurance/Insurance — Life & Health/Annuities (Fixed, Variable & Indexed)

Keywords

• Wholesale annuity brokerage
• Fixed annuity distribution
• Independent marketing organization
• Agent contracting services
• Annuity product access

Headquarters

HQ city

Palm Harbor

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission-based brokerage: As a wholesale insurance marketing organization (IMO), The Life and Annuity Shop earns commissions from insurance carriers when agents sell annuities through their platform. Revenue is generated through volume-based compensation arrangements with carrier partners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Life and Annuity Shop is a wholesale, independent annuity marketing organization that gives licensed insurance agents online access to fixed annuity products (MYGA and FIA) from more than 30 carrier partners through online contracting, electronic applications (Firelight), and back-office case design support. The company does not issue annuities; it earns commissions by distributing carrier products and supporting the producing agents.

Product overview

The Life and Annuity Shop is an independent annuity marketing organization (IMO) representing over 30 annuity carriers. The company does not offer a unified SaaS product but rather provides access to a portfolio of annuity products through agent-facing tools and platforms. Core offerings include Fixed Annuities, Multi-Year Guaranteed Annuities (MYGA), and Fixed Index Annuities (FIA). Key featured products include the Nationwide Peak 10 Fixed Indexed Annuity (with lifetime income riders), Axonic Waypoint MYGA, New Limited Distribution FIA, and the Accumulation Protector Plus (APP) Annuity. Agent support services include online contracting via SuranceBay, electronic application submission through Firelight E-App, continuing education resources, discounted E&O insurance, and various calculators and product comparison tools. The company operates exclusively for licensed insurance agents and financial professionals, not the general public.

Differentiator

Problem solved

Functional benefit

Products and services

• Fixed Annuities Traditional fixed annuity products providing guaranteed interest rates and principal protection, sourced from more than 30 annuity carrier partners and made available to licensed independent insurance agents and financial professionals.
• Multi-Year Guaranteed Annuities (MYGA) Fixed-rate annuity products with guaranteed interest rates for specific terms (typically 3, 5, 7, or 10 years), offering guaranteed principal protection and predictable returns without market participation.
• Fixed Index Annuities (FIA) Annuity products offering growth potential linked to market indices (such as S&P 500) while providing downside protection against market losses, including various crediting strategies and optional income riders.
• Nationwide Peak 10 Fixed Indexed Annuity Fixed indexed annuity designed for conservative clients seeking a balance between growth potential and principal protection, with two guaranteed lifetime income options, multiple index allocation choices, and chronic/terminal illness waivers.
• Axonic Waypoint MYGA Single premium multi-year guaranteed rate annuity with terms ranging from 2 to 10 years, featuring 10% annual penalty-free withdrawals after the first year, contract value death benefit, and current rates from 5.20% to 5.60% across terms.
• New Limited Distribution FIA Limited-distribution accumulation Fixed Indexed Annuity with 12 crediting strategy options, an Interest Rate Boost Rider (10% or 20% boost), S&P 500-based cap and par-rate strategies, a 5.05% Fixed Account, and 5-, 7-, and 10-year surrender terms.
• Accumulation Protector Plus (APP) Annuity 10-year fixed indexed annuity distributed through A-CAP's Sentinel Security Life Insurance Company and Atlantic Coast Life Insurance Company, featuring Credit Suisse indices (Momentum Index and ESG Macro 5 Index) with 10-year guaranteed participation rates and a sustainable investment focus.
• Oceanview MYGA Products Multi-Year Guaranteed Annuity products including Harbourview and Sky Harbourview MYGA, offered through Oceanview Life and Annuity Company with rate-lock provisions protecting applications signed before rate reduction effective dates.
• Online Contracting Digital agent appointment and contracting service enabling licensed insurance agents to be appointed with up to 30 insurance carrier partners through a single online workflow powered by SuranceBay's SureLC platform.
• Agent Resource Tools Suite of agent productivity tools including Fixed Annuity and MYGA spreadsheets, Annuity Illustrations, Indexed Calculation Comparison, Income Rider Quotes, Life Insurance Quote Engine, Product Search, and Side-by-Side Comparisons.
• Continuing Education (with Discounted E&O Program) Continuing education resources for licensed insurance agents, combined with a discounted Errors and Omissions (E&O) Professional Liability Insurance program to support agent compliance and licensing requirements.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Ten partnerships are on record, tiered core and featured.

• AIGcoreOthersInsurance carrier partner offering annuity products through The Life and Annuity Shop platform. Listed among the 30+ carrier partners represented by the IMO.
• American EquitycoreOthersInsurance carrier partner offering annuity products through The Life and Annuity Shop platform. Listed among the 30+ carrier partners represented by the IMO.
• AthenecoreOthersInsurance carrier partner offering annuity products through The Life and Annuity Shop platform. Listed among the 30+ carrier partners represented by the IMO.
• Global AtlanticcoreOthersInsurance carrier partner offering annuity products through The Life and Annuity Shop platform. Listed among the 30+ carrier partners represented by the IMO.
• NationwidefeaturedOthersFeatured carrier partner with Peak 10 Fixed Indexed Annuity prominently displayed on the platform. Offers guaranteed income solutions and index options including J.P. Morgan Cycle Index and Alliance Bernstein Growth and Value Balanced Index.
• AmFirst Insurance CompanycoreOthersUnderwriting carrier for Axonic Waypoint MYGA products distributed through the platform. Licensed in 47 states plus DC, British Virgin Islands, and Puerto Rico.
• Oceanview Life and AnnuitycoreOthersInsurance carrier partner offering MYGA products. Had rate lock programs for applications signed before rate reduction dates.
• Sentinel Security Life Insurance CompanycoreOthersInsurance carrier partner (subsidiary of A-CAP) offering APP Annuity with Credit Suisse ESG Macro 5 Index. Part of the A-CAP/AmeriLife distribution network.
• Atlantic Coast Life Insurance CompanycoreOthersInsurance carrier partner (subsidiary of A-CAP) offering APP Annuity with Credit Suisse ESG Macro 5 Index. Part of the A-CAP/AmeriLife distribution network.
• SureLC/SuranceBaycoreTechnology or IntegrationThird-party online contracting platform used by The Life and Annuity Shop to enable agents to get appointed with up to 30 carriers efficiently through a single contract process.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ash Brokerage: Long-standing independent annuity and life insurance marketing organization with multi-carrier access and agent-focused contracting, tools, and back-office support — structurally and operationally comparable to The Life and Annuity Shop.
• Integrity Marketing Group: Large insurance marketing organization aggregator with significant fixed annuity distribution, partnering with independent agents across the U.S. — comparable as a wholesale annuity distribution peer though operating at much greater scale via a roll-up model.
• Advisors Excel: Independent marketing organization focused on fixed and fixed indexed annuities, serving thousands of independent agents with carrier access, back-office support, and limited-distribution product placements — directly comparable in model and target customer.
• The Annuity Shoppe: Independent annuity marketing organization also under the AmeriLife umbrella with overlapping carrier representation and B2B agent model — operates effectively as a sister entity with near-identical wholesale fixed annuity distribution mechanics.
• Brokerage Educational Resources & Services (BIS): Independent annuity FMO supporting insurance agents with multi-carrier access, product education, and back-office services — competes for the same independent agent relationships in the wholesale fixed annuity channel.

Broad incumbents

• Nationwide Financial: Major insurance carrier and fixed annuity issuer (e.g., Peak 10 FIA featured on the platform). Overlaps with The Life and Annuity Shop as an industry incumbent whose products are placed through wholesale IMOs.
• American Equity / Athene: Leading fixed annuity carrier partnerships on The Life and Annuity Shop platform; operates its own distribution infrastructure and represents a broad incumbent counterparty whose interests can shape IMO economics.
• Mutual of Omaha: Insurance carrier offering fixed and indexed annuities plus broader retirement products with both captive and independent distribution — represents a broad incumbent that competes for fixed annuity placement volume via multiple channels.

Emerging players

• Annuity.com: Digital lead-generation and comparison platform for fixed annuities connecting consumers with agents and carriers — adjacent rather than directly competitive, but represents the emerging channel that threatens traditional wholesale IMOs.

Others

• SureLC (SuranceBay): Compliance and online contracting technology provider whose platform The Life and Annuity Shop uses to appoint agents across multiple carriers — an infrastructure/enabler rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/annuity1
• LinkedInlinkedin.com/company/the-life-and-annuity-shop-llc

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 The Life And Annuity Shop