Interest in annuities has grown since 2023 among non-owners and owners alike

High inflation, market volatility, potential Social Security cuts and lengthening lifespans have investors grappling with unprecedented anxiety about financial security in retirement – but those who own an annuity are feeling significantly more optimistic than their peers.

According to a recent survey from Nationwide, three-fourths (76%) of annuity owners are confident they will be able to retire when they want, compared to only 49% of those who do not own an annuity. However, the age investors plan on retiring has shifted since 2023 when Nationwide initially polled consumers between the ages of 45-60. This cohort now expects to retire at 64.3, six months later than in 2023 (63.7).

“It’s not surprising to see annuity owners feeling confident in their ability to retire, particularly because annuities are one of the only investment products that can provide guaranteed income for life no matter how long someone lives and regardless of the economic environment,” said Rona Guymon, senior vice president of Nationwide Annuity Distribution. “This presents an opportunity for financial professionals to connect with investors who don’t currently own an annuity to see if one aligns with their financial goals and retirement plans. In any economy, and at all stages of the financial life cycle, annuities can provide protection and guaranteed income.”

Interest In Annuities Is Growing

In addition to helping them feel confident about their retirement timeline, investors also recognize the value of annuities when it comes to guaranteed income.

According to a recent Greenwald Research program sponsored by Nationwide, consumers have more confidence in the guarantee from an annuity than they do from Social Security. Seventy percent of consumers said they were confident they would receive annuity income payments as promised, vs only 61% that said they were confident they would receive their full Social Security benefits.

This confidence in guaranteed payouts may be a reason interest in annuities is growing, with 31% of investors who have never purchased an annuity significantly more likely to consider a purchase today than in 2023 (5%), according to Nationwide’s survey.

“For years, misinformation and misinterpretations have plagued annuities, but as advisors have stuck with fact-based messages to dispel those myths, we’ve seen sentiment start to change. It’s incredible to see investors recognizing the unique benefits annuities offer and turning to them as a key solution for a stable retirement,” Guymon said. “This reinforces how crucial it is for advisors to help their clients fully understand the benefits and drawbacks of all retirement solutions so they can make informed decisions about the products that are right for them.”

Seeking Out A Financial Professional Partner

Interest in annuities isn’t the only thing on the rise. More investors are seeking out financial professionals and advisors too.

Almost half (48%) of investors in Nationwide’s survey said they are working with a paid financial professional, up from 36% in 2023. Those who work with a financial professional are also more likely to have discussed annuities (78% in 2025 vs 66% in 2023), and more likely to say their financial professional views annuities positively (55% in 2025 vs 39% in 2023).

“Our survey data highlights an opportunity for advisors to connect with the 52% of investors who don’t currently receive professional financial advice, helping them gain the knowledge of solutions like annuities that will allow them to retire with confidence,” Guymon said.

The Nationwide Retirement Institute offers access to planning tools and consultative support that financial professionals can use to connect with new clients, helping to build a trusted and lasting relationship.

About Nationwide and Zeldis Reseach’s Future Annuity Buyers Study:
The research was conducted online within the U.S. by Nationwide Mutual Insurance Company and Zeldis Research from July 17-24, 2025, among 699 consumers who qualified as “Future Annuity Buyer” targets. This target was defined as consumers ages 45-60, not retired, with income and asset thresholds of at least $100,000 and $150,000, respectively.

About Greenwald Research’s Retiree Insights Program:
The research was conducted online within the U.S. by Greenwald Research in June 2025, among 1,000 consumers. Consumers were between 50-70 years old with investable assets of at least $200,000, no defined-benefit income and involved in household financial decisions. Nationwide Mutual Insurance Company was a sponsor of this research.

About Nationwide
Nationwide, a Fortune 100 company based in Columbus, Ohio, is one of the largest and strongest diversified financial services and insurance organizations in the United States. Nationwide is rated A+ by Standard & Poor’s. An industry leader in driving customer-focused innovation, Nationwide provides a full range of insurance and financial services products including auto, business, homeowners, farm and life insurance; public and private sector retirement plans, annuities and mutual funds; excess & surplus, specialty and surety; and pet, motorcycle and boat insurance. For more information, visit www.nationwide.com. Follow the firm on Facebook and X. Nationwide, Nationwide is on your side and the Nationwide N and Eagle are service marks of Nationwide Mutual Insurance Company. © 2025

Annuity Alliance is not affiliated with Nationwide. This article is for informational and educational purposes only. It should not be used to make a buying decision. If you would like to speak with a financial professional at Annuity Alliance, please use the Contact Form.