Empower Her Future: Annuities for Women

Broaden your target market and boost your sales by focusing on women investors. In a wealth transfer that's been called "the power shift of the century," women are set up to inherit trillions of dollars.

Due to longer life expectancies they’re likely to inherit wealth from both parents and spouses. According to research, women will control up to $30 trillion by 2030.¹ This presents a unique opportunity for trustworthy financial advisors to tap into this market.

The Importance of Focusing on Women

Women play a significant role in managing household finances and making key financial decisions. Women aged 60 and older are also increasingly active in investing. Here are some key points about their investment behavior:

• Investment Participation: Among women who invest outside of retirement, around 70% of are now investing in the stock market. This represents a significant increase from previous years.² Women are actively planning their financial futures — making them ideal candidates for your annuity products and expertise.
• Types of Investments: Women tend to invest in traditional assets like stocks, bonds and mutual funds. They trade more conservatively and plan more for the future.² You can appeal to women clients seeking stable and reliable investment options by highlighting the benefits of annuities. Emphasize their strong guarantees, protections and consistent growth.
• Confidence and Knowledge: Women report lower levels of knowledge about investing compared to men. This can lessen confidence in their investment decisions and outcomes. Position yourself as a trusted advisor who understands their financial goals who can help them achieve long-term security.

The Benefits of Annuities for Women

Annuities can be particularly beneficial for women due to their longer life expectancy, the gender wage gap and underrepresentation in the workforce.

• Longevity: Women tend to live longer than men. Being able to accumulate money now in an annuity and have the option of turning that into payments for life can help secure their future.
• Financial Security: Annuities can offer a stable and predictable retirement income. This is perfect for overcoming financial challenges like the gender pay gap and career interruptions.
• Investment Confidence: Ensuring financial security with the safety and guarantees of annuities allows women to take on more risk in other types of investments.
• Inclusivity: Annuities are a great option for women without access to traditional retirement savings plans. They can help bridge the gap in retirement preparedness.

Why Choose The Standard?

Women often prioritize investing in companies that align with their values. Appealing to women by discussing the company they are investing in can be a powerful strategy. Get to know The Standard and what we stand for:

• Philanthropy: Through our corporate giving program, we support organizations that align with our four focus areas: healthy communities, disability and empowerment, cultural development and education and advancement.
• Sustainable Practices: We are committed to sustainable practices that reduce our ecological footprint. Two of our Oregon headquarters facilities were awarded LEED Gold status. We buy renewable clean wind energy to power our buildings, and incorporated measures that reduce electrical, heating and cooling demands.
• Commitment to Community: Work with us and you’ll meet a company of remarkable people united by compassion and a genuine desire to help others. Caring for people is more than a core value ─ it’s practiced every day in communities across the country where our employees live and work.
• Leadership of Belonging: We achieved a perfect score on the Human Rights Campaign Foundation’s 2025 Corporate Equality Index, earning the prestigious Equality 100 Award. This recognition highlights our commitment to inclusion and a culture that makes every employee feel valued and respected.
• Transparency and Trust: We’ve had nearly a century of financial strength ratings of A or higher. Given the rapidly evolving markets and challenging economic times, this is a significant accomplishment. We are proud of our longstanding track record of financial strength.

Tap into this growing market by offering tailored annuity products that meet women’s specific needs. Join us in empowering women to achieve financial independence and secure their futures.