Empower Her Future: Annuities for Women

Position your practice to meet evolving client needs by engaging women investors with annuity strategies designed to support longevity, financial independence, and legacy planning.

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 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 are also increasingly active in investing.² 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.³ 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.³ You can appeal to investors seeking stable and reliable investment options by highlighting the power of annuities. Annuities have the potential for growth while still providing guarantees and protection.
• Confidence and Knowledge: Women report they’re feeling overwhelmed with the process of saving for retirement — and less engaged with their retirement plans than men, according to research by The Standard.⁴ This can lessen confidence in their investment decisions and outcomes. Position yourself as a trusted advisor who understands their financial goals and 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 other challenges in growing retirement assets.

• 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 help supplement retirement income with a more predictable stream of payments. This can be especially relevant for addressing financial challenges such as the gender pay gap, career interruptions and fewer opportunities to accumulate assets in employer-sponsored plans like 401(k)s.
• Investment Confidence: While providing safety and guarantees, annuities can allow investors to take on more risk in other types of investments.
• Inclusivity: Annuities can be a viable option for investors 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.⁵ 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 annuity products that can help meet women’s specific needs. Join us in empowering women to achieve financial independence and secure their futures.