Rapidly aging population, persistent economic volatility, and rising personalization and digital transformation expectations are revolutionizing the North American annuities industry. Amid record-high annuity sales and regulatory momentum, enterprises are investing heavily in modernization, customer engagement, and strategic technology adoption to stay competitive. This report offers a comprehensive view of the evolving annuity market landscape through 2027, grounded in macroeconomic trends, product design shifts, and emerging digital capabilities. We explore how demographic forces such as Peak 65 and increased pension risk transfer activity are driving long-term growth while intensifying the need for innovation and scale. With increasing product complexities, the demand for modular platforms, data integration, AI-driven personalization, and embedded annuity solutions is rising. The convergence of annuities with retirement plans and wealth management platforms is blurring traditional boundaries, ushering in a new era of embedded, outcome-based offerings tailored to diverse personas. This report provides strategic insights into how carriers are modernizing their operations, digitizing distribution, and aligning IT investments with measurable business outcomes. It also highlights how private equity-backed players, advisory channels, and technology providers are reshaping the competitive landscape with flexible platforms and intelligent servicing models.

The global services market is highly dynamic and evolving rapidly. This transformation is reflected in the shift in priorities from cost arbitrage to automation. Third-party providers are reassessing their market positions and refining their growth strategies. As enterprises explore sourcing models to unlock additional value, evaluating new technology offerings and different pricing models is imperative. Everest Group’s Provider Snapshots offer a holistic and integrated view of leading providers to aid strategic decision-making for providers and enterprises in this dynamic market. These reports provide a fact-based view of leading providers across dimensions.

This Virtual Roundtable Discussion Summary is available only to Outsourcing Excellence members. For information on membership, please contact us. Everest Group regularly organizes virtual sessions in which senior executives from enterprises convene to share experiences and network with colleagues in other organizations on hot industry topics or particularly challenging issues of the day. In this virtual roundtable, Everest Group Partner Jimit Arora and Vice President Amy Fong and our participants discussed which suppliers are emerging as leaders and which suppliers are falling behind, and participants will share their experiences as they settle into the next normal.