Publications
Publications
- November 2009 (Revised March 2011)
- HBS Case Collection
New York Life and Immediate Annuities
By: Julio J. Rotemberg and John T. Gourville
Abstract
By positioning Immediate Annuities as "guaranteed lifetime income," New York Life has built itself a $1.4 billion per year business by 2009. However, to make Immediate Annuities a mainstream financial product for retirees, New York Life must understand why many retirees are reluctant to buy them and many agents are reluctant to sell them.
Keywords
Insurance; Personal Finance; Product Marketing; Consumer Behavior; Retirement; Salesforce Management; Insurance Industry
Citation
Rotemberg, Julio J., and John T. Gourville. "New York Life and Immediate Annuities." Harvard Business School Case 510-040, November 2009. (Revised March 2011.)
About The Author
