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  • November 2009 (Revised March 2011)
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New York Life and Immediate Annuities

By: Julio J. Rotemberg and John T. Gourville
  • Format:Print
  • | Pages:22 
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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.)
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About The Author

John T. Gourville

Marketing
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