'A hard act to beat': Annuity pricing and value for money

‘People cannot have their cake and eat it (although they try)’

clock • 5 min read

William Burrows charts the popularity of annuities and explains why historic criticism of the products was misplaced…

Late last month, 21 October to be precise, was National Annuity Day, an event organised by Steve Butler of Pension Potential and supported by many of the well-known annuity providers. Annuities were written off as a lousy investment following the introduction of pension freedoms in 2015 but they have now come back into fashion, so dedicating a day to annuities is a good way of promoting the benefits of guaranteed income to a new generation of advisers and clients. The main reason why they fell out of fashion was the income from annuities fell to rock bottom following the Bank of Engla...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Income

Just guaranteed income for life sales soar amid adviser demand

Just guaranteed income for life sales soar amid adviser demand

Reports IFRS loss before tax of £118m for 2025

Jen Frost
clock 27 February 2026 • 2 min read
Record-breaking year for annuities as larger pots drive £7.4bn sales

Record-breaking year for annuities as larger pots drive £7.4bn sales

ABI figures for 2025 at highest level since 2014 pensions freedom bombshell

Jenna Brown
clock 12 February 2026 • 3 min read
Annuity rates rose to 7.51% by end of 2025

Annuity rates rose to 7.51% by end of 2025

Rise worth an extra £7,000 to £9,000 in lifetime income for a 65-year-old

Holly Roach
clock 28 January 2026 • 2 min read