The Simple Question That Drove $9M+ in Annuity Sales [Case Study]

When Amanda Creamer started her career as an insurance agent in 2022, she wasn't focused on becoming an annuity expert. She was simply following the advice of her mentor, Michael Sams: use a client needs assessment with every single appointment.

That one habit changed everything.

In 2025 alone, Amanda wrote over $9.2 million in annuity business. Her approach is refreshingly simple, and her results speak for themselves.

The Foundation: A Client Needs Assessment

Amanda credits her success to one specific question on her client needs assessment:

"Are you satisfied with your investments?"

"This opens the conversation piece for annuities," Amanda explains. "It flows very naturally."

Rather than approaching annuities as a separate sales strategy, Amanda incorporates them into her regular appointments. Whether it's a brand-new client or an existing policyholder coming in for a renewal appointment, she brings up the topic consistently.

"Even if they told me at previous appointments they are satisfied with their investments, I still bring it up because something could have changed," she says.

For renewal appointments specifically, Amanda has developed a simple but effective tactic: she hands clients a flyer showing current interest rates during the meeting.

This visual prompt naturally starts the conversation without feeling pushy or sales-focused.

You can download that flyer here:

Building Confidence Through Consistency

Like many agents, Amanda initially felt intimidated by annuities. Her solution? Start simple and build from there.

"I started out with only offering MYGAs," she shares. "MYGAs are basic, simple, and easy to explain to a client. I think this helped gain my confidence. Then I gradually started offering FIAs as well."

Amanda emphasizes that becoming comfortable with annuities wasn't about memorizing product features – it was about understanding the fundamentals well enough to believe in her recommendations.

"I think for me, I had to study up and know all the ins and outs so that I was confident and believed in what I am recommending," she says. "I honestly think the more you do something, the more comfortable and confident you become. Success naturally happens when you stay consistent."

And the results prove it. In 2025, Amanda wrote $9,216,810 in annuity business!

She never hesitates to talk about the great interest rates she can offer, and she genuinely believes she's helping seniors when she moves their money out of the market and into safety and security.

Who's Buying Annuities?

Amanda has noticed clear patterns in which clients are most receptive to annuities:

• Clients who are retiring and have a 401(k)
• Seniors with money held by other investment advisors
• Clients with CDs maturing
• Previous clients who weren't initially interested, but circumstances changed

She's also identified age-related trends in product preferences.

Clients aged 65-75 tend to be more interested in FIAs, while those 75 and older typically prefer short-term MYGAs (3-5 years).

For clients who are hesitant about FIAs, she's found success with SILAC's 5-year Teton product as a middle-ground option.

Handling the "I've Heard Bad Things" Objection

Amanda regularly encounters clients who start the conversation by saying they want nothing to do with annuities because they've heard negative things.

Her approach? Listen first, then educate.

"I let them talk and follow up with 'there are different kinds of annuities' and reassure them that everything that I offer is safe, secure, and guaranteed not to lose money," Amanda explains. "This usually allows for more discussion. Educating them is important."

This patient, educational approach transforms objections into opportunities for deeper conversations about financial security.

The Secret Ingredient: Trust

When asked what makes her approach effective, Amanda points to relationship-building as the foundation of everything else.

"My goal is to build a connection during our first appointment by introducing myself and telling them a little about me," she says. "This opens the door to hear their story and builds a connection between us. Once I gain that, then they trust my recommendations."

That trust pays off in a powerful way: most of Amanda's clients simply go with whatever she recommends.

They're not shopping around or second-guessing her advice – they're relying on her expertise because she's earned their confidence.

Resources That Make a Difference

Amanda credits several key resources for her annuity success:

• Kirk Sarff here at New Horizons serves as her go-to expert. "He stays on top of rates and changes," she notes.
• SILAC has become one of her favorite carriers thanks to products that are easy to explain to seniors, excellent customer service, and strong agent incentives.
• Heartland is another top choice, typically offering the best MYGA rates with simple applications and outstanding customer service.

Advice for Agents Who Want to Sell More Annuities

Amanda's guidance for other agents is straightforward:

• Be consistent. Don't pick and choose which clients get the annuity conversation – bring it up with everyone.
• Educate yourself and build confidence. Clients come to you for expert advice, so you need to truly understand what you're recommending.
• Practice with family and friends. If you're nervous about bringing up annuities, role-play the entire process with people you know. "You will be surprised how much confidence this will give you," Amanda says.
• Start simple. Begin with MYGAs if you're new to annuities, then gradually expand to FIAs as your comfort level grows.
• Ask for help. Amanda emphasizes that having a strong support team provides peace of mind when you're learning.

Looking Ahead

As for 2026, Amanda's strategy is simple: "I am going to keep being consistent because it pays off."

And if her success over the past three years is any indication, that consistency will continue to serve her well.