My Annuity Store
Putting Clarity Back Into Annuity Decisions

Jason Caudill, Co Founder

Annuities have long been difficult for consumers to evaluate. Every carrier presents rates, guarantees and product features differently, making apples to apples comparison nearly impossible. My Annuity Store was built to solve that problem. The digital platform brings together live product data, comparison tools and educational resources in one place, giving consumers a clearer path through one of retirement’s most complex decisions.

At the center of the platform is a normalized multi carrier database — a single source of truth that standardizes product information across more than 90 insurance companies and 1,500 annuities. Real time APIs update interest rates as carriers change their offerings, while interactive tools help visitors understand how each product works. Traffic to the platform has grown roughly 300 percent since the beginning of the year, reflecting increasing demand for transparent, consumer driven annuity research.

“We just like helping people, and the technology is making it a lot easier,” says Jason Caudill, Co Founder.

Turning Complex Products into Clear Choices

My Annuity Store’s platform is designed around individual circumstances rather than generic examples. Visitors can enter their age, state and investment amount to receive live quotes tailored to their situation. Guided decision tools help identify whether they are primarily seeking accumulation, immediate income or future income. The platform then generates actual product quotes — the same numbers consumers would typically only see after speaking with an advisor.

Users can also compare up to three products side by side, reviewing rates, guarantees, surrender schedules and income features in a unified format. Calculators support fixed annuities, immediate annuities and future income scenarios, giving consumers multiple ways to evaluate their options.

Artificial intelligence adds another layer of clarity. My Annuity Store’s AI assistant is trained on the company’s proprietary database, carrier brochures, rate feeds and document library — not generic internet data. It can answer questions about product details, state specific rates and carrier offerings with cited information drawn directly from the platform’s maintained resources.

The company also provides financial information and AM Best ratings for 791 insurance companies, along with a downloadable library of more than 300 carrier brochures. For consumers, it is a rare opportunity to access comprehensive product and carrier information without navigating multiple websites or sales funnels.

Transparency as a Business Model

My Annuity Store takes a different approach to consumer engagement. Instead of requiring contact information before providing useful material, the platform allows visitors to research products freely. Carrier brochures, rate information and educational resources are available without mandatory registration.

That philosophy extends to compensation. Individual product pages publicly disclose commissions — a level of transparency uncommon in the annuity industry. Buyers can see how the company earns revenue before deciding whether to engage.

“Clients shouldn’t have to be a lead before they can learn,” Caudill says. “We prefer they learn everything before they call us, and the more they can learn, the easier it is for us.”

The approach appears to be resonating. Average visitor sessions have grown from roughly 90 seconds several years ago to nearly five minutes today, suggesting that consumers are spending more time researching and working through the information available on the platform.

Education Before Recommendation

Annuities can be confusing, and misunderstandings often lead to costly mistakes. My Annuity Store frequently encounters consumers who have misinterpreted key contract features before making a purchase.

One retiree believed she was earning a guaranteed eight percent annual return after attending a sales seminar. A review revealed that the figure applied to an income base used to calculate future lifetime withdrawals — not her actual account value. The distinction may sound technical, but it fundamentally changes how the annuity works and what the customer can expect.

Similar confusion arises when historical illustrations for indexed annuities are mistaken for guaranteed future returns, or when caps and spreads are misunderstood as guaranteed rates. My Annuity Store helps consumers distinguish between hypothetical scenarios and contractual guarantees before they commit to a product.

The company’s experience across carriers also helps it catch details that can be easy to overlook, including state premium taxes and differences in carrier service levels. Some carriers are more responsive than others when customers need withdrawals or contract servicing — practical knowledge that can meaningfully affect a retiree’s experience.

The result is deeper trust and repeat engagement. Approximately 44 percent of customers have returned for additional business, and one client has purchased 24 annuities through the platform over time. For My Annuity Store, that repeat business reflects a model built around ongoing service rather than one time transactions.

Building the Next Layer of the Platform

Automation is central to the company’s next phase of development. My Annuity Store already offers a client portal that supports certain interactions and email communication, and the team is working to automate more of the customer journey. The goal is to provide more resources without removing human assistance when customers need it.

Indexed annuities remain a particular challenge because their complexity can make them difficult to explain online. Making these products easier for older consumers and retirees to understand is one of the company’s priorities. The focus is shifting from simply providing more information to presenting it in clearer, more intuitive ways.

Interactive learning experiences, educational courses, quizzes, videos and more personalized guidance are among the ideas being explored. The aim is to help consumers learn more, understand more, and ask better questions before speaking with an advisor.

This commitment to clarity, transparency and consumer empowerment is what earned My Annuity Store recognition as Insurance Business Review’s Top Multi Carrier Annuity Platform 2026. As the platform continues to evolve, it is helping shape what modern annuity research should look like: transparent, data driven, and built around the consumer.