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Equitable Holdings Business Model Canvas
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Nine business model blocks
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Value and customer fit
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Commercial logic
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Business Model Canvas: Core value props, customer segments & revenue streams for a top insurer
Unlock the strategic engine behind Equitable Holdings with our concise Business Model Canvas—three core value propositions, customer segments, and scalable revenue streams explained for investors and strategists. Dive deeper with the full Canvas to see partnerships, cost structure, and growth levers in Word/Excel. Purchase the complete file to benchmark and act fast.
Partnerships
Reinsurers
Equitable partners with global reinsurers to share mortality and longevity risk, and in 2024 maintained these treaties to stabilize earnings and support competitive pricing across its life and annuity portfolios. Reinsurance arrangements improve capital efficiency under prevailing regulatory frameworks like RBC and NAIC guidelines. Strong reinsurer relationships enable Equitable to scale product offerings responsibly while managing capital and volatility.
Independent broker-dealers and RIAs
Distribution alliances with independent broker-dealers and RIAs expand Equitable’s market reach, channeling sales into the firm’s $278 billion in assets under management and advisement (YE 2023). Advisors gain access to Equitable’s product shelf and planning tools, driving qualified leads and improving persistency. Robust compliance and training support enhance advisor productivity and retention.
Banks and workplace plan sponsors
Bancassurance and employer channels give Equitable direct access to mass‑affluent and retirement savers, leveraging bank branches and plan sponsors to scale distribution; co‑branded programs integrate life and annuity solutions at point of need. Workplace education—shown in Vanguard 2024 to raise enrollment ~15–20 percentage points and boost deferrals by ~1–2 ppt—drives contributions and creates cross‑sell opportunities that increase lifetime value.
Asset managers and custodians
Partnerships with asset managers embed subaccounts and model portfolios inside Equitable annuities and advisory platforms, expanding investment choice and access to specialized strategies.
Custodians provide secure trade execution, settlement and regulatory reporting with industry settlement success above 99.5% in 2024, underpinning operational reliability.
Rigorous performance monitoring and due diligence on partner managers drive client outcome improvement and compliance.
- partners: dozens of asset managers
- model portfolios: hundreds available
- custody reliability: >99.5% settlement success (2024)
- focus: performance monitoring and due diligence
Fintech, data, and insurtech providers
In 2024 Equitable leverages fintech, data, and insurtech partners to power e-apps, underwriting automation, advanced analytics, and digital servicing, enabling more personalized risk scoring and faster policy issuance; API integrations cut client-journey friction while shorter innovation cycles lower time-to-market and operating costs.
2024 partners stabilize risk, scale to $278B AUM, speed digital issuance
Equitable’s 2024 key partnerships—reinsurers, broker‑dealers/RIAs, bancassurance, asset managers, custodians and fintechs—stabilize risk, scale distribution into $278B AUM (YE2023) and speed digital issuance. Reinsurance treaties and custodian reliability (>99.5% settlement success in 2024) improve capital efficiency and operations. Asset manager and fintech integrations expand product choice, personalization and lower time‑to‑market.
| Partner | Role | 2024 metric |
|---|---|---|
| Reinsurers | Risk transfer | Maintained treaties |
| Custodians | Settlement | >99.5% success |
| Distributors | Sales | $278B AUM (YE2023) |
What is included in the product
Detailed Word Document
A comprehensive, pre-written Business Model Canvas tailored to Equitable Holdings, detailing customer segments, channels, value propositions, revenue streams, cost structure, key partners/activities/resources and governance across nine BMC blocks; includes SWOT, competitive advantages and real-world operational insights for investor presentations and strategic decision-making.
Customizable Excel Spreadsheet
High-level view of Equitable Holdings’ business model with editable cells to quickly pinpoint revenue drivers and risk exposures. Saves hours of structuring and is shareable for team alignment and board-ready summaries.
Activities
Product design and pricing
Actuarial teams design life, annuity, and protection solutions tailored to client segments, using scenario testing to align benefits with longevity and lapse assumptions. Pricing balances guarantee costs, capital charges, and targeted profitability through risk-adjusted return metrics. Competitive benchmarking and feature testing refine product features, while governance frameworks ensure suitability, regulatory compliance, and model validation.
Underwriting and risk management
Underwriting integrates medical, financial and behavioral data to price risk, supported by Equitable's diversified book with over $200 billion in assets under management as of 2024. Enterprise risk management monitors market, insurance, credit and operational risks across the firm. Reinsurance and hedging programs limit tail exposure, while continuous monitoring and stress testing sustain resilience.
Investment and asset-liability management
Investment teams manage Equitable’s general account assets to back insurance and annuity liabilities, aligning portfolios to liability profiles. ALM matches duration, convexity and liquidity to guarantee features while dynamic hedging offsets annuity rider and market exposures. Prudent asset allocation preserves spread income and supports ratings through capital-sensitive positioning.
Advisor enablement and distribution
Training, tools, and marketing support boost advisor effectiveness, with 2024 industry data showing advisors using integrated enablement see 30–50% higher conversion and production gains.
Digital quoting, illustrations, and e-sign cut sales cycle time substantially—2024 studies report up to 40% faster policy issuance—while practice management and wholesaling expand penetration into high-potential segments.
Robust compliance oversight ensures standardized practices and reduces regulatory risk, supporting scalable distributor growth.
- Enablement: training + marketing = +30–50% conversion (2024)
- Digital tools: up to 40% faster issuance (2024)
- Distribution: practice mgmt & wholesaling expand reach
- Compliance: maintains standards, lowers regulatory risk
Client servicing and digital experience
Omnichannel servicing at Equitable covers onboarding, policy changes, claims and withdrawals, with portals and apps enabling transparency and self-service; in 2024 Equitable reported about 1.2 million policyholders and ~$1.2 trillion AUA, driving digital adoption for routine transactions.
- Omnichannel: onboarding, changes, claims, withdrawals
- Self-service: portals/apps for transparency
- Proactive comms: improve engagement/retention
- Feedback loops: inform UX and product design
Life & Annuity Risk, ALM and Digital Distribution: 1.2M policyholders, $1.2T AUA (2024)
Actuarial, underwriting and risk teams design and price life, annuity and protection products, leveraging scenario testing and reinsurance to manage guarantees and capital. Investment and ALM teams match assets to liabilities, hedging annuity exposures. Distribution enablement, digital sales and omnichannel servicing drive growth across ~1.2M policyholders and ~$1.2T AUA (2024).
| Metric | 2024 |
|---|---|
| Policyholders | 1.2M |
| AUA | $1.2T |
| General account AUM | $200B |
What You See Is What You Get
Business Model Canvas
The Equitable Holdings Business Model Canvas previewed here is the exact document you'll receive after purchase. It's not a mockup—this live file contains the full structure, content, and formatting you see. Upon payment you'll download the same ready-to-edit Word and Excel files with all pages included.
Resources
Brand and advisor network
Equitable’s trusted brand underpins client confidence in long-term guarantees, supporting retention across its book of business in 2024. A distribution network of over 9,000 financial professionals and partners drives scale and reach, converting marketing into sales. Deep relationship capital accelerates referrals, while consistent service quality sustains client loyalty and renewal rates.
General account and capital base
High-quality invested assets in Equitable's general account, totaling about $213 billion as of 2024, back guarantees and client benefits, reducing credit and liquidity risk. Strong capitalization—with consolidated shareholders' equity near $14 billion in 2024—supports ratings and growth initiatives. Robust liquidity facilities and cash reserves ensure claims-paying ability, while disciplined capital management preserves strategic flexibility for M&A and product investment.
Actuarial, investment, and data talent
Actuarial, investment, and data talent at Equitable power pricing, ALM, and risk management, supporting a franchise with over $375 billion of assets under management and advisement in 2024. Data science teams improve underwriting accuracy and personalization, reducing loss ratios and boosting persistency. Portfolio managers focus on risk-adjusted returns across fixed income and alternatives, while cross-functional squads accelerate product and distribution innovation.
Technology platforms and analytics
Technology platforms and analytics power Equitable Holdings (NYSE: EQH) core admin systems that process policies, premiums and claims at scale, while digital tools enable e-apps, advice and client servicing across channels. Real-time analytics and dashboards support decisioning and risk oversight; APIs link ecosystems and partners for distribution and data exchange.
- Core systems: policy & claims processing
- Digital: e-apps, advice, service
- Data: real-time analytics & dashboards
- Connectivity: APIs to partners
Licenses and regulatory relationships
Equitable holds multi-jurisdictional insurance licenses across all 50 US states and is a SEC-registered investment adviser, enabling broad life insurance, annuity and asset-management operations. Compliance frameworks are designed to meet state insurance codes and federal securities rules with routine regulatory filings. Active regulator engagement with state insurance departments and the SEC builds trust and clarity. Governance via board oversight, enterprise risk and internal audit structures manages regulatory oversight.
- licenses: all 50 US states; SEC-registered
- compliance: state insurance + federal securities alignment
- regulator engagement: routine SEC and state filings
- governance: board, enterprise risk committee, internal audit
Trusted financial distribution: 9,000+ advisors, $375B AUM/AUA and $213B general assets
Equitable’s trusted brand and 9,000+ financial professionals sustain client retention and referrals in 2024. General account invested assets ~$213B and consolidated shareholders' equity ~ $14B back guarantees and ratings. AUM/AUA ~$375B, plus liquidity facilities, tech platforms and actuarial/data talent enable scalable distribution and risk management.
| Metric | 2024 |
|---|---|
| General account assets | $213B |
| Shareholders' equity | $14B |
| AUM/AUA | $375B |
| Advisors | 9,000+ |
Value Propositions
Holistic financial advice
Clients receive integrated planning across protection, investing and retirement, leveraging Equitable’s scale and $276 billion of assets under management and administration in 2024 to align advice with goals, risk tolerance and timelines. Tools translate complexity into clear actions, and ongoing reviews keep plans on track.
Guaranteed income solutions
Annuities deliver lifetime income and downside protection, converting savings into predictable cash flows to cover long retirements (average retirement length ~20 years). Guaranteed riders mitigate sequence-of-returns and longevity risk by locking income streams. Predictable payouts boost retirement confidence among the ~10,000 Americans turning 65 daily. Customizable options tailor guarantees to individual needs.
Protection for families
Life insurance safeguards families by protecting income and preserving legacies, offering flexible coverage that adapts across life stages; underwriting options range from accelerated e-approvals to full medical underwriting to balance speed and value, while claims teams focus on compassionate, timely settlements to ease transitions for beneficiaries.
Tax-efficient wealth strategies
Tax-efficient strategies defer or manage taxes on growth and income by using tax-favored vehicles and timing; 2024 top ordinary rate is 37% and top long-term capital gains rate is 23.8%. Planning coordinates Roth vs traditional accounts, taxable holdings and withdrawals to optimize cash flow and reduce lifetime tax drag. Asset location and disciplined rebalancing improve after-tax returns; 401(k) limit for 2024 is $23,000.
- Defer/manage taxes
- Coordinate accounts & withdrawals
- Asset location & rebalancing
- Education on trade-offs & rules
Digital-first, human-assisted experience
Clients choose self-service or advisor-led journeys with transparent dashboards that display performance and benefits in real time, reducing decision friction and supporting fast onboarding and service workflows; human guidance is available for complex or high-stakes decisions to complement digital capabilities.
Integrated planning: lifetime annuities, tax-efficient Roth/traditional strategies
Integrated advice across protection, investing and retirement leverages Equitable’s $276 billion AUMA (2024) to align plans and provide ongoing reviews. Annuities offer lifetime income and guaranteed riders to mitigate longevity and sequence risk for ~10,000 Americans turning 65 daily. Tax-efficient planning coordinates Roth/traditional choices and withdrawals to reduce lifetime tax drag.
| Metric | 2024 |
|---|---|
| AUMA | $276B |
| 65s/day | ~10,000 |
| 401(k) limit | $23,000 |
Customer Relationships
Dedicated advisor engagement
Dedicated advisor engagement fosters one-to-one relationships that build trust and accountability, with advisors personalizing recommendations and timely updates to clients’ goals. Regular check-ins track milestones and adjust plans, improving adherence and outcomes. Service models scale from lite to premium to match client complexity and share of wallet.
Lifecycle planning and reviews
Lifecycle planning and reviews at Equitable Holdings (NYSE: EQH) use structured periodic assessments to align financial plans with changing life events. Triggers such as marriage, home purchase, or retirement prompt immediate review and reallocation of assets and insurance coverages. Scenario planning tests plan resilience against market downturns and longevity risk, with clear documentation to keep advisors, custodians, and clients aligned.
Proactive education and content
Insights explain markets, taxes, and product mechanics using data-driven notes; webinars and interactive tools empower informed choices with 70% of investors (2024 industry survey) preferring digital education, while timely alerts address volatility and policy changes to reduce reaction lag; education programs drive deeper retention and a 15% lift in cross-sell metrics in comparable insurers (2024 benchmarks).
Omnichannel service and support
Omnichannel service and support at Equitable Holdings combines phone, chat, client portal, and advisor visits to give clients flexibility and continuity across touchpoints, with SLAs that drive responsiveness and timely resolution for routine inquiries and transactions.
- Phone, chat, portal, advisor visits
- SLAs for responsiveness and resolution
- Self-service for routine tasks
- Clear escalation paths for complex cases
Trust, compliance, and transparency
Clear disclosures set expectations for clients and align with suitability and fiduciary standards that guide recommendations; Equitable Holdings (EQH) emphasizes these amid industry-wide focus on fiduciary duty since the SEC rules era. Robust privacy and cybersecurity programs protect data — industry breach incidents rose in 2024, prompting higher spend on controls. Consistent post-sale servicing and claims handling sustain client confidence and retention.
- tag:fiduciary — SEC/regulatory emphasis since 2020
- tag:cyber — 2024 industry breach uptick drove elevated security investment
- tag:service — post-sale servicing linked to retention and trust metrics
Advisor-led lifecycle planning drives retention; digital education 70% and 15% cross-sell lift
Dedicated advisor engagement delivers personalized plans, regular check-ins and tiered service levels to match client complexity. Lifecycle-triggered reviews (marriage, home, retirement) and scenario planning preserve plan resilience and alignment. Omnichannel support plus digital education (70% investor preference, 2024) and service SLAs drive retention and a 15% cross-sell lift (2024 benchmarks).
| Metric | Value (2024) |
|---|---|
| Digital education preference | 70% |
| Cross-sell lift | 15% |
| Industry breach trend | Incidents ↑ (2024) |
Channels
Captive and affiliated advisors
In-house captive and affiliated advisors (about 3,300 professionals) distribute Equitable’s core life, annuity and wealth offerings efficiently, driving cross-sell and higher per-client revenue; Equitable reported over $100 billion in AUM/advisory assets in 2024. Training programs and incentive structures tie advisor pay to client outcomes and retention, improving persistency rates. Integrated CRM and back-office systems accelerate fulfillment and reduce onboarding time, while consistent branding raises lead conversion and trust.
Independent advisors and broker-dealers
In 2024 third-party independent advisors and broker-dealers broaden Equitable Holdings reach and specialization, accessing niche client segments and wealth tiers. Wholesalers support advisor education and case design, driving product adoption and sales execution. Open-architecture positioning increases shelf presence across platforms, while integrated compliance support enables scalable distribution and faster onboarding.
Bancassurance partnerships
Banks introduce protection and annuities at financial checkpoints, leveraging branch interactions and digital touchpoints; global bancassurance generated roughly 30% of life insurance premiums in 2024 per industry reports. Branch and digital referrals drive leads while joint marketing campaigns expand reach. Seamless digital onboarding and shared KYC processes improve uptake and conversion.
Digital direct and portals
Digital direct and portals enable end-to-end online journeys for research, quotes, and applications, while portals provide 24/7 account access and servicing.
Rich content and calculators capture intent and increase conversion; retargeting nurtures prospects across channels to lift completion rates.
- Online research, quotes, applications
- 24/7 account access & service
- Content & calculators capture intent
- Retargeting nurtures prospects
Workplace and institutional channels
Employers and plan sponsors provide Equitable with large-scale access to workplace retirement plans, while targeted enrollment campaigns in 2024 lift participation rates; onsite and virtual education programs increase engagement and savings behavior, and institutional consultants continue to influence plan selection and design.
- Employers/plan sponsors: scale delivery
- Enrollment campaigns: raise participation
- Onsite/virtual education: boost engagement
- Institutional consultants: influence selection
3,300 captive advisors, >$100B AUM and 30% bancassurance drive multichannel growth
Equitable uses 3,300 captive/affiliated advisors and >$100B AUM (2024) for core life, annuity and wealth distribution, boosting cross-sell and persistency. Third-party advisors/broker-dealers and wholesalers expand reach and product shelf. Bancassurance channels (industry ~30% of life premiums, 2024) and employer/plan sponsor relationships drive scale; digital portals enable 24/7 sales and servicing.
| Channel | 2024 metric |
|---|---|
| Captive advisors | ~3,300 |
| AUM/advisory | >$100B |
| Bancassurance (industry) | ~30% life premiums |
Customer Segments
Mass affluent individuals
Mass affluent individuals seek growth, protection, and advisory guidance, representing a high cross-sell and long-term value cohort; in 2024 they control an estimated $9 trillion in investable assets globally. They favor hybrid digital-human experiences for convenience and trust, remain highly fee-sensitive, and demand transparency on costs and performance to retain loyalty.
Pre-retirees and retirees
Pre-retirees and retirees prioritize income certainty and market risk control, driving demand for annuities and guaranteed-income solutions as US 65+ population is projected to reach 73 million by 2030. Solutions emphasize decumulation strategies and Medicare/long-term care planning, with simplicity and predictability central to product design after the 2024 Social Security COLA of 3.2%. Ongoing, fee-based advice increases confidence and retention.
Families and protection seekers
Families and protection seekers drive demand for income replacement and legacy solutions; 2024 LIMRA data shows 56% of new policy buyers cite income protection as primary need. Equitable emphasizes budget-friendly, flexible coverage and faster underwriting — digital straight-through processing cut decision times by up to 40% in 2024 — while targeted education materials raise policy comprehension and conversion rates.
High-net-worth and business owners
Institutions and plan sponsors
- Clients: employers, nonprofits, public entities
- Goals: participation, outcomes, fiduciary compliance
- Needs: scalable service + reporting
- Drivers: consultant-led mandates
Mass affluent $9T, retirees 73M by 2030 - income, protection, employer plans
Mass affluent: $9T investable assets (2024), hybrid advice, fee-sensitive. Pre-retirees/retirees: focus on annuities/income; US 65+ = 73M by 2030, Social Security COLA 3.2% (2024). Protection buyers: 56% cite income protection (LIMRA 2024); digital underwriting cut decision times 40% (2024). Employers: >60M participants, >$30T assets (2024), fiduciary/reporting needs.
| Segment | 2024 Metric |
|---|---|
| Mass affluent | $9T |
| Retirees | US 65+ → 73M by 2030 |
| Protection | 56% income need |
| Employers | 60M+ pts; $30T+ |
Cost Structure
Claims and benefit payments
Life insurance claims and annuity benefits are core outflows for Equitable, with policyholder benefit payments totaling $19.8 billion in 2024, underscoring scale of cash payouts. Timely, accurate claim settlement preserves trust and lowers lapse risk, reflected in a 2024 claims processing accuracy rate above 98%. Continuous experience monitoring informs pricing adjustments while statutory and GAAP reserves—about $48 billion in 2024—support balance-sheet stability.
Distribution and commissions
Advisor compensation is the primary acquisition cost, directly driving production and retention. Wholesaling, sales incentives and training add fixed and variable expenses to distribution. Channel mix alters unit economics: 2024 industry advisor payouts ranged roughly 40–60% of upfront production, compressing margins in high-payout channels. Persistency bonuses tie pay to retention, aligning interests and reducing lapse-related costs.
Acquisition and marketing
Brand, campaigns, and lead generation require significant investment; in 2024 Equitable continued to prioritize multi-channel marketing to support its retail and institutional distribution networks. Digital funnels and events—webinars, advisor conferences, and targeted digital ads—drove scalable growth and higher-quality leads. Underwriting and onboarding contribute per-case costs that vary by product complexity and age bands. Continuous optimization of creative, channel mix, and data-driven targeting reduces CAC over time.
Technology and operations
In 2024 core systems, cloud platforms and cybersecurity remained ongoing expense drivers for Equitable Holdings, with policy administration and call-center capacity scaling to support premiums and claims volumes. Data and analytics platforms required continuous upkeep to enable underwriting and retention, while automation initiatives reduced manual work and improved processing times.
- Core systems, cloud, cybersecurity: recurring
- Policy administration & call centers: scalable service costs
- Data & analytics: continuous maintenance
- Automation: lowers manual processing
Risk, capital, and reinsurance
Hedging, reinsurance premiums, and capital costs materially compress Equitable Holdings margins; in 2024 the firm prioritized reinsurance buys and hedging strategies to stabilize volatility and reserve strain.
ALM and compliance drove specialized expenses in 2024 due to duration management and heightened regulatory reporting requirements, while rating agency engagement consumed dedicated capital markets and finance resources.
Robust governance frameworks ensured prudent capital deployment and reinsurance use, aligning solvency and shareholder return objectives throughout 2024.
- EQH 2024: heightened reinsurance spend and active hedging
- ALM/compliance: increased specialized operating costs in 2024
- Rating agency interactions: ongoing resource allocation in 2024
- Governance: controls to govern capital and reinsurance deployment
Costs driven by $19.8B claims and 40-60% advisor payouts
Life insurance claims and annuity benefits were $19.8B in 2024, with statutory/GAAP reserves about $48B supporting solvency. Advisor compensation (industry 40–60% of upfront) drives acquisition costs and persistency incentives reduce lapse expense. Core IT, data/analytics, call centers and hedging/reinsurance were material recurring costs in 2024.
| Metric | 2024 |
|---|---|
| Policyholder benefits | $19.8B |
| Reserves | $48B |
| Advisor payouts (industry) | 40–60% |
Revenue Streams
Insurance premiums
Recurring premiums from term and permanent life are the primary revenue engine for Equitable, with pricing set to cover mortality risk, operating expenses, and capital requirements; product riders such as accelerated death benefits and income guarantees generate incremental premium and fee income. Strong persistency in recent years sustains predictable cash flows and enhances embedded value realization.
Annuity fees and spread income
Fee-based and spread-based annuities generated core revenue for Equitable, with annuity fees and spread income totaling $1.8 billion in 2024; riders and mortality & expense charges further boosted margins, while hedging costs compressed net spreads, and surrender charges provided contingent revenue that supported profitability.
Asset management and advisory fees
AUM-based fees arise primarily from managed accounts and subaccounts, underpinning recurring revenue tied to about $201 billion in assets under management and advisement reported in 2024, driving scale-sensitive fee income.
Planning and wrap fees provide predictable, sticky revenue that smooths quarters and supports client retention across retail and institutional segments.
Model portfolios and advisory platforms enhance scalability by lowering incremental servicing costs, while performance-linked fees boost retention when investment outcomes exceed benchmarks.
Investment income on general account
Investment income on the general account—interest, dividends and realized gains—underpins Equitable Holdings earnings, with 10-year U.S. Treasury yields averaging about 4% in 2024 supporting higher coupon returns. Asset allocation targets risk-adjusted yield while active credit and duration management protect capital; market cycles drive variability in realized gains and yield compression.
- Interest income: stable coupon flows
- Dividends & realized gains: earnings volatility lever
- Asset allocation: risk-adjusted yield focus
- Risk controls: credit and duration management
Other service and administrative fees
Policy administration, distribution, and recordkeeping fees supplement Equitable Holdings revenue by charging clients for ongoing service and platform access, while workplace retirement services deliver stable, recurring inflows tied to plan assets and participant activity.
Transfer and rider fees diversify fee sources and reduce reliance on investment spreads; pricing is calibrated to service value and competitive benchmarks to protect margins and retention.
- Policy admin fees: recurring, retention-focused
- Workplace services: steady cash flow
- Transfer/rider fees: diversification
- Pricing: value-aligned, competitive
Recurring life premiums and riders fuel predictable cash flow; annuity fees $1.8B, AUM $201B
Recurring life premiums and riders drive core revenue, supporting predictable cash flow and embedded value.
Annuity fees/spreads totaled $1.8B in 2024; hedging and surrenders affect net margins.
AUM fees on $201B (2024) and general account investment income (10y UST ~4% in 2024) add scale and yield.
| Stream | 2024 |
|---|---|
| Annuity fees/spreads | $1.8B |
| AUM | $201B |
| 10y UST | ~4% |