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There is no difference for the client. You pay for the bonuses. The only good things about the bonus is that the client can get out the the contract sooner without feeling rip off by using the bonus money to offset the surrender charge.
"You" being a generic pronoun representing the client.
There is no "one size fits all" annuity; every situation requires due diligence. A bonus annuity has its place, but you have to make sure that the bonus matches the clients expectations.
For example: You would not want to sell an annuity that had a bonus geared towards income to an individual that was looking for accumulation. Just a thought.
Thanks for the clarification.
All bonus or riders for annuity are neutral in the long run. That was the goal when designing the annuity. Just like other insurance policy, there are wins and there are losses. But the big number rule makes insurance company the winner.