Oh yeah, paying an extra 1%-2% for M&E... plus any charges for Riders.... plus the normal ER..... what a way to grow your money.
If someone wants the benefits of an Annuity (assuming you mean the guarantees) then the market in general is not right for that bucket of money. (generally speaking)
IAs offer much stronger Income Riders vs. VAs.
So if that is what a client wants then they should go with the IA.
A VA just waters down every benefit involved.
jmo
Not to mention that if you do want a VA rider, it is unlikely you'll be able to get maximum equity exposure anyway.
A couple years back, some carriers (Jackson comes to mind) would let you invest 90% plus in equities. Now most products stuff you into some model that has high management fees and reduced "volatility" (for the clients' own good, right?)
With a rider, M&E, management fees, and a 70/30 stock/bond ratio, what is your expected rate of return? Not as high as the industry would want you to believe...
Now, if you're using a product like Jefferson National (with no M&E, surrender, or rider fees) and you're just trying to get market growth w/ tax deferral then sure...you could see much more upside over the long haul.
But then again, that would be expected, right? As scagnt83 points out, FIAs are not meant to outperform the stock market in the first place.