Ny Life Annuities

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9-510-040 REV: MARCH 3 0 , 2 0 1 1 ________________________________________________________________________________________________________________ Professors Julio J. Rotemberg and John T. Gourville prepared this case. HBS cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. Copyright © 2009, 2010, 2011 President and Fellows of Harvard College. To order copies or request permission to reproduce materials, call 1-800- 545-7685, write Harvard Business School Publishing, Boston, MA 02163, or go to www.hbsp.harvard.edu/educators. This publication may not be digitized, photocopied, or otherwise…show more content…
Blunt thought that NYL had a chance to sell a very large volume of immediate annuities through the roughly 500,000 independent and company-based investment advisors in the United States who helped people manage their retirement assets. To do this, he wanted to make a multimillion-dollar investment in people and resources to try to convince these investment advisors to sell NYL’s immediate annuities. Both Blunt and Mathas knew this would be an uphill battle, however. Historically, investment advisors preferred to actively manage their clients’ funds, whereas an immediate annuity represented an irrevocable one-time transaction. In addition, most advisors favored a fee-based business model rather than one in which they would receive only a one-time commission. Complicating matters, research suggested that consumers were almost completely unaware of the existence or benefits of immediate annuities. Yet Mathas had faced doubts about this product before, and he genuinely believed that, in the ever-changing landscape of retirement planning, immediate annuities offered great benefits for those in or approaching their retirement years. 1 Formerly the American Association of
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