MARLBOROUGH, Mass., April 6, 2026 /PRNewswire/ — Lincoln Financial stands atop the list of annuity providers for a seventh consecutive year, earning DALBAR’s Pyramid of Communications Excellence for client-friendly and informative illustrations. Lincoln Financial has ranked number one since 2020, after redesigning their annuity illustrations and focusing on a cleaner layout, client-friendly language and more colorful sections to engage clients.
The illustrations are innovative with intuitive labeling that allows advisors to tell a story during client conversations. The overall design is a true differentiator, with color, organization and visualizations that enhance understanding. Lincoln Financial outperforms its peers with annotations and a key terms page further explaining how annuities and their benefits work.
“Lincoln is committed to delivering an exceptional experience that helps financial professionals and their clients confidently evaluate and understand our annuity solutions,” said Dan Herr, SVP, annuity product management at Lincoln Financial. “As customer needs change, we continue to evolve our offerings to deliver an even clearer, more seamless experience every step of the way.”
DALBAR reviewed illustrations from 11 leading annuity firms and rated them based on their overall design and display of contract details. Lincoln Financial earned the highest overall score of 88.80, besting the nearest competitor and industry average by 7.75 and 15.91 points, respectively.
About DALBAR
For 50 years, DALBAR has been the leading independent financial services market research firm, recognized by the industry and government alike. Specializing in uncovering the needs, behaviors, and concerns of investors and financial professionals, DALBAR provides actionable insights to help firms enhance their products, services, and communications. As an expert in audits, evaluations, ratings, and due diligence certifications, DALBAR awards are a hallmark of excellence, setting the standard for quality in the financial services community. Follow us on LinkedIn.
Lincoln Financial is the marketing name for Lincoln National Corporation and its affiliates. Affiliates are separately responsible for their own financial and contractual obligations.
Media Contact: Emily Kunka
617.624.7136
ekunka@dalbar.com
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SOURCE DALBAR, Inc.
