strategic audit of allianz life insurance of north america
TRANSCRIPT
University of Nebraska - LincolnDigitalCommons@University of Nebraska - Lincoln
Honors Theses, University of Nebraska-Lincoln Honors Program
Spring 2019
Strategic Audit of Allianz Life Insurance of NorthAmericaJacob RosebaughUniversity of Nebraska - Lincoln
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Strategic Audit of Allianz Life Insurance of North
America
An Undergraduate Honors Thesis
Submitted in Partial fulfillment of
University Honors Program Requirements
University of Nebraska-Lincoln
By
Jacob Rosebaugh, BS
Actuarial Science
College of Business
April 2019
Faculty Mentor:
Samuel Nelson, Business
Abstract
This report investigates the history and current situation of Allianz Life Insurance Company of
North America, an annuity provider located in Minneapolis, MN. The company faces several
challenges going forward, including determining how to best compete with large companies in
the same market such as Amazon. This report looks at Allianz Life’s current standing using tools
such as SWOT and PEST analyses and examines the company’s competitive analysis. Allianz
Life is recommended to continue with their current strategy because while it doesn’t make them
the best in the industry, Allianz Life adherence to its vision statement makes up for the decrease
in profits.
Key Words: Raikes School, business, strategic audit, strategy
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Strategic Audit of
Allianz Life
Insurance of North
America
An Undergraduate Honors Thesis
Written by Jacob Rosebaugh, BS
Actuarial Science
College of Business
April 2019
Faculty Mentor:
Sam Nelson, Ph.D., Management
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Contents Abstract ......................................................................................................................................................... 0
Background ................................................................................................................................................... 3
Allianz SE ................................................................................................................................................... 3
Allianz Life Insurance Company of North America ................................................................................... 4
Industry Events ............................................................................................................................................. 4
Death of the Fiduciary Rule....................................................................................................................... 5
Decline of Social Security .......................................................................................................................... 5
Low Interest Rates and Declining Returns ................................................................................................ 6
Vision ............................................................................................................................................................. 6
Situational Analysis ....................................................................................................................................... 7
Business Model ......................................................................................................................................... 7
Annuities ............................................................................................................................................... 7
Life Insurance ........................................................................................................................................ 8
Allianz Life Ventures .............................................................................................................................. 8
External Analysis ....................................................................................................................................... 8
The State of Annuities ........................................................................................................................... 8
Competitors ........................................................................................................................................ 11
Competitive Advantage and Success Factors...................................................................................... 12
Internal Assessment ................................................................................................................................ 13
Strengths ............................................................................................................................................. 13
Weaknesses ........................................................................................................................................ 14
Leadership ........................................................................................................................................... 15
Recommendation ........................................................................................................................................ 16
Alternative Strategies ............................................................................................................................. 16
Tontine Products ................................................................................................................................. 16
Less Focus on Annuities ...................................................................................................................... 17
Invest in Insurtech ............................................................................................................................... 17
Formal Recommendation ....................................................................................................................... 17
Word Citied ................................................................................................................................................. 19
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Background
Allianz SE
Until the 1930s, Annuities constitutes only a small portion of the insurance market in the United
States. The group annuity market didn’t start growing until then. This growth was aided by
concerns about the stability of the financial situation within the United States. Due to the
concern, investors began taking advantage of the products offered by insurance companies,
which were seen as more stable institutions. Flexible payment deferred annuities grew rapidly
during this period, due to their ability to allow investors to accumulate and save asset as well as
draw down principal. The annuity grew rapidly in the years following World War II. During the
1990s, variable annuities began seeing rapid growth as well. These annuities combined the
investment features of mutual funds with the tax deferral available for life insurance products1.
Since then, annuities have become a major part of the insurance and investment world. Today,
most annuities are typically bought by middle-aged upper-middle class who want a way to
supplement their retirement income due to the declining nature of social security2. Many
insurance companies today offer annuities as part of their product selection, but the companies
that do the best are companies like the Allianz (ahh-lee-ahnz) Life Insurance Company of North
America. Today, thanks to the death of the fiduciary rule3 many investors have begun looking at
companies like Allianz Life for ways to fill out their portfolios and help provide for them during
retirement.
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Allianz Life Insurance Company of North America
Allianz SE was founded in Berlin, Germany in 1890 originating as a transport and accident
insurer. In the hundred years, Allianz SE expanded its products lines to include property
insurance, life insurance, and asset management. It has expanded internationally and opened
offices around Europe and North America.4 Allianz Life Insurance Company of North America
was created in 1993. Allianz Life was originally founded in 1896 as North American Casualty.
It merged with North American Life and Casualty and was eventually acquired by Allianz SE
(Allianz AG of Munich at the time). Located in Minneapolis, Minnesota, Allianz Life was one
of the fastest growing companies in the industry. In 2003, Allianz Life had a total premium
income of $9.7 billion, making it one of the top three providers of fixed annuities and within the
top 20 providers of variable annuities in North America5. In 2018, Allianz Life total premium
income was $12.7 billion, which was a 16% increase from the year before.6 While its premium
income has increased by an average of 13% over the last three years, the operating profit has
remained constant at just over $1 billion.6, 7, 8 Allianz Life accounts for 7% of Allianz SE’s total
global operating profit and over 20% of Allianz Life’s global operating profit in the life/health
sector.
Industry Events
The annuity industry as a whole has seen sustain growth over the last few years, mainly in the
fixed annuity market. Sales reached their highest total in nearly 10 years.9 The leading causes of
this are the death of the fiduciary rule, the decline of social security, and the decreasing returns in
traditional markets.
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Death of the Fiduciary Rule
One of the biggest impacts to the annuity market is the death of the fiduciary rule. The fiduciary
rule was a law that required advisers to act in their clients best interests when it came to
managing retirement accounts.3, 10 This rule was originally implemented to ensure that advisors
would give their clients advice based on fact instead of based on the highest compensation
bonus. With the death of this rule, many people have lost trust in financial advisors and have
begun looking for alternative options to traditional investment. Annuities offer a wide range of
options for investors. Fixed annuities have a set guaranteed return. This means that people can
invest in annuities and guaranteed they will see a 3% return over the next 20 years. Variable
annuities allow investors to take part in the stock market and see returns based on the market. In
both cases, annuities seem more trusting that financial advisors who might only be suggesting
options based on compensation. Annuities give investors more direct control on their retirement
than traditional options.
Decline of Social Security
The unfortunate truth about social security is that it won’t be around forever. Current benefits
are expected to be payable in full on a timely basis until 2037 when the trust fund reserves are
expected to run out.11 As the Baby Boomers continue to retire, social security will continue to
stretch thinner and thinner. In order to supplement this missing income, many people have
looked to annuities as a way to help increase their income during their retirement years.
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Low Interest Rates and Declining Returns
Interests have been following a downward trend since 1983, and they haven’t recovered much
since the recession in 2008.12 Because of this, returns on traditional, safer investments have
decreased. Most annuities company are able to guaranteed fix returns by investing these
premiums in various options to generate both profit and the money needed to cover the fixed
return on a policy. With safer investments (such as bonds and banks) producing less money,
many companies will have to start looking into risky markets or start investing in options they
don’t quite understand.13 These risky investments could lead to larger losses on the market,
requiring companies to substantially increase their reserves to cover these losses, which could
lead to other issues.
Vision
Allianz Life’s vision to insure that every American will have the opportunity to live out their life
with financial independence.14 Allianz Life promotes financial literacy through grants that focus
on giving seniors financial independence.9 It also wants to promote positive change within the
Twin Cities through community involvement in numerous charities throughout the Twin Cities
Areas. Allianz Life gives every employee paid time off to volunteer at local charities. They
hold charities drives such as their annual golf tournament, that have generated millions of dollars
over the last few tears for cancer resource, the Alzheimer Association, and many other good
causes.15
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Situational Analysis
Business Model
Primary an annuity provider, Allianz Life’s business model also includes a slowly growing life
insurance program and Allianz Life Ventures, an in-house investment team that invests in
companies that align with Allianz Life’s vision and goals. Allianz Life sells its brand through
high customer satisfaction, community involvement, and public presence. Allianz Life’s
customer satisfaction is one of its competitive advantages and will be detailed in a later section.
Allianz Life’s community involvement includes numerous charity drives throughout the year
such as its Annual Charity Golf Tournament and encouraging employee involvement. It also
maintains a very public presence through its “Allianz is pronounced” campaign and the recent
funding of Allianz Fields.
Annuities
Allianz Life sells insurance through brokers who help clients find the right annuity to fit their
needs. This is the largest and most profitable division of Allianz Life. Their most popular
product is the Allianz 222 Annuity, a fixed annuity that offers premium and interest bonuses over
the life of the contract as well as a death benefit for a client’s beneficiaries should the
policyholder die before the life of the contract is over.16 This product is so popular that other
companies have begun selling copycat products in order to compete with Allianz Life. This
product is so popular that even though Allianz Life is the fifth highest annuity provider in 2018,
Allianz 222 Annuity has been the number one selling fixed index Annuity for 18 straight
quarters.14
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Life Insurance
In addition to annuities, Allianz Life also sells life insurance as a well to hedge the risks it
accrues from annuities. Life Insurance isn’t is growing as rapidly as annuities are, but it has seen
some growth in the last few years. This is the only other product that Allianz Life offers.
Allianz Life Ventures
Allianz Life Ventures is a investment team that looks for companies that “embrace creativity and
passionate leadership, and drive innovation in the financial services industry”.17 Allianz Life
Venture focuses on finding companies that can help Allianz improve customer experience, are
involved in social good or offer innovation to the retirement and insurance market. Allianz Life
has seen numerous success with this program, and Allianz Life Ventures has become a major
part in innovating Allianz Life’s business model.
External Analysis
The State of Annuities
Currently, annuities sales are on the rise due to a number of factors outside of any company’s
control. But the same events that are causing annuities to increase in popularity are the same
factors that are currently hurting annuity providers. Some of these factors include the death of
the fiduciary rule, the declining market and interest rates, and increasing life span of the primary
purchasers of annuities. A PEST (Political, Economic, Social, and Technological) analysis
shows that Allianz Life faces many of the same issues and threats as its competitors, as well as
some specific threats.
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With the death of the fiduciary rule in the US, people have less trust in Wall Street and financial
advisors. This means that many people are looking for ways to invest and easily keep track of
their investments. Fixed index annuities and variable annuities are being used as a replacement
for more traditional investments. Fixed index annuities allow investors to get a guaranteed
return on investment, which is especially beneficial who when investors are close to retiring and
don’t want to risk as much money on the stock market. Variable annuities are used as a safer
way to play the stock market as variable annuities give returns based on how well the stock
market is doing. While investors might not see as large as returns in an upward swinging market
as they would by investing traditionally, they also don’t see as big a loss when the market isn’t
performing as well. In addition to the fiduciary rule helping annuities sales, the decline of social
security has also left many retirees looking for a way to increase their retirement income.
Allianz Life also has to make sure that all of its annuities mean strict legal requirements enacted
to make sure that customers are getting actual value from their annuities. Some of these
requirements include an intense legal review of all new products, making sure that all products
comply with annuities laws in all 50 states, and the creation of an Allianz office in New York to
sell annuities in New York.
While many of the political factors are helping companies like Allianz Life, Economic and
Social changes are putting many annuity companies at risk. The primary market for annuities is
the middle and upper-middle class. This is because annuities can be expensive and often times
the only people with enough money to purchase an annuity are already well off to begin with.
Currently, the United States is seeing a decrease in life expectancy.18 Despite this decreasing life
expectancy, the middle and upper-middle class have seen life expectancy increase.19 This means
they are living longer and therefore get longer payouts from lifetime annuities. This means that
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companies face increasing longevity risk (the potential risk attached to the increasing life
expectancy of pensioners and policyholders, which can eventually result in higher payout ratios
than expected for many pension funds and insurance companies). Because Allianz is primarily
product is annuities, they have a much hirer longevity risk than most companies as they have no
other products to help offset their liability. Companies have to find more money to cover these
increasing risks, which is difficult due to the current state of the market.
For most annuity companies, the primary method of raising capital to cover annuities is investing
premiums in the market. Traditionally, companies like Allianz Life stick to equity markets such
as long-term government bonds, T-bills, and market portfolios. December ended up being the
worst month for equity markets since the Great Depression, with the S&P 500® Index down over
9%.20 In addition, the yield for 10 and 30-year treasuries drop nearly 70 basis points. These
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decreases mean that companies had to cover fixed annuity rates with drastically decreased
returns. This will eventually cut into profits and other areas of the company.
The biggest threat to traditional annuity markets is the rise of insurtech companies. Insurtech
refers to the use of technology innovations to create a more efficient insurance model. The goal
of these startups is to disrupt the insurance and annuity market and take market share from
companies that have lasted for over a hundred years. Insurtech hasn’t succeeded in taking over
the market yet, but as more and more start-up pop up, traditional insurance companies have to
remain cautious of this growing threat.
Competitors
Allianz Life competes primarily with other annuities providers. It doesn’t compete with life
insurance companies even though they sell life insurance. Allianz Life sees life insurance as an
extension of an annuity, a feature that customers can add on to their original annuity plan.
According to a study by the Life Insurance and Market Research Association (LIMRA) Allianz
Life had the fifth highest total sales last year. Despite Allianz Life only capturing 6.1% of the
market, Allianz 222 Annuity dominated the fixed index annuity market for the 18th quarter
straight.9 Allianz 222 was so popular that last year, Aetna introduced a copycat product to
compete with Allianz 222. For Allianz Life, it needs to keep a hold of the fixed index annuity
market. It can’t compete with companies like AIG in variable annuities, but it can hold onto their
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competitive advantage in the fixed index annuity market.
Competitive Advantage and Success Factors
High Customer Satisfaction
Annuities aren’t bought, they’re sold. Most people don’t actively look to buy annuities. The
best way to sell annuities is through word of mouth from satisfied customers. According to the
CEO of Allianz SE, 95 percent of all Allianz Life’s customers are satisfied with its service.21
Allianz Life achieves high satisfaction by putting the customers’ needs front and center. Allianz
Life agents are able to advise customers via webcam. It has a help desk manned to answer any
questions customers might have about their accounts and to explain any intricacies in their
monthly annuity report. It is this satisfaction that helped Allianz Life increase its gross premium
income over the last three years.
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Allianz 222 Annuity
This is Allianz Life’s top-selling product and one of the top-selling products in the industry as a
whole. This annuity is one of the main reasons that Allianz Life held the fifth highest total sales
in 2018. Allianz has run numerous promotion in order to keep Allianz 222 as successful as it is,
including their more recent ApplyNow Campaign, which was enacted in response to Aetna’s
copycat product.
Allianz Life Ventures
Allianz Life Ventures is about finding companies to help Allianz improve. Since its creature,
Allianz Life Ventures has provided numerous partnerships such as blooom, Ladder, HALO, and
tomorrow.17 All of these companies have helped Allianz Life improve its products and customer
experience. Allianz Life Ventures has become a major part of Allianz Life and these
partnerships allow Allianz Life to remain ahead of advances in the insurance and annuity
industry.
Internal Assessment
Strengths
Community
Allianz Life is a strong brand in the Twin City Area, and that has helped is flourish. People
associate Allianz Life with a brand they can trust. A brand that gives back to the community. A
brand that can help them achieve their retirement roles.
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Easy Application and Understandable Products
It’s easy to apply for an Allianz Life annuity. One of the biggest hurdles to selling annuities is
the application. If an application is too long or too hard, many people will quite halfway through
and never purchase an annuity. Allianz Life has help desks designed to help clients quickly and
easily fill out their applications. They have also begun pushing the use on online applications to
help clients get an annuity.
Striving for Innovation
Allianz Life Ventures allow Allianz Life to remain ahead in an industry that is struggling to
innovate. In addition to Allianz Life Ventures, Allianz Life holds a yearly pitch competition
within the company for employees to create and pitch ideas that will have Allianz Life innovate.
Weaknesses
Localized Market
While Allianz Life has a large community presence in the Twin Cities, it doesn’t have much of a
presence in the United States. This Allianz isn’t as trusted a name elsewhere which is hurting its
opportunity for growth in the future. Instead of focusing on being a local company, Allianz Life
should try to be more of a national presence.
Lagging Life Insurance
Allianz Life is currently facing rapidly increasing longevity risk. With a client base that is living
longer and longer, Allianz Life needs ways to cover the increasing number of payouts that it
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faces with its growing annuity sales. Life Insurance is a great way to cover this risk because life
insurance is the opposite of an annuity, the longer a life insurance policy lasts, the better the
returns are for the insurer. Allianz is currently too focused on annuities and needs to grow life
insurance much faster.
Limited Products
Allianz Life has two products: annuities and life insurance. Allianz SE, Allianz Life’s parent
company, issues automobile, property, health, etc. insurance across Europe. Allianz Life is
missing on potential clients who already trust the Allianz Life brand who would buy other forms
of insurance from Allianz.
Leadership
Current CEO Walter White has done a lot for Allianz Life during his time at Allianz. Hired in
2009 as Chief Administrative Officer, White has grown into the position of CEO, giving more
focus to Allianz’s involvement in the community. Walter himself is a local figurehead in the
Twin Cities due to his involvement in the area. He is a board member of the Minnesota Business
Partnership, a director and member of the Executive Committee of Senior Community Services,
a member of the Advisory Board of the American College Center for Ethics in Financial
Services, and a director and member of the Audit Committee of the YMCA of The Greater Twin
Cities.22 This has helped Allianz Life gain brand recognition as the cooperation with the
approachable CEO. White speaks to employees frequency, giving updates about Allianz or
sometimes just on his opinion of various events going on in the world of insurance and annuities.
As of now, White fulfills the role that Allianz Life needs to fulfill its mission statement.
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Recommendation
Alternative Strategies
Tontine Products
With clients living longer and traditional investments returns decreasing Allianz Life needs a
way to alter rates to better fit they mortality and return tables. One answer to this problem is
tontines. Tontines are a death pool where investors get returns based on the number of
individuals alive in a pool. The Society of Actuaries and many others have looked into the
viable of “tontine annuities.” 23, 24, 25 Tontines offer Allianz Life a way to help control its
longevity risk by basing payouts on the actual mortality rates instead of the expected mortality
rates like it does with traditional annuities. Tontines also pay will people’s natural love of
gambling and their tendency to always bet in their favor. Tontine annuities would give
participants returns that they couldn’t see with traditional fixed annuities. Tontines come with
their own set of issues, such as transparency regarding participant deaths, as well as the fact that
tontines are illegal in most states.
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Less Focus on Annuities
Another alternative is for Allianz Life to focus less on annuities and focus more on its life
insurance. By slowing the growth of its annuity sales, and increasing its life insurance sales,
Allianz will be able to decrease its growing longevity risk. Life insurance also gives Allianz Life
access to a market it hasn’t tapped into yet. While this doesn’t align with Allianz Life’s mission
of helping with retirement, it will help increase profits by increasing the premiums and lowing
the amount of payout Allianz Life is liable for. To increase life insurance sales, Allianz Life
would have to limit the growth of annuities which would mean giving up one of its competitive
advantages. This is not a viable solution and could hurt Allianz Life in the long run.
Invest in Insurtech
Allianz Life Ventures is about finding companies that will help innovate the insurance industry.
Insurtech could be the solution to fixing this stagnant industry and Allianz Life could help be a
part of this innovation. This alternative aligns with Allianz Life’s goal of innovating annuities
and improving customer experience. Unfortunately, the insurtech industry seems to be on a
downward swing.26 Insurtech has too many unknowns at this time to be a viable solution.
Formal Recommendation
While all of these solutions have benefits, it is currently in Allianz Life’s best interest to not
change its strategy or products. Allianz Life is primary an annuity provider. They don’t want to
limit the growth of its annuity sales to limit longevity risk. If Allianz Life was to slow its growth
in that area, it would be giving up one of its biggest competitive advantages. Tontines are not an
answer due to the stigma surrounding anything that resembles a tontine are well as the legal
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hurdles that Allianz would have to overcome to pursue a tontine style product. While insurtech
seems like a promising area, new insurtech companies have stopped appearing in recent years
and many insurtech companies have begun to fail.26, 27 The insurance industry is well-
established and it is hard to innovate an industry that has remained fairly stagnant over the last
100 years. Allianz Life should continue its current strategy and focus on being a local presence
and a company that someone can trust their retirement too.
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Word Citied
[1] Poterba, James M. “A History of Annuities in the United States.” NBER Working Paper Series, Apr.
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United States.” Social Security Administration Research, Statistics, and Policy Analysis, 1 Jan.
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[3] Malito, Alessandra. “The Fiduciary Rule Is Officially Dead. What Its Fate Means to You.”
MarketWatch, 25 June 2018, www.marketwatch.com/story/is-the-fiduciary-rule-dead-or-alive-
what-its-fate-means-to-you-2018-03-16
[4] “Allianz Company History.” Pacific Prime, www.pacificprime.com/insurers/allianz/company-history/
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2018-Financial-Results
[7] “Allianz Life Reports Strong 2017 Financial Results.” Allianz Life, 16 Feb. 2018.
https://www.allianzlife.com/about/news-and-events/news-releases/2017-Earnings
[8] “Allianz Life Reports Strong 2016 Financial Results.” Allianz Life, 17 Feb. 2017.
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release?linkId=34613248
[9] Salinger, Tobias, and Graison Dangor. “Record Sales Yield New Leading Annuity Issuers.” Financial
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[10] Ure, Chris. “Death of Fiduciary Rule Means Death of Trust.” Financial Planning, 22 June 2018,
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[11] Goss, Stephen C. “The Future Financial Status of the Social Security Program.” Social Security
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[13] Rudolph, Max. “Interest Rates.” ACTS 475, University of Nebraska – Lincoln, 2 Apr. 2019.
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[14] “Apply for an Allianz Life Grant.” Allianz Life, www.allianzlife.com/about/community-
outreach/apply-for-a-grant
[15] Allianz Life Insurance Company of North America. “Allianz Life Charity Golf Tournament Raises
$225,000 for the Alzheimer’s Association MN-ND.” Allianz Life,
www.allianzlife.com/about/news-and-events/news-releases/Driving-to-Donate-Golf-Tournament-
2017
[16] Allianz Life Insurance Company of North America. “How Allianz 222 Annuity Works.” Allianz
Life, www.allianzlife.com/annuities/fixed-index-annuities/222/how-the-product-works
[17] “Allianz Life Ventures.” Allianz Life Ventures, www.allianzlifeventures.com/
[18] Solly, Meilan. “U.S. Life Expectancy Drops for Third Year in a Row, Reflecting Rising Drug
Overdoses, Suicides.” Smithsonian.com, Smithsonian Institution, 3 Dec. 2018,
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rising-drug-overdose-suicide-rates-180970942/.
[19] Ehrenfreund, Max. “The Stunning - and Expanding - Gap in Life Expectancy between the Rich and
the Poor.” The Washington Post, WP Company, 18 Sept. 2015,
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rich-seniors-than-poor-ones/?utm_term=.ab18628778b5
[20] Allianz Life Insurance Company of North America. “Allianz Investment Management January 2019
Market Update.” Allianz Life, www.allianzlife.com/about/connect-with-allianz/allianz-
investment-management-january-2019-market-update
[21] “Allianz | Top Priority: Customer Satisfaction.” Allianz.com, 1 Mar. 2016,
www.allianz.com/en/press/news/financials/business_results/160301-top-priority-customer-
satisfaction.html
[22] Allianz Life Insurance Company of North America. “Walter White - President & Chief Executive
Officer.” Allianz Life, www.allianzlife.com/about/executives/walter-white
[23] Kitces, Michael. “Could A Tontine Be Superior to Today’s Lifetime Annuity Income Products?”
Kitces.com, Nerd's Eye View, 3 Feb. 2016, 7:01 am, www.kitces.com/blog/tontine-agreement-
instead-of-annuity-lifetime-income-mortality-credits-and-book-review-of-milevsky-king-
williams-tontine/
[24] Milevsky, Moshe A, and Thomas S Salisbury. “Optimal Retirement Tontines For The 21st Century:
With Reference To Mortality Derivatives in 1693.” Society of Actuaries, 8 Jan. 2014
[25] Milevsky, Moshe A, et al. “Annuities versus Tontines in the 21st Century: A Canadian Case
Study.”[ Society of Actuaries, Mar. 2018.
[26] Friedman, Sam J. “InsurTech Launches Stall but Funds Keep Flowing.” PropertyCasualty360, 29
Mar. 2019, www.propertycasualty360.com/2019/03/29/insurtech-launches-stall-but-funds-keep-
flowing/
[27] Vilar, Henry. “Millennial Insurtech Kinsu Shuts Down.” FinTech Futures, 1 Apr. 2019,
www.bankingtech.com/2019/04/millennial-insurtech-kinsu-shuts-down/