Riders tend to drive a good deal of it.  It's all about using them to tailor a solution for a given situation.  For example, do you have a client that has money they probably won't need and will likely pass it on to kids and they can't qualify for life insurance or don't want to go that route?  Aviva's fixed annuity line has a 7.2% income rider and the income account value can be taken as a death benefit if taken over five years.  In the meantime, the client earns a higher rate than in a CD. 

Look for these types of way to customize solutions for clients.

With all the investment options available, why are you focusing on insurance products?

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With all the investment options available, why are you focusing on insurance products?

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Some people don't like having their principal at risk.  Is this too difficult to understand?