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Wink, Inc.

Competitive intelligence and market data for the life insurance and annuity industry

Data & Analytics Established Bootstrapped
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Overview

Wink, Inc. is a competitive intelligence and market data platform serving the life insurance and annuity industry. The company provides product specification databases, rate comparison tools, and market sales reports to carriers, distributors, financial professionals, and regulators across the United States.

The company's two flagship SaaS tools -- AnnuitySpecs and LifeSpecs -- give subscribers access to searchable databases covering thousands of annuity and life insurance products, with daily data updates on product specs, rates, and rider details. The platform supports side-by-side product comparisons, rate committee preparation, and distributor web portal integrations. A quarterly market report, Wink's Sales & Market Report, has tracked indexed insurance product sales since 1997 and serves as a primary benchmarking resource for measuring market share across product types and distribution channels.

Founded by Sheryl J. Moore in 2005 as AnnuitySpecs.com, the company has grown to serve home offices, distribution organizations, sales professionals, consulting firms, and regulators. LifeSpecs covers products from 65+ life insurance companies; AnnuitySpecs indexes 2,750+ annuity products. Moore also advises the National Association of Insurance Commissioners (NAIC) and has served as a resource to legislators and state regulators.

Products & Services

AnnuitySpecs

A searchable database of 2,750+ annuity products covering Fixed, Indexed (FIA), Multi-Year Guaranteed (MYGA), Structured, and Variable Annuities (VA). Provides side-by-side product and rider comparisons, detailed data on income and death benefit riders (GLWBs, GMWBs, GMABs, GMIBs, GMDBs), and product benchmarking capabilities. Data is updated seven days a week with daily accuracy for rate changes, product launches, and retirements. Supports web portal distribution of product and rate information for distributors.

Key Features

  • Database of 2,750+ active and historical annuity products
  • Rider comparison across income, accumulation, and death benefit types
  • Rate committee preparation and benchmarking reports
  • Distributor web portal integration for product and rate distribution

Target Users: Annuity carriers, distributors, financial advisors, rate committees

LifeSpecs

A product specification database covering 300+ actively marketed life insurance products from 65+ carriers. Includes Universal Life (UL), Indexed Universal Life (IUL), Variable Universal Life (VUL), Indexed Life, Interest Sensitive Whole Life, and Traditional Whole Life. Offers specs on 2,000+ riders, 50+ search filters, side-by-side comparisons, dynamic rate-finding tools, FINRA-reviewed compliant reports, and on-demand research via WinkAssist. Expanded to include VUL data in January 2024.

Key Features

  • 300+ active life insurance products from 65+ carriers
  • 2,000+ rider specifications with detailed comparison tools
  • FINRA-reviewed compliant output reports
  • On-demand research assistance via WinkAssist

Target Users: Life insurance carriers, distributors, agents, product development teams

Wink's Sales & Market Report

A quarterly report tracking life insurance and annuity product sales industry-wide since 1997. Covers sales by product type, company, crediting method, index, distribution channel, and surrender charge period. Used by carriers, distributors, and advisors to evaluate market position and competitive dynamics.

Key Features

  • Sales data segmented by product type, carrier, crediting method, and distribution channel
  • Historical tracking back to 1997
  • FIA, IUL, MYGA, VA, and traditional product coverage

Target Users: Carriers, distribution organizations, consultants

Wink's Index Intelligence Report

A specialized market intelligence report focused on indexed annuity products, providing deeper analysis of indexed crediting strategies, market trends, and product performance within the FIA and IUL segments.

Target Users: Indexed product carriers, product development, distribution leadership

Insurance Consulting

Advisory and consulting services including speaking engagements, competitive intelligence consulting, research, training, product development guidance, and legislative/regulatory advisory. Founder Sheryl Moore works with the NAIC and assists legislators and regulators on life insurance and annuity issues.

Target Users: Carriers, distributors, regulators, legislators

Data HQ

An analytics platform extending competitive intelligence capabilities into structured data management for insurance industry clients.

Target Users: Carriers, distributors

At a Glance

Founded
2005
Headquarters
Des Moines, IA, United States
Employees
11-50
Funding
Bootstrapped

Category & Focus

Category
Data & Analytics
Subcategories
Market Intelligence Competitive Intelligence Product Research Sales Data
Insurance Verticals
Life & Annuity
Target Customers
Carriers, Brokers, Agents/Agencies

Customers

  • Life insurance and annuity carriers (65+ companies tracked in LifeSpecs)
  • Insurance distributors and distribution organizations
  • Financial services professionals and registered investment advisors
  • Rate committees at life insurance carriers
  • Insurance consultants and advisory firms

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Last updated: 2026-06-19