Reliance Standard Adopts iPipeline’s AFFIRM for Annuities Order Management System

The order-entry solution provides customized workflows and reviews to support FINRA, SEC and state compliance.

(Historic Elfreth’s Alley in Philadelphia, home of Reliance Standard Life. Photo credit: Kjetil Ree.)

Reliance Standard Life (Philadelphia) has selected iPipeline’s (Exton, Pa.) AFFIRM for Annuities to automate the selling process for rate and fixed indexed annuities tied to the S&P 500. The iPipeline solution will be made available to approximately 15,000 financial advisers and BGAs who distribute for Reliance Standard.

David Whitehead, VP, Reliance Standard.

David Whitehead, VP, Reliance Standard.

“Enabling financial institutions and BGA partners to process annuity products easier and faster strongly influenced our selection of iPipeline’s AFFIRM for Annuities solution,” comments David Whitehead, VP, Accumulation Products Marketing, Reliance Standard. “By combining our product rules with the institution’s compliance requirements and BGA’s processing needs, and ensuring ‘in good order’ submissions, iPipeline has been able to positively impact how advisors and agents engage their clients and sell.”

Progressive Solutions

iPipeline describes the AFFIRM for Annuities solution as streamlining the order-entry process and supporting customized workflows and suitability reviews, helping financial institutions meet their requirements for FINRA, SEC and state compliance.

The contract reflects Reliance Standard’s advocacy of using progressive solutions that benefit its advisors, agents and consumers, adds Whitehead.  “Our decision to deploy AFFIRM for Annuities is indicative of our initiative to modernize the way we do business today and in the years ahead.”

Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

Leave a Comment