Brighthouse Financial Aims to Simplify Advisor Experience with End-to-End Digital Platform

Business Wire

Online tool combines education, suitability and application for fixed and income annuities

CHARLOTTE, N.C.--(BUSINESS WIRE)-- Brighthouse Financial^® (Nasdaq: BHF) today announced the availability of the Brighthouse Financial Digital Desk, an online platform designed for firms to help their financial advisors navigate the fixed annuity purchase process from start to finish. The Digital Desk acts as a one-stop resource for fixed and income annuities. It allows advisors to educate their clients about various products and demonstrate the potential benefits of those products in a client’s portfolio. The platform then allows advisors to submit the suitability questionnaire and application electronically for faster processing and issue.

“The emerging digitization of our industry requires new solutions,” said Myles Lambert, chief distribution and marketing officer, Brighthouse Financial. “The Brighthouse Digital Desk enables our distribution partners to process their fixed and income business with us on a simple, digital platform. This can be particularly beneficial to firms without a fixed suitability process in place, allowing them to add fixed and income products to their shelf.”

The Digital Desk currently offers full support for four Brighthouse Financial fixed and income annuity solutions, including its recently launched fixed rate annuities, the Brighthouse Fixed Rate Annuity and Brighthouse Fixed Rate Annuity MVA. The platform also supports the Brighthouse Income Annuity and Brighthouse Guaranteed Income Builder℠ fixed deferred income annuity. The company will also explore plans to support additional products on the Digital Desk platform in the future.

“We are focused on delivering value for our distribution partners at every touch point and across every channel,” continued Lambert. “We designed Digital Desk to make it easier for firms to do business with us and are pleased with their initial feedback. We look forward to bringing this next-gen platform to more firms and advisors in the future.”

Firms interested in selling available Brighthouse Financial products through the Digital Desk should contact their Strategic Relationship Manager or email [email protected].

About Brighthouse Financial

Brighthouse Financial (Nasdaq: BHF) is on a mission to help people achieve financial security. As one of the largest providers of annuities and life insurance in the U.S., we specialize in products designed to help people protect what they’ve earned and ensure it lasts. Learn more at brighthousefinancial.com.

Annuities issued by Brighthouse Life Insurance Company, Charlotte, NC 28277 and, in New York only, by Brighthouse Life Insurance Company of NY, New York, NY 10017. Product availability and features may vary by state.