Jefferson National recently passed a billion dollars in variable annuity sales by catering to RIAs who usually dislike — if not loathe — VAs but are attracted to the insurer’s low-cost, stripped-down version of the product. RIAs say Jefferson National’s Monument Advisor VA is appealing because it is not stuffed with commissions and doesn’t have the bells and whistles — such as living benefit guarantees — that often bloat the costs of a typical VA.

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