Consumer demand for fixed indexed annuities is driving a powerful trend for companies to get into the market, according a Moody's report on the life insurance industry. "The competition in the FIA market has intensified, as larger and more diversified companies have been entering the market, as well as aggressive companies owned by alternative investment management firms," according to the report. In 2012, fixed indexed annuities accounted for 47% of fixed annuity sales, Moody's said.

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