Annuity & Retirement Leads: Reach People While They’re Deciding How to Retire
LeadsPlease Intent to Retire data identifies homeowners aged 55–72 who are actively working through retirement decisions right now — when to claim Social Security, whether to take a pension as a lump sum, what to do with a 401(k) after leaving work, whether to renew or move an annuity coming out of its surrender period. Every record is scored 1–100% for retirement intent and delivered with mailing address, email and phone number.
What Is Intent to Retire Data?
Most retirement lists are built from a birthday. Everyone born in a certain year, sorted by age, sold by the thousand. The trouble is that turning 61 tells you nothing about whether someone is doing anything about it.
Retirement is not an age. It is a decision — or rather a sequence of them, taken over roughly eighteen anxious months. When to claim Social Security. Whether to take the pension as a lump sum or a monthly check. What to do with the 401(k) now that you have left. Whether the annuity coming out of its surrender period should be renewed or moved. How to buy health coverage for the years before Medicare starts.
Intent to Retire data finds the people working through those decisions this week. Not people of retirement age. People in the middle of retiring.
Every record is there because of something observed, not something assumed. A person researching how to claim Social Security at 62 rather than 67. Someone reading their annuity carrier’s surrender schedule. Someone running a Roth conversion calculator. Someone comparing COBRA against a marketplace plan because they are 61 and have just stopped working.
The Signals We Score — and the Ones We Ignore
We grade signals, because they are not equal. Reading a general article about retirement planning is not the same as opening the Social Security application form.
- Social Security transactional activity
The retirement benefit application itself, requests to withdraw an application, voluntary suspension at full retirement age, field-office appointments
- IRMAA life-changing-event determinations
The form filed when income drops because someone has stopped working
- Annuity contract-level research
Surrender schedule lookups by carrier and product, cap-rate reductions, 1035 exchanges, free-withdrawal provisions, moving a contract without penalty
- Social Security claiming research
Claiming at 62 vs 67 vs 70, delayed retirement credits, spousal and survivor benefits, the earnings test, taxation of benefits
- WEP and GPO repeal
The Social Security Fairness Act, teacher and public-sector retirement benefits
- Roth conversion planning
Conversion ladders, bracket filling, the five-year rule, the pro-rata rule, converting ahead of RMDs
- Employer plan eligibility triggers
In-service distribution at 59½, separation of service, plan termination, deferred compensation elections
- Pension lump sum decisions
Lump sum versus monthly annuity, buyout offers
Also graded as strong:
And what we deliberately don’t count. Reading the word “retirement” is not intent. General-interest retirement content, bare “retirement planning” searches and lifestyle browsing are treated as confirming context only — they can support a record that already qualifies, but they can never qualify one on their own.
That distinction is the whole product. It is the difference between a list of people who are retirement-aged and a list of people who are retiring.
Recency window not yet stated. Every sibling signal page states one (Intent to Move
4 months, Buy/Sell a Home 3–6 months, Renovate 2–4 months, Intent to Buy Medicare 7-month IEP).
Awaiting the figure from Graham — Trello #569. Needed here and in the row on
/intent-data/pricing.
Who Is on the File
Every record must satisfy all of the following.
| Gate | Requirement |
|---|---|
| Age | 55–72 |
| Homeownership | Homeowner |
| Assets | Modeled investable assets of $250,000 or more, excluding the primary residence — or a behavioral asset qualification |
| Intent | A qualifying signal, or a qualifying combination, within the recency window |
Why We Don’t Filter by Income
Note what is not on that list: household income. That is deliberate, and it is the single most important thing to understand about this data.
An income screen selects against the very people you want. This audience has largely stopped earning — that is the point of retiring. Apply an income floor to a file of 55-to-72-year-olds and you systematically remove the retired households and keep the ones still working.
So we rank on income. We never filter on it. The couple who retired last year on a seven-figure rollover often show a modest income figure, and every list built on an income minimum quietly throws them away.
This is not how the rest of the market works. Annuity lead vendors routinely screen for a household income floor, and a $1,000,000 investable-asset minimum is a common filter on retiree direct mail programs. Those screens are applied for convenience, not accuracy, and they discard exactly the households that have already made the decision you are selling into.
The Intent Propensity Score
Every Intent to Retire record carries a 1–100% Intent Propensity Score based on the recency, volume, and source diversity of signals detected for each household. Use it to concentrate spend where the decision is closest — buy the top of the range for a phone campaign, take a wider range for a mail program, or take everything and let the score decide the sequence.
Transactional signals. A benefit application, an IRMAA determination, contract-level annuity research. They are doing it now.
An imminent decision under active research — claiming strategy, lump sum versus annuity, a Roth conversion, an in-service distribution.
Genuine planning activity earlier in the journey — income modeling, tax planning, rate shopping, readiness checks.
Initial signals detected. Suitable for early brand building ahead of the decision window.
The score is a marketing prioritization signal only. It does not constitute a prediction, a guarantee, or a statement about any individual’s finances.
Named tiers pending. The tier guide above uses the standard Intent Propensity bands shared by all nine sibling pages, so the hub stays consistent. Graham’s draft proposes three named tiers instead — Ready to Act, Actively Planning, Early Research — but as written the bands overlap (99–100 / 96–99 / 85–96) and total only 15% of the file. Once corrected, layer the names on top of these bands here and roll them out across all ten pages. Trello #569.
What’s Included in Every Record
Every Intent to Retire record is delivered marketing-ready. All mailing addresses are CASS-certified, delivery-point validated, and NCOA-processed before delivery.
| Field | Detail |
|---|---|
| Full Name | First + last name, verified |
| Mailing Address | CASS-certified, NCOA-processed, DPV-confirmed |
| Email Address | Validated deliverable email |
| Phone Number | Mobile and/or landline where available |
| Age | Verified age within the 55–72 band |
| Homeowner Status | Homeowner |
| Modeled Asset Band | Investable assets excluding primary residence |
| Estimated Income | Household income band — supplied for ranking, never used as a filter |
| Signal Category | The intent signal category observed |
| Signal Date | When the signal was first detected |
| Intent Propensity Score | 1–100% retirement intent score |
Email and phone are included at no extra charge. Most intent data is sold as a name and an address, leaving you to buy contact details separately. These records arrive ready to work.
Talk to a Data Specialist →Who Uses Intent to Retire Data
Any business whose customer is in the middle of deciding how to retire.
Reach someone while their surrender period is ending, not six months after they renewed. Contract-level research is the strongest signal on the file.
Advisor shopping is one of the strongest signals we score. These are people actively looking for someone like you.
Scored, contactable records you can distribute across a field force with the urgency already ranked.
Rollover-eligible prospects at the exact point the money becomes moveable — separation of service, plan termination, in-service distribution at 59½.
The coverage gap between 55 and 64 is one of the least served and most anxious moments in the whole journey. For age-65 enrollment work, see Medicare intent data.
SECURE Act inherited-IRA questions, beneficiary reviews, qualified charitable distributions and RMD planning.
Rate shoppers comparing CD ladders, T-bill ladders and fixed annuities at the moment a lump sum lands.
Asset-based and hybrid long-term care research sits squarely inside the retirement planning window.
What Makes Our Intent Data Different
A static retirement list includes everyone born in a given year. Every record here qualified because of something observed — and general interest in the topic never qualifies one.
We rank on income and never filter on it, because an income floor systematically deletes the households that have already retired. Nobody else in this market will publish that.
A benefit application and a general article are not the same event. We grade by strength, recency and frequency so you can spend where the decision is closest.
Most intent data arrives as a name and a mailing address. These records include a validated email and a phone number at no extra charge.
Every record carries the date its signal was first detected, so you can see exactly how recent the activity is rather than trusting a file’s reputation.
Choose your geography, choose your score range, see the count and the price before you buy, and download. No subscription. No sales call. Six leads is six leads.
Retirement intent turns over continuously — the people deciding this month are not the people who decided last month. You can also subscribe and receive only the new records that have appeared since your last delivery, with everything you have already bought suppressed automatically.
Permitted Use & Compliance
LeadsPlease Intent to Retire data is provided for marketing and advertising purposes only.
This data is not a consumer report under the Fair Credit Reporting Act (FCRA) and may not be used for credit decisions, employment screening, insurance eligibility determinations, tenant screening, or any other purpose regulated by the FCRA. The Intent Propensity Score is a marketing prioritization signal. It is not a prediction, a guarantee, or a statement about any individual’s finances.
If you are a registered representative or investment adviser, your own outreach remains subject to your regulator’s rules — including FINRA Rule 2210 on communications with the public and the SEC Marketing Rule, both of which govern how you may describe performance and prospects in materials you send. Telephone outreach is separately subject to the TCPA and to federal and state Do Not Call requirements; the phone field is supplied for use within your own compliance program and is not a representation that any given number may lawfully be called. We supply the data. You remain responsible for how your campaign uses it.
Data source description intentionally omitted. Graham’s draft describes the data as “compiled from publicly available records and licensed data sources”, which does not accurately describe behavioral intent signals. New data type, new exposure. Awaiting Joel’s wording before a sourcing sentence goes on a public page.
Reach People Who Are Retiring, Not People Who Are Retirement-Aged
Choose your geography and your score range, see the count and the price before you buy, and download. No minimum order.
Request Access →Talk to a Data SpecialistOr subscribe — new retirement-intent signals, delivered automatically
Set your criteria once and get only the households that newly show retirement-readiness intent since your last delivery. No re-ordering, no duplicate records.
Start a Subscription →Frequently Asked Questions
Intent to Retire data identifies people who are actively researching retirement decisions right now — Social Security claiming, annuities, pension lump sums, Roth conversions, rollovers — rather than people who merely fall into a retirement age band. Every record qualified because of an observed signal, and each one carries a 1–100% Intent Propensity Score.
An age-based list tells you someone’s birthday. Intent data tells you what they are doing about it. Both have their place, but only one identifies the people currently making a decision. On this file, general interest in retirement can support a record that already qualifies — it can never qualify one on its own.
Records are delivered for homeowners aged 55 to 72.
Because an income screen selects against the people you want. This audience has largely stopped earning, so applying an income floor to a file of 55-to-72-year-olds systematically removes the retired households and keeps the ones still working. We supply an income band on every record for ranking, and never use it as a filter.
No. There is no minimum order and no subscription requirement. You can see the count and the price before you buy, and download immediately.
Yes, at no additional charge. Most intent data is sold as a name and a mailing address, leaving you to source contact details separately.
Intent signals are collected continuously, and every record carries the date its signal was first detected, so you can see exactly how recent the activity is.
From the strength of the signals observed, how recently they occurred, and how often they repeated. Scores run from 1 to 100% and group into four tiers, so you can concentrate budget on the households closest to a decision.
Yes. Select the top of the score range on its own, or combine ranges. A common approach is to use the highest tier for phone outreach and a wider range for a mail program.
Yes. You can subscribe and receive only the new records that have appeared since your last delivery, with everything you have already received suppressed automatically.
Yes. The data itself is for marketing use only and is not a consumer report under the FCRA. Separately, if you are a registered representative or investment adviser, your outreach remains subject to FINRA Rule 2210 and the SEC Marketing Rule, which govern how you describe performance and prospects in materials you send. Telephone outreach is subject to the TCPA and to federal and state Do Not Call requirements. The phone field is supplied for use inside your own compliance program.
No. It is marketing data only and is not a consumer report under the Fair Credit Reporting Act. It may not be used for credit decisions, employment screening, insurance eligibility determinations, or tenant screening.