In spite of several insurers fleeing the annuity business, Guardian is increasing its business in the market.

"We look at the annuity market in a holistic way," Doug Dubitsky, head of the life insurance company's annuities division, told AdvisorOne on Wednesday. "We're increasing our focus on income solutions and we're not tied to any one product or any one feature or rider."

One of the biggest flaws to the annuity industry overall, Dubitsky said, is that the very concept of annuities is confusing to clients. Of the myriad options available, many have a proper place in a client's portfolio. Add to that the existence of some disreputable products. "In the public mind, all of these get wrapped together around that one word, 'annuity,'" Dubitsky said.

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