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Key people at Wink, Inc..
Wink, Inc. provides critical competitive intelligence and market research services specifically for the life insurance and annuity sectors. The firm offers comprehensive tools and reports that meticulously track company performance, product features, prevailing rates, and sales data across the industry. This analytical approach enables clients to gain actionable insights into market dynamics and competitor strategies.
Sheryl J. Moore founded Wink, Inc., recognizing a significant unmet need for specialized data and intelligence within the complex insurance and annuity landscape. Her deep industry experience led to the establishment of the company, building upon the foundation of the long-running Wink's Sales & Market Report, which has been a primary source for industry data since 1998. This origin positions Wink, Inc. as a trusted authority with extensive historical perspective.
The company serves a diverse client base, including life insurance and annuity home offices, distribution channels, independent sales professionals, and consulting firms. Wink, Inc. aims to continue as the leading resource for robust, unbiased sales data and trends, empowering its clients with the essential information required to navigate and succeed in a constantly evolving financial services market.
Key people at Wink, Inc..
Wink, Inc. is a Des Moines, Iowa-based market research firm specializing in competitive intelligence for the life insurance and annuity industries. Founded in 2005, it tracks products, features, rates, sales data, and market trends for insurance companies, serving home offices, distributors, sales professionals, consulting firms, regulators, and global clients.[2][3][4] With a team of about 11-12 employees boasting 175 years of combined industry experience, Wink provides tools like AnnuitySpecs, LifeSpecs, and Sales & Market Reports at competitive prices, emphasizing deep relationships for exclusive insights.[2][3][4] Celebrating its 20th anniversary in 2025, the firm generates around $1 million in annual revenue and positions itself as the go-to source for accurate, timely data in a complex, evolving sector.[2][3]
Wink, Inc. was founded around 2005 by Sheryl J. Moore, its current CEO, after she suddenly lost her job nearly two decades ago.[2][3][4] Operating initially from her Des Moines home dining room, Moore identified an unmet need for detailed annuity product intelligence and developed the AnnuitySpecs tool.[4] She soon partnered with Victoria Grossman to expand, launching LifeSpecs and acquiring an established sales report to create the Sales & Market Report.[4] As demand surged for consulting and tools, the team outgrew the home office, moving to a brick-and-mortar location with a full staff, an Italian Greyhound mascot, and even 125 gallons of saltwater critters.[4] This bootstrapped evolution from a solo venture to a specialized firm humanizes Wink's focus on relationship-driven intel in insurance.[3][4]
(Note: Search results distinguish this Wink, Inc. from the defunct smart home platform by Wink Labs Inc., confirming the insurance focus.[1][2])
Wink, Inc. rides the wave of data analytics and AI-driven financial services, where insurers increasingly rely on real-time intelligence amid regulatory shifts, product innovation, and digital distribution.[2][3][6] Timing aligns with post-pandemic demand for living benefits, loan provisions, and hybrid annuities, as tracked by tools like LifeSpecs for products aiding longevity.[3] Market forces favoring Wink include industry consolidation, rising compliance needs, and the shift to data-centric decision-making—its NAICS ties to data processing position it amid insurtech growth, though not a tech giant itself.[2][6] By influencing ecosystem awareness through advocacy and reports, Wink shapes sales strategies and policy, bridging traditional insurance with analytics tools using JavaScript, HTML, and PHP stacks.[2]
Wink, Inc. is poised for steady growth in the $1 million revenue bracket, expanding tools amid insurtech trends like AI-enhanced underwriting and personalized annuities. Regulatory scrutiny and global demand will amplify its relationship-driven model, potentially through partnerships or acquisitions. As data becomes the lifeblood of insurance, Wink's niche dominance could evolve into broader fintech intel, solidifying its role from a homegrown startup to an enduring industry anchor—much like its 20-year journey from a dining room idea.
