This paper focuses on structural and active guidance in the process of buying annuities. We explore the role of employers and service partners, and we review experience with a purchasing platform offering structural and active guidance in purchasing annuities. The analysis draws heavily on data from Hueler Companies, a firm that provides individuals access to lifetime income annuities through an on-line institutional delivery platform implemented in non-exclusive partnerships with financial services firms, defined contribution plan sponsors, plan administrators, not-for-profit associations, and financial advisors.