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Creative Strategies for 401(k) Advisors: Stand Out with 401(k) Marketing Tips

"Getting noticed online can feel like trying to have a conversation at a concert -- overwhelming and chaotic.... Fortunately, breaking through the noise doesn't have to be complicated, it just takes a little creativity, relatability, and authenticity. Sometimes, the key isn't to yell over the noise. It's to say something meaningful in the right moment. Often, it's the simplest ideas that create the biggest impact."

The World Has Changed; Advisor Marketing Must Change with It

"Cold calls don't work as a first touch.... Your campaign isn't converting because it's all pitch, no purpose. LinkedIn is your modern-day business card.... Three months isn't a timeline, it's a test. Only a clear, consistent, value-driven marketing process will move the needle. This isn't about abandoning old-school tactics, it's about upgrading them."

From Lead to Client: Mastering the 401(k) Advisor Sales Funnel

"Many 401(k) advisors are exceptional at managing retirement plans, guiding committees, and compliance monitoring.... Advisors must embrace a combination of digital marketing, referral strategies, and differentiation techniques to stand out. Let's break down the key components of a high-performing sales funnel to help you gain -- and retain -- more 401(k) plan sponsors."

In Uncertain Times, 401(k) Advisors Who Show Up Win

"Whether ... navigating this wildly volatile market, uncertain legislation, or economic shifts that make plan sponsors uneasy, ... clients crave leadership. They want clarity, not chaos. Guidance, not guesswork.... Here's why right now is the time to double down -- not pull back -- on the three pillars that grow and retain business: visibility, relationships, and communication."

Tailoring 401(k) Communication Strategies Across Age Groups

"[If] you're using the same message across four very different generations, you're probably not getting the traction you could.... Baby Boomers (born 1946-1964): Focus on security and simplicity ... Gen X (born 1965-1980): Focus on control and financial independence ... Millennials (born 1981-1996): Focus on values and empowerment ... Gen Z (born 1997-2012): Focus on tech and trust ... A unified strategy: personalization at scale."

The 401(k) Committee Is Changing and So Should Your Approach

"Today's 401(k) committees might include a CFO who's a Baby Boomer, an HR Director from Gen X, a Millennial Head of People Ops, and even a Gen Z Benefits Coordinator. That's four generations. All reviewing the same plan -- but interpreting information through very different lenses.... [W]hat happens if you tailor your message to their preferences and priorities? The conversation shifts from transactional to collaborative."

Fidelity Investments Yields the Small 401(k) Plan Market to Its RIAs

"Fidelity Investments, the powerhouse 401(k) provider, will no longer compete with RIAs in the small and midsize 401(k) plan arena, says Ted Madden, senior vice president, sales for Fidelity. This is a major move that shows RIAs have become a major force in that arena, industry leaders say.... The actions of Fidelity make sense and deserve applause but they are likely the result of Fidelity finding it more difficult to beat RIAs -- making the choice to join them easier, according to Doug Dannemiller, principal of Duxbury, Mass.-based Dannemiller Analytics & Consulting LLC."

New ETFs Target Retirement Market: First 'Lifecycle' ETFs Aimed at Long-Term Investors in 401(k) Plans

Excerpt: In a bid to crack the 401(k) nut, TD Ameritrade Holding Corp. subsidiary Amerivest Investment Management LLC and XShares Advisors have partnered to create a family of the first 'lifecycle' ETFs. Also known as target-date funds, these offerings have been extremely popular choices in retirement plans when offered as mutual funds. The investment products are designed to provide investors with diversified exposure to bonds, U.S. stocks, foreign companies and other asset classes.

For Risk-Averse 401(k) Participants, the Usual Havens of Money-Market, Stable-Value and Short-Term Bond Funds Pose New Risks

Excerpt: [A]ll of these supposedly stodgy investments have come under serious strain in the financial crisis. In September, a money-market fund that held Lehman Brothers debt fell below the sacrosanct $1 level, sparking massive withdrawals from certain money funds. In recent months, at least two stable-value funds have dished up losses to retirement-plan investors. And a number of short-term bond funds posted large declines last year as mortgage-related holdings hit the skids. 'There's no vehicle that's absolutely safe in today's world,' says Mike Francis, president and chief investment officer of Francis Investment Counsel LLC, a retirement-plan consulting firm in Pewaukee, Wis.

District Court Approves $7.9M Settlement Against Hedge Fund in 401(k) Class Action

"[T]he plaintiffs alleged that 100% of GWA LLC 401(k) Profit Sharing Plan investments (all of which were 401(k) assets) were and continued to be invested in The Weiss Funds ... Plaintiffs further claimed that the Weiss Mutual Fund lacked the performance history, market acceptance, and cost structure to be a substantial investment for the 401(k) plan." [Andrews-Berry v. George A Weiss, No. 23-0978 (D. Conn. settlement approved Sep. 19, 2025)]