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  • Writer's pictureRebecca Hourihan

10 Ways for Retirement Plan Advisers to Find New Clients



Fun marketing ideas to grow your business effectively


As a retirement plan advisor, it's important to continuously seek out new 401(k) clients. While maintaining current client relationships is crucial, expanding your client base can lead to increased revenue and growth for your business.


The retirement industry is constantly evolving, with new regulations and technologies emerging all the time. As a result, it's essential for advisors to stay ahead of the curve and keep up with the latest trends in order to remain competitive. By actively seeking out new clients, advisors can stay relevant and ensure their services are meeting the needs of today's plan sponsors.


Additionally, having a range of clients can help mitigate business risk in case one client decides to leave, a company is acquired/merged and/or if there is a change in leadership. By cultivating a strong pipeline of potential clients, advisors can protect themselves from potential revenue losses.


Ultimately, finding new 401(k) clients should be an ongoing priority for retirement plan advisors who want to stay competitive and grow their business. With the right strategies in place, advisors can attract and retain high-quality 401(k) clients while building a thriving practice for years to come.


Here is a list of 10 fun and effective business development ideas.

  1. Connect with decision-makers on LinkedIn

  2. Send informative plan sponsor content through email marketing

  3. Host a 401(k) Bootcamp lunch & learn event and invite ideal prospects

  4. Partner with a respected TPA and record a podcast on the benefits of a 401(k) plan

  5. Link up with a wholesaler and do a webinar on a trending employer topic (SECURE 2.0)

  6. Promote your team via social media with a “Meet the Team” campaign where each team member shares a candid picture and fun fact about themselves

  7. Meet with a center of influence for potential collaboration over coffee

  8. Survey current clients and ask them to post testimonials on Google My Business (5 stars)[1]

  9. Run digital ads to increase brand awareness

  10. Record a video that explains the benefits of working with an experienced 401(k) advisor and share it via LinkedIn

Unlock the potential of your 401(k) business with these creative marketing ideas to earn new clients and influence business leaders to choose your advisory services. By taking a fun and practical approach, you can stand out from the competition and become a trusted partner. Don't wait any longer, start implementing these ideas today and see the impact they can have on your 401(k) business growth!


Thanks for reading and Happy Marketing!


About Us

401(k) Marketing is the modern marketing agency for the retirement plan industry. We are proud to support our clients through custom engagements, content marketing campaigns, sales material innovations, thought-leadership consulting, interactive workshops and speaking events. Our mission is to empower the retirement plan industry with high-quality marketing, ultimately inspiring Americans to become financially prepared for their future.


Retirement Plan Marketing is the solution for retirement plan advisors looking for an ongoing and scalable marketing process to generate awareness, streamline sales opportunities and earn more 401(k) business. This comprehensive, strategy driven marketing program includes digital content and sales material specifically designed to help retirement plan professionals attract the right decision makers.

[1] This is part of the new SEC Marketing Rule and before doing this, please work with your Home Office to learn your firm’s requirements.

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