top of page
  • Writer's pictureRebecca Hourihan

TPA: Knock-Knock. Who's there? It's me, Opportunity.


With change comes opportunity – and if you’re a TPA, the new Conflict of Interest Rule is a HUGE opportunity. This new regulation has opened doors and created a platform for dedicated retirement plan professionals to shine.


We in the retirement plan industry are familiar with this word because we regularly engage with retirement plan advisors, plan sponsor clients, and other industry professionals. You, too, possibly act as a 3(16) administrative fiduciary. However, average Americans are now starting to say, use, and understand the definition of fiduciary.

Many of your plan sponsor clients are going to have questions. They will need your help to understand the new regulation and how this rule affects their plan relationships. This is a once-in-a-lifetime marketing opportunity for you! Use this window to promote the value of proper plan design, the importance of a sound fiduciary process, and the significance of implementing a document organization system.


  • Advertise – Promote that you are an experienced TPA and have been solving plan design challenges since XXXX (insert year).

  • Update – How long have you been working with plans? What designations do you hold? How is your team structured to professionally service retirement plan clients? Update your website, company overview, and team biographies to highlight your company and your team’s years of qualified experience.

  • Share – Leverage the power of social media. You understand how the new rules are going to affect plan sponsor and advisor relationships – talk about them. Write an article. Share it via social media (LinkedIn, Twitter, etc.). Become the voice that your prospects, clients, and centers of influence turn to when they have questions and need help.


Step 1: Create your ideal lead list (advisors, plan sponsors, centers of influence, etc.)

Step 2: Research how you’re professionally connected to prospects

Step 3: Lean on your existing relationships

Step 4: Create a marketing calendar

Step 5: Keep marketing – consistency is key

Step 6: Meet with prospects, and WOW them with your experience, quality of service, and examples of plan design results

Step 7: Grow your retirement plan book of business

You have the choice to view the new rules as a business obstruction or an opportunity. For the sophisticated TPA, we see this as Golden Marketing. You have the expertise, experience, and know-how to stand out. Now is the time to professionalize your office and promote the value of working with an experienced TPA partner.

Thanks for reading and Happy Marketing!

About 401(k) Marketing

We believe the retirement plan industry can do better. Our clients are the best professional retirement plan advisors and TPAs in the business. They care deeply about saving America’s retirement future. We are proud to share their voices through industry writings, professionally-designed marketing materials (including websites), and expert content collateral. We lend support by promoting businesses through ongoing awareness campaigns.

About Retirement Plan Marketing

Retirement Plan Marketing is a product of 401(k) Marketing and is an ongoing turnkey marketing solution for retirement plan advisors. It is an easy-to-follow, consistent marketing program designed to get you noticed in your community and generate new retirement plan sales. When you deliver relevant plan sponsor content, you add value to your conversations and can work your way up to become known as the “go-to” retirement plan advisory office.

bottom of page