Do you bring problems or solutions?

Rebecca Hourihan
3 days ago
3 min read

How TPAs can use marketing to show expertise and demonstrate value

Picture this… you’re presenting to a prospect at a retirement plan meeting, and it’s time for your BIG tax savings reveal. Your PowerPoint is up on the big screen, and ta-da, there it is: your Excel spreadsheet. It’s packed with census data, contribution rates, and wow-worthy testing results that make your data-loving heart sing.

You smile proudly; it’s your masterpiece of accuracy and compliance, but it’s all in font size 5. The business owner leans forward, squints, and politely nods while silently thinking, “I have no idea what I’m looking at, but I hope someone else does.”

As a TPA, I hope you’re smiling right now. We appreciate your love of actuarial calculations and know that your spreadsheet tells an important story. But here’s the real question: How do you show that impact to someone who isn’t an ERISA enthusiast?

The problem-stacking trap

Finding issues is second nature for TPAs. Whether it’s failed ADP tests, nondiscrimination risks, or plan design flaws, you catch these issues in an instant because spotting them is second nature to you. But if clients hear “it’s wrong,” without a clear understanding of why it’s wrong, then they can walk away feeling overwhelmed.

Stacking problems on problems makes the plan feel like a burden instead of a benefit.

The solution-oriented approach

Here’s where the magic happens: instead of stopping at the problem, pair it with a clear, actionable solution.

Instead of: “Your executives failed the ADP test. Here’s 12 columns of data showing why.”
Try: Your HCEs (often your executives and key leaders) didn’t pass the ADP test, but here are two solutions: increase the match slightly, which could improve the test results. Or, adopt a safe harbor provision, which ensures the plan automatically passes testing. Both approaches strengthen compliance and help your HCEs maximize their savings.

The data is still there (and you’ll always have it ready for those who want to dive in), but the focus shifts to a business decision the owner can understand and act on.

Marketing proves you’re a solution-bringer

Use marketing to demonstrate this skill. It allows you to translate technical expertise into relatable stories and actionable insights that business owners can understand and apply right away.

Case studies: Tell stories of how you solved a tricky compliance issue or improved participation, and don’t forget to show the business outcome.
Guides & checklists: Turn complex rules into step-by-step resources.
Webinars & workshops: Teach employers “why it matters” while positioning your firm as the go-to problem solver.
Visuals, not spreadsheets: Use charts and infographics to make your point without requiring anyone to squint.

By showing solutions in your marketing, you’re not just proving expertise; you’re building trust with business owners before they even sit down at the table.

Practical takeaways for TPAs

Lead with clarity. Share the solution first, then provide the data behind it.
Translate complexity. Speak in business outcomes, not ERISA shorthand.
Elevate your marketing. Use your content to practice making complex issues simple.
Be memorable. Replace the spreadsheet “wall of numbers” with a story or visual that resonates.

Be the solution

As TPAs, your technical expertise is unmatched. But the committees and business owners you serve don’t want to become retirement plan experts; that’s why they have you. What they want are solutions they can understand and act on.

So, the next time you prepare that Excel slide, ask yourself: who is seeing this? Is this adding to the pile of problems, or am I bringing the solution that helps move the plan, the business, and the people it serves forward?

Thanks for reading & Happy Marketing!

About Us

401(k) Marketing is the modern marketing agency for the retirement plan industry. We support our clients through custom engagements, content marketing campaigns, sales material innovations, and thought-leadership consulting. 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 a scalable marketing process. This process generates awareness, streamlines sales opportunities, and earns more 401(k) business. This comprehensive, strategy-driven program includes digital content and sales material designed to help retirement plan professionals attract the right decision-makers.