John Hancock Retirement CEO Stresses Importance of Financial Adviser Relationships

The new retirement CEO sees a “heightened” interest from wealth managers in engaging with workplace retirement plans and participants.


Since becoming CEO of John Hancock U.S. Retirement this year, Wayne Park has been on an information-gathering tour with colleagues, peers, third-party administrators and retirement plan and financial advisers.

The whirlwind tour for the new leader, who will be moving to the firm’s Boston office, has not changed the former wealth manager’s view of the importance of relationships with a key constituent: the financial advisers who work with individuals on their retirement plans as well as business owners.

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“I plan to continue the success that John Hancock has had with advisers and TPAs and others in the community,” Park says. “A lot of it is just onboarding and listening and learning about both our internal work, but also what our clients and partners are doing.”

Park took the role after his predecessor, Sue Reibel, retired after a 30-year career at John Hancock and parent company Manulife Investment Management. Park has held roles in institutional retirement plan services as well as personal finance solutions and wealth management. He says workplace retirement plans and managing participant assets continues to be a growing area of interest for financial advisers as the need for retirement guidance grows.

Wayne Park.

“I’m not saying it wasn’t there before, but it does seem to be heightening,” he says.

Park sees two key variables playing a role: first, advisers often work with families who own businesses and hear about or have a chance to talk about their employee retirement plans; second, retirement legislation including the SECURE 2.0 Act of 2022 and the opportunities it opens up for business owners and employers to boost or start retirement plans.

Park sees a role for John Hancock to help educate and engage financial advisers on the retirement plan sector as another opportunity for their practice. “It’s not something I think many advisers spend a lot of time on, and it is a lot of time,” he says. “But we can certainly play a role in educating.”

He sees wealth managers as the key to advising the Baby Boomer wave of retirees, as opposed to focusing only on in-plan product options.

“We think that the need for advisers continues and we want to be supportive and complimentary to that,” he says. “We focus on education, engagement, and advice tools. But for us, it’s not intended ever to replace advice [from a financial adviser].”

As more Baby Boomers retire, Park says, there will not only be a need for wealth management of their assets, but assistance with the transfer of wealth to spouses, and then to other younger inheritors. Finally, he notes, that there are also advisers who will be transitioning their wealth management practices.

“Having a strong succession plan is important,” he says, noting that the Baby Boomer retirement wave is a “multi-dimensional event.”

Park says that John Hancock, as part of Manulife, has a lot of resources when it comes to retirement-income solutions. For now, though, he continues to see the evolution of retirement income options working through financial advisement.

“The reality is that there’s no magic bullet [to solving retirement income],” he says. “We’ve tried a lot of different things from many different companies. And the primary answer has been thus far, and I think continues to be, work with a financial adviser.”

Park doesn’t rule out John Hancock bringing new insurance-backed products to market.

“I think having that the capability to tap into an insurance company and the actuarial abilities should and could play a really important role in the income space,” he says, noting that the firm already has a stable value guaranteed-income product.

“You could try to be all things to all people,” Park says. “But I think we’re going continue to lean in on the fact that we’ve been successful partnering with advisers, and third-party administrators, and making sure that we can be focused on the market where we can be really relevant.”

Rookie Financial Advisers Are in Short Supply 

High wash-out rates force firms to focus on recruitment and retention, according to Cerulli.


In 2022, financial adviser headcount grew by just 2,579 advisers, while the failure rate for rookie advisers was more than 72%, according to the latest research by Cerulli Associates.  

The financial advice industry continues to confront a succession crisis, Cerulli reported. In the next decade, 106,264 advisers are set to retire, making up 36.8% of industry headcount and 38.9% of total assets under advisement. Among advisers retiring within the next 10 years, 26.3% are unsure of their succession plan.  

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“Rookie advisers come from all different backgrounds,” Stephen Caruso, research analyst, wealth management at Cerulli, said in a statement. “Just 15% of rookies report financial adviser as their first career and only 43% of rookie advisers have previously worked in financial services.” 

Cerulli said key to rookie adviser success is structured training programs. Among new advisers, 45% reported that their responsibilities included managing small-balance accounts for a senior adviser. However, keeping rookies in a support role for too long can limit their growth, as well as their ability to develop their own clients, as 69% said they were tasked with growing their own client base from scratch.  

As firms face a shortage of advisers, they will need to focus on developing talent in-house, suggested Cerulli. Previously large broker-dealers grew their headcount primarily by luring away experienced advisers from competitors. Due to the pending demographics,  firms will have to concentrate efforts on the growth and development of rookie advisers.    

“A well-structured training program should gradually shift rookie advisers into production and provide a natural progression of their roles and responsibilities, so that practices can capitalize on a new resource without boxing a rookie into an operational or support role,” said Caruso. “RIA custodians and B/D home offices should actively support this transition process by providing best practices and a framework advisers can use to train future successors.”  

The Financial Industry Regulatory Authority, the self-regulating body, has been putting programs in place to bring a broader base of people into the industry and make it a long-term career, says Philip Shaikun, vice president and associate general counsel at FINRA. 

“We are working to make the industry more accessible to more people at an earlier stage,” Shaikun says. “We want to have a healthy, diverse industry where all perspectives are represented.” 

Shaikun notes initiatives such as making FINRA’s Securities Industries Essentials Exam accessible and available to students of all backgrounds, as well as making a path for individuals who temporarily leave the industry to rejoin without taking an exam, provided they complete annual continuing education 

The majority of new-adviser recruiting is through word-of-mouth referrals, with 64% of them recruited this way. However, Cerulli said this informal recruiting process makes it more challenging for firms to reach wide range of applicants.  

“Broker-dealers and registered investment advisers must find new avenues for connecting with potential candidates and spreading awareness about the profession,” said Caruso. 

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