Enhancing Client Engagement and Scalability Within Your Retirement Plan Business

A 401(k) advisory marketing specialist discusses Days 61-90—and beyond—for creating a successful practice.

Earlier this year, I wrote in PLANADVISER about a winning strategy for onboarding 401(k) plan sponsor clients. But as a retirement plan adviser, the journey to creating a truly scalable and profitable business—while ensuring client satisfaction—doesn’t stop at onboarding.

Now I consider the days between 61 and 90, pivotal in shaping the long-term success of your client relationships. This period is crucial for reviewing and adjusting retirement plans, soliciting feedback, enhancing communication and building relationships with plan sponsors and participants. Let’s explore the strategies that can help you achieve these goals and drive your business forward.

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Plan Review and Adjustments

Rebecca Hourihan

By Day 61, your retirement plan clients have had time to engage with the onboarding process and start evaluating their experience. This is the ideal moment to delve into a comprehensive review of their retirement plan. Focus on understanding their current standing and potential areas for improvement. Discuss key metrics such as participation rates, deferral rates and asset allocation.

Ask questions like:

  • Has there been any notable change in participation or deferral rates?
  • Are employees actively attending education meetings?
  • Are there any plan design or investment updates required? and
  • How effective is the current recordkeeper?

The resulting discussions not only demonstrate your commitment to improving financial well-being, but also help tailor the plan to better align with their goals.

Soliciting Feedback

Feedback is a vital tool for continuous improvement and client engagement. Encourage open dialogue with your clients to understand their experiences and expectations. How satisfied are they with the plan’s performance so far? Are there areas in which they feel improvements could be made? Use this feedback not only to refine their current plan, but also to enhance your services across the board.

Create a structured approach to collecting feedback—perhaps through surveys or regular feedback sessions—and ensure that your clients know their opinions are valued and acted upon. This transparency builds trust and shows clients you are dedicated to meeting their needs.

Enhancing Communication

Effective communication is the backbone of any successful client relationship. Now is the time to refine your communication strategies. Ensure all clients are included in ongoing email campaigns, updating them with relevant information and insights. Establish connections with retirement plan committee members and engaged participants on professional platforms like LinkedIn. This not only keeps you at the forefront of their minds, but also strengthens your professional network.

Adapt to your clients’ preferred communication methods, whether email, phone calls or text messages, and maintain a regular communication schedule. This flexibility ensures that you are accessible and responsive, further solidifying your role as a trusted adviser.

Building Relationships

In addition to building relationships with plan sponsors, fostering connections with participants is equally important. These individuals are the beneficiaries of the plan, and their satisfaction can significantly influence the success of your services. Engage with them during education meetings and offer personalized guidance to help them make informed decisions about their retirement plans.

Furthermore, consider expanding your network by connecting with your clients’ centers of influence—such as CPAs, TPAs, business attorneys and bankers. These relationships can open doors to future business opportunities and referrals.

Day 91: Wrapping Up and Looking Forward

As you reach the 90-day mark, it’s time to reflect on the progress made and prepare for future growth. Host a wrap-up meeting with clients to celebrate successes, gather additional feedback and acknowledge their journey. This is also an opportune moment to ask for referrals—satisfied clients are often eager to recommend trusted advisers to their peers.

Focus on the simplicity and clarity of your onboarding process. Clients who have experienced a seamless and professional journey are more likely to explore other services you offer, potentially expanding your business reach.

Celebrate Success

Servicing 401(k) clients effectively between Days 61 and 90 can significantly enhance the scalability and profitability of your business while ensuring high levels of client satisfaction.

By reviewing plans thoroughly, soliciting constructive feedback, enhancing communication and building robust relationships, you lay a solid foundation for enduring success.

As you celebrate the completion of the initial phase, remember that each satisfied client is a testament to your dedication and a gateway to further opportunities. Embrace this period as a chance to refine your services, solidify client trust and propel your business towards sustainable growth.

Rebecca Hourihan is chief marketing officer at 401(k) marketing.

Advisers Giving Back: Shane Hanson

Freedom Fiduciaries founder turned a 10-day trip running a basketball clinic for disadvantaged children into a lifelong mission to improve the lives of foster kids.

You may know, if you read PLANADVISER, that adviser Shane Hanson has been busy. In August 2023, he left a role with one of the major recordkeepers to start his own advisory, Freedom Fiduciaries. In April of this year, his firm launched its own back office plan adviser system, Freedom 360.

What you may not know is that Hanson has been busy on another front: building up his charitable organization, Freedom Youth Foundation, which has leveraged volunteers, donations and Hanson and his family’s own time to bring fun, learning and housing to hundreds of foster youth.

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The organization began, in some ways, with basketball. Hanson had played at the college level at the University of California, Davis, and later captained his team at Chaminade University of Honolulu.

Shane Hanson

After graduating, he got an offer from the United Nations to run a basketball peace camp in Novi Sad, Serbia. For 10 days, Hanson set up and oversaw a youth basketball league with about 150 kids from this war-torn area. The goal was to teach the kids that they could all get along.

“At the end of the 10 days, kids were crying and hugging and exchanging their Facebook pages and phone numbers,” Hanson says.

The experience was transformative for Hanson, who, after returning home to the U.S., decided to start his own sports league for foster youth who face difficult obstacles not of their own making.

“I thought: Kids need parents, they need role models, they need guidance. My heart was pulled toward doing something,” he says.

Above and Beyond

In November 2011, Hanson started an organization to run sports clinics for foster children in Camarillo, California, in partnership with a foster home called Casa Pacifica, which housed more than 80 foster children. At that point, Hanson was working as a retirement plan adviser and getting married. But he continued to use his free time to run sports clinics with foster youth focused on teamwork, leadership, community and life lessons.

“We were introducing them to different sports to get them active and engaged, and encourage all the positive things that sports can bring,” he says.

The programs “exploded from there,” Hanson says. In the following years, Hanson partnered to start up another California-based program in Orange, CA at Orangewood Children and Family Center which housed another 80+ foster youth, and later one in Boise, Idaho, linking up with the state’s health and welfare services department. Eventually, he took the program abroad to start clinics in Tijuana, Mexico, and Manila, Philippines, again syncing up with foster organizations in those locations.

The program was 100% volunteer-run, with Hanson overseeing the operations and leveraging donations—including some from the adviser space. One donor, Hanson says, was SageView Advisory Group, who partnered with Shane in 2017 to split the cost to build a new sports complex in Mexico. That same year, together they hired a full-time athletic director that still runs the programs, working with over 300 youth a day.

Meanwhile, his background in retirement planning and finance have led him to see that the kids, who often did not have adult role models, could use another kind of training: financial education. So, starting in 2021, Hanson introduced financial education programs through the foster networks.

“We have curriculums that we can take the kids through to teach them about money, budgeting, banking, etc.,” he says.

Here again, Hanson has leveraged partnerships, sometime working with local credit unions to work up relevant content.

The group is also helping kids identify career paths and develop job skills.. This is done through human resource partners that can assist with writing resumes and conducting mock interviews, Hanson says.

Expanding Services

Recently, Hanson has used donations to help provide housing in areas that do not have enough for foster children. In New Payette, Idaho, Hanson’s program recently worked to rehabilitate a 16-bedroom senior facility into a youth home. That included, according to Hanson, having it repainted and designed to be more “homey and less institutional.”

Now, Hanson estimates his nonprofit provides services to some 4,500 kids a year in total spanning over 4 locations. In October, Freedom Youth Foundation is opening a 2,000 square-foot headquarters in Boise to have a place to run the operations from and hold classes like financially literacy, employment training, career fairs and more. The facility, in partnership with the GAP and other stores, is fully stocking a clothes closet called “Parker’s Closet” named after Hanson’s daughter.

In addition, a donor is covering the cost of a full-time director of operations who has been a part of the program for three years now. This ensures every dollar donated goes directly to the youth the program serves, Hanson says, as well as keeping it a grass roots, community based nonprofit.

A lot of the work, Hanson says, comes from great volunteers. On the housing project in Idaho, for instance, a woman named Mary Irby, who is retired, has stepped in to help organize the project and help the kids settle in. With commitment from people like Irby, as well as Hanson’s wife and four children, he says the organization has “grown beyond my wildest imagination.”

“Our goal is to build kind of a franchise model,” he says. “If we have the foundation set, we think that we can do more. We’re always open to talking to other people about joining the team or setting something up in their own community.”

Overall, though, the mission of helping kids through sports, stemming from Hanson’s own time spent on basketball, remains at the core of the organization’s mission.

“When you think about sports, it’s really a microcosm of life,” Hanson says. “You have to work toward something with other people. … These children have been through unbelievable things, some things that we can’t even comprehend: Abuse. Neglect. Abandonment. Just terrible things. And our job is to show them, when they step on the court, that everybody’s the same. Everybody’s on one team, and you’re working toward a common mission.”

Know an adviser or advisory doing good work for others? Please email us your tip at advisers@issgovernance.com

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