How to Stand Out in an RFP

Do you want “a seat at the table for the finals,” as Greg Middleton puts it? Increasingly, advisers are being asked to answer requests for proposals. “We’re living in a new age of RFPs—everybody’s doing [them] now,” says Middleton, senior director, marketing at CAPTRUST in Raleigh, North Carolina. Advisers, thus, have a new element to navigate in competing for plan sponsor clients, he says.