June 13, 2025
Editor’s Note: Cogent Syndicated’s annual Retirement Planscape® report has just published – read on for a sneak peek at the introduction to the report.
Within an industry tethered to a long history of focusing on fees and performance, the winds appear to be shifting. In fact, cost-cutting pressures on retirement plans are easing up, granting plan sponsors an opportunity to actively explore the full range of 401(k) features that can be used to level up participant engagement and maximize lifelong savings potential.
This year, in an effort to help firms identify opportunities to better serve their current plan sponsor clients, we asked respondents to describe one thing—product or service—they wish they had access to from their current plan provider and DC investment managers.
Plan sponsors were quick to detail a plethora of wish-list items rooted in improving the user experience for plan sponsors and plan participants alike. Suggestions focused on ways to optimize digital capabilities and training materials and provide enhanced portfolio analytics, tax guidance and payroll integration. Personalized support was also emphasized whether via dedicated service reps, one-on-one guidance, or AI-powered advice offerings.
Additional suggestions included investment and product offerings to maximize participant savings and 401(k) engagement levels. Plan sponsors described the desire to incorporate more flexibility, sophistication and personalization to their lineups from alternative investments such as cryptocurrencies, gold, insurance products and other customized vehicles and retirement income options including annuities, DB-like options and tiered payouts.
Our advanced analytics also paints a vibrant picture of what matters most with respect to brand messaging. On the recordkeeper side, the most efficient pathway to strengthen consideration is by demonstrating Partnership, comprised of best-in-class plan sponsor and participant service and support and being easy to do business with. For DC investment managers, it’s about showcasing Expertise, which is built upon distinguished investment philosophy, information that guides investments, investment performance, breadth/depth of research, organizational stability, and risk management.
This year’s study equips providers with a marketing playbook of how to elevate the overall 401(k) experience based on each firm’s unique competitive position. We provide insight into the latest industry trends, benchmark the competitive strengths and weaknesses of the leading 35 DC plan providers (including nine digital recordkeepers) and 43 DC investment managers. As always, our goal is to help providers level up their current offerings to prosper in this continuously evolving market.
For more information on the full report, click below.
Sonia Davis
Senior Product Director, Cogent Syndicated
Sonia is a senior product director for Cogent Syndicated with more than 12 years of market research experience. She has managed numerous qualitative and quantitative studies in financial services industry research, as well as the hospitality, consumer packaged goods and retail sectors. Prior to Escalent, Sonia served as a community manager for C Space, a public relations specialist for Putnam Investments and as a staff reporter for Community Newspaper Company. Sonia earned an MBA from Boston University School of Management and a bachelor’s degree in communications from Simmons College. She’s a proud finisher of the rainiest Boston Marathon on record (2018), but truly enjoys triathlon training and outdoor adventures with her black lab.
