SMB Focus Target mid-sized businesses seeking low-cost, retirement plan administration with scalable 401(k) solutions. Employee Fiduciary serves over 5,000 small businesses and 145,000+ participants, indicating strong SMB market familiarity and demand for affordable recordkeeping and TPA services.

Cost Leadership Leverage emphasis on low-cost investments (Vanguard funds, index funds, ETFs) and transparent fee benchmarking tools to attract price-sensitive employers looking to consolidate 401(k) services without sacrificing compliance or plan quality.

Expansion Readiness Recent leadership change with a new president suggests strategic repositioning; combine with existing tax credit calculator and online savings calculators to upsell advisory services, fee analysis, and transition support for employers upgrading to Employee Fiduciary.

Digital Enablement Capitalize on the firm’s tech stack and online tools (calculators, online statements, plan/document portals) to market integrated digital onboarding, self-service plan management, and data-driven benchmarking as a differentiator for prospects evaluating modern recordkeepers.

Revenue Levers With revenue in the $50M–$100M range and a focus on small-to-mid market, pursue cross-sell of additional services such as nondiscrimination testing, Form 5500, and TPA services to current clients, plus expansion into advisory and fiduciary governance offerings.