ERISA expertise Target retirement plan sponsors seeking strong fiduciary support by offering My Benefits as an ERISA 3(16) Named Administrator or First Party Administrator to assume fiduciary liability and streamline plan administration.

Mid-market focus Position to serve mid-sized employers (100–5000 employees) given current headcount and client base, with revenue in the multi-million range and a full-service retirement plan consulting and administration offering.

Full-service appeal Cross-sell opportunities across design, administration, and communication of benefits, leveraging capabilities to integrate and communicate employee benefits for HR, CFO, and CEO audiences.

Digital efficiency Leverage tech stack and digital tools (DocuSign, Box, SendGrid, Google Ads, WordPress) to market services, automate onboarding, and enhance client experience, creating efficiencies for growth and larger client acquisitions.

Competitive positioning Differentiate from incumbents by emphasizing fiduciary liability coverage, personalized advisory support, and industry expertise to compete with large players (ADP, Paychex, Mercer) for retirement plan administration clients.