Mid-market Growth Target small to mid-sized American businesses seeking affordable 401(k) plans with scalable options, leveraging ShareBuilder 401k's emphasis on low cost, ease of use, and digital setup to win SMB clients looking to improve retirement benefits.

Digital Enablement Capitalize on the strong digital setup and education services to upsell onboarding, ongoing plan participation, and employee education programs for companies expanding their remote or hybrid workforce.

Legacy Synergy Position as successor offering to legacy retirement providers by highlighting continuity of product design and team expertise from the ING Direct era, appealing to firms seeking stable, well-supported 401(k) solutions.

Education Focus Promote employee education and plan design consulting as differentiators to close deals with firms that require help with plan adoption, utilization, and tax-efficiency acceleration for owner-operators and growing teams.

Financial Scope Leverage revenue size and client base to target similar firms in the 25M–50M revenue band and 49–149 employees space, emphasizing cost efficiency and scalable investments to drive client acquisition.