How To Seize the Unbelievable 401(k) Opportunity for Advisors

1 min readJan 16, 2024


Quick question for you: what percentage of advisors are retirement plan advisors in the United States?

Less than 3%. 2.3% to be precise. But the retirement plan market is booming, with assets expected to double by 2033, and 2.5 million new plans starting soon. This translates to 51 million new retirement savers and huge potential for advisors who can capture a piece of the pie.

In this episode, influence expert Matt Halloran welcomes Rebecca Hourihan — Founder and CMO of 401(k) Marketing — to explore the opportunities for advisors within the 401(k) market, and the strategies to enhance market share. Rebecca talks about how advisors benefit from content marketing and reveals specific themes throughout the year that align with the trends and needs of the retirement planning industry. Rebecca also shares why she encourages advisors to “really stop and think about” creating “like, know, and trust” with potential clients through consistent, valuable content.

Matt and Rebecca discuss:

  • The big changes coming to the industry over the next ten years or so
  • How to take your first baby steps into the 401(k) world
  • The increasingly popular Pooled Employer Plans (PEPs)
  • Why content marketing is queen in a relationship-based business
  • The guiding principles of “like, know, and trust”
  • Emerging trends within retirement planning
  • Why now is the perfect time to specialize in this niche