How To Seize the Unbelievable 401(k) Opportunity for Advisors With Rebecca Hourihan (Ep. 450)

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
  • And more

How can regular advisors who are not 401(k) specialists gain access to the 401(k) world? Oh my goodness. Talk about an opportunity set of a lifetime.” ~Rebecca Hourihan


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About Rebecca Hourihan:

Rebecca is the founder and CMO of 401(k) Marketing, LLC in San Diego, CA. The firm specializes in empowering retirement plan advisors to showcase their expertise and establish a strong brand presence. The company was founded on the idea that retirement plan advisors are specialists and should promote their unique skill set. 

With nearly 20 years of retirement plan experience and an addiction to marketing, Rebecca is skilled at developing clear paths that are simple for plan sponsors, advisors and participants to understand. She is committed to company growth, advisor development and collaborative improvement. Her personality is naturally enthusiastic and she attracts fun, hard-working and ethical professionals.  

Rebecca is a keynote speaker and author. She has spoken at Fi360, Advisor2X, NAPA Summit, ASPPA, PANC, TRAU Master Class, Retirement Symposiums and many additional retirement plan conferences.  She is a guest columnist for 401(k) Specialist, and PLANADVISER. She has been featured on Retireholics, 401(k) Specialist, InvestmentNews, NIPA, Employee Benefit News, PLANADVISER, Plan Consultant Magazine, The Advisor’s Newsletter and the Journal of Financial Planning.  

She lives in San Diego with her family and corgi, Lola.  Her hobbies include cooking, eating, drinking wine, traveling, and yoga.

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