A 401(k) tailor-made for retail

Offer a low-cost, high-quality retirement plan that can help attract and build great teams.

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60k+
businesses1
1M+
savers2
$20B+
invested for retirement2
fast company logo
Innovation by Design Award 20243
Carol P.RedKnot Resource Group
With Guideline, it feels like we've put 401(k) administration on auto-pilot.Client of Guideline. Views may not be representative of other clients.

See why 2,000+ retailers rely on Guideline

  • Fingers snapping simple icon.

    Affordable pricing

    Low and predictable monthly costs — monthly plans start at $39, plus $4 per active participant.4

  • Low cost for employees

    Help your team save more with low-cost investments and no transaction fees.
  • Flying rocket. Simple icon.

    All-in-one 401(k)

    We handle recordkeeping, government filings, compliance testing, and more.5
  • Desktop with mouse simple icon

    Guided setup

    In as little as 20 minutes, you can set up a popular workplace benefit that can help reduce turnover.

Empower your on-the-go team

With an intuitive dashboard and an award-winning mobile app3, it’s easy for your team to set up their account, track their progress, and access resources — anytime, anywhere.
  • Easy account setup, via web or mobile app
  • Recommended investment portfolio
  • Retirement education and live support
  • Spanish-language resources
Mockup of iPhone 15 with Guideline iOS mobile app.
Mockup of iPhone 15 with Guideline iOS mobile app.

Automate 401(k) busywork

With full payroll integration, there’s no need to maintain deductions or manually re-enter data — saving you time and hassle.
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Invest in your team and store with a Guideline 401(k)
  • 1
    As of April 2025
  • 2
    As of July 2025
  • 3

    2024 Fast Company Innovation by Design Award Winner for Guideline's mobile application in the Mid-Size business category.

  • 4

    See Guideline’s Pricing Page or Form ADV 2A Brochure for more information about our fees.

  • 5
    All plans of related entities must be administered by Guideline in order to provide compliance testing.
  • †
    This content is for informational purposes only and is not intended to be taken as tax advice. Please consult a tax professional to determine what types of tax credits or deductions your company is eligible to claim.

Guideline.com is owned and operated by Guideline, Inc. This website contains content from Guideline, Inc. and its affiliates, each a separate entity with different regulatory marketing requirements and standards. References to "our" or "we" on this website refer solely to Guideline RK, LLC unless otherwise specifically stated.

The information in this website is for informational purposes only and is not intended to be an offer, recommendation, investment advice, legal or tax advice, or a solicitation to buy or sell any security. By using this website, you agree to Guideline, Inc.’s Privacy Policy and Terms and Conditions of Use. Neither Guideline, Inc. nor its subsidiaries, are responsible for information provided by third parties. Information included herein from third parties is believed to be reliable however Guideline, Inc. does not guarantee the accuracy and completeness of that information.

Guideline, Inc. is a technology company that provides an integrated platform to companies who seek to work with 1) Guideline RK, LLC ("Guideline") and/or 2) Guideline Investments, LLC, an SEC Registered Investment Adviser ("RIA"), both of which are wholly owned by Guideline Holdings, LLC. Guideline Holdings, LLC is wholly owned by Guideline, Inc. Neither Guideline, Inc. nor Guideline Holdings, LLC or Guideline RK, LLC is involved in securities activities and is not registered with the SEC or FINRA. Neither Guideline, Inc., nor any of its affiliates, is a bank.

Investment advisory services for Guideline’s 401(k) (when 3(38) fiduciary services are selected) and SEP IRA/IRA products are offered by Guideline Investments, LLC, an SEC-registered investment adviser. For more information regarding fees and services, see Guideline Investments, LLC’s ADV 2A Brochure and Form CRS. References throughout this website to investment advisory services including but not limited to: investments offered, portfolios, managed portfolios, investment philosophy, assets under management (AUM), annual account fees expressed as a percentage of AUM, suitability questionnaire, 3(38) investment advisory management fiduciary services, robo-advisory services, and investment advice, unless otherwise specifically stated, are services provided by Guideline Investments, LLC. Investing involves risk and may lose money, including loss of principal. Investing is not guaranteed and past performance is not a guarantee of future performance. The investment options offered by Guideline Investments, LLC are not FDIC insured.

Recordkeeping services for Guideline’s 401(k) and SEP IRA/IRA products are offered by Guideline RK, LLC. 3(16) plan administration services are also offered by Guideline RK, LLC and only made available to clients who utilize an eligible payroll provider. For more information on Guideline’s pricing, see here. Guideline uses a third-party to provide custodial services. Custodial fees are paid by Guideline.

Any graphs, charts, and other visual aids (collectively referred to as "image(s)") are provided for information purposes only. None of these images can of themselves be used to make investment decisions. No representation is made that these will assist any person in making investment decisions and no image can capture all factors and variables required in making such decisions.

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