Switch to Guideline by year-end and save1

  • 12 months no employer fees
  • 0% AUM fee on money you transfer
  • No plan transfer fees
Talk to a specialist
50K+

businesses2

1M+

savers3

$15B+

invested for retirement4

fast company logo

Innovation by Design Award 20245

Why switch to Guideline

  • Magnifying glass with check mark simple icon.

    Fewer errors

    4 out of 5 customers experience fewer payroll errors since switching to Guideline.6

  • Fingers snapping simple icon.

    Easier to use

    Modern, award-winning design5 makes it easy for you and your team to set up and manage a 401(k) with confidence.

  • Clock in motion simple icon.

    Time savings

    9 out of 10 customers have saved time on 401(k) admin since switching to Guideline.7

  • Two hands shaking simple icon.

    Dedicated support

    Fast, expert support for you and your team. Plus, a single point of contact through every step of setup and beyond.

Lower fees can mean more savings

With Guideline, fees are 6x lower than industry average. And with our 0% AUM offer— that’s even more savings for businesses that make the switch to Guideline.1

  • No employer fees for 12 months
  • No AUM fees on transferred assets
  • No transaction fees

The average investment expense of plan assets for 401(k) plans with 25 participants and $250,000 in assets is 1.37% of assets, according to the 24th Edition of the 401k Averages Book, with data updated through September 30, 2023, and is inclusive of investment management fees, fund expense ratios, 12b-1 fees, sub-transfer agent fees, contract charges, wrap and advisor fees or any other asset based charges. Guideline’s managed portfolios have blended expense ratios ranging from 0.067% to 0.069% of assets under management. When combined with an assumed account fee of 0.15%, the estimated total AUM fees for one of Guideline’s managed portfolios can be under 0.22%. Alternative account fee pricing is available ranging from 0.15% to 0.35%. Expense ratios for custom portfolios will vary. These expense ratios are subject to change by and paid to the fund(s). View full fund lineup.

6x lower with Guideline
6x lower with Guideline

Guideline vs. The Competition


Integrations & Admin

Guideline LogoHuman InterestBetterment
Businesses served850,000+22,000+3,000+
Online Setupcheck-circlecheck-circlecheck-circle
Direct connection with all integrated payrollscheck-circleNo, uses third-party for some payroll integrations9No, uses third-party for some payroll integrations9
Integration data sync frequencyEvery 24 hours10Not listedNot listed

Compliance

Guideline LogoHuman InterestBetterment
3(38) investment management fiduciarycheck-circleRequires specific appointment as 3(38) in Plan Sponsor’s Order Form11check-circle12
3(16) plan administration fiduciarycheck-circle13Upgrade to "Complete" tier required14check-circle12
IRS filing prep & support for all pricing planscheck-circleUpgrade to "Complete" tier required11No, prep only12
Ongoing compliance testing for all standard 401(k) planscheck-circle14Upgrade to "Concierge" tier required11Upgrade to "Flagship" tier required12
Tax credit assistance for all pricing planscheck-circle15Upgrade to "Concierge" tier required11Not listed12

Pricing tiers & fees

Guideline LogoHuman InterestBetterment
Standalone setup fee$0$499 may apply11$500 for new plans
$1,000 for conversion plans12
Monthly plan fee (paid by employer)Starter
$39
+$4-8 per participant

Core
$89
+$4-8 per participant

Enterprise
$149
+$4-8 per participant16		Essential
$120
+$5 per eligible employee

Complete
$160
+$7 per eligible employee

Concierge
$200
+$9 per eligible employee11		Essential
$100
+$5 per participant

Pro
$150
+$6 per participant

Flagship
$292
+$8 per participant12
Yearly added asset-based fee0.15%-0.35%0.72%-0.75%110.025%12
Monthly added asset-based fee0.0125%-0.029%160.060%-0.0625%110.021%12
Asset based fee for transferred assets$016Same as new assets11Same as new assets12
Employer fee for eligible employees who don't participateNoneYes, employer pays for all eligible employeesNone

Don’t just take our word for it.

Here’s what Guideline customers had to say after they made the switch:

  • Brandy Letson headshot

    “I wish I hadn’t been afraid to switch 401(k) providers. If I had switched sooner, I’d have hours and hours of my life back.”

    Brandy L, Cashiers Valley Pharmacy

    Client of Guideline. Views may not be representative of other clients.
  • Portrait of Veronica Strickland

    “We switched our 401(k) over to Guideline, and I haven’t thought about 401(k) in five months. It’s HR nirvana.”

    Veronica S, Govig & Associates

    Client of Guideline. Views may not be representative of other clients.
  • Yvonne S. headshot

    "Guideline 401(k) integrates with my payroll provider and handles communication with my employees. I have nothing left to worry about."

    Yvonne S, Promolife

    Client of Guideline. Views may not be representative of other clients.

Switch and get 0% AUM on transferred assets plus 12-months no employer fees.1, 17

Talk to a specialist
  • 1

    Fees included in this promotion are Guideline's monthly base fee, the monthly active participant fee and annual account fee on assets under management transferred. This offer ends December 31, 2024 and cannot be combined with other offers. We reserve the right to modify or discontinue this promotion at any time without prior notice. Terms & Conditions apply. Please contact Sales at hello@guideline.com for further details.

  • 2
    As of May 2024
  • 3
    Total number of Savers, both active and non-active, that have participated in Guideline products from 2016-2024.
  • 4
    As of August 2024
  • 5

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

  • 6

    Guideline research. Insights based on data collected June 7, 2024 to June 21, 2024 from a survey of 95 current plan sponsors. Guideline was identified as the survey sponsor. The experience of the respondents in this survey may not be representative of all people.

  • 7

    Insights based on data collected June 7, 2024 to June 21, 2024 from a survey of 100 current plan sponsors. Guideline was identified as the survey sponsor. The experience of the respondents in this survey may not be representative of all people.

  • 8

    Based on current Form ADV filing, Item 5.C.D(1) (g) Pension and profit sharing plans. As of 3/27/2024 Guideline Form ADV had 50514 plans. As of 3/29/2024 Human Interest Form ADV had 22042 plans. As of 7/23/3024 Betterment Form ADV had 3593 plans.

  • 9

    Per Finch. As of 8/12/24.

  • 10
    Based on Guideline internal analytics from January 2023 through December 2023
  • 11

    For additional details regarding Human Interest’s fees and costs, you can visit Human Interest’s Pricing Page or their Form ADV 2A Brochure.

  • 12

    For additional details regarding Betterment’s fees and costs, you can visit Betterment’s 401(k) plan Pricing Page or their Form ADV 2A Brochure.

  • 13

    Available to clients in any tier who utilize an eligible payroll provider.

  • 14
    All plans of related entities must be administered by Guideline in order to provide compliance testing.
  • 15
    Tax credit services provided by MainStreet. Guideline is not affiliated, associated, authorized, endorsed by, or compensated by MainStreet and their subsidiaries or its affiliates. Nor, does Guideline endorse or recommend any of the services or products marketed by MainStreet. Please contact a financial, tax, and/or legal advisor to determine if their applications and products are appropriate for your specific circumstance.
  • 16

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

  • 17

    We require all plan sponsors transferring an existing 401(k) to Guideline to set up and maintain an Enterprise plan for at least one year. We require all legally related groups to be in our Enterprise or Starter tiers. Go to our [pricing page(https://my.guideline.com/agreements/fees) for more information on fees.

  • Guideline has prepared this summary from third-party sources. The information herein is considered to be reliable at the time of writing, may not necessarily be all-inclusive, is not guaranteed as to accuracy and is subject to change at any time without notice. This information is general in nature and is for informational purposes only. It should not be used as a substitute for specific tax, legal and/or financial advice that considers all relevant facts and circumstances. You are advised to consult a qualified financial adviser or tax professional before relying on the information provided herein. Investing involves risk. Past performance is not a guarantee of future results.

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.

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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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