More than a 401(k): When small businesses dream big for their people
A 401(k) is more than saving for retirement.
This is something we’ve heard over and over again from our customers.
But here's what struck us: every time a business owner said those words, there was something deeper at play. Pride. Purpose. A quiet shift in how they think about taking care of their people. That's how our latest campaign was born — through real conversations with entrepreneurs who use our platform every day.
So, we set out to celebrate the businesses that are redefining what it means to be a small company with big ambitions.
We’re excited to feature entrepreneurs who understand that taking care of their people isn't just the right thing to do, it's the smart thing to do. These aren't just feel-good stories. They’re proof that a transformation is underway in small business America—where, even today, only half of businesses offer a retirement benefit.
Benefits like a 401(k) have become more than a company perk. They’re a way of saying: we’re building something lasting here, and we want you to be a part of it.
The challenge facing small businesses
Retirement can feel abstract and distant. Plus, there are antiquated beliefs that benefits like 401(k)s are out of reach for small businesses — too complicated, expensive, and time-consuming.
But when made accessible, our customers reminded us that a 401(k) isn't only about retirement in the future. It's about right now. In their own words, it's about giving people access to financial tools, many for the first time. It's about turning a passion into a viable career path through meaningful benefits. It's about investing — literally — in their people.
The stories that wrote this campaign
We’re excited to feature three very different businesses — a barber shop, a coffee shop and roastery, and a global flower delivery service — but who all have one thing in common: a commitment to their teams. They share what "more than a 401(k)" really looks like.
Over the coming weeks, you'll see Frank, Daniel, and Christina share their stories in their own words. You'll hear about the moment they realized they could offer "big business" benefits. You'll learn about the conversations with employees that changed how they think about success.
Beyond amplifying their voices—we're celebrating small businesses who refuse to think small when it comes to their people.
Frank La, Be Bright Coffee & Roastery
Los Angeles, CA
It’s more than a 401(k). It’s financial literacy. And it's giving us the option to keep ourselves fiscally afloat over the long term.1
Client of Guideline. Views may not be representative of other clients.
When Frank La won the 2024 U.S. Barista Championship, he could have used that platform for anything. Instead, he chose to prove that being a barista can be a legitimate career — not just a side hustle.
Frank has spent 15 years honing his craft — going to farms around the world and selecting beans, roasting them to draw out unique notes, and brewing each cup to perfection. And, as a small business owner, every hire he makes matters. Offering a "big business" benefit like a 401(k) helps him attract top talent and show his team that they can pursue their passion for coffee while still being able to save for their future.
Daniel Diemidio, Dax Lee's Barbershops
Oakland, CA
It's more than a 401(k). It's a point of pride that we can offer this benefit.1
Client of Guideline. Views may not be representative of other clients.
Daniel Diemidio is a stellar barber — which is one reason why he started Dax Lee's Barbeshops ten years ago. But what really drives him? Providing for his family, community, and employees. As he told us, "Your team is the most important part of your business. You can't hit financial goals if you don't care for the people helping you get there."
That's why offering a 401(k) is a point of pride, especially since he thought that "a 401(k) wasn't built for them. It felt like this mysterious thing that was out of reach for working class people." For Daniel, there is immense satisfaction in knowing he's able to offer his team a comprehensive benefits package and a stronger sense of control over their financial future.
Christina Stembel, Farmgirl Flowers
Gig Harbor, Washington
It's more than a 401k. It's a future for my team members.
Client of Guideline. Views may not be representative of other clients.
When Christina Stembel started Farmgirl Flowers in her 600-square-foot apartment in 2010, she had less than $50,000 in capital and a simple mission: to create beautiful bouquets that would make people smile. What began with arrangements made in her dining room grew into a company employing up to 300 people across North and South America at the height of the pandemic.
Like so many businesses, COVID-19 forced Farmgirl Flowers to make difficult pivots. But through every challenge and change, Christina held firm to one principle that defined her leadership.
"If we're still in business? I'm not cutting anyone's 401(k) and replacing it with a ping pong table or free lunch," Christina says without hesitation. "Our employees put their whole heart into what they do every single day, and they alone are our competitive advantage."
For Christina, the choice was clear: when times get tough, you don't cut the benefits that matter most. You protect them. Because a 401(k) isn't just another perk—it's proof that you value your people's futures as much as your company's present.