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About Us

At Guideline, we’re creating a retirement Americans can look forward to. Our plans are seamless and affordable, with mutual funds from low-cost providers and no transaction fees for employers or employees.

With a full-stack solution that automates plan administration and compliance, the Guideline platform integrates directly with many of the most popular payroll providers, so we make it easier than ever for employers and participants to set up and maintain a 401(k).

By building transparent and first-of-its-kind software, the Guideline team is combatting what’s unfortunately become the retirement industry status quo — legacy providers have put profit over the interests of employees, abandoning the goal of the program in the first place: to give employees the opportunity to save as much as possible for retirement.

In just a couple of years of operations, we’ve amassed over 30,000+ clients and hundreds of millions of dollars in assets under management. We’re well on our way to making smart retirement planning easy for everyone.

Guideline brand
  • Forbes

    "Guideline manages retirement savings for employees at companies ranging from two-person outfits to businesses that employ hundreds."

  • Entrepreneur

    "Guideline integrates employees' plans with a business's payroll provider and has an opt-out system, contrary to many traditional firms' confusing opt-in processes... It's a solution built for today's internet consumers."

  • CNBC

    "As he supported TaskRabbit's growth as the company's [VP of Technology], Kevin [Busque] realized a lot of the young employees weren't taking the time to sign up for 401(k) retirement plans, perhaps because the process was too complicated. That's what led him to start Guideline."

Also featured in

  • The New York Time
  • Inc
  • MarketWatch

Our Founding Story

The idea for Guideline came to Founder and CEO, Kevin Busque, out of necessity. Kevin previously co-founded another startup in the Bay Area, TaskRabbit, where he ran technology, and in the earliest days, HR.

To remain competitive in recruitment, Kevin set out to offer the team at TaskRabbit a 401(k), ultimately selecting a legacy provider. A few years later, after seeing that younger team members were not participating, he set out to find out why. At the time, TaskRabbit’s employee participation rate was 37%, which is slightly above the industry average, but still disappointing. Kevin soon learned that the majority of younger team members didn’t understand the benefit - what it was, how it worked, how they should think about using it.

This led to a moment of clarity where Kevin realized that the confusion on the part of participants seemed intentional. Traditional 401(k) providers lack transparency and are structured with countless complicated fees that prohibit participants from understanding where their money is going, and who’s benefiting from their investment.

Kevin set out to find a new provider that had the structure and features he wanted for his team, but it didn’t exist, so he decided to build it from scratch. Thus, Guideline was born.

Kevin Busque

Kevin Busque

CEO & Co-founder