Strategic Acquisition Ameritas’ acquisition of BlueStar Retirement Services in 2021 positions the combined entity to cross-sell retirement plan services across Ameritas’ broad financial services ecosystem, creating opportunities to expand MAEPs, PEPs and open architecture plans to existing Ameritas clients and RIAs.

MEP and PEP Focus BlueStar specializes in pooled employer plans and multiple employer arrangements, a space with growing demand among associations and professional organizations. This presents a sales angle to offer enhanced plan administration, integrated recordkeeping, and high-touch support to intermediaries leveraging these structures.

Targeted Channels Current emphasis on servicing RIAs and advisors suggests a market channel through which sales teams can position BlueStar/Ameritas as a high-compliance, low-burden retirement solution with educational resources and a strong recordkeeping platform.

Technology-Driven The tech stack and modern digital tools (web presence, Dynatrace RUM, SEO and performance optimization) enable scalable onboarding and transparent participant experience, which can be leveraged to upsell advanced analytics, participant education tools, and streamlined administration for larger employer groups.

Growth and Stability Revenue in the mid-range for a specialized retirement services provider, combined with Ameritas’ mutual backing and long-standing financial strength, creates a stable platform to pursue mid-market and small- to mid-size employer opportunities seeking flexible retirement solutions with high service levels.