Fiduciary leadership Target retirement plan sponsors and advisory firms that seek fiduciary leadership with ERISA 3(16) Named Administrator capabilities, highlighting My Benefits as a First Party Administrator taking full fiduciary liability.

Mid-market focus Position to engage mid-market employers and SMBs (given 11-50 employees and revenue in the $10M–$25M range) that need comprehensive, compliant retirement plan administration and employee benefits communication.

Full-service suite Emphasize the end-to-end retirement plan services and HR/benefits integration as a differentiator for clients seeking streamlined operations, reduced administrative burden, and clear employee communications.

Technology leverage Leverage digital tooling and security stack (DocuSign, Box, Google Ads, WordPress, SendGrid, Microsoft 365) to offer scalable, secure, and engaging client experiences; target firms prioritizing modern tech-enabled administration.

Growth parallelism Align with larger advisory and professional services ecosystems by presenting as a capable partner that can scale with growth, akin to mid-tier incumbents, to open cross-sell opportunities into benefits administration, compliance, and plan governance.