There’s a new opportunity on the horizon that’s stirring up excitement in the world of retirement plans and it’s one that alternative investment firms can’t afford to ignore. For years, private investments have been largely off-limits in defined contribution plans, leaving plan participants limited to a predictable lineup of mutual funds and target-date options. But that could soon change. The conversation is shifting, the doors are opening, and the time to prepare is now.
We’re seeing a whole new landscape emerging, one where alternative investments and retirement plans finally share the same table. And while that’s great news for innovation, it also means that the rules of engagement are about to evolve.
The New Players You’ll Need to Reach
As alternative investments enter the retirement plan space, it’s not just about product structure or regulatory readiness. It’s also in understanding and connecting with an entirely new set of audiences.
Let’s start with the retirement plan providers. Think of names like Empower, Fidelity, and other established plan administrators who have the infrastructure to deliver investments to millions of employees. They’re key gatekeepers, and they’ll need to be convinced not only of the product’s value but also of its fit within a retirement plan framework.
Then there are the consultants, the firms that advise plan sponsors on what options to include in their plans. They’re the strategic matchmakers between product providers and employers. They want to see strong educational backing, clear messaging, and confidence that participants will understand what they’re investing in.
And of course, you can’t forget the plan sponsors themselves. Whether they’re large corporations, public entities, or nonprofits, these employers have a fiduciary duty to make sure the investment options they offer are sound, transparent, and suitable for their workforce. They’ll be asking the tough questions. They’ll want to know how alternative investments add value, reduce volatility, and fit into a long-term strategy for their employees’ financial futures.
Finally, there’s the most critical audience of all, the plan participants. For many of them, “alternative investments” might sound unfamiliar. They’ve spent their careers watching their 401(k) balances move up and down with the public markets. Introducing alternatives requires education, clarity, and trust. Without that foundation, adoption simply won’t happen.
Education Is the Bridge
We believe education isn’t a “nice to have”—it’s the foundation of successful marketing in this space. Every audience in this chain—from providers to participants—needs to understand what alternative investments are, why they matter, and how they can serve as a complement to traditional retirement plan offerings.
It’s about building comfort and confidence, not just curiosity. That means crafting content that speaks directly to each audience’s perspective. Providers want efficiency and compliance. Consultants want differentiation and depth. Sponsors want reassurance. Participants want simplicity and understanding.
That’s a tall order, but it’s also an incredible opportunity. Those firms that step forward early to communicate clearly and educate thoughtfully will lead the conversation. They’ll set the tone for how alternative investments are perceived in the retirement plan ecosystem.
Two Worlds, One Vision
At Marketing Intent, we live at the intersection of these two worlds. Our roots run deep in both alternative investments and retirement plans. We understand how the pieces fit together because we’ve worked on both sides of the equation.
In fact, our founder Cherie Fournier’s experience includes time at Great-West Life—now Empower—so we don’t just speak the language of alternative investments; we speak “retirement plan” fluently too. That’s rare in the marketing world, and it’s what positions us to help firms like yours navigate this emerging frontier with confidence.
We’re thrilled to see alternative investments gain a foothold in defined contribution plans. It represents progress toward a more diversified, resilient future for American retirement savers. But this evolution isn’t just about new products—it’s about new conversations. It’s about helping each audience understand not only what these investments are but why they belong in the mix.
And that’s where thoughtful marketing comes in. Marketing that doesn’t just promote, but educates. Marketing that doesn’t just inform, but inspires confidence.
Setting the Stage for What’s Next
As alternative investment firms look to participate in this new retirement plan landscape, now is the time to lay the groundwork. Understanding your audiences, developing a strategy for engagement, and aligning your messaging with their needs will determine how successfully you enter and thrive in this space.
We can help accomplish this. At Marketing Intent, we help firms like yours map out the path forward. We help you define who you need to reach, what they need to hear, and how best to reach them. We bring creativity, experience, and an insider’s understanding to help firms thrive in this future paradigm.
When these two worlds meet, opportunity follows. The firms that prepare now, those that invest in education, in strategy, and in partnership will be the ones shaping the future.
If you’re exploring how to introduce your alternative investments into retirement plans, or if you simply want to talk through the landscape and your marketing approach, let’s connect. Together, we’ll make sure your story resonates with the right audiences, builds trust, and drives engagement so that when the “new kid in town” becomes the new normal, you’re already ahead of the curve.
