The adage, “Don't put all your eggs in one basket,” rings true in business. So, what is keeping you from expanding your business beyond health and welfare benefits and offering 401(k) products to your clients?

You've already built strong relationships with key executives who select worksite benefits providers for their companies. But on the other hand, you might not consider yourself enough of an investment or ERISA expert to feel confident.

If that's what's keeping you from entering the 401(k) market, you might not be familiar with the latest product enhancements made by some providers. If you've shied away from 401(k) sales in the past, there's good reason for you to reconsider. Many of these enhancements are specifically designed to simplify the 401(k) product by providing co-fiduciary support services. So, the plan advisor doesn't need to be an investment or ERISA expert.