There's a lot of talk about financial wellness, and the truth isthat it can mean different things to different people. But whereretirement plan sponsors are concerned, financial wellness is nowseen as an essential business element. Why? Because good thingshappen when employees have their finances under control: They aremore engaged on the job, better able to save for retirement, lesslikely to switch jobs and even physically healthier.

Employers are increasingly seeking to offer holistic financialeducation that benefits both the employees and the companyitself. Advisors can enhance their competitive positionby addressing the growing demand for financial wellnessprograms.

•• In a world of commoditized investment analysis, advisors candemonstrate their added value by defining an approach to financialwellness that goes beyond traditional 401(k) education.

•• Advisors can choose to deliver financial wellness programs aspart of the services they offer (perhaps in conjunction with otheradvisors in their practice) or by partnering with providers whooffer financial wellness solutions as part of their participantengagement programs.

•• Employers recognize the potential benefits of “financiallyfit” employees—less stress can improve productivity and increasedretirement readiness can help reduce the need for older workers(heavier users of health care services) to continue working.

•• Employees will appreciate and respond positively to moreholistic financial education that is relevant to their uniqueneeds—such as paying down debt, saving for college, or livingwithin a budget.

Whatever business challenges your clients face, two things arecertain: More plan sponsors are looking to provide holisticfinancial education, and they need guidance from advisors like youto do it.

To get a full blueprint for positioning financial wellness as anopportunity in meetings with clients and prospects, get T Rowe Price's sales idea paper.

This is the first in a series of articles from T. Rowe Pricefocused on Financial Wellness. Troweprice.com/wellnessworks.