Managing complex regulatory compliance, endless client data, and changing demographics is tough, but client experience  is how you stand out in a crowded market. So, we grabbed a coffee with our Founder and CEO, Naru Muraleedharan, to get the real scoop on how smart technology can transform client relationships while making your team's life easier.

With deep roots in artificial intelligence (AI), cloud infrastructure, and workflow wizardry, Naru has spent his career solving the kind of headaches that keep TPAs up at night. At Stax.ai, he's leading the charge to bring the industry's first intelligent Business Administrative Operations platform to TPAs who are ready to level up.

In our conversation that follows, Naru shares hard-won wisdom from the front lines of helping TPAs modernize their operations without the usual chaos.

Client Experience is the Game-Changer That Actually Works

What's one of the biggest client experience mistakes TPAs make without realizing it?

Most TPAs think efficiency alone equals happy clients. But here's the truth: if your internal workflows are a mess, your clients feel that pain. Whether it's delayed responses, data errors, or slow turnaround times, the client doesn't care why it's happening. They just know they're frustrated.

We've seen firms completely transform their client relationships just by automating 401(k) census data intake. Clients don’t necessarily see the automation magic happening behind the scenes, they just know that suddenly, everything works smoothly. When your operations run better, clients notice.

How can technology improve both your workflow and your client's experience at the same time?

It's all about seamless data flow. When you eliminate manual entry and connect payroll providers directly to your system, you save time, reduce errors, improve turnaround, and give clients real-time visibility into what's happening.

And let's face it, your clients are becoming younger, tech-savvy professionals who expect the same digital experience with you that they get everywhere else in their lives. That's exactly why we designed our client portal to be custom-branded. It reflects your firm's identity, builds trust, and meets modern expectations. When clients feel seen, supported, and informed, it makes a world of difference to your bottom line.

What should TPAs look for when adopting a new tech platform?

They should be on the look-out for a few key things. First, ask yourself: "Will this help us scale without burning out our team? Next, “Will it reduce compliance risks?" And most importantly, "Will it make us easier to work with?"

A great TPA software solution should automate the tedious stuff, integrate with your existing systems, and provide clear value to the end client. Our customers have told us their client onboarding time dropped dramatically after using Stax.ai. That's the kind of impact we aim for: making your life easier and your clients happier.

How do you balance automation with the human touch in client service?

That's the art of it. Automation should empower your people, not replace them. When your staff isn't buried in spreadsheets or chasing down benefit payroll files, they can focus on meaningful client interactions and high value, strategic initiatives.

It's like moving your team from "firefighting mode" to proactive partnership. Clients immediately notice when they're getting thoughtful follow-ups instead of rushed responses, and the right technology creates space for the human connections that actually build loyalty.

Any final advice for TPAs that want to elevate their client experience this year?

Start small, but start now. You don't need to overhaul everything overnight. Focus on one workflow, like new plan-sponsor deal flow or client onboarding, then optimize that with the right tools. From there, you'll gain the momentum and capacity to take on more.

The firms that are scaling the fastest and keeping their clients the longest are the ones embracing this mindset. They're using technology strategically to enhance relationships, not just to cut costs.

Client Experience Pitfalls to Avoid at All Costs

Based on our conversations and feedback from Stax.ai clients, here are five major pitfalls to watch out for when revamping your client experience:

1. The Data Entry Black Hole: Manual processes like 3(16) payroll processing are time-consuming and drain your team, eventually leading to burnout, not to mention errors that clients see directly.

2. System Chaos: When your tools don't talk to each other, information gets siloed, creating inconsistent client outreach and messaging, fragmented visibility, and frustrating delays.

3. The Invisible Portal: Don’t miss the opportunity to provide a self-service, branded portal that builds trust and improves transparency.

4. Underestimating Bad Experiences: Those small frustrations and inefficiencies might seem minor, but they silently erode client loyalty over time in a "death by a thousand cuts" type of scenario.

5. Tech That Makes Things Worse: New technology should enhance the client journey, not complicate it with steep learning curves or disconnected experiences.

How Stax.ai Transforms Client Experience

Stax.ai provides software for retirement planning that empowers TPAs to deliver exceptional service while streamlining their operations. How?

• AI-driven automation handles the tedious work of processing census data, trust accounting, and running smart workflows, freeing you to focus on client relationships.

• Seamless payroll integration with 200+ providers means less manual work and fewer errors that affect clients.

• A custom-branded client portal enhances communication, transparency, and engagement  while reflecting your firm's identity.

• Smart CRM tools enable proactive relationship management instead of reactive firefighting.