If I had a dollar for every time I’ve heard a TPA rant about fintechs bragging, “We can set up a 401(k) in 15 minutes!”—I’d probably have enough to build one myself. (Although mine would have to promise “401(k) in 10 minutes” just to compete. Maybe toss in a free air fryer too.) For anyone who doesn't know, the largest fintechs have raised around $600M each to build and compete for the retirement plan market!

The frustration is real. On paper, a 15-minute plan setup sounds magical.

But like most things that sound magical, it’s usually a trick. Sure, the plan may look “set up,” but the complexity doesn’t vanish—it just gets shoved downstream. And who ends up catching it?

The plan sponsor... Or the TPA they hire later to clean up the mess.

Plan sponsors want things to be easy.

TPAs want things to be accurate and compliant.

And here’s the truth: those two things don’t have to be opposites. That’s where independent TPAs shine, and that’s why you’re more relevant now than ever.

The “Easy” Myth vs. 2025 Reality

Let’s take a quick look around. Starting in 2025, auto-enrollment is required for most new plans.

Sounds simple, right?

Until you’re the one responsible for making sure it actually works.

LTPT eligibility just dropped from three years to two, which means someone has to keep track of all those part-timers (and no, your plan sponsor’s HR spreadsheet isn’t cutting it).

Meanwhile, state auto-IRAs are spreading like wildfire, and while they may not be perfect, they’ve set the bar for what “easy” looks like in the eyes of business owners.

Cybersecurity? That’s not an IT problem anymore—it’s a fiduciary risk, and plan sponsors expect you to have a plan.

And let’s not forget PEPs, which are growing fast and reshaping the small-plan market.

So yes, the industry is screaming “make it easy,” but the truth is: things are getting more complicated by the day.

And complexity is exactly where TPAs prove their worth.

I want to add a quick thing here. I was just at the launch meeting for a new "collective" of industry-leading technology-forward independent TPAs. They showed us all their true value.

But also, they drew a line in the sand. They no longer refer to themselves as TPAs. They refer to themselves as RPCs.

Retirement Plan Consultants.

Because that's what they are—consultants, not just administrators.

That is a crucial factor which answers to why they are the solution. They are not just pushing paper or entering data. Bots, APIs, and AI can do all that.

They build relationships. They solve complex problems. They help you succeed.

Therefore, going forward—I will be referring to them as RPCs and not TPAs.

The RPC Advantage

Bundled providers sell “easy” as a marketing tagline.

RPCs deliver easy in real life.

You’re the orchestrator who makes payroll, recordkeeper, and plan sponsor actually talk to each other. You’re the one who spots the compliance issue before it turns into a fine. You’re the one who takes a pile of messy census files and turns it into something audit-ready.

And let’s be clear: independence matters. You’re not trying to push a particular product or upsell a hidden agenda. Your job is to put the plan sponsor’s outcome first—full stop.

That’s your story.

Not, “We can build the most complicated plan design imaginable,” but, “We take complexity and make it simple without putting you at risk.”

How RPCs Flip the Script

So, how do you actually win against fintechs and bundled players?

By beating them at their own game. Standardize your offerings so plan sponsors can choose between a simple, streamlined plan or a more advanced option when it actually benefits them.

Automate data feeds. Normalize the payroll files so you’re not spending January on “mystery formatting.”

Build LTPT tracking into your process so you’re catching eligibility issues in real-time, not retroactively.

And don’t underestimate the experience side. One modern, unified, and easy-to-use client portal.

One task list. Documents they can actually find. Transparent pricing they can actually understand.

When working with you feels easier than the “15-minute plan” marketing pitch, you win.

Real-World Proof

I’ve seen this play out firsthand.

A mid-sized RPC in the Midwest told me they used to spend weeks scrubbing census files every year. After automating the process, their first-pass acceptance rate shot over 95%. One plan sponsor even joked, “I thought census season meant three weeks of pulling our hair out. Now it’s… boring.”

Another RPC nearly got burned by the new LTPT eligibility rule—tracking part-timers across three different payroll systems was a nightmare. After rolling out an automated tracker, they started catching problems before they turned into compliance failures. Their owner told me, “For the first time in years, I’m not lying awake worrying about eligibility.”

And then there’s a boutique RPC in California who leaned into PEPs for small employers. They started calling it their “farm system”—an easy entry point for micro employers that later grew into larger, more complex plans. Not only did it simplify sales, it locked in long-term relationships.

This is what winning looks like for independent RPCs.

Not flashy.

Not “15 minutes.”

But real results plan sponsors can feel.

The Vendor Question

Now, let’s talk about something that doesn’t get enough attention: your software partners.

If your provider also happens to offer plan administration services (outsourced, or is part of a larger record-keeping/investment ecosystem that have bundled offerings), it’s worth asking a few basic questions.

Who owns the client data? What happens if you ever switch systems? Is there even a small chance they might use your information to go directly to your sponsors?

This isn’t paranoia. It’s common sense. You’d never tell a plan sponsor to sign a contract without understanding the fees, fiduciary risks, or exit clauses.

Why would you treat your own technology stack any differently?

The best partners are the ones who only win when you win. Period.

The Rallying Cry

Fintechs can promise easy.

RPCs can deliver it—accurately, compliantly, and independently. That’s the difference.

The retirement industry doesn’t need fewer RPCs. It needs RPCs who lean into their strengths, adopt the right tools, and double down on their independence.

So don’t let the “15-minute plan” noise rattle you.

Your value has never been clearer.

The only question is whether you lean into it—and whether you choose partners who are as committed to your independence as you are.

Because here’s the truth: 15-minute 401(k)s may be a lie. But RPCs? You’re the real deal.