Bank of America (BofA) recently introduced 401(k) Pay for plan sponsors and participants. It handles recordkeeping, flexible deposit options, retirement income planning, and financial advice. retirement custodians have a particular opportunity to cater to Gen Zers, who often job hop, causing their retirement accounts to multiply. They also increasingly live frugally and save and invest aggressively. To attract Gen Zers, plan custodians should distribute both traditional and nontraditional savings and investment products and offer tools like automated investing and financial education.
The news: President Trump recently signed an executive order to allow Americans to invest 401(k) retirement savings in private equity, cryptocurrency, real estate, and other alternative assets, per NBC. The administration believes this will give retirement savers more opportunities for potentially higher returns. Our take: This may excite younger consumers in particular, as they generally are more interested in alternative investments. But critics and financial experts warn that these new options come with higher risks and costs than traditional 401(k)s. The traditional banking model centers on stability, trust, and relatively conservative financial products. In addition to new opportunities, introducing high-risk, alternative assets into retirement accounts creates significant challenges for the banking sector.
And the generation of banking consumers that most needs an urgent intervention isn’t the youngest one.
Millennial men don’t live down to the stereotype as their generation’s losers, not least because they make more money than their female counterparts. But many have lots of debt and little wealth, and they lag behind the women in earning college degrees.
Powerful data and analysis on nearly every digital topic.
Become a ClientWant more marketing insights?
Sign up for EMARKETER Daily, our free newsletter.
Thanks for signing up for our newsletter!
You can read recent articles from EMARKETER here.