401GO, a leading fintech-driven 401(k) provider, is expanding its service ecosystem with the launch of GoConnect, a program designed to match 401(k) plan sponsors with financial advisors. The move underscores the growing recognition that personalized guidance can significantly boost retirement outcomes.

While financial advisors remain 401GO’s primary distribution channel, the platform also supports companies establishing their own plans independently. The goal, according to 401GO Chief Growth Officer Stan Smith, is to create “pairings most likely to succeed and produce real synergies.”

Research supports this approach: employees with access to financial advisors tend to contribute more to their retirement plans and participate at higher rates. A Northwestern Mutual study cited by Smith found that 75% of Americans working with an advisor expect to be ready for retirement, compared to just 45% without guidance. Beyond financial outcomes, providing advisory access also strengthens recruiting and retention, making it a win-win for companies and employees alike.

GoConnect is part of 401GO’s broader practice management initiative, which aims to deliver value beyond standard 401(k) recordkeeping. Future enhancements include benchmarking tools, lead generation, and marketing consulting services for plan sponsors, positioning 401GO as a comprehensive partner in the retirement planning space.

Industry observers note that fintech platforms increasingly blur the lines between technology and human advisory services, offering a hybrid approach that combines automation with personalized guidance. GoConnect exemplifies this trend, reinforcing 401GO’s role as both a platform provider and strategic partner in retirement planning.