2025 Top Retirement Plan Adviser: Manny Alonso

Manny Alonso

This year, PLANADVISER followed up with advisers on the 2025 Top Retirement Plan Advisers listing to get to know them better. These are the responses from Manny Alonso, member of Raymond James’ Retirement Plan & Institutional Advisory Council and managing director of The 401(k) Lab in Miami, Florida.

PLANADVISER: What are some of the most important growth strategies that have generated success for your firm? Where do you source new clients most effectively?

Alonso: Our firm’s growth is built on a deliberate, disciplined strategy of being 100% referral based. We cultivate a tight-knit network of centers of influence, keeping these relationships small, but deep, to ensure trust and alignment. Our referral sources know their clients will receive exceptional, expert service tailored to their needs, with a relentless focus on the client and their employees. By specializing exclusively in retirement plans, we position ourselves as noncompetitive partners to our referral sources, reinforcing our reputation as true specialists. This focused expertise and client-first approach have been the cornerstones of our sustained growth.

PLANADVISER: How do you balance the desire to grow with the need to keep clients happy?

Alonso: For us, there’s no tension between growth and client satisfaction. Our growth stems directly from keeping clients happy. As a 100% referral-based business, we don’t actively solicit clients; instead, our reputation for customized, high-quality service drives organic growth. Each retirement plan is unique, so we tailor our service model to meet the specific goals and objectives of every client. This bespoke approach ensures we deliver results that align with their needs, fostering loyalty and generating referrals naturally. Our focus remains on helping every client succeed, which fuels our growth without compromising service.

PLANADVISER: What is something you or your team learned the hard way about this business?

Alonso: One of the toughest lessons we’ve learned is that you can’t do it alone. Early on, we realized that serving clients at the highest level requires a team that shares your vision and values. Hiring individuals who are committed to providing exceptional service and always doing the right thing is critical. Building a team with this mindset allows us to scale our impact while maintaining the quality and integrity our clients expect. It’s a lesson that underscores the importance of surrounding yourself with the right people to truly serve clients well.

PLANSPONSOR: What are the most challenging aspects of the job? What are the most enjoyable?

Alonso: The most challenging aspect is acting as a “firefighter” for plan sponsors when things go wrong. Fixing issues isn’t always straightforward; it often requires taking the long road to ensure problems are resolved correctly. We’re not afraid to roll up our sleeves and get our hands dirty, even when it’s tough, because doing things right matters.

On the flip side, the most rewarding part is seeing the tangible impact of our work. When a participant visits after retirement to thank us for helping them save enough to retire comfortably, or when clients express genuine appreciation for our efforts, it’s incredibly fulfilling. Knowing we’ve made a real difference in their financial security is what drives us every day.

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