2025 Top Retirement Plan Adviser: Robert Massa

Robert Massa

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 Robert Massa of Prime Capital Retirement in Houston, Texas.

PLANADVISER: What does it take to be a successful retirement plan adviser in 2025?

Massa: To be successful as a retirement adviser today, it takes depth, drive and adaptability. In today’s environment, employers that sponsor plans expect more than just investment guidance—they need strategic partners who understand compliance, plan design, behavioral finance and financial wellness. A successful adviser must be able to listen to clients, understand their specific needs and then provide solutions in straightforward language, while helping to navigate fiduciary risk and to deliver tangible, measurable outcomes for both employers and employees. I’ve found that long-term success in this space comes from staying humble, being curious and never losing sight of who we’re serving: people working hard to retire with dignity and the people who sponsor and service the plan that makes that possible.

PLANADVISER: Has the focus or character of your practice shifted meaningfully over time to respond to evolving client demands, market pressures or the emergence of new technologies?

Massa: Absolutely. When I began my career over 30 years ago, the focus was largely on investment selection and basic plan administration. Today, we’ve evolved into a holistic consultancy that tackles everything from fiduciary governance for retirement and health and welfare plans, pension risk transfers, and plan health diagnostics to employee engagement and retirement income strategies. The rise of managed accounts, automatic features and data-driven tools has changed the game—and we’ve embraced it. Our shift toward financial wellness and participant outcomes has not only aligned with client demand, but it’s also aligned with our mission.

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

Massa: The most challenging part is keeping pace with industry change. The volume of regulatory changes and the pressure that plan sponsors feel from litigation risk, fee scrutiny and participant expectations are significant. But the need to expand the roster of our services and capabilities to help clients meet those obligations also increases every year. The most enjoyable parts? Knowing you made a difference. Helping a participant who was previously worried about retirement and now feels empowered. Or hearing from a plan sponsor that their plan is in a better place because of the structure we helped build. Finally, mentoring a new team member and seeing a lightbulb go on when they really start to develop into a team contributor. That’s what keeps me going.

PLANADVISER: How do you foresee the retirement plan industry evolving in the coming decade? Will your practice look much the same in 10 years, or do you see significant evolution coming?

Massa: Eleven years ago, I did a presentation at a conference about the convergence of health and wealth and how it was changing the nature of the entire benefits industry. Back then, I told everyone that wellness wasn’t a side benefit that should be given away as a consequence of providing other benefits; it was the top of the pyramid on how organizations should design and deliver their benefits. Now, the industry is (finally) moving toward that integration—retirement, health savings, emergency savings and even student loan repayment will all converge into broader financial well-being programs. We’ll need to be more tech-savvy, more participant-focused and more data-driven than ever. Our practice will evolve with it. The delivery methods and systems may change, but the foundation—deep expertise, proactive service and genuine care—will remain exactly the same.

PLANADVISER: For those plan sponsors looking for a new plan adviser, describe what makes your firm stand out.

Massa: What makes us different is simple: We show up, we listen to employers and plan participants about their needs and challenges, we provide guidance to both you can count on because of our deep experience, and we deliver proactively. At Prime Capital, we don’t rely on cookie-cutter solutions, and we don’t wait for change to come our way.  We build programs around the specific needs of your organization, your business and your people. With over three decades in the industry, I personally bring both breadth and depth—from plan design and compliance to participant education and fiduciary governance. Our team is here to help our clients sleep at night, knowing your plan is working—and working well.

For disclosures please visit https://primefinancial.com/disclosure/

Click to see the list of 2025 Top Retirement Plan Advisers

View Other Top Retirement Plan Adviser Profiles Here