As plan advisers consider goals for the new year, one area likely to show up on most lists is expanding the client roster. But how, in this age of information overload, can one stand out?

Rebecca Hourihan

Rebecca Hourihan, founder and chief marketing officer of 401(k) Marketing LLC, recently brought her wealth of plan advisory knowledge and her eye for trend-spotting to list some of the top lead-producing campaigns for advisers in 2025. In a conversation with PLANADVISER, she identified five areas advisers might be well-served to lean into in the new year.

1. Content Marketing

Hourihan sees content marketing as one of the “most powerful tools” for plan advisers to position themselves as a trusted expert. But, she notes, the ideas and practices of content marketing have shifted dramatically in just the last four years, in part due to generational shifts among leadership at current or potential clients.

“I don’t think advisers are giving enough credit to the generational shift that is happening in our marketplace,” she says. “The ‘silver tsunami’ of all these Baby Boomers leaving the workforce [is] effecting the makeup of plan committees, and the new people in charge will have a say in who they see as the right adviser for them.”

Hourihan notes that members of the new generation of leaders like and expect to receive information in a variety of ways. It is important, then, for advisers to reach them on various channels, from content-rich emails to a website with articles on thought leadership to social media posts.

“If they go to your website and there is nothing there, in time they may start looking around at the other options out there,” Hourihan says. “It’s important to be there and built that trust immediately.”

2. Embrace AI

Hourihan says she believes the use of artificial intelligence in advisory practice and with clients is the real deal and is here to say. Whether using ChatGPT to assist in drafting communications or using an AI tool to summarize meeting notes, there is much low-hanging fruit when it comes to incorporating and getting used to the technology.

“I’m not saying convert your entire business into relying on ChatGPT—but don’t be afraid of it either,” she says. “AI can help create a more polished email campaign, help organize notes or assist in creating a more systemized follow-up process with clients.”

Hourihan advises starting out by finding a colleague familiar with AI tools and picking their brain, then considering how you might begin incorporating them into your practice.

3. Video Marketing

You’ve been avoiding this for years, figuring it’s just not a fit for you or your practice. But Hourihan notes that sharing short videos on social media showing you or your firm’s expertise in key client areas can help bring in or keep clients. She recommends short and informative pieces that might address topics people wonder about, such as “Roth vs. Pre-Tax Saving” or “How Much Do I Need to Retire?”

Meanwhile, it’s good to spend a few dollars on your video setup and lighting—not just for recorded videos, but for when you meet virtually with clients.

4. Email Marketing

AI, social media and catchy videos are all part of a good marketing strategy, but good old-fashioned email still rules many people’s workdays.

Hourihan recommends a consistent, planned campaign of emails to be sent throughout the year that highlight your expertise and presence with clients.

“It’s important to be there on a recurring and ongoing basis, so when people do think about their 401(k) plan, you are already in their inboxes and top of mind,” she says.

Hourihan recommends a pretty regular cadence, in the range of once every two weeks to once per month.

5. Sales Material Refresh

Finally, Hourihan encourages advisers to update the sales materials they share with clients and even passing them by a third party for feedback. While fresh material is always good, it is particularly important in 2025 after the markets and world have experienced so many changes in the recent past.

“We’ve had such big years the past five years,” Hourihan says. “The markets have changed, job growth has changed. If you are still citing materials that source data from a few years ago, there is a high probability that your pitch deck and content materials are out of date. It’s time to update.”