2025 Top Retirement Plan Adviser: Shane Hanson

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 Shane Hanson of Freedom Fiduciaries in Boise, Idaho.

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

Hanson: Success today requires more than just technical knowledge—it demands a “Serve First” mindset that prioritizes client clarity, confidence and freedom. The most impactful advisers blend fiduciary rigor with emotional intelligence, using data and technology to drive outcomes without losing the human connection. At Freedom Fiduciaries, we’ve built our model around simplifying complexity, staying accountable to measurable results and delivering a high-touch, tech-enabled experience that adapts with each client.

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?

Hanson: Absolutely. We’ve transitioned from a traditional consulting model into a future-focused, relationship-led platform that’s powered by technology and built for tomorrow. As participant needs have grown more complex—and recordkeepers have grown more distant—we’ve stepped in with personalized education, digital planning tools and proactive communications. We’ve embedded our Plan Check Report and personalized strategy sessions into every client relationship to create real-time, insight-first value.

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?

Hanson: Our most effective growth strategy has been serving as a true extension of our clients—partnering closely with their committee to maximize the client experience. We’ve also invested heavily in building a mission-driven service culture, which organically fuels client referrals. Our tech-enabled, people-first experience creates measurable participant engagement—one of the clearest growth signals for both plan sponsors and advisers.

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

Hanson: We believe growth and service excellence aren’t mutually exclusive;they’re interdependent. Our Proven Process, “The Freedom Fiduciaries Experience,” ensures every client receives structured, proactive, personalized service. We’re obsessed with delivering clarity, transparency and measurable impact through consistent onboarding, education and strategic check-ins. By building for the right clients—not just more clients—we ensure we’re scaling in a way that protects the experience and deepens our value.

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

Hanson: We learned that complexity kills trust. Early on, we tried to “wow” clients with detailed reports and technical analysis, but what they really wanted was simplified, actionable insight. That lesson helped us codify our client experience around reducing friction, speaking clearly and showing results. “Simplified Experience” is now one of our core values for a reason—it was born from painful but transformative trial and error.

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

Hanson: The most challenging part is navigating an ecosystem that’s still fragmented—recordkeepers, payroll providers and third-party vendors all operating in silos. But that’s also what makes the work exciting. The most rewarding part is watching plan participants—many of whom have never engaged with a financial professional—feel empowered and supported. When we simplify their experience and they take action, that’s the win.

PLANSPONSOR: 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?

Hanson: The industry will become more participant-centric, more data-driven and more deeply integrated with overall participant engagement. Retirement plans will shift from compliance-first products to engagement-first platforms. Our firm is preparing for that future by investing in scalable tech, strategic partnerships and a service model that supports financial well-being across life chapters.

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

Hanson: Freedom Fiduciaries stands apart because we offer fiduciary value across all life chapters, not just within the four corners of a plan document. We serve retirement plan committees with precision and accountability while creating personalized, proactive engagement for every participant. Our three uniques—tech-enabled, people-first experience; fiduciary value across life chapters; and mission-driven service culture—ensure that every plan sponsor and participant receive a values-based, high-impact experience that evolves with their needs.

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