2025 Top Retirement Plan Adviser: Sean Kelly

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 Sean Kelly of Heffernan Financial Services in Orange County, California.

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

Kelly: In 2025, being a successful retirement plan adviser takes a whole new level of adaptability and insight, something I don’t think we’ve seen since the industry moved away from expensive insurance products and embraced open-architecture mutual funds 30 years ago.

It now takes more expertise, more experience and a deeper understanding of the landscape, especially with all the legislative changes that have come since 2020, like the CARES Act and the two SECURE Acts.

Plan design and investment products are evolving faster than ever. We’re seeing things like target-date funds with guaranteed income, increasingly sophisticated managed accounts and even alternative investments starting to show up in retirement plans.

But to me, what really stands out, and what’s becoming more important than ever, is empathy. The ability to really listen and understand what committees and employees are thinking, feeling and going through.

Empathy, combined with emotional intelligence, helps us pick up on concerns that may not be said out loud and respond in a way that builds trust. Financial choices have such a personal impact, so that kind of connection is essential. It’s what allows us to deliver solutions that are not only technically strong, but truly aligned with the values, goals and reality of the people we serve.

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?

Kelly: Definitely. The focus and character of my practice have changed a lot over the past decade. While we still handle the traditional responsibilities, our role as fiduciary financial advisrrs has grown into something much more, almost like the relationship an attorney has with a top client. We’ve become true advocates and strategic partners.

We’re involved in nearly every part of the retirement plan, from investment committee training and fiduciary oversight to employee financial coaching and one-on-one support. It goes way beyond investment recommendations or group education, and it continues to evolve quickly. The level of trust and collaboration we have with our clients has become a cornerstone of how we deliver real 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?

Kelly: The most important growth strategy for us has been getting organized and sticking to a process. As we’ve been fortunate enough to bring on more clients, we’ve learned that staying disciplined with our structure is what allows us to consistently deliver the highest level of service.

When it comes to sourcing new clients, we’ve seen the most success in two areas. First, and most meaningfully, from referrals—from existing clients or happy clients who move to new companies and often reach out and ask if we can help again. That kind of trust and loyalty is something we never take for granted.

Second, we’ve also found success through the “old-fashioned” approach of knocking on new doors. But it’s not just dialing for dollars. It’s thoughtful and intentional. We review a company’s Form 5500 to understand how their plan is structured and identify areas where we might be able to improve outcomes. When we reach out, it is tailored and based on real insights about their specific situation and where we believe we can add value.

That said, in nearly every case, that initial outreach alone doesn’t result in a meeting. What makes the difference is the follow-through. It’s the consistent outreach over months, years and sometimes even a decade that builds trust and familiarity. And eventually, when the time comes for them to consider a change, we’re the first firm that comes to mind.

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

Kelly: Client satisfaction is at the heart of everything we do. We aim to be more than just advisers. We are true advocates and partners, committed to building relationships that go well beyond the business transaction. We’re always responsive, supportive and available whenever our clients need us. When that level of service is the standard, growth tends to follow naturally.

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?

Kelly: The retirement plan space is changing fast, and I think that pace will only pick up over the next decade. Topics like artificial intelligence will play a role, but what I think will matter most is how we continue improving plan design and finding better ways to connect with people on a personal level.

We’re already seeing younger employees like Millennials and Gen Z getting on track earlier when it comes to saving for retirement. That’s thanks to smarter plan features, automation and just having more information available. But because employees are more informed than ever, our conversations with them need to go deeper. It’s not enough to talk about deferral rates and match formulas. We need to make those meetings meaningful, practical and relevant to where they are in life.

Another major shift already in motion and gaining momentum is the growing focus on retirement income. Every major investment manager and recordkeeper is pouring significant resources into this area. It’s no longer just about building a balance; it’s about helping participants understand how that balance turns into reliable income in retirement to cover the expenses that still exist, even though their paycheck does not. This is the core of what retirement plans were always meant to do: create durable, dependable income for life after work. From my perspective, helping people gain that clarity and feel that confidence will be a defining part of how retirement plans continue to evolve.

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