Employees Trust Advisers More When Provided by Employers

Employees want retirement financial support that is approachable and comes from familiar channels, according to the “2025 NFP U.S. Retirement Trend Report,” released by NFP on Tuesday.

When U.S. consumers were asked in February if they trusted financial consultants provided by their employer, 89% agreed, as compared with 81% who said they were prepared to trust independent advisers. Steve Jans, NFP’s national practice leader of wealth management, said that, based on that information, retirement-focused financial advisers could find success working with employers interested in providing supplementary benefits resources to their employees.  

“The adviser should find companies trying to have resources available in a broad range of financial wellness topics for their employees, beyond just the 401(k) education,” Jans said in a statement.

Among surveyed employers, 86% reported offering at least one investment vehicle; 73% said they include a 401(k) plan. However, the report found that about 40% of surveyed workers said they were not prioritizing retirement or were unable to save. Employees also shared that they were hesitant to engage with financial professionals.

Moreover, about 25% of employees reported being unaware of additional investment vehicles beyond a traditional 401(k), and 30% said they were not contributing to any employer-sponsored vehicles. The report looked at how employers can encourage employees to become proactive about financial planning and to engage with advisers. 

“Employees don’t want to be pitched to,” the report stated, suggesting that advisers instead focus on a jargon-free approach that supports employees and does not seem overly focused on sales.

Asked about preferred methods of communication, 58% of employees told NFP they wanted online educational resources, and 57% favored one-on-one meetings with consultants to assess financial planning information. 

The NFP authors recommended that employers create “a retirement culture that works” by prioritizing the visibility and accessibility of retirement resources year-round, not just during enrollment periods. The authors argued that advisers need to simplify financial terms when speaking with employees, to assure clients that their interactions are confidential, and to tailor support and guidance to meet individual needs.

“Employers are looking for an adviser that delivers a financial wellness program that provides education and advice that is relatable, practical and can be implemented,” Jans said in a statement. “The adviser must provide a positive force of change for employees’ behavior and impact to their financial lives.”

The NFP report was based on data from NFP’s 2025 retirement participant trends survey, conducted by Empatix, which consisted of more than 1,005 consumers, polled from February 18 through 24. NFP was acquired by Aon PLC in April 2024.