A rewarding 401(k) for you and your clients

Join Guideline Pro

Unlock value for your firm and clients

Unlock value for your firm and clients

With Guideline Pro, you can earn rewards for your firm and pass along discounts to clients. As you add more clients, you can unlock more value for everyone.

  • For your firm

    Referral rewards starting at $100

    You can earn $100-$200 for each new 401(k), as long as you aren’t a fiduciary on the plan. Rewards are doubled for eligible plans with 50+ employees.

  • For your clients

    No employer fees for 4+ months

    We’ll waive employer fees for 4-6 months, for each new client. We’ll even waive employer fees for 6 months for your firm’s own Guideline 401(k) plan.

Frequently asked questions

How does the rewards program work?

When a client signs up for a Guideline 401(k) via your invitation, they’ll be connected to your Guideline Pro account. By adding more clients, you can obtain higher tier status and earn more rewards and discounts.


Preferred Tier | 1-2 clients

  • New clients pay no employer fees for 4 months
  • Your firm can earn $100 referral reward on eligible plans


Premier Tier | 3-14 clients

  • New clients pay no employer fees for 5 months
  • Your firm can earn $150 referral reward on eligible plans


Elite Tier | 15+ clients

  • New clients pay no employer fees for 6 months
  • Your firm can earn $200 referral reward on eligible plans

Referral rewards are doubled for eligible plans with 50+ employees, applicable to all tiers.


Your firm can only earn referral rewards for newly added plans that were invited after you’ve joined the program by signing the Solicitation Agreement located in Firm Settings.

Can I offer the discounts to my clients without earning referral rewards?

Yes, you can choose to waive some or all referral rewards for new signed plans while still offering the discount to your clients. Referral rewards are an additional benefit to the exclusive year-round discounts you can offer your clients, courtesy of Guideline Pro.

I already have clients with a Guideline 401(k). Do they count toward my client total?

Yes, all clients with an active Guideline plan will be counted towards your Guideline Pro tier status.

What types of plans are eligible for referral payment?

A new Guideline 401(k) plan invited through your dashboard, provided that you do not act as a fiduciary for the plan, is eligible for referral payment. A new plan is defined as a start up 401(k) plan, and does not apply to a pre-existing 401(k) plan transferring to Guideline.

What determines if a referral is successful and eligible for payment?

After you join the program by signing the Solicitation Agreement, you’ll be able to start inviting clients through your dashboard after letting us know if you act as a fiduciary on that client’s plan. If you don’t act as a fiduciary to the invited client, and the client goes on to sign up the plan and connect their bank account and payroll information to Guideline, your firm will earn a reward for that referral. The specifics are outlined in the Solicitation Agreement you’ll need to sign before being eligible for referral payments.

Why do I need to sign a Solicitation Agreement?

As a registered investment adviser with the SEC, Guideline is required to have a Solicitation Agreement with partners who receive referral payments under SEC Rule 206(4)-1(b).

Will my client be made aware of the referral payment?

Yes. As a registered investment adviser with the SEC, Guideline is required to provide solicitation disclosures to prospects and clients per SEC Rule 206(4)-1(b).

How will my firm be paid?

In order for us to compensate you, we need you to connect your firm’s bank account and complete the IRS Form W-9 in your Firm Settings in your account. Your firm will be paid through ACH in a single batch payment each month for the rewards earned in the month prior. If your firm has earned rewards but has not yet connected a bank account or completed the IRS Form W-9 info, any earned rewards will be disbursed after you provide this information.

Can individuals at my firm separately earn rewards and receive payments?

At this time, the Referral Rewards program will only support payments to your firm.

What does it mean to be a fiduciary for your client’s 401(k) plan?

A ”fiduciary” under the Employee Retirement Security Act of 1974 (“ERISA”) typically is someone who provides advisory, investment consulting, financial advice, and/or other plan decision services. Administrative functions such as accounting or recordkeeping are not typically considered fiduciary functions. Please consult with your legal counsel as necessary to make this determination.

Why can't my firm earn a referral fee for plans for which my firm acts as a fiduciary?

Under ERISA, plan fiduciaries are not permitted to benefit financially from their relationship with a plan. This is considered self-dealing and a prohibited transaction.

What if my firm is a fiduciary for some plans but not all?

You can only earn referral fees on plans for which your firm does not act as a fiduciary, an attestation you can make on a plan-by-plan basis. Acting as a fiduciary on some plans will not prevent you from being able to earn referral fees on other plans for which you do not act as a fiduciary. Additionally, the plans for which you do act as a fiduciary will still be eligible to receive the client discount.

Why do I need to invite a client through my dashboard to earn a referral fee?

When you invite plans from your dashboard, it will allow us to confirm you don’t act as a fiduciary on the plan being invited.

Will my clients that already have a Guideline 401(k) qualify for the discount on employer fees?

The discount only applies to new plans added through your Guideline Pro dashboard.

When will the discount apply? Will it be reflected on the monthly invoice?

The discount will start with your client’s first invoice.

My firm already has a Guideline 401(k). Do I qualify for the 6-month offer?

Yes, as a valued Guideline Pro, we’ll waive your firm’s employer fees for the next 6 months.