How Business Models, Not Market Share, Explain Fees, Conflicts, and ERISA Litigation

Most analyses of the 401(k) industry rank providers according to assets under management, number of plans, or participants.
While useful, these rankings fail to explain why some providers consistently appear in ERISA excessive-fee litigation while others rarely do.
This paper proposes a different framework.
Rather than organizing providers by size, the industry is better understood by business model—specifically, how providers acquire business and how they are compensated.
Viewed through this lens, approximately 99 percent of the non-mega-plan marketplace falls into four distinct competitive tiers.
Those tiers explain much of the variation in fees, fiduciary conflicts, prohibited transaction risk, and ultimately ERISA litigation.
The Evolution of Competition
The retirement industry has experienced three major competitive eras.
1980-1995
Competition centered on insurance products.
Guaranteed Investment Contracts.
Fixed annuities.
Traditional separate accounts.
Insurance companies dominated.
1995-2010
Competition shifted toward mutual funds.
Index funds by Vanguard.
Stable Value in the larger plans migrates from fixed annuities to synthetic by 2000
Target-date funds led by Fidelity around 2005.
Open architecture.
Vanguard and Fidelity dramatically increased market share.
2010-Present
Vanguard and Fidelity Mutual Funds are up to over half the assets. But the other half scrambles for profits :
- Mutual Funds continue to be important Huge growth of Target Date Mutual Funds
- Collective Investment Trusts (CIT) used by players like Vanguard, and Fidelity to lower fees especially in larger plans, but used by the others to hide fees.
- Lot of noise but not much adoption of Managed accounts, Guaranteed income, Private equity, Private credit
- Synthetic Stable value separately managed dominated mega plans, while synthetic based CIT products namely Vanguard RST and Fidelity MIPS dominate in larger plans. Smaller plans still have lots of high risk high fee fixed annuities
The common characteristic is lower fees from Vanguard and Fidelity but reduced transparency and increased opportunities for additional compensation from the rest.
Four Competitive Tiers
Tier 1
Vanguard
Business strategy:
Lowest possible participant cost.
Primary competitive weapon:
Low expenses.
Very limited conflicts.
Little reliance on revenue sharing.
Minimal insurance products.
No commissioned sales force.
Benchmark for fiduciary pricing.
ERISA litigation:
Relatively uncommon.
Both Mutual funds and Collective Investment Trusts are transparent and low cost
Tier 2
Fidelity
Business strategy:
Institutional full-service provider.
Primary competitive weapon:
Technology.
Administration.
Investment platform.
Scale.
Generally below-average costs.
Both Mutual funds and Collective Investment Trusts are transparent and low cost
Unlike much of the industry, Fidelity generally wins business through direct institutional relationships rather than commissioned insurance distribution.
Tier 3
TIAA
Business strategy: Higher education. Hospitals. Non-profits.
403(b) specialization. Insurance companies have interpreted that synthetic stable value is not allowed in 403b. TIAA is by far the largest provider of General Account Fixed Annuities over $300 billion, which contain secret spread fees of around 150 basis points. The 403bs the control typically have 30% to 40% of assets in fixed annuity product. The second largest product is an annuity holding real estate which is controversial. Mutual funds make up most of the other assets.
Historically a unique organization with extensive insurance expertise but a mission-driven client base. But seems to be straying more into Tier 4 (as documented in NBC pieces by Gretchen Morgenson).
Fee levels generally fall between Fidelity and the traditional insurance marketplace. Most fees are hidden buried in Insurance products Strong relationships lots of sponsorships to universities especially
Tier 4
Insurance Distribution Model
Examples include:
- Principal
- Lincoln
- John Hancock
- MassMutual
- Prudential
- New York Life
- Nationwide
- Transamerica
- Voya
- AIG Valic
- MetLife
- American United Life
- Corebridge
- Equitable
- Ameritas
- Security Benefit
Many legacy recordkeeping systems have now been consolidated under Empower.
The provider names have changed.
The compensation model largely has not.
How Tier Four Wins Business
Unlike Vanguard and Fidelity, many Tier Four providers rarely compete solely on participant fees.
Instead, they compete through weakly disclosed commissions. .
Typical distribution partners include
- Insurance agents
- Financial advisors
- Broker-dealers
- Registered investment advisors
- Retirement consultants
- Third-party administrators
Those intermediaries frequently receive compensation through one or more of:
- Revenue sharing
- Insurance commissions
- Asset-based advisory fees
- Sub-transfer agency payments
- Proprietary investment management fees
- Marketing allowances
- Recordkeeping credits
The participant rarely sees most of these payments.
Why This Matters
Every business model creates incentives.
Tier One incentives:
Lower fees.
Larger scale.
Operational efficiency.
Tier Four incentives:
Increase gross revenue per participant.
Increase proprietary product usage.
Increase insurance assets.
Increase advisory relationships.
Increase revenue sharing.
These incentives are entirely rational from a business perspective.
They also create significantly greater fiduciary risk.
The Litigation Universe
One surprising conclusion from my ERISA database is that litigation is highly concentrated.
Approximately
- 693,000 Micro plans
- 48,000 Small plans
- 6,800 Mid-Major plans
- 2,200 Large plans
- only 442 Mega plans
Most excessive-fee litigation occurs in only a few thousand plans. Only 9500 are over $100 million in assets, about a third are not in Vanguard or Fidelity, so 3500 or 4.6% of plans. So the other 95% are dependent on a weak EBSA division of the Department of Labor.
Even more interesting, the overwhelming majority involve Tier Four business models.
That observation is not accidental.
Higher compensation systems naturally produce more opportunities for:
- prohibited transactions,
- revenue-sharing disputes,
- proprietary fund claims,
- insurance commission issues,
- excessive recordkeeping fees,
- conflicts of interest.
A Different Way to Measure Market Share
Traditional industry reports measure
Assets.
Participants.
Plans.
Revenue.
I believe a more meaningful measurement is:
How much of the market is sold rather than bought?
That single question largely determines
- fee levels,
- transparency,
- conflicts,
- litigation,
- and ultimately participant outcomes.
Conclusion
The American 401(k) marketplace is often described as highly competitive.
It is.
But providers are not competing on the same terms.
Vanguard competes by lowering costs.
Fidelity competes through scale and technology.
TIAA competes through specialization.
Much of the remaining industry competes through distribution networks that compensate intermediaries for selling retirement products.
Those four business models explain far more about fees, fiduciary conflicts, and ERISA litigation than conventional market-share statistics ever will.









