When I signed up for my most recent 401K, there was a really slimy Edward Jones dude pushing some fund they called the "perfect retirement fund for a mid 30 yea

When I signed up for my most recent 401K, there was a really slimy Edward Jones dude pushing some fund they called the "perfect retirement fund for a mid 30 year old" or something to that effect. As soon as I asked about management fees he bumbled around and started talking about the other funds they offered. Its going to be really tough to differentiate yourself as the "best investors". Differentiate yourselves on "best 401K platform" its much lower hanging fruit is all I'm saying. Once people are in the platform use historic performance to help them make the best decisions.