How evolving expectations around personalization and private assets are shaping defined contribution plans

The defined contribution landscape continues to evolve as plan sponsors and advisors consider how retirement plans can better address increasingly complex participant needs. A September 2026 study from T. Rowe Price surveyed 36 leading DC consultant and advisory firms representing more than $10.3 trillion in defined contribution assets, or approximately 72% of the U.S. DC plan market.

Among the study’s findings, expectations around private assets in DC plans continued to gain momentum. The study also highlighted growing attention to advice, personalization, retirement income solutions, and financial wellness. These developments point to a broader shift: retirement plans are increasingly being evaluated not only by their basic structure, but by how well they can adapt to different participant and plan sponsor needs.

For advisors, this creates an opportunity to take a more comprehensive approach to retirement plan design. Rather than relying on a standard structure, advisors can work with plan providers to develop solutions that reflect the employer’s workforce, objectives, and circumstances. Customization and flexibility can become important differentiators as plan sponsors seek solutions that fit their organizations more closely.

Investment flexibility is another area receiving increased attention. T. Rowe Price found that expectations for the implementation of private credit and private equity in DC plans have increased since 2024, with target date funds expected to be a primary vehicle for accessing private markets.

RetireBetter works with advisors to build customized retirement plans across 401(k), 403(b), 457(b), and Cash Balance solutions. Its 401(k) plans are designed around each client’s business rather than an off-the-shelf structure, while its professional service team supports the ongoing needs of employers and participants.

RetireBetter also supports alternative assets, including private placements and real estate, within qualified plans when appropriate for the investor. This can provide advisors with additional flexibility when evaluating retirement plan solutions and investment opportunities for their clients.

Ultimately, the evolving DC landscape reinforces the value of an advisor partnership that goes beyond selecting a standard plan. The ability to combine thoughtful plan design, investment flexibility, and ongoing support can help advisors build more comprehensive retirement solutions around each client’s needs.