Alex Assaley: Our 2018 Top Advisor By Participant Outcomes
At the 2018 Excel 401(k) Conference in Las Vegas, Alex Assaley, managing principal at AFS 401(k) Retirement Services, is interviewed by John Sullivan following his recognition as the Top Advisor by Participant Outcomes (TAPO). The award celebrates advisors who make a measurable impact on participant outcomes in retirement plans.
Assaley expresses deep appreciation for the recognition from an independent panel of judges, including 401k Specialist Magazine and J.P. Morgan. He credits his team at AFS 401(k), emphasizing their mission to help employees enjoy life — today, tomorrow, and in the long-term — through improved financial decision-making.
Assaley highlights that his approach is not just about maximizing retirement savings, but about developing financial literacy. He and his team guide individuals on how to manage everyday financial choices — from selecting employee benefits to preparing for long-term goals like retirement. A key part of their work is helping clients think intentionally about every dollar spent from their paychecks.
He downplays the accolades, instead refocusing attention on their core mission: delivering greater value and impact for organizations and their employees. Rather than resting on his achievements, Assaley admits to feeling competitive pressure — always aiming to improve and stay ahead by innovating and delivering more efficient and effective retirement strategies.
In closing, Sullivan congratulates Assaley on earning the symbolic “championship belt” for the year, and both reflect positively on the industry and its progress toward participant-focused outcomes.visor for 2018.
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With more than 20 years serving financial markets, John Sullivan is the former editor-in-chief of 401(k) Specialist and Investment Advisor magazine and retirement editor of ThinkAdvisor.com. Sullivan is also the former editor of Boomer Market Advisor and Bank Advisor magazines, and has a background in the insurance and investment industries in addition to his journalism roots. Experienced financial services content executive specializing in creative new media delivery. He joined the American Retirement Association in 2023 as Chief Content Officer, overseeing communications for the organization, as well as its sister organizations.
