TIFIN has announced a multi-year partnership with HUB International, integrating @Work, its AI-based retirement platform, into HUB’s FinPath wellness platform.
The integration will allow HUB to use TIFIN @Work to deliver AI-driven financial advice to plan participants as well as guide participants to HUB’s financial coaches and other services.
The goal is to increase participant engagement across HUB’s retirement and benefit offerings, which can then drive actionable insights to help advisors build deeper relationships and generate new revenue.
“This partnership is about supporting HUB to transform the way it connects with employees and empowers advisors,” said Marc McDonough, CEO of TIFIN @Work. “By connecting participants to FinPath and HUB advisors through a modern AI native experience, we’re helping their advisors deliver more relevant support, faster – deepening relationships and expanding impact.”
HUB offers more than 9,400 retirement plans and has $178 billion in assets under administration. It has served 1.8 million employees through its retirement and private wealth practice, making it a market leader for workplace financial services.
“By connecting participants to FinPath and HUB advisors through a modern AI native experience, we’re helping their advisors deliver more relevant support, faster…”
Marc McDonough, CEO of TIFIN @Work
“HUB is committed to providing employers with solutions that improve the financial well-being of their employees,” said Adam Sokolic, chief operating officer at HUB International. “TIFIN @Work’s ability to connect workplace wealth initiatives to actionable financial outcomes makes them a valuable partner in our efforts to serve employers and employees and create a unified experience that makes it easier for employees to access personalized guidance and tools for building financial confidence.”
TIFIN @Work launched last year as an “AI-powered employee financial wellness” platform. It gives employee plan participants access to AI-driven tools that can help them with questions about allocations, contributions, budgeting and more.
The platform gathers data that advisors can access, helping them to identify prospects and convert retirement plan participants into wealth management clients. TIFIN @Work is geared toward advisors in the small- and mid-tier market who are working with companies with smaller 401(k)s.
Franklin Templeton is a strategic investor in TIFIN, helping fund part of the company’s $109 million Series D funding round in May 2022. Franklin Templeton delivers @Work to advisors and their employer clients through its Workplace Retirement Distribution Business.
“The direction of the industry is clear—employers and providers must deliver more integrated, personalized financial solutions in the workplace,” said Yaqub Ahmed, global head of retirement, workplace & wealth at Franklin Templeton. “Partnerships like this one between HUB and TIFIN @Work are paving the way forward, meeting rising employee demand and unlocking long-term growth for the industry.”
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Corey Dahl is assistant editor with PropertyCasualty360.com. Previously, Corey was the editor of Colorado Builder magazine andS enior Manager of Content Strategy & Development at Charles Schwab.