Advisors can identify retirement plan prospects and reach decision makers through warm introductions and automated outreach
NEW YORK, Nov. 2, 2026 /PRNewswire/ — WealthFeed, a leading AI-powered end-to-end growth engine for financial advisors, today announced the addition of Form 5500 data to its platform, giving advisors another source of organic growth in the retirement plan market. Advisors can now search more than 780,000 retirement plans and receive alerts when new filings show changes that may signal a business opportunity. Because the plan data sits inside WealthFeed’s existing platform, advisors can find warm introductions to plan decision makers and reach out through the same automated outreach they use for individual prospects. The addition extends WealthFeed’s money-in-motion intelligence beyond individuals and households to businesses and plan sponsors.
More wealth advisors are pursuing retirement plan business, often by working with the 401(k) plans sponsored by business owners they already serve. These plans can also provide a path to new individual wealth management clients. According to February 2026 research from FUSE Research Network, 65% of advisors surveyed said converting retirement plan participants into wealth management clients was easier than acquiring clients through traditional marketing or referrals.
Employers that sponsor retirement plans file Form 5500 annually with the U.S. Department of Labor to report plan assets, participant counts, contributions and benefit payments. Larger plans also disclose certain service providers and their compensation. Although these filings are public, advisors have often analyzed them separately from the tools they use to prospect for individual clients. This separation makes it harder to compare plans and determine which ones to pursue.
Searching and Prioritizing Retirement Plans
WealthFeed uses Form 5500 filings to build a profile for each plan, including assets, participant counts and the person who signed the form. Each profile also includes an opportunity score and a brief explanation of why the plan may be worth pursuing. Advisors can filter plans by size, features and sponsor industry and limit results to plans that filed within the last 30 or 90 days. Plan profiles appear alongside the individual and household prospects advisors already research through WealthFeed.
“Wealth advisors looking for new organic growth opportunities often want a more reliable entry point into the retirement plan market, and the business owner is usually the way in,” said Sam Kendree, Co-Founder and CEO of WealthFeed. “Form 5500 filings offer valuable insight into a business before an advisor picks up the phone, including whether plan participation has increased and who is being paid to service the plan. WealthFeed helps advisors sort through filings in their market and prioritize plans that give them a credible reason to call.”
Plan data in WealthFeed also includes the following.
Search filters for assets, participant count, average balance, plan features and sponsor industry, plus service provider and direct cost filters for larger plansPlan financials for each filing, including contributions, rollovers, benefit payments and administrative expensesService provider details for plans that file Schedule C, including disclosed advisors and compensationDecision-maker contact information for the person who signed the plan’s Form 5500
Filing Triggers Point to New Business
WealthFeed’s 12 filing triggers flag changes that may signal new business opportunities. Advisors can find plans in which participants with balances grew by 20% or more from the prior filing. On larger plans, they can see when an advisor listed on a prior filing no longer appears. Other triggers identify money in motion, including plan terminations and large transfers of plan assets to another plan. WealthFeed also flags owner-heavy small plans with 25 or fewer participants and average balances of $300,000 or more. These plans may present opportunities for advisors to help business owners establish cash balance plans or to address their personal wealth management needs.
Warm Introductions to Plan Decision Makers
WealthFeed’s Warm Introduction feature shows advisors which prospects they can reach through second-degree connections within their existing networks, and it now applies to plan decision makers as well as individuals. For example, an advisor who finds warm introductions to 25 plan decision makers in their market can launch customized, automated outreach to that group from WealthFeed’s Marketing Hub. The Marketing Hub runs campaigns via email, LinkedIn, handwritten notes and postcards, so advisors can move from identifying a plan to contacting its decision maker without leaving the platform.
“Plenty of platforms can show an advisor a list of retirement plans,” Kendree added. “WealthFeed helps them find a way into the conversation. When an advisor sees that someone in their network knows a plan decision maker, they can ask for an introduction and follow up with personalized outreach. That’s a far stronger starting point than reaching out cold to a name on a list.”
About WealthFeed
WealthFeed is an AI-powered end-to-end growth engine for financial advisors. The platform combines data intelligence, prospect enrichment, automated outreach and client monitoring in a single system, helping advisors identify money-in-motion opportunities among individuals, households and retirement plans and act on them earlier. WealthFeed serves independent advisors, RIAs and wealth management enterprises across the United States. For more information, visit wealthfeed.com.
Media Contacts
Grant Cox / Elizabeth Shim
Haven Tower Group LLC
424 317 4871 or 424 317 4861
gcox@haventower.com or eshim@haventower.com
View original content:https://www.prnewswire.com/news-releases/wealthfeed-expands-into-401k-plan-prospecting-with-form-5500-data-302925314.html
SOURCE WealthFeed
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