Empower vs Guideline 401(k) Comparison
Compare Empower Retirement (#4, 8.7/10) and Guideline (#15, 7.1/10) side by side across fees, ratings, features, and investment options.
Overall Comparison
| Feature | Empower | Guideline |
|---|---|---|
| Overall Score | 8.7/10 | 7.1/10 |
| Rank | #4 | #15 |
| AUM | $1.4 trillion | $9 billion |
| Participants | 18 million | 700,000 |
| Plan Sponsors | 71,000+ | 40,000+ |
| Founded | 2014 | 2016 |
Ratings Comparison
| Category | Empower | Guideline |
|---|---|---|
| Fees & Costs | 4.3/5 | 4.7/5 |
| Investment Options | 4.2/5 | 3.3/5 |
| Customer Service | 4.3/5 | 3.9/5 |
| Mobile App | 3.8/5 | 4.0/5 |
Fee Comparison
| Fee Type | Empower | Guideline |
|---|---|---|
| Admin Fees | Varies by plan size | $49/month base + $8/employee |
| Expense Ratios | 0.03% - 1.0% | 0.03% - 0.15% |
| Trading Fees | Plan dependent | $0 |
| Advisory Fees | 0.25% - 0.89% | N/A - self-directed |
Empower Strengths
- Strong participant education programs
- Excellent plan sponsor tools
- Competitive institutional pricing
- Personal Capital integration for holistic planning
Guideline Strengths
- Extremely competitive pricing for small business
- Automatic compliance testing and filing
- Seamless payroll integrations
- Low-cost Vanguard index funds
Which Should You Choose?
Choose Empower if you want:
- Mid to large employers
- Those valuing education
- Managed account seekers
- Income-focused retirees
Choose Guideline if you want:
- Small businesses
- Cost-conscious employers
- Hands-off plan sponsors
- Index fund believers
Our Verdict: Empower vs Guideline
Empower Retirement wins this comparison with a score of 8.7/10 vs 7.1/10. Empower excels with strong participant education programs, making it the stronger choice for most investors in this matchup. However, the best choice ultimately depends on your specific needs, employer plan availability, and investment preferences.
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Empower vs Guideline: Complete 401(k) Comparison for 2026
Choosing between Empower Retirement and Guideline for your 401(k) is an important decision that affects your retirement savings. Empower offers 2nd largest while Guideline is known for small business. In terms of fees, Empower charges 0.03% - 1.0% expense ratios compared to Guideline's 0.03% - 0.15%. Empower manages $1.4 trillion in assets and serves 18 million participants, while Guideline has $9 billion AUM and 700,000 participants.
Key Differences: Empower vs Guideline
When comparing Empower and Guideline, consider their core strengths: Empower excels with strong participant education programs, while Guideline stands out for extremely competitive pricing for small business. Both providers offer comprehensive investment options including target-date funds, index funds, and managed accounts. Empower's customer service rating is 4.3/5 compared to Guideline's 3.9/5. For mobile experience, Empower scores 3.8/5 while Guideline scores 4.0/5.
Which Provider is Right for You?
Choose Empower if you prioritize mid to large employers. Choose Guideline if you're looking for small businesses. Your decision should also consider your employer's plan availability, fee sensitivity, desired investment options, and customer service expectations. For detailed reviews, visit our individual Empower and Guideline provider pages.