1 Be responsive 

You can start by asking yourself: Does my service delivery match plan sponsor expectations?

While retirement plan administration can be technical and complex, it’s still a people-oriented service business. Plan sponsors rated third-party administrators' (TPAs') responsiveness as the number one attribute, and the quality of the support staff came in a close second. 

• 53% of plan sponsors reported their service requests were responded to within four hours and 78% within one working day
• 91% can name their TPA and 96% expect to have an ongoing business relationship

Tip—Make sure you have someone available to respond to plan sponsors promptly, even if it’s just to say you’re looking into their request and will respond when you have an answer.

2 Schedule regular meetings and communications

Another important question to answer is if your communication program keeps you top of mind with your clients.

• More than half (58%) of clients want to see their TPA (either virtually or in person) at least once a year
• 62% want a newsletter/blog
• 45% are interested in seminars or webinars
• 42% want to connect over the phone at least quarterly

Tip—All clients have different preferences for how often they’d like to meet and whether face to face or virtual, so consider asking each one these questions. You can then create a communications strategy that includes (from most frequent to less frequent) regular email touchpoints, webinars, and meetings.

3 Don’t forget about the business owner

You may not work with the business owners regularly, but make sure you consider their role. How would business owners rate your service? Would their rating be different from the employees you work with every day? Do business owners know what you’ve accomplished in the last 12 months?

Business owners are often the ultimate decision makers, but it seems they’re often overlooked, and the Business Health research shows they’re less satisfied with their TPA’s performance than other plan sponsor contacts across all key service delivery areas. Owners may be far more demanding about service and support expectations. 

Source: Business Health TPA Client Satisfaction Survey results, 2025. For illustrative purposes only. 

Tip—Even though you may not have day-to-day interactions with the business owners, it’s important they’re aware of all you do for their plan throughout the year. Don’t assume that they know—make sure you tell them. Doing so can help you maintain meaningful and professional relationships.   

4 First impressions do matter—get it right from the start 

Being clear with new clients can help set the tone for a strong relationship. Do you actively set and manage new client expectations? How strong is your onboarding process?

It’s no surprise that long-term clients are very happy with their TPA’s service; otherwise, they’d likely have found another partner. Seeing the relatively low scores given by new clients, however, is somewhat concerning. 

This drop in satisfaction isn’t usually due to poor service but instead because of unmanaged client expectations. New clients may not understand your service standards. Without your direct guidance, they may have an unrealistic view of just where your service proposition begins and ends, along with standard time frames for completing tasks. 

Source: Business Health TPA Client Satisfaction Survey results, 2025. For illustrative purposes only. 

Tip—When bringing new clients on board, start by clearly outlining what they can expect from your services. Take the time to walk them through your standards and typical timelines. Doing this can help prevent misunderstandings and ensure they have a realistic view of your services.

5 Small doesn’t mean unimportant

You know how important every client is to your practice. Do you acknowledge the unique needs of small plans and tailor your service package?

On average, almost half (42%) of the plans serviced by a TPA firm have between 10 and 50 participants, and more than a third (39%) have fewer than 10 members. While the demands of small plans are generally quite different from those of a 100+ member plan, many TPA firms struggle to fully satisfy the service requirements (or perhaps expectations) of their small plan sponsors. 

Source: Business Health TPA Client Satisfaction Survey results, 2025. For illustrative purposes only. 

Tip—Consider customizing your approach and demonstrating your understanding of small plan clients. By tailoring your approach, you may be able to better meet their expectations, which can help enhance client satisfaction and show clients how much you value them.

Keep plan sponsors satisfied with your retirement plans

Don’t just assume you know what your plan sponsors expect from you. All clients are unique, so consider asking each one for feedback regularly and adjust your service strategy as needed to help keep them satisfied with your services. Following these tips can help you build and maintain strong, professional relationships so you can become a trusted partner.