Benefit Equity
Benefit Equity is a Santa Ana, California-based third-party administrator providing retirement plan design, administration, compliance testing, and consulting to small and mid-sized business plan sponsors, operating through wealth advisor, CPA, and payroll partner referrals integrated with 12+ recordkeepers.
- Company typePrivate
- Founded1989
- HeadquartersSanta Ana, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Benefit Equity does
Benefit Equity, Inc. (BEI) is a Santa Ana, California-based Third-Party Administrator (TPA) that provides retirement plan design, administration, compliance testing, Form 5500 preparation, and consulting services. Founded around 1989–1990 by Robert Gorelick and currently led by his son Michael Gorelick as President, the firm serves small-to-mid-sized businesses sponsoring 401(k), profit sharing, cash balance, and defined benefit plans across Southern California, with national reach enabled by its August 2025 acquisition by Strongpoint Partners.
BEI's technology stack is a web-based TPA platform — the Plan Sponsor Link client portal — integrated with three payroll providers (Heartland Payroll Services, Coastal Payroll, Paylocity) and an approved network of 12+ 401(k) record keepers (Ascensus, American Funds, Empower, John Hancock, Lincoln Financial, The Standard, Nationwide, PCS, Principal Financial, Transamerica, T. Rowe Price, Voya Financial). The platform supports automated contribution uploads, compliance questionnaires, census approvals, and administrative workflow rather than functioning as a stand-alone software product; no public API, SDK, or mobile application is offered. Ancillary self-service resources include loan calculators, paycheck comparison reports, compliance calendars, and participant forms (loan, distribution, deferral election, beneficiary designation).
The revenue model is quote-based professional services billed to plan sponsor employers on multi-year contracts, with fees varying by plan size, plan type, participant count, and scope (administration, compliance, consulting, Form 5500, fiduciary support). The go-to-market motion is consultative and referral-driven, anchored by wealth advisors, financial planners, CPAs, and payroll partners who position BEI as an extension of their practice to SMB plan sponsor clients. Marketing is largely content-led (blog, resource library, email newsletter) and channel-based (NIPA, TPAbenchmark.com, ProVisors, Strongpoint peer network). Post-acquisition, BEI is no longer fully independent but operates as a Strongpoint Partner brand while retaining its founding leadership and local delivery model.
Benefit Equity firmographics
Firmographics- Name
- Benefit Equity
- Legal name
- Benefit Equity, Inc.
- Website
- https://www.benefitequity.com/
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Benefit Equity is a Santa Ana, California-based third-party administrator providing retirement plan design, administration, compliance testing, and consulting to small and mid-sized business plan sponsors, operating through wealth advisor, CPA, and payroll partner referrals integrated with 12+ recordkeepers.
- Ownership category
- akta.pro rank
Benefit Equity industry classification
Industry- Product category
- Retirement Plan Third-Party Administration
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Benefits Administration (BPACAPAC)
Keywords
Where Benefit Equity is headquartered
LocationHeadquarters
- HQ city
- Santa Ana
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Benefit Equity business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Third-Party Administrator (TPA) Professional Services: BEI charges plan sponsors fees for retirement plan administration, compliance testing, plan design, consulting, and Form 5500 preparation. Revenue is derived from ongoing service agreements with employers and plan sponsors who outsource their retirement plan administration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based professional services for retirement plan administration |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Benefit Equity product offering
Product offeringCore offering
Benefit Equity, Inc. (BEI) is a retirement plan Third-Party Administrator (TPA) that designs, administers, and consults on 401(k), profit sharing, cash balance, and defined benefit plans for small-to-mid-sized businesses. The firm delivers day-to-day plan administration, ADP/ACP and top-heavy compliance testing, Form 5500 preparation, fiduciary support, and participant services (loans, distributions, QDROs), integrated with 12+ approved 401(k) record keepers and 3 payroll providers to enable automated contribution uploads.
Product overview
Benefit Equity Inc. (BEI) operates as a Third-Party Administrator (TPA) exclusively serving small-to-mid-sized businesses, offering a unified set of retirement plan administration services. The core offering consists of five integrated service lines: Plan Design, Plan Administration, Plan Consulting, Plan Sponsors/Employers support, and Plan Participants support. These are complemented by an approved network of 12 integrated 401(k) record-keeping partners (including Ascensus, Empower, John Hancock, Lincoln Financial, Nationwide, Principal Financial, Transamerica, T. Rowe Price, Voya Financial, and others) and 3 integrated payroll providers (Heartland Payroll Services, Coastal Payroll, Paylocity). BEI provides ancillary tools including participant forms (loan applications, distribution forms, deferral election forms, beneficiary designation forms), online calculators (loan calculator, paycheck comparison report), a compliance calendar, and a plan sponsor client portal (Plan Sponsor Link). BEI was acquired by Strongpoint Partners in August 2025 and now operates as a Strongpoint Partner. The company does not offer a standalone software product or API; rather, it delivers services as a TPA practice.
Differentiator
Problem solved
Functional benefit
Products and services
- Retirement Plan Design Services Consulting service for small-to-mid-sized businesses designing 401(k), profit sharing, cash balance, and defined benefit plans. Covers plan structure, contribution strategies, and compliance with SECURE Act 2.0 and other legislation. Targeted at employer plan sponsors and their wealth advisors.
- Retirement Plan Administration Services Day-to-day third-party administration of retirement plans for employers. Covers eligibility tracking, contribution handling, compliance testing (ADP/ACP, top-heavy), and Form 5500 preparation, integrated with approved 401(k) record keepers and payroll providers. Targeted at plan sponsor employers and their advisors.
- Retirement Plan Consulting Services Retirement plan consulting that aligns plan design with business goals, tax strategy, and ERISA compliance, including assistance with plan restatements, regulatory amendments, and SECURE Act 2.0 compliance. Targeted at plan sponsor employers and wealth advisors.
- Plan Sponsors / Employers Service Dedicated support for plan sponsor employers, covering fiduciary oversight, compliance questionnaires, census uploads, and coordination with approved record keepers, delivered via the Plan Sponsor Link portal. Targeted at employer plan sponsors of 401(k), profit sharing, cash balance, and defined benefit plans.
- Plan Participants Service Support for plan participants of employer-sponsored retirement plans administered by BEI, covering loan assistance, distribution processing (termination, death, disability, retirement, QDROs), and employee education meetings. Targeted at employees and beneficiaries of plan sponsor clients.
Quantifiable outcome
- Over 30 years in business as retirement plan strategist for SMBs, wealth advisors, payroll companies, and tax professionals
- +2 more outcomes
Companies that use Benefit Equity
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Benefit Equity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature4 records
Benefit Equity partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core.
- Heartland Payroll ServicescoreBEI integrates with Heartland Payroll Services to enable seamless data exchange, automated contribution uploads, and streamlined plan administration for clients using Heartland payroll.
- Coastal PayrollcoreBEI integrates with Coastal Payroll for seamless data flow between payroll processing and retirement plan administration, reducing manual data entry and administrative burden for plan sponsors.
- PaylocitycoreBEI integrates with Paylocity to provide seamless data exchange, automated contribution uploads, and streamlined plan administration for employer clients using Paylocity's payroll platform.
- AscensuscoreAscensus is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Ascensus as the recordkeeper/custodian.
- American FundscoreAmerican Funds is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with American Funds as the recordkeeper/custodian.
- EmpowercoreEmpower is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Empower as the recordkeeper/custodian.
- John Hancock Retirement ServicescoreJohn Hancock Retirement Services is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with John Hancock as the recordkeeper/custodian.
- Lincoln FinancialcoreLincoln Financial is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Lincoln Financial as the recordkeeper/custodian.
- The StandardcoreThe Standard is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with The Standard as the recordkeeper/custodian.
- Nationwide FinancialcoreNationwide Financial is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Nationwide as the recordkeeper/custodian.
- Professional Capital Services (PCS)coreProfessional Capital Services (PCS) is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with PCS as the recordkeeper/custodian.
- Principal FinancialcorePrincipal Financial is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Principal Financial as the recordkeeper/custodian.
- Transamerica Retirement SolutionscoreTransamerica Retirement Solutions is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Transamerica as the recordkeeper/custodian.
- T. Rowe PricecoreT. Rowe Price is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with T. Rowe Price as the recordkeeper/custodian.
- Voya FinancialcoreVoya Financial is listed on BEI's approved list of 401(k) record keepers. BEI administers retirement plans in partnership with Voya Financial as the recordkeeper/custodian.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Benefit Equity competitors and assessment
Company assessmentBroad incumbents
- Ascensus: Largest independent retirement TPA and recordkeeper in the U.S., serving plans of all sizes. Directly comparable to BEI as a third-party administrator, but operates at vastly greater scale with proprietary recordkeeping technology.
- Empower Retirement: One of the largest U.S. retirement plan recordkeepers with TPA-adjacent services. Listed as one of BEI's approved recordkeepers, but at much larger scale and with bundled service offerings.
- ADP Retirement Services: Provides 401(k) plan administration bundled with payroll processing, serving SMB and mid-market employers. Highly comparable business model to BEI but at massive scale and with proprietary integrated payroll.
- Paychex Retirement Services: Retirement plan administration bundled with Paychex payroll, targeting SMB employers. Comparable to BEI's payroll-integrated service model and SMB focus, but with proprietary technology stack.
- Principal Financial Group Retirement Services: Major retirement plan recordkeeper and TPA serving businesses of all sizes. Listed as one of BEI's approved recordkeepers, but offers a much broader product suite and direct SMB plan services.
Direct peers
- Sentinel Benefits Group: Independent retirement plan TPA serving small-to-mid-sized businesses across the U.S. Very closely comparable to BEI in customer segment, service offering (plan design, admin, compliance), and SMB wealth-advisor-driven GTM.
- DWC - The 401(k) Experts: Independent retirement plan TPA focused exclusively on 401(k) administration for SMBs. Closely comparable niche focus, customer profile, and consultative service model to BEI.
- Pendulum Retirement Plan Services: Independent third-party retirement plan administrator serving employers nationwide. Directly comparable service offering (plan design, compliance testing, Form 5500) and SMB customer profile to BEI.
- Pentegra Retirement Services: Retirement plan TPA with deep expertise in defined benefit, cash balance, and 401(k) administration for SMB and mid-market employers. Comparable service breadth to BEI, especially on cash balance and DB plans.
- BluePrint 401k: Independent retirement plan TPA serving small businesses with compliance testing, plan administration, and consulting services. Closely comparable customer segment and service model to BEI.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Benefit Equity social profiles
Digital presenceBenefit Equity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Benefit Equity leadership team
Management profileNumber of profiles
Profiles3 records
Benefit Equity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Benefit Equity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Benefit Equity
What does Benefit Equity do?
Benefit Equity, Inc. (BEI) is a retirement plan Third-Party Administrator (TPA) that designs, administers, and consults on 401(k), profit sharing, cash balance, and defined benefit plans for small-to-mid-sized businesses. The firm delivers day-to-day plan administration, ADP/ACP and top-heavy compliance testing, Form 5500 preparation, fiduciary support, and participant services (loans, distributions, QDROs), integrated with 12+ approved 401(k) record keepers and 3 payroll providers to enable automated contribution uploads.
Is Benefit Equity a public or private company?
Benefit Equity is a private company. It is classified as corporate owned and is currently operating.
When was Benefit Equity founded?
Benefit Equity was founded in 1989. It employs 11 to 50 people.
Where is Benefit Equity based?
Benefit Equity is headquartered in Santa Ana, United States, in the North America region.
How does Benefit Equity make money?
One revenue line is on record: third-Party Administrator (TPA) Professional Services.
Who are Benefit Equity's main competitors?
Broad incumbents on record are Ascensus, Empower Retirement, ADP Retirement Services, Paychex Retirement Services and Principal Financial Group Retirement Services. Direct peers are Sentinel Benefits Group, DWC - The 401(k) Experts, Pendulum Retirement Plan Services, Pentegra Retirement Services and BluePrint 401k.
Does Benefit Equity have an API?
No public API is recorded for Benefit Equity.
What industry is Benefit Equity in?
Benefit Equity's product category is Retirement Plan Third-Party Administration. Its primary akta.pro industry code is BPACAPAC, Benefits Administration. Its NAICS code is 524292 and its SIC code is 8700.