What Greenwald Research does

Greenwald Research is a Washington, DC-based independent custom market research and consulting firm founded in 1985 by Mathew Greenwald, operating as a small women-led business (11-50 employees) under CEO Lisa Greenwald. The firm serves enterprise clients in the health and wealth industries — including health insurers, retirement plan providers, annuity/life insurers, employee benefits organizations, and financial intermediaries — through three core service lines: Custom Research (tailored survey development, qualitative and quantitative methodology, and strategic consulting), Syndicated Studies (pre-packaged research programs available for sponsorship or purchase, including the flagship Retirement Confidence Survey co-produced with the Employee Benefit Research Institute for 33+ years), and Executive Forums (in-person symposiums and webinar series). Its core capability is research design, survey development, statistical analysis, and consultative advisory work; no proprietary technology platform, software product, or AI/ML system is described in source materials.

The firm makes money through three revenue streams: per-engagement custom research project fees, recurring sponsorship fees for syndicated studies (multiple sponsors per study), and event sponsorship/attendance revenue. Distribution is direct and consultative — outreach via the website, industry events, referrals, and the firm's 40-year brand — with no digital storefront, marketplace, or reseller channel. Key syndicated franchises include the Retirement Confidence Survey, Workplace Wellness Survey, Consumer Engagement in Health Care Survey (all with EBRI), Retiree Insights Program, In-Plan Insights Program, and the newer Generational Wealth Transfer Study. The firm holds CCPA, GDPR, VCDPA, and HIPAA compliance certifications and serves a US-domiciled customer base.

Recent strategic activity centers on a June 2026 multi-year 'Caregiving at Work' national initiative launched with EBRI and four founding partners (Bright Horizons, CareScout, Voya Financial, Wellthy), a 40th anniversary branding push in 2025 including an in-person Health+Wealth Symposium and a five-part webinar series, and ongoing release of new syndicated studies. The firm is privately held with no external funding, operates a single Washington, DC office, and is led by a mix of second-generation family leadership (Lisa Greenwald) and long-tenured senior researchers (Lisa Weber-Raley, Doug Kincaid, Eric Sondergeld).

Name

Greenwald Research

Legal name

Mathew Greenwald & Associates, Inc.

Website

https://greenwaldresearch.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenwald Research is an independent custom market research and consulting firm based in Washington, DC, serving enterprise clients in the health insurance, retirement, and financial services industries through custom research projects, syndicated studies (including the Retirement Confidence Survey), and executive forums.

Ownership category

akta.pro rank

Product category

Market Research & Consulting

NAICS

Marketing Research and Public Opinion Polling (54191), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Policy, Regulatory & Public Affairs Research (BPAHALAF), Sector-Specific Industry Research (FSACAGAL)

Keywords

• Custom market research
• Health wealth research
• Retirement confidence surveys
• Syndicated studies
• Employee benefits research

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Custom Research Projects: Tailored research projects of all sizes for clients across financial services, healthcare, and employee benefits. Projects are priced individually and billed per engagement.
2. Syndicated Studies Sponsorship: Syndicated research programs (e.g., Retirement Confidence Survey, Retiree Insights Program, In-Plan Insights Program, Generational Wealth Transfer Study) are made available for sponsorship by multiple organizations, generating recurring revenue from multiple sponsors per study.
3. Executive Forums & Events: In-person symposium and webinar events provide sponsorship and attendance revenue, while also serving as customer acquisition touchpoints.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Greenwald Research is an independent custom market research and consulting firm specializing in the health and wealth industries (financial services, healthcare, and employee benefits). The firm designs and conducts tailored survey research, qualitative studies, and statistical analysis for enterprise clients, and offers a portfolio of syndicated studies (such as the Retirement Confidence Survey conducted with EBRI, Retiree Insights, In-Plan Insights, and Generational Wealth Transfer Study) that organizations can sponsor or purchase. The firm also hosts executive forums, symposiums, and webinars that connect industry leaders around research findings.

Product overview

Greenwald Research is a leading independent custom research and consulting firm serving the health and wealth industries. The company offers a portfolio of services including Custom Research (tailored survey development and strategic consulting), Syndicated Studies (pre-packaged research programs), and Executive Forums (industry events). Key syndicated research programs include the annual Retirement Confidence Survey, Workplace Wellness Survey, and Consumer Engagement in Health Care Survey (conducted with EBRI), the Retiree Insights Program, In-Plan Insights Program, and the Generational Wealth Transfer Study. The company also provides thought leadership content through its Blog and Coffee Breaks resources. In 2026, Greenwald launched the Caregiving at Work Initiative with EBRI to examine caregiving's impact on workforce and benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Research Tailored research projects and solutions of all sizes using various study types, research methodologies, statistical capabilities, and specialized audiences across health and wealth areas. Designed for enterprise clients in financial services, healthcare, and employee benefits.
• Syndicated Studies

Quantifiable outcome

• Greenwald Research's research programs consistently field 1,000+ consumer respondents and 300+ financial professional respondents per survey cycle
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered founding, core and minor.

• Bright HorizonsfoundingStrategic or Co-development Partner · 2 June 2026Bright Horizons is a founding partner of the 'Caregiving at Work' national initiative, a multi-year program launched by EBRI and Greenwald Research in June 2026. The initiative examines how caregiving affects workers, employers, and employee benefits, and runs through 2027.
• CareScoutfoundingStrategic or Co-development Partner · 2 June 2026CareScout is a founding partner of the 'Caregiving at Work' national initiative, a multi-year program launched by EBRI and Greenwald Research in June 2026. The initiative examines how caregiving affects workers, employers, and employee benefits, and runs through 2027.
• Voya FinancialfoundingStrategic or Co-development Partner · 2 June 2026Voya Financial is a founding partner of the 'Caregiving at Work' national initiative, a multi-year program launched by EBRI and Greenwald Research in June 2026. The initiative examines how caregiving affects workers, employers, and employee benefits, and runs through 2027.
• WellthyfoundingStrategic or Co-development Partner · 2 June 2026Wellthy is a founding partner of the 'Caregiving at Work' national initiative, a multi-year program launched by EBRI and Greenwald Research in June 2026. The initiative examines how caregiving affects workers, employers, and employee benefits, and runs through 2027.
• Employee Benefit Research Institute (EBRI)coreStrategic or Co-development Partner · 1 January 1985Greenwald Research has partnered with EBRI for over 33 years (since 1985) to produce the annual Retirement Confidence Survey, one of the most widely cited surveys on retirement preparedness in the United States. The partnership has expanded to include the Workplace Wellness Survey, Consumer Engagement in Health Care Survey, and the newer 'Caregiving at Work' multi-year initiative running through 2027. EBRI is a nonprofit, independent resource organization providing objective information on employee benefit programs.
• National Academy of Social Insurance (NASI)minorStrategic or Co-development PartnerGreenwald Research was commissioned by NASI, with support from AARP, the Chamber of Commerce, and the National Institute on Retirement Security, to conduct a conjoint analysis study testing how the American public wants the Social Security crisis resolved. The resulting report is available through NASI.
• AARPminorStrategic or Co-development PartnerAARP co-sponsored the NASI-commissioned Social Security reform study conducted by Greenwald Research using conjoint analysis to determine Americans' preferred policy solutions to the Social Security funding crisis.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Cerulli Associates: Specialized research and consulting firm focused exclusively on the financial services industry, publishing syndicated and custom studies across asset management, retirement, and wealth management — directly competing with Greenwald's retirement and wealth research practice.
• Hearts & Wallets: Independent research firm focused on retirement-saver and investor behavior with syndicated studies benchmarking financial services providers — competes directly for retirement-plan and retail-investor study sponsorships targeted by Greenwald.
• Spectrem Group: Research firm specializing in wealthy and high-net-worth investor insights, including the annual Millionaire Corner studies — competing with Greenwald's Generational Wealth Transfer Study and Retiree Insights for similar financial-services sponsors.
• Corporate Insight: Custom research and competitive intelligence firm covering retirement, annuities, asset management, and healthcare benefits — competes with Greenwald on custom studies for plan sponsors, insurers, and asset managers.
• Age Wave: Research and consulting firm focused on aging-population and retirement lifestyle trends — competes for thought-leadership engagements and syndicated sponsorship with similar health-and-wealth framing to Greenwald.

Broad incumbents

• LIMRA: Large industry-supported research and consulting association for insurance and financial services, producing its own syndicated studies and benchmarking reports — broader portfolio but directly overlaps with Greenwald's life/annuity and retirement research.
• Ipsos (Financial Services / Public Affairs): Global market research firm with dedicated financial services, healthcare, and public affairs practices — competes with Greenwald for large custom research mandates from multi-national insurance and financial services clients.
• J.D. Power: Long-standing consumer research firm known for syndicated benchmarking studies across multiple verticals — overlaps with Greenwald on consumer-engagement-in-health-care and wealth-customer-experience studies.
• Market Strategies International (now part of Verisk): Research and analytics firm serving financial services, healthcare, and energy clients with syndicated and custom studies — directly competes for enterprise research budgets in segments overlapping Greenwald's core verticals.

Emerging players

• PYA (Pershing Yoakley & Associates / PYA Waltman): National healthcare consulting and advisory firm that has expanded into industry research and benchmarking — partial overlap with Greenwald's healthcare and benefits research practice, particularly for hospital, payer, and provider clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCNamUZ3M4Ducn5ExnxWTpAw
• LinkedInlinkedin.com/company/mathew-greenwald-&-associates-inc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenwald Research