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Nationwide Advisory Solutions

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uuid000uh7d

Namestring
Nationwide Advisory Solutions
Legal namestring
Nationwide Advisory Solutions
Websiteurl
nationwideadvisory.com
Company typeenum
Private
Founded yearint
1937
Descriptiontext

Nationwide Advisory Solutions is a private, Louisville, United States–based financial services firm that provides retirement plan participant services to Registered Investment Advisors (RIAs) and fee-based advisors. Founded in 1937 and operating as a subsidiary within the Nationwide financial services conglomerate, the company supports approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets under management. Its offering centers on multi-channel participant service — telephone, website, and mobile — covering account management, plan navigation, and retirement preparation. The unit has earned 12 consecutive DALBAR Plan Participant Service Awards and 6 consecutive DALBAR Customer Experience Excellence Awards, with the most recent recognitions in 2025.

The product surface is service-led rather than technology-led: no proprietary technology platform, mobile application, public API, SDK, integration catalog, or named AI capability is disclosed in the available data. The firm operates alongside sister Nationwide entities such as Nationwide Retirement Solutions and Nationwide Fund Advisors, suggesting its role is focused participant servicing within a broader retirement-services stack rather than standalone platform delivery. No management team, partnership, M&A, funding, or product launch history is available for the entity.

Specific revenue figures, pricing models, customer concentration by employer, and go-to-market details are not disclosed. The implied business model relies on fees generated from large-scale retirement plan relationships inherited through the Nationwide parent organization, with no public pricing, marketing channels, or distribution channels identified. As a subsidiary of a diversified financial services conglomerate, the entity's standalone financial profile is not separately reported.

Short descriptiontext

Nationwide Advisory Solutions, a Louisville-based Nationwide subsidiary, provides multi-channel retirement plan participant services — telephone, website, and mobile — to roughly 3 million participants across 30,000 retirement plans totaling $250 billion in assets.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
101–250
akta.pro rankint
HeadquartersLouisville, United States
HQ citystring
Louisville
HQ countrystring
United States
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
retirement plan services, advisory solutions, fee-based advisory, RIA support services, retirement participant servicing
Industry3 codes
1Employer Retirement Plan Advisory (401(k)/Pension)
CodeFSAEABAEPrimaryYes
2Retirement Plan Participant Advice & Managed Accounts
CodeFSAEABAFPrimaryNo
3Annuity & Insurance-Based Retirement Solutions Advisory
CodeFSAEABAHPrimaryNo
NAICS code1 code
  • Portfolio Management and Investment Advice523940
SIC code1 code
  • Investment Advice6282
Product category
Retirement Plan Services
Social media profiles1 record
Cost components4 values
Personnel, Operations, Technology or R&D, Marketing or Sales
GTM typeB2B
B2B
Offering typeServices
Services
Core offering1 text field

Nationwide Advisory Solutions provides retirement plan participant servicing and support services for registered investment advisors (RIAs) and fee-based advisors. The firm delivers multi-channel service (telephone, website, and mobile) to approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets, helping participants prepare for retirement and navigate their plan accounts.

Differentiator
Functional benefit
Problem solved
Quantifiable outcome1 of 2 values shown
  • 6 consecutive Customer Experience Excellence Awards from DALBAR
+1 more record
Product and service2 records
1Retirement Plan Participant Services
CategoryRetirement plan participant services
Description

Multi-channel retirement plan participant servicing delivered via telephone, website, and mobile channels, helping participants prepare for retirement, navigate their plan accounts, and manage their retirement savings. Currently serves approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets. The service is targeted at RIAs and fee-based advisors that need outsourced participant support for their retirement plan practices.

2Advisory Solutions for RIAs and Fee-Based Advisors
CategoryAdvisor support services
Description

Advisory solutions tailored for registered investment advisors (RIAs) and fee-based advisors, providing retirement plan support infrastructure that has earned the loyalty and respect of fee-based advisors. The offering leverages the Nationwide brand's reputation and the firm's established participant servicing infrastructure.

Scale indicator3 records

Each record includes

Type, Value, Description, Source

Recent move3 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight2 records

Each record includes

Type, Description

Peers10 records
1Voya Financial
TypeBroad incumbent
Description

Voya Financial provides retirement plan services, participant support, and investment solutions across employer-sponsored plans. It competes with Nationwide Advisory Solutions in the mid-to-large plan sponsor market.

2CAPTRUST
TypeDirect peer
Description

CAPTRUST is an RIA-focused retirement plan advisory firm serving employer plans with participant services and investment advice. It is comparable in its focus on fee-based advisors and RIA distribution channels.

3Alight Solutions
TypeBroad incumbent
Description

Alight Solutions provides benefits administration and retirement plan services to large employers, including participant support across multiple channels. It is a broad incumbent competing for large enterprise plan clients.

4T. Rowe Price Retirement Plan Services
TypeDirect peer
Description

T. Rowe Price provides retirement plan recordkeeping and participant services for employer-sponsored plans, with strong RIA and advisor distribution. It competes directly for the same fee-based advisor channel as Nationwide Advisory Solutions.

5Vanguard Retirement Plan Services
TypeDirect peer
Description

Vanguard's retirement plan services division serves large employer plans with participant support and investment offerings. It competes directly with Nationwide Advisory Solutions, particularly in the fee-conscious and RIA-served plan market.

6Morningstar Retirement
TypeEmerging player
Description

Morningstar's retirement practice provides advisory tools and participant services for retirement plans, with strong analytics and research capabilities. It competes in the participant advice and managed account space.

7Fidelity Workplace Investing
TypeBroad incumbent
Description

Fidelity's workplace retirement division serves as a broad incumbent providing retirement plan services, participant support, and investment options to millions of participants. It competes with Nationwide Advisory Solutions across the full retirement plan services stack.

8Principal Financial Group
TypeBroad incumbent
Description

Principal Financial is a broad incumbent offering retirement plan services, participant support, and integrated retirement solutions. It serves as a comparable competitor across multiple retirement plan market segments.

9Empower Retirement
TypeDirect peer
Description

Empower Retirement is a major retirement plan services provider serving millions of participants across employer-sponsored plans. It competes directly with Nationwide Advisory Solutions in the participant services market with similar multi-channel support capabilities.

10Schwab Retirement Plan Services
TypeDirect peer
Description

Schwab Retirement Plan Services provides recordkeeping and participant services for employer-sponsored retirement plans. It is a direct peer competing for the same plan sponsors and RIA distribution channels as Nationwide Advisory Solutions.

Market position
Strengths4 records

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks4 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

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

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

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

Nationwide Advisory Solutions

Retirement Plan Servicesnationwideadvisory.com

Nationwide Advisory Solutions, a Louisville-based Nationwide subsidiary, provides multi-channel retirement plan participant services — telephone, website, and mobile — to roughly 3 million participants across 30,000 retirement plans totaling $250 billion in assets.

What Nationwide Advisory Solutions does

Nationwide Advisory Solutions is a private, Louisville, United States–based financial services firm that provides retirement plan participant services to Registered Investment Advisors (RIAs) and fee-based advisors. Founded in 1937 and operating as a subsidiary within the Nationwide financial services conglomerate, the company supports approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets under management. Its offering centers on multi-channel participant service — telephone, website, and mobile — covering account management, plan navigation, and retirement preparation. The unit has earned 12 consecutive DALBAR Plan Participant Service Awards and 6 consecutive DALBAR Customer Experience Excellence Awards, with the most recent recognitions in 2025.

The product surface is service-led rather than technology-led: no proprietary technology platform, mobile application, public API, SDK, integration catalog, or named AI capability is disclosed in the available data. The firm operates alongside sister Nationwide entities such as Nationwide Retirement Solutions and Nationwide Fund Advisors, suggesting its role is focused participant servicing within a broader retirement-services stack rather than standalone platform delivery. No management team, partnership, M&A, funding, or product launch history is available for the entity.

Specific revenue figures, pricing models, customer concentration by employer, and go-to-market details are not disclosed. The implied business model relies on fees generated from large-scale retirement plan relationships inherited through the Nationwide parent organization, with no public pricing, marketing channels, or distribution channels identified. As a subsidiary of a diversified financial services conglomerate, the entity's standalone financial profile is not separately reported.

Nationwide Advisory Solutions firmographics

Firmographics
Name
Nationwide Advisory Solutions
Legal name
Nationwide Advisory Solutions
Website
https://nationwideadvisory.com
Company type
Private
Founded year
1937
Operating status
Operating
Headcount range
101–250 employees
Short description
Nationwide Advisory Solutions, a Louisville-based Nationwide subsidiary, provides multi-channel retirement plan participant services — telephone, website, and mobile — to roughly 3 million participants across 30,000 retirement plans totaling $250 billion in assets.
Ownership category
akta.pro rank

Nationwide Advisory Solutions industry classification

Industry
Product category
Retirement Plan Services
NAICS
Portfolio Management and Investment Advice (523940)
SIC
Investment Advice (6282)
akta.pro primary industry
Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)
akta.pro secondary industries
Retirement Plan Participant Advice & Managed Accounts (FSAEABAF), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH)

Keywords

  • Retirement plan services
  • Advisory solutions
  • Fee-based advisory
  • RIA support services
  • Retirement participant servicing

Where Nationwide Advisory Solutions is headquartered

Location

Headquarters

HQ city
Louisville
HQ country
United States
HQ region
North America

Markets served

Nationwide Advisory Solutions business model

Business model
GTM type
B2B
Offering type
Services
Cost components
Personnel, Operations, Technology or R&D, Marketing or Sales

Nationwide Advisory Solutions product offering

Product offering

Core offering

Nationwide Advisory Solutions provides retirement plan participant servicing and support services for registered investment advisors (RIAs) and fee-based advisors. The firm delivers multi-channel service (telephone, website, and mobile) to approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets, helping participants prepare for retirement and navigate their plan accounts.

Differentiator

Problem solved

Functional benefit

Products and services

  • Retirement Plan Participant Services Multi-channel retirement plan participant servicing delivered via telephone, website, and mobile channels, helping participants prepare for retirement, navigate their plan accounts, and manage their retirement savings. Currently serves approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets. The service is targeted at RIAs and fee-based advisors that need outsourced participant support for their retirement plan practices.
  • Advisory Solutions for RIAs and Fee-Based Advisors Advisory solutions tailored for registered investment advisors (RIAs) and fee-based advisors, providing retirement plan support infrastructure that has earned the loyalty and respect of fee-based advisors. The offering leverages the Nationwide brand's reputation and the firm's established participant servicing infrastructure.

Quantifiable outcome

  • 6 consecutive Customer Experience Excellence Awards from DALBAR
  • +1 more outcomes

Companies that use Nationwide Advisory Solutions

Customer profile

Segments1 record

Ideal customer profiles1 record

Nationwide Advisory Solutions technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Nationwide Advisory Solutions partnerships and signals

Strategic signal

Scale indicators3 records

Recent moves3 records

Expansion highlights2 records

Nationwide Advisory Solutions competitors and assessment

Company assessment

Broad incumbents

  • Voya Financial: Voya Financial provides retirement plan services, participant support, and investment solutions across employer-sponsored plans. It competes with Nationwide Advisory Solutions in the mid-to-large plan sponsor market.
  • Alight Solutions: Alight Solutions provides benefits administration and retirement plan services to large employers, including participant support across multiple channels. It is a broad incumbent competing for large enterprise plan clients.
  • Fidelity Workplace Investing: Fidelity's workplace retirement division serves as a broad incumbent providing retirement plan services, participant support, and investment options to millions of participants. It competes with Nationwide Advisory Solutions across the full retirement plan services stack.
  • Principal Financial Group: Principal Financial is a broad incumbent offering retirement plan services, participant support, and integrated retirement solutions. It serves as a comparable competitor across multiple retirement plan market segments.

Direct peers

  • CAPTRUST: CAPTRUST is an RIA-focused retirement plan advisory firm serving employer plans with participant services and investment advice. It is comparable in its focus on fee-based advisors and RIA distribution channels.
  • T. Rowe Price Retirement Plan Services: T. Rowe Price provides retirement plan recordkeeping and participant services for employer-sponsored plans, with strong RIA and advisor distribution. It competes directly for the same fee-based advisor channel as Nationwide Advisory Solutions.
  • Vanguard Retirement Plan Services: Vanguard's retirement plan services division serves large employer plans with participant support and investment offerings. It competes directly with Nationwide Advisory Solutions, particularly in the fee-conscious and RIA-served plan market.
  • Empower Retirement: Empower Retirement is a major retirement plan services provider serving millions of participants across employer-sponsored plans. It competes directly with Nationwide Advisory Solutions in the participant services market with similar multi-channel support capabilities.
  • Schwab Retirement Plan Services: Schwab Retirement Plan Services provides recordkeeping and participant services for employer-sponsored retirement plans. It is a direct peer competing for the same plan sponsors and RIA distribution channels as Nationwide Advisory Solutions.

Emerging players

  • Morningstar Retirement: Morningstar's retirement practice provides advisory tools and participant services for retirement plans, with strong analytics and research capabilities. It competes in the participant advice and managed account space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

Nationwide Advisory Solutions social profiles

Digital presence

Nationwide Advisory Solutions financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Nationwide Advisory Solutions leadership team

Management profile

Number of profiles

Nationwide Advisory Solutions funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Nationwide Advisory Solutions M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Nationwide Advisory Solutions

What does Nationwide Advisory Solutions do?

Nationwide Advisory Solutions provides retirement plan participant servicing and support services for registered investment advisors (RIAs) and fee-based advisors. The firm delivers multi-channel service (telephone, website, and mobile) to approximately 3 million participants across 30,000 retirement plans representing $250 billion in assets, helping participants prepare for retirement and navigate their plan accounts.

Is Nationwide Advisory Solutions a public or private company?

Nationwide Advisory Solutions is a private company. It is classified as corporate owned and is currently operating.

When was Nationwide Advisory Solutions founded?

Nationwide Advisory Solutions was founded in 1937. It employs 101 to 250 people.

Where is Nationwide Advisory Solutions based?

Nationwide Advisory Solutions is headquartered in Louisville, United States, in the North America region.

Who are Nationwide Advisory Solutions's main competitors?

Broad incumbents on record are Voya Financial, Alight Solutions, Fidelity Workplace Investing and Principal Financial Group. Direct peers are CAPTRUST, T. Rowe Price Retirement Plan Services, Vanguard Retirement Plan Services, Empower Retirement and Schwab Retirement Plan Services. Morningstar Retirement is listed as an emerging player.

Does Nationwide Advisory Solutions have an API?

No public API is recorded for Nationwide Advisory Solutions.

What industry is Nationwide Advisory Solutions in?

Nationwide Advisory Solutions's product category is Retirement Plan Services. Its primary akta.pro industry code is FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension), with a secondary code of FSAEABAF, Retirement Plan Participant Advice & Managed Accounts. Its NAICS code is 523940 and its SIC code is 6282.

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Live signals
PR NewswireFifth Annual Advisor Authority Study Profiles Unique Needs of Millennial and Generation X Investors to Help RIAs and Fee-Based Advisors Unlock Greater GrowthNationwide Advisory Solutions released the fifth annual Advisor Authority study, commissioned by The Harris Poll, which profiles the financial behaviors and needs of Millennial and Generation X investors. The report highlights that while these generations face significant debt and economic concerns, they differ in retirement planning strategies and advisor selection criteria compared to older cohorts.PR NewswireFifth Annual Advisor Authority Study Reveals Nearly Two-Thirds of Ultra High Net Worth Investors Believe Market Volatility Will Increase--and Increase Their Likelihood of Working with an AdvisorNearly two-thirds of Ultra High Net Worth (UHNW) investors anticipate an increase in market volatility over the next year, which may lead more of them to seek financial advisors. The study, conducted by Nationwide Advisory Solutions and The Harris Poll, reveals a significant opportunity for advisors as only 22% of UHNW investors currently lack a financial advisor. The findings underscore the importance of tailored advisory services amidst growing economic concerns.PR NewswireNationwide Advisory Solutions Launches New Lifetime Income Rider Designed Expressly for RIAs and Fee-Based Advisors with One of Industry's Highest Roll-Up PercentagesNationwide Advisory Solutions launched Nationwide Lifetime Income Rider Advisory (Nationwide L.inc Advisory), a new optional living benefit rider for its variable annuity product NARIA, featuring a 7% simple interest roll-up rate during the accumulation phase. The company also announced two enhancements: RIDER, a lower-cost optional living benefit with increased equity exposure, and tiered pricing for platform funds with expense ratios ranging from 10-35 basis points. Nationwide Advisory Solutions, which serves over 5,500 RIAs and fee-based advisors, positions these products as solutions designed specifically for the fiduciary advisory model.PR NewswireFifth Annual Advisor Authority Study Reveals Seven Traits of Highly Successful Advisors for Driving Growth and Outpacing the CompetitionNationwide Advisory Solutions released the fifth annual Advisor Authority study, identifying seven traits that help highly successful Registered Investment Advisors (RIAs) outpace competitors and grow assets under management. The research, conducted by The Harris Poll among nearly 1,600 participants, highlights strategies such as adopting artificial intelligence, consolidating technology, and maintaining a strict fiduciary standard to enhance client experience.PR NewswireFifth Annual Advisor Authority Study Shows Women Investors Less Optimistic about Market and Economy than Men Investors Regardless of Affluence or Access to a Financial AdvisorThe fifth annual Advisor Authority study, commissioned by Nationwide Advisory Solutions and conducted by The Harris Poll, surveyed roughly 1,600 RIAs, fee-based advisors, and individual investors in February-March 2019, finding that women investors are significantly less optimistic about the US stock market (36% vs 50%) and US economy (35% vs 48%) compared to men, despite being slightly more likely to have an optimistic personal financial outlook (56% vs 53%). Women investors also demonstrate preparation gaps, being far less likely than men to have strategies in place to protect assets against market risk (56% vs 71%) and to protect against outliving retirement savings (62% vs 76%), with these disparities persisting regardless of advisor access or affluence level.PR NewswireFifth Annual Advisor Authority Study Offers 360-Degree View on Top Factors Causing Financial Concerns, Impacting Portfolios and Driving VolatilityThe fifth annual Advisor Authority Study, commissioned by Nationwide Advisory Solutions and conducted by The Harris Poll, surveyed over 1,600 RIAs, fee-based advisors, and investors, finding that both investor and advisor optimism declined for the first time in four years in 2019. Investor optimism fell seven percentage points to 55%, while advisor optimism dropped eleven percentage points to 55%, with nearly six in ten investors (58%) and half of advisors (54%) concerned about a U.S. recession over the next 12 months. The study identifies gridlock in Washington (45%), global instability (38%), and interest rate concerns (33%) as top factors driving market volatility expectations.PR NewswireFifth Annual Advisor Authority Study Reveals RIAs and Fee-Based Advisors Less Likely This Year to Say Tax Reform Will Benefit ClientsThe fifth annual Advisor Authority Study, commissioned by Nationwide Advisory Solutions and conducted by The Harris Poll, found that the percentage of Registered Investment Advisors and fee-based advisors who believe their clients will benefit from the 2017 Tax Cuts and Jobs Act dropped to 69 percent in 2019 from 79 percent in 2018, a 10-percentage-point decline. Investor confidence also fell, with 53 percent expecting to benefit in 2019 versus 56 percent in 2018, while Ultra High Net Worth investors showed the steepest decline at nearly 10 percentage points. The survey of nearly 1,600 advisors and investors conducted in February-March 2019 showed that taxes have risen to become the number-two financial concern for both groups, though 60 percent of advisors see tax reform as an opportunity to expand their services and generate more business.PR NewswireNationwide Advisory Solutions Launches New Variable Annuity with Lifetime Income Guarantee Designed Expressly for RIAs and Fee-Based AdvisorsNationwide Advisory Solutions has launched the Nationwide Advisory Retirement Income Annuity (NARIA), a new variable annuity designed for registered investment advisors (RIAs) and fee-based advisors. This annuity features an income guarantee and offers a range of more than 130 underlying funds from over 25 fund families to meet the needs of clients preparing for retirement. The launch is a significant move to integrate insurance into financial planning for RIAs and fee-based advisors, enhancing their service offerings.PR NewswireFourth Annual Advisor Authority Study Profiles Unique Needs of Millennials to Help RIAs and Fee-Based Advisors Engage with Expanding Market of Emerging InvestorsNationwide Advisory Solutions released a special report from its fourth annual Advisor Authority Study, conducted by The Harris Poll, profiling Millennial investors (ages 18-37) with $100,000 or more in investable assets, comparing their financial behaviors, concerns, and advisor preferences against other generations. The study found that 40% of Millennials lack a financial advisor, are more risk-averse due to coming of age during 9/11 and the 2008 financial crisis, and prioritize socially responsible investing and lower fees when selecting advisors over the fee-based fiduciary standard. Financial advisors and RIAs can use these insights to target Millennials, who are poised to benefit from the estimated $30 trillion Great Wealth Transfer.PR NewswireFourth Annual Advisor Authority Study Profiles Unique Needs of High Net Worth to Help RIAs and Fee-Based Advisors Unlock Greater GrowthNationwide Advisory Solutions released findings from its fourth annual Advisor Authority Study, conducted by The Harris Poll, showing that High Net Worth and Ultra High Net Worth investors in the U.S. saw their combined wealth increase 10.5% to $18.6 trillion in 2017, with 5.3 million individuals in these segments. The study of roughly 1,700 financial advisors and investors revealed that affluent clients have distinct priorities including protecting assets, tax planning, and a desire for fiduciary-standard advice, with over a quarter lacking a financial advisor. The research provides RIAs and fee-based advisors with insights to better serve and grow their practices among this expanding market segment.