Value Point Associates
Value Point Associates is a privately held Employer Member Association that operates a closed Multiple Employer Plan (MEP) providing low-cost 401(k) and group benefits (health, life, dental, vision) to US small and medium-sized employers. VPA acts as plan sponsor and fiduciary, pooling members to share administration costs and access enterprise-scale provider rates.
- Company typePrivate
- Founded-
- HeadquartersWilliamsville, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Value Point Associates does
Value Point Associates (VPA) is a privately held LLC headquartered in Williamsville, NY that operates as a national Employer Member Association providing employee benefits — primarily 401(k) retirement plans, group life, health, dental, vision, and disability coverage — to small and medium-sized US employers who typically cannot access such programs due to cost and administrative complexity. Its core offering is a closed Multiple Employer Plan (MEP) under which VPA acts as plan sponsor and 3(16) fiduciary, pooling member employers to share fiduciary liability, administration, Form 5500 filing, and annual audits while leveraging collective scale to negotiate provider rates comparable to those available to large corporations. The technology platform runs on Oracle Cloud infrastructure with web-based service centers for employers, participants, advisors, and payroll services, and integrates with payroll providers for automated deduction processing.
The company monetizes through subscription-based association membership fees ($41.25/month Starter Plan for 1-5 participants and $42/month plus $6/participant over 5 for the Entrepreneur Plan), a one-time $350 setup fee, and participant account fees of $49 plus 0.29% annually (excluding mutual fund fees). Distribution is multi-channel: direct sales to SMBs via phone and web, white-label partnerships with payroll providers, and a turnkey 401(K)it solution enabling RIAs and TPAs to offer pooled plans to their clients. Supporting partners include Apollo Wealth Management (3(21)/3(38) fiduciary), Broadridge Financial Solutions (recordkeeping), AccuRecord (TPA servicing 7,000+ plans), Vanguard (fund provider), and The Rosenbaum Law Firm (ERISA counsel).
VPA targets a structurally underserved market in which roughly 90% of US small businesses with fewer than 50 employees do not offer 401(k) plans, citing cost and complexity, and 84% of small employers say they cannot afford to. The firm additionally positions against the New York Secure Choice Savings mandate by offering a 401(k) with superior tax treatment. Operationally, VPA runs with 1-10 employees, is bootstrapped with no disclosed external funding, and competes on transparent pricing, low participant fees (under 30 basis points), and the elimination of individual employer ERISA exposure.
Value Point Associates firmographics
Firmographics- Name
- Value Point Associates
- Legal name
- Value Point Associates, LLC
- Website
- https://valuepointassociates.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Value Point Associates is a privately held Employer Member Association that operates a closed Multiple Employer Plan (MEP) providing low-cost 401(k) and group benefits (health, life, dental, vision) to US small and medium-sized employers. VPA acts as plan sponsor and fiduciary, pooling members to share administration costs and access enterprise-scale provider rates.
- Ownership category
- akta.pro rank
Value Point Associates industry classification
Industry- Product category
- Retirement Plan Administration and Employee Benefits Services
- NAICS
- Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Insurance Agencies and Brokerages (524210), Health and Welfare Funds (525120)
- SIC
- Insurance Agents, Brokers & Service (6411), Services-Management Consulting Services (8742)
- akta.pro primary industry
- Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)
- akta.pro secondary industries
- Employee Benefits Brokerage & Consulting (FSAEADAC), Corporate Retirement Plan Advisory RIAs (ERISA 401(k)/403(b)) (FSAAACAF), Benefits Administration & Enrollment Support (BPAAAIAB), Compensation, Benefits & Total Rewards Advisory (BPACAJAG), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where Value Point Associates is headquartered
LocationHeadquarters
- HQ city
- Williamsville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Value Point Associates business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- 401(k) Plan Membership Fees: Annual association membership fees based on company size and benefit options selected. Fees can be paid monthly, quarterly, or annually. Starter Plan at $41.25/month (1-5 participants), Entrepreneur Plan at $42/month base plus $6/month per participant over 5.
- Participant Account Fees: Participant pricing of $49 plus 0.29% per year (excluding mutual fund fees). VPA provides onboarding and servicing for plan participants including account opening, investment advisement, and balance monitoring.
- One-time Start-up Fees: One-time start-up fee of $350 not included in plan pricing for new 401(k) plan setup.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter Plan: $41.25/month for 1-5 participants |
| Subscription | Monthly | Entrepreneur Plan: $42/month base + $6/month per participant over 5 |
| Usage-based | Annual | Participant Pricing: $49 + 0.29% per year |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Value Point Associates product offering
Product offeringCore offering
Value Point Associates is a national Employer Member Association that sponsors a closed Multiple Employer Plan (MEP) for 401(k) retirement benefits and offers group insurance products (health, life, dental, vision, disability) to small and medium-sized U.S. employers. VPA acts as plan sponsor and 3(16) fiduciary, absorbing ERISA fiduciary liability and administrative responsibilities on behalf of member employers in exchange for monthly association membership fees. The 401(K)it for Investment Advisors provides a turnkey pooled-plan solution for RIAs and TPAs serving small-business clients.
Product overview
Value Point Associates operates as a national Employer Member Association offering a closed Multiple Employer Plan (MEP) architecture for 401(k) retirement plans, supplemented by group insurance products. The core offering consists of the Starter Plan (1-5 participants, $41.25/month) and Entrepreneur Plan (6+ participants, $42/month + $6/participant over 5), with VPA serving as plan sponsor and 3(16) fiduciary to reduce employer liability. The 401(K)it for Investment Advisors provides a turnkey solution for financial advisors. Insurance benefits include group life, health insurance (traditional group plans, ICHRA, HSA, FSA), dental, vision, and long-term care coverage offered through national provider partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- 401(k) Retirement Plans (Closed MEP) Closed Multiple Employer Plan (MEP) 401(k) retirement plan offering for U.S. small and medium-sized employers. VPA acts as plan sponsor and 3(16) fiduciary, assuming fiduciary liability and handling administrative responsibilities (Form 5500, annual audit, compliance testing, payroll integration). Available in Starter (1–5 participants, $41.25/month) and Entrepreneur (6+ participants, $42/month plus $6/participant over 5) configurations with a one-time $350 setup fee.
- Group Life Insurance Group life insurance coverage offered to VPA member employers at competitive national rates, available alongside the 401(k) plan as part of the employee benefits package.
- Health Insurance and Supplemental Benefits Comprehensive health insurance and supplemental coverage offerings for VPA member employers, including traditional group health insurance, Individual Coverage Health Reimbursement Arrangement (ICHRA), QSEHRA, Health Savings Accounts (HSA), Flexible Spending Accounts (FSA), dental, vision, long-term care, and disability insurance.
- 401(K)it for Investment Advisors Turnkey 401(k) solution enabling Registered Investment Advisors (RIAs) and Third Party Administrators (TPAs) to offer VPA-sponsored pooled 401(k) plans to their small and medium-sized business clients. Includes two pre-established fund line-ups; Apollo Wealth Management serves as 3(38) Investment Manager.
- Individual Coverage Health Reimbursement Arrangement (ICHRA) Employer-funded health benefit arrangement that lets employees purchase individual market health insurance and receive tax-free reimbursements for premiums and eligible medical expenses, giving employees plan choice and employers cost control.
- Payroll Provider Partnership Program White-label channel program enabling payroll service providers to bundle VPA 401(k) and employee benefits with their payroll services at no cost to the payroll company, helping them retain customers and generate service-fee revenue.
Quantifiable outcome
- Employers can save substantial money as member companies aren't required to file individual 5500 reports, undergo annual plan audits, or acquire ERISA bond protection separately.
- +4 more outcomes
Companies that use Value Point Associates
Customer profileSegments4 records
Ideal customer profiles4 records
Value Point Associates technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Value Point Associates partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and supporting.
- Apollo Wealth ManagementcoreApollo Wealth Management provides comprehensive financial planning and advisory services to individuals and business clients, including pension funds and 401(k) plans. They serve as the RIA for the VPA-sponsored Plan, acting as 3(21) fiduciary. For the 401(K)it for Investment Advisors option, Apollo serves as the 3(38) Investment Manager, managing the investment lineup with discretion to make necessary changes.
- Broadridge Financial SolutionscoreBroadridge Financial Solutions (NYSE:BR) is a global Fintech company handling mutual fund processing and record-keeping for retirement plans. They support communications, shareholder voting, and manage millions of trades daily involving trillions of dollars. Their open architecture solutions enable customers to leverage distribution arrangements with approximately 25,000 mutual funds from nearly 500 mutual fund families.
- AccuRecordcoreAccuRecord is a nationally-recognized Third Party Administrator (TPA) of Defined Contribution Plans. They offer comprehensive services including Open Architecture, Self-Directed Brokerage accounts, ETFs, revenue sharing, and full fee disclosure. Their proprietary daily valuation software system (CURE) enables back office, web portal, daily valuation, record keeping, and administration services for over 7,000 plans.
- Vanguard FundscoreVanguard is a key investment provider for VPA's 401(k) plans. Known for low-cost investing with no outside owners, helping keep costs low. Average expense ratio for Vanguard mutual funds is .10%, compared to industry average of .58%.
- The Rosenbaum Law Firm, P.C.supportingThe Rosenbaum Law Firm specializes in ERISA and retirement planning, helping plan sponsors reduce plan costs, facilitate administration, and limit fiduciary liability at a flat fee. Mr. Rosenbaum has been quoted as an expert in retirement plans in various publications including the Wall Street Journal.
- Nationally-Trusted Provider NetworkcoreVPA works with nationally-recognized and trusted providers including Vanguard, Broadridge Financial Solutions, and others. The hub and spoke model brings together large, well-respected national providers connected with a streamlined and automated set of services.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Value Point Associates competitors and assessment
Company assessmentDirect peers
- Vestwell: Vestwell provides retirement plan administration technology for advisors, TPAs, and small businesses, including pooled employer plans. It directly overlaps with VPA's 401(k) MEP offering and its RIA/TPA white-label go-to-market.
- Human Interest: Human Interest offers low-cost 401(k) and SEP-IRA plans for small and growing businesses with transparent flat-fee pricing. Its target customer and pricing philosophy are a direct mirror of VPA's Starter and Entrepreneur plans.
- Betterment for Business: Betterment's 401(k) for Business serves small and medium-sized employers with automated, low-cost plans. It competes directly on transparent pricing and ease of implementation against VPA's Starter and Entrepreneur offerings.
- Stash: Stash offers a small-business 401(k) product (Stash 401(k)) targeting very small employers with simple, low-cost retirement plans, competing in the same sub-50 SMB segment as VPA.
- Guideline: Guideline is a 401(k) provider purpose-built for small businesses, offering low-cost plans with flat pricing and automated onboarding. It competes head-to-head with VPA in the sub-50 employer segment, including pooled/MEP-style structures.
- ForUsAll: ForUsAll provides 401(k) plans for small and mid-sized businesses, including pooled-plan and MEP-compatible structures with an emphasis on low-cost index funds and integrated advisory services — directly comparable to VPA's value proposition.
Broad incumbents
- ADP Retirement Services: ADP offers 401(k) and retirement plan administration as part of its broader payroll and HR services suite. As a dominant payroll provider to small businesses, it is both a competitive incumbent and a potential channel partner for VPA.
- Paychex Retirement Services: Paychex bundles 401(k) and retirement plan services with its payroll platform for SMBs. It competes broadly in the same small-business retirement market and is also a candidate channel partner for VPA.
- Empower Retirement: Empower is one of the largest U.S. retirement plan recordkeepers and administrators, serving plans of all sizes including small businesses. It overlaps with VPA on the 401(k) recordkeeping and administration layer.
- Charles Schwab Retirement Plan Services: Schwab provides recordkeeping and custody for small-business 401(k) plans as part of its broader wealth management platform. It is an incumbent competitor and a potential underlying provider similar to VPA's Vanguard relationship.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Value Point Associates social profiles
Digital presenceValue Point Associates financial estimates
Financial estimateRevenue estimate
Valuation estimate
Value Point Associates leadership team
Management profileNumber of profiles
Profiles1 record
Value Point Associates funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Value Point Associates 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 Value Point Associates
What does Value Point Associates do?
Value Point Associates is a national Employer Member Association that sponsors a closed Multiple Employer Plan (MEP) for 401(k) retirement benefits and offers group insurance products (health, life, dental, vision, disability) to small and medium-sized U.S. employers. VPA acts as plan sponsor and 3(16) fiduciary, absorbing ERISA fiduciary liability and administrative responsibilities on behalf of member employers in exchange for monthly association membership fees. The 401(K)it for Investment Advisors provides a turnkey pooled-plan solution for RIAs and TPAs serving small-business clients.
Is Value Point Associates a public or private company?
Value Point Associates is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Value Point Associates founded?
Value Point Associates was founded in -1. It employs 1 to 10 people.
Where is Value Point Associates based?
Value Point Associates is headquartered in Williamsville, United States, in the North America region.
How does Value Point Associates make money?
Three revenue lines are on record. 401(k) Plan Membership Fees are the primary driver. The others are participant Account Fees and one-time Start-up Fees.
Who are Value Point Associates's main competitors?
Direct peers on record are Vestwell, Human Interest, Betterment for Business, Stash, Guideline and ForUsAll. Broad incumbents are ADP Retirement Services, Paychex Retirement Services, Empower Retirement and Charles Schwab Retirement Plan Services.
Does Value Point Associates have an API?
No public API is recorded for Value Point Associates.
What industry is Value Point Associates in?
Value Point Associates's product category is Retirement Plan Administration and Employee Benefits Services. Its primary akta.pro industry code is FSAEABAE, Employer Retirement Plan Advisory (401(k)/Pension), with a secondary code of FSAEADAC, Employee Benefits Brokerage & Consulting. Its NAICS code is 524292 and its SIC code is 6411.