the experience. Corporate Insight’s latest 2025 DC Plan Participant Website Experience Benchmark makes that clearer than ever, showing that artificial intelligence is no longer a futuristic add-on but a core differentiator in how recordkeepers serve participants online.
Year after year, Fidelity and TIAA have held the top spots in digital experience, scoring highest for functionality, navigation, and personalized support — and this year is no different. Fidelity leads with an 86/100 and TIAA follows closely at 85/100, reflecting sustained investment in capabilities that actually make life easier for participants.
But here’s where it gets interesting: the firms in the middle of the pack are now closing the gap, largely because of AI. Empower and T. Rowe Price tied for third, and Transamerica posted the biggest gains in the field by modernizing dashboards and educational content. What’s driving these improvements? Virtual assistants, smarter search, content tailored to the individual — features that move the needle not because they’re flashy, but because they enhance usability.
For retirement plan participants — from the newly enrolled 20-something balancing student loans to the 60-year-old pondering Social Security claiming strategies — this matters. Quick access to account info and tools that “get” you reduce frustration and boost confidence. AI-powered assistance and personalized dashboards aren’t just tech buzzwords; they’re the digital equivalent of a trusted human advisor standing beside you.
What this year’s ranking tells me — and what every recordkeeper should hear — is simple: innovation must be both intelligent and intuitive. The winners in retirement tech won’t just throw AI at every problem. They’ll ask: does this feature truly help a participant make better decisions today? And until that question is answered with clarity, the race for retirement experience excellence will keep evolving.
