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Guideline Stock (GUID)
All-Inclusive 401(k) & Full-Stack Solution
Guideline is a retirement platform. Guideline’s software aims to automate many administrative tasks, integrate with leading payroll providers, and build affordable retirement plans for small businesses.
About Guideline Stock
Founded
2015
Headquarters
San Mateo, CA, US
Total Funding
356M
Industries
Financial Services, Blockchain and Crypto
Guideline is a retirement platform. Guideline’s software aims to automate many administrative tasks, integrate with leading payroll providers, and build affordable retirement plans for small businesses.
Guideline was founded in 2015 and is headquartered in San Mateo, California. Notable investors include Propel Venture Partners, Felicis Ventures, and Tiger Global Management.Â
Guideline Press Mentions
Stay in the know about the latest news on Guideline
Guideline Launches First Cross-Media Ad Spend Visibility into China
en • Sep 09, 2024
GTCR-backed Guideline taps Novick as CFO
pehub • Aug 16, 2023
Disruptors re-shaping competitive landscape for recordkeepers in the micro 401(k) market
benefitspro • Jan 27, 2022
Digital record keepers are changing the micro 401(k) market
investmentnews • Jan 27, 2022
Retirement platform Guideline raises $200 million
coverager • Jun 18, 2021
Investors in Guideline
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Guideline Management
Leadership team at Guideline
Chief Executive Officer
Kevin Busque
Chief Technology Officer
Mike Nelson
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Guideline Key Facts
- Guideline claims to be well capitalized and profitable as January 2025 and has nearly $140 million in annual recurring revenue. According to their 2024 Year in Review, revenue has grew 35% year-over-year and the company has close to $17 billion in assets under management which grew more than 40% year-over-year. According to private research firm Sacra, Guideline has also achieved a 10% market share among new 401(k) plans, which the report believes indicates strong traction with the small business segment of the market.
- Guideline has made a number of product investments to better serve their customers. Guideline's mobile app has recorded 100,000 downloads, its Starter 401(k) product signed over 3,000 new plans, its Enterprise tier continued as its most popular option for large-scale multi-entity businesses, and its Solo 401(k) product gained more traction than ever, according to the company.
- Guideline was honored with the Fast Company's 2024 Innovation by Design Award for simplifying the 401(k) setup process which not only highlights the company's commitment to innovation but the retirement industry's recognition of the company and its services.
- The retirement services market is highly competitive, with numerous established players, posing challenges for Guideline to maintain and expand its market share. According to private research firm Sacra, Guideline competes across three main categories: traditional providers, robo-advisors, and tech-enabled 401(k) startups. Guideline must differentiate itself from incumbent firms like Charles Schwab and Fidelity, robo-advisors like Betterment, and tech startups like Human Interest in order to acquire more customers and earn revenue.
- Guideline relies heavily on partnerships with payroll providers including Bambo HR, iSolved, Namely and Paycom amongst others. If those payroll providers were to offer their own 401(k) plans, it could possibly close that distribution channel which could lead to operational challenges for Guideline as well as a decrease in revenue.
- Guideline operates in the financial services sector, and is therefore subject to stringent regulations. Any changes in laws or compliance requirements could negatively impact its business operations and profitability.
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