EP 92 | Exploring the 401k and Retirement Planning Industry with Wade Behlen

06.08.22 | 0 Market Scale

Wade Behlen is the Owner and Managing Director of Retirement Plans/Foundations at WealthPLAN Partners, an RIA that manages the retirement plans of over 250 companies across the country. Passionate about helping companies build “best in class” retirement plans, Wade has spent the last 15 years specializing in retirement plan advising with WealthPLAN and has been recognized as one of the Top 401k Advisors by Financial Times. 

Wade joins us today to share his insights on the 401K and retirement planning industry. He describes his professional journey and explains why he switched careers from the medical field to retirement planning. He reveals the top reason advisors fail to sell retirement products and offers advice on how advisors can open conversations on retirement planning. Wade also discusses WealthPLAN’s efforts in supporting financial wellness education and outlines best practices for turning retirement plan participants into wealth management clients. 

“The combination of aggressive and conservative investing works well in the 401k space, where you help business owners set the best types of plans while managing risk.” – Wade Behlen


This week on The Model FA Podcast: 

        Wade’s career path and pivot from the medical field to the retirement industry

        Why being both an aggressive and conservative investor helps in the 401k sector

        The Pension Protection Act of 2006 and how the 401k space has evolved over the years

        The importance of relationships in financial services

        The difference between “specialists” and “dabblers”

        How WealthPlan partners with businesses and advisors

        How businesses and financial advisors eliminate risks by outsourcing retirement planning

        Business development and discovering retirement planning opportunities

        What cash balances are and how to start a conversation about retirement plans

        Why advisors fail to sell retirement plans

        Best practices for converting retirement plan clients into wealth management clients

        WealthPlan’s Auto-Educate program


Resources Mentioned: 

        Book: The 7 Habits of Highly Effective People by Stephen Covey

        Book: The Dream Manager: Achieve Results Beyond Your Dreams by Helping Your Employees Fulfill Theirs by Matthew Kelly

        Fearless Investing Summit  – Hosted by Riskalyze – Use Promo Code: ModelFA.com to save $50 on registration tickets!


Our Favorite Quotes: 

        “Whether it’s partnering with someone regarding retirement plans or offloading marketing to a different company, it all comes down to leverage so you can grow faster.” – David DeCelle

        “Perception is reality. If I can be perceived as having a bigger team, it may edify me in the eyes of my prospects.” – David DeCelle

        “It’s difficult to sell a retirement plan in one call. Each advisor has to find their own story and comfort zone, but you have to be bold enough to ask those initial questions.” – Wade Behlen


Connect with Wade Behlen: 

        WealthPlan Group

        App: Auto-Educate by WealthPLAN Partners

        WealthPlan on LinkedIn

        WealthPlan on Twitter

        Wade Behlen on LinkedIn

        Email: [email protected]


About the Model FA Podcast 

The Model FA podcast is a show for fiduciary financial advisors. In each episode, our host David DeCelle sits down with industry experts, strategic thinkers, and advisors to explore what it takes  to build a successful practice — and have an abundant life in the process. We believe in continuous learning, tactical advice, and strategies that work — no “gotchas” or BS. Join us to hear stories from successful financial advisors, get actionable ideas from experts, and re-discover your drive to build the practice of your dreams. 

Did you like this conversation? Then leave us a rating and a review in whatever podcast player you use. We would love your feedback, and your ratings help us reach more advisors with ideas for growing their practices, attracting great clients, and achieving a better quality of life. While you are there, feel free to share your ideas about future podcast guests or topics you’d love to see covered. 

Our Team:

President of Model FA, David DeCelle 


If you like this podcast, you will love our community! Join the Model FA Community on Facebook to connect with like-minded advisors and share the day-to-day challenges and wins of running a growing financial services firm.