Faced with growing account balances, 401(k) plan participants are increasingly demanding more help making retirement plan decisions, according to several industry experts.

According to The Spectrem Group, a research company based in San Francisco, the average 401(k) account balance has grown to nearly $35,000, double what it was in 1990. And that has plan participants all over the country -- there are 30 million of them today -- clamoring for some form of help short of advice.

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