Even as mutual fund advisers better define their target audiences and craft marketing campaigns directed at those audiences, advisers may be missing out on the most logical audience of all- their employees. Advisers may be best suited to educate their employees about the very mutual funds they offer and find ways to encourage investments of discretionary, non-retirement assets.

At advisory firms, increasing emphasis has, logically, been placed on helping employees understand their company's retirement plan options and how to maximize contributions to defined contribution plans. But not as much emphasis has been placed on giving employees incentives to invest non-retirement assets in a fund group's proprietary funds.

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