No-load funds should market IRA rollover accounts to small and medium-sized 401(k) participants because that represents their best opportunity to capture a significant share of the fast-growing rollover market. By 2010, a half trillion dollars is expected to be flowing out of 401(k) plans into IRA rollovers annually, according to Cerulli Associates.

Firms like Fidelity Investments of Boston, American Century of Kansas City, Mo., Vanguard of Malvern, Pa. and T. Rowe Price Associates of Baltimore, Md. are employing various methods to promote their IRA rollover products in order to attract those assets, according to Lisa Baird, an analyst with Cerulli of Boston.

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