In an attempt to distinguish themselves in order to win customers, asset management firms are increasingly offering institutional-quality investment choices in retirement plans, MarketWatch reports, populating 401(k) plans with hedge-like funds, commodities, real estate and other alternative investments.

“We’re seeing a lot of companies that used to focus almost solely on mutual funds start to make more moves into the institutional side of the market,” said Karen Remmele, a senior analyst at Cerulli Associates.

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