Bonnie Treichel

It would be an understatement to say that Bonnie Treichel knows the retirement planning business inside and out.

Treichel, 37, has worked as an ERISA attorney. She has worked as a registered investment advisor specializing in the retirement plan market. And she’s the founder of the retirement plan advisor consulting firm Endeavor Consulting and the law firm Endeavor Law.

“I saw a gap in the marketplace,” she said. “You can go hire an attorney, hire a marketing firm or buy a piece of technology, but I saw a gap for independent advisors who want to stay independent and continue to compete in the retirement plan space.”

Treichel launched the consulting business in February 2021 and the law firm, which came a year later, seemed like a natural extension of what she is working toward.

With such a comprehensive perspective on retirement planning, Treichel said her ultimate goal is to expand access to retirement savings plans by helping advisors and retirement plan administrators better understand and navigate the regulatory and legislative challenges of the retirement planning space.

“Keeping things complicated doesn’t attract new retirement plan advisors or help new companies that want to start retirement plans,” she said. “The retirement plan side is always talked about as being too complicated for advisors today. But if we don’t have more advisors getting involved in workplace plans, we’ll never expand to other communities to expand that access.”

—Jeff Benjamin