About Guideline, Inc.
<p>Retirement plan administration and recordkeeping are the core of Guideline, Inc., a fintech provider focused on 401(k) plans for small and midsize employers. Founded in 2015, the company is headquartered in Burlingame in the San Francisco Bay Area and has about 350 employees.</p> <p>Guideline runs an integrated platform that combines plan setup and plan design with day-to-day administration, payroll sync, and compliance support. Through its subsidiaries Guideline Investments and Guideline RK, it also offers fiduciary services under ERISA sections 3(16) and 3(38), along with participant advice and fiduciary audit support.</p> <p>Guideline Investments is an SEC-registered investment adviser and manages model portfolios built with low-cost Vanguard funds. The platform is known for tight payroll connectivity, including integration with Gusto, which helps keep contributions and plan data in sync.</p> <p>As of 2026, Guideline reports 60,000 clients and $15.0B in AUM. What sets it apart is the combination of fiduciary services, investments, and recordkeeping in one system built for payroll-driven workflows.</p> <ul> <li>401(k) plan administration and recordkeeping</li> <li>ERISA 3(16) and 3(38) fiduciary services</li> <li>Plan design and compliance support</li> <li>Participant advice</li> <li>Fiduciary audit support (not a <a href="/auditors/401k">401(k) auditors</a> firm)</li> </ul>
Website: https://www.guideline.com/
Founded: 2015
Employees: 350
Office Locations
- Burlingame, CA (Headquarters)
Services Offered
- 3(38) Investment Manager
- Recordkeeping
- 3(16) Plan Administrator
- Participant Investment Advice
- Fiduciary Audit Services
- Compliance Services
- Plan Design Consulting
Client Statistics (2026)
- Total Clients: 60,000
- Total AUM: $15.0B
- Total Participants: 500,000
Products & Pricing
- Enterprise: $149 base fee, $8/employee, 15 bps AUM fee
- Starter: $39 base fee, $4/employee, 15 bps AUM fee
- Core: $89 base fee, $8/employee, 15 bps AUM fee