Create a Meaningful Value Proposition Statement | Capital Group

How-To Guides

Create a Clear Value Proposition for Your Retirement Plan Practice

Your value proposition statement (VPS) articulates your core principles as a financial professional. Use our three tools to create a powerful customized statement that underscores your commitment to superior retirement outcomes.


Create a customized value proposition statement for the audience you are working with

How to do it:

For IRA clients: Use the value proposition tool for individual retirement plans, which includes a variety of sample statements to choose from. They focus on:

  • Retirement planning
  • Investment selection
  • Customer service

Sample IRA Client VPS

For retirement plan sponsors: Use the value proposition tool for employer-sponsored retirement plans, which includes a variety of sample statements to choose from. They focus on:

  • Overall plan servicing philosophy
  • Plan sponsor support
  • Commitment to participant education and ongoing services

Sample Employer-Sponsored Retirement Plan VPS

For retirement-income clients: Use the value proposition tool for retirement income, which includes a variety of sample statements to choose from. They focus on:

  • Retirement-income planning
  • Investment selection
  • Ongoing customer service

Print copies of the VPS document on your letterhead

How to do it:
  • Each of the tools will generate a one-page VPS document in PDF format.
  • Save the file on your local desktop and print copies on your letterhead to further customize your statement.
  • Remember to have your compliance department review and approve your VPS (if required by your firm) before sharing it with clients.

Put your VPS to work

How to do it:

For prospecting:

  • Disseminate your IRA client VPS to prospective clients at seminars or presentations as your calling card to show that you’re committed to helping them live comfortably and confidently in retirement.
  • Provide your employer-sponsored retirement plan VPS to interested plan sponsors to highlight your ability to provide superior ongoing service and summarize what you can do for them.
  • Use the retirement-income VPS with clients or prospects who are close to retirement or who are concerned about having enough income in retirement.
  • A VPS is also a useful tool for networking with other professionals (e.g., CPAs or tax advisors) who can refer clients to you for their retirement needs.

With existing clients:

  • Present your VPS to existing individual retirement clients during an annual review, along with the personalized investment program you have created for them.
  • Your VPS can be a great icebreaker to begin a discussion with plan sponsors about their plans. Customize your VPS to reflect the concerns that are most important to individual plan sponsors, and use it as a way to reintroduce yourself to your existing clients.

Investors should carefully consider investment objectives, risks, charges and expenses. This and other important information is contained in the fund prospectuses and summary prospectuses, which can be obtained from a financial professional and should be read carefully before investing. 

This content, developed by Capital Group, home of American Funds, should not be used as a primary basis for investment decisions and is not intended to serve as impartial investment or fiduciary advice.