Every category where a model named Empower Retirement for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant	Since September 2026
401(k) providers	Compensation and total rewards	7%	6 of 78	0%	38	accepted challenger

Movement

This is the first edition on this tier, so no move can be computed for Empower Retirement yet. From the next edition this section shows, per buyer segment and per category, whether its share moved by more than the measured noise floor.

By model

How each model treated Empower Retirement across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

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Model	First choice	Alternative	Mention	Labels
Claude Haiku 4.5	0	0	3	3
GPT-5.4 mini	0	3	0	3
Gemini 3.5 Flash	0	1	1	2
Perplexity Sonar	0	1	1	2
Grok 4.1 Fast	0	2	0	2
Mistral Small	0	1	1	2
DeepSeek V4 Flash	0	2	2	4
Llama 4 Maverick	0	0	2	2
Qwen 3.7 Flash	1	1	0	2
Kimi K2	1	1	1	3
GLM 4.7 FlashX	0	3	1	4
MiniMax M2.5	0	2	1	3
GPT-6 Luna	1	1	1	3
Muse Glimmer 30B	2	1	0	3

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct22 labels2

Paraphrase17 labels3

Comparative28 labels2not counted in share

Budget-constrained7 labels1

Scale-constrained4 labels1

Negative10 labels1not counted in share

First choiceAlternativeMentionNegative88 labels in all, every segment counted; 7 of the 10 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Mid-market B2B firms typically land on Fidelity or Empower for service/flexibility” Muse Glimmer 30B · 401(k) providers · direct prompt · first choice

“Empower Retirement - best for flexibility and negotiated pricing for mid-market” Muse Glimmer 30B · 401(k) providers · paraphrase prompt · first choice

“If it is Fidelity, Vanguard, Schwab, or Empower, you are in safe territory” Qwen 3.7 Flash · 401(k) providers · negative prompt · first choice

“Empower stands out for mid-sized B2B companies” Kimi K2 · 401(k) providers · paraphrase prompt · first choice

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

No model argued against it.

Named alongside

The products named in the same answers as Empower Retirement, over the 88 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Empower Retirement was named but was not.

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ProductSame answerTook the first choice insteadHead to head

Vanguard60 of 884Compare →

ADP Retirement Services53 of 888Compare →

Fidelity Advantage 40140 of 8812Compare →

Fidelity Investments36 of 8821Compare →

Human Interest35 of 888Compare →

Guideline22 of 882Compare →

Charles Schwab20 of 880Not among the top eight

Principal19 of 881Compare →

T. Rowe Price18 of 880Not among the top eight

Principal Financial Group12 of 880Not among the top eight

A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Empower Retirement. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 84 of the 88 answers that named Empower Retirement and are not a share of its labels.

Domains cited

spotsaas.com52

adp.com42

forbes.com41

goldenwealthcapital.com30

uschamber.com29

myshortlister.com27

aol.com24

basiccapital.com23

fitsmallbusiness.com23

betterment.com22

313 of the 313 domain citations in answers naming Empower Retirement came from somebody else's page.

Pages cited

adp.com/what-we-offer/benefits/retirement/401k.aspx41

spotsaas.com/blog/10-best-401k-providers-202639

forbes.com/advisor/retirement/best-401k-plans35

spotsaas.com/blog/how-to-choose-the-best-401k-provider34

uschamber.com/co/run/human-resources/employee-retirement-providers29

goldenwealthcapital.com/blog/the-top-401k-providers-proven-list-from-a-401-k-expert26

myshortlister.com/401-k-plan/vendor-list26

aol.com/finance/best-401-k-plans-2023-215234539.html24

Pages are listed as the models cited them.

Search and answers

empower.com is not in Google's top ten for any of the category's searches. In the answers, Empower Retirement takes 7% of first choices and Human Interest takes 20%.

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In search

Google, US estimates

Position for “401(k) provider”

–

not in the top ten

Position for “401(k) providers”

–

not in the top ten

Searches for its name, Google: 246,000 a month (“empower retirement”)
AI search demand for its name, est.: 2,060 a month
Organic visits to its site: about 2,954,551 a month
Searches its site ranks for: 106,577 · 10,242 in the top three
Sites linking to it: 11,655
Paid Google search: 1 searches its ads show for, about 12 clicks and $105 a month (estimate)

Ads on GoogleDetailLess

115+ ads · 93 video, 17 image, 5 text · 53 shown in the last 30 days

First shown April 2026, as Personal Capital Corporation, verified. Ads started 2025-11 to 2026-10: 115 in the year. 5 more by other advertisers linking to it.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

rank 6 of 78 in 401(k) providers

Segment leader

20%

Human Interest

First choices: 7 across its categories
Named in: 88 answers
Its own site cited: in 84 of the answers that named it

Search figures are US estimates from DataForSEO, read October 5, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.

What it publishes

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Addresses on empower.com

2,211

subdomains included

Content

547

counted in the table below

Documentation

Product · Integration

7 · 0

Kind	Pages	Last 90 days	Latest
News or press	377	undated
Glossary or explainer	59	1	2026-10-01
Blog	38	undated
Comparison	27	2	2026-10-02
Template or tool	26	undated
Report or ebook	15	1	2026-10-02
Webinar or virtual event	2	undated
Podcast or video	2	undated
Conference or event	1	undated

Most recent

2026-10-02Roth ira vs 401k comparison
2026-10-02Informed investor sticky inflation report or ebook
2026-10-01What is portfolio management glossary or explainer
2026-09-29Trump accounts vs custodial accounts comparison

How it is countedHide how it is counted

Every page empower.com exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read October 5, 2026.

Names read as Empower Retirement

What the judge wrote, as written, with how often. The vendor table decides that these count as Empower Retirement; a claim can dispute any of them.

Empower 26Empower (formerly TD Ameritrade/Pearl) 1

Follow Empower Retirement

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

The company

Empower Retirement is its own company.

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In its own words

Stated by the vendor, not checked

Positioning: Invest well. Live a little.™
empower.com
For: plan sponsors
empower.com/plan-sponsors/solutions/marc-pension-administration-system
Certifications: FINRASIPC
Not stated on the pages read: Price, starting price, free plan or trial, integrations, hosting, customers

What Empower Retirement's own pages state, read October 5, 2026: empower.com, empower.com/plan-sponsors/solutions/marc-pension-administration-system. A claimed page can correct any of them.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Empower Retirement's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Empower Retirement, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

What a new claim receivesHide what a new claim receives

A new claim receives the current edition's vendor brief for Empower Retirement by email, built from the raw record of the edition. It shows:

where Empower Retirement is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name Empower Retirement, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.