Case Study: TSP Rollover Marketing Strategies That Help Advisors Grow Their Practice

What Is TSP Rollover Marketing?

TSP overview for independent professionals

The Thrift Savings Plan is a defined contribution plan used by federal employees and members of the uniformed services. As an independent financial professional, you may encounter pre-retiree or retiree clients seeking guidance on their TSP options once they separate from service. Understanding the TSP’s structure—contribution types, withdrawal rules, and rollover processes—is vital for serving this niche market.

Understanding rollover opportunities

Rollover opportunities arise when federal employees leave service and consider moving TSP balances to IRAs or other qualified plans. Clients often seek advice on tax implications, investment flexibility, and retirement income strategies. Positioning yourself with up-to-date knowledge of TSP rollover regulations and available planning options can help you address these concerns effectively.

Typical client profiles for TSP rollovers

Typical TSP rollover candidates include federal employees nearing retirement, those changing agencies, or uniformed service members transitioning into the private sector. Many are unfamiliar with rollover processes or the full spectrum of their post-retirement options. These individuals benefit from clear, educational guidance focused on their unique circumstances.

Why Focus on TSP Rollovers Now?

Demographic shifts among federal employees

Recent demographic shifts have led to an increasing wave of retirements among the federal workforce. The average age of federal employees continues to rise, prompting a steady increase in transition-related planning needs. Advisors who proactively address these shifts can position themselves as trusted guides for a growing client segment.

Growth potential for advisory practices

TSP rollovers, by their nature, often involve significant account balances accumulated over years. By engaging with federal employees, you tap into a market segment that values reliability, transparency, and tailored advice. Successful advisors recognize that a focused TSP marketing initiative can drive meaningful practice growth while serving a specialized need.

Responding to market trends in 2026

The retirement planning environment in 2026 is shaped by regulatory changes, digital adoption, and heightened scrutiny of rollover recommendations. Advisors who adapt their marketing and case design efforts to remain relevant and compliant are better prepared to support federal employees with evolving expectations.

Strategies Advisors Used in This Case Study

Educational content for pre-retirees

The featured advisors developed comprehensive, product-neutral educational materials that addressed common TSP questions and retirement planning scenarios. These resources included articles, checklists, and decision guides tailored to federal employees’ most pressing concerns. Focusing on empowerment rather than sales, these materials helped establish trust and loyalty among prospects.

Leveraging webinars and workshops

Virtual and in-person educational events played a central role in this marketing strategy. Advisors hosted interactive webinars and workshops on TSP rollover options, transition timelines, and tax considerations. By providing direct access to expertise and encouraging live Q&A, they created a platform for prospects to engage and obtain clarity before making rollover decisions.

Partnering for case design support

Recognizing the complexities of TSP rollovers, advisors partnered with case design support teams to analyze unique situations and develop compliant recommendations. This collaboration ensured client solutions remained product-neutral, accurate, and tailored—strengthening both client relationships and business outcomes.

How Can Advisors Generate Leads With TSP Rollovers?

Lead generation best practices

Successful lead generation in this market starts with precise audience targeting. Advisors in this case study used digital tools to focus on federal employees ages 50 and older, optimizing outreach to those approaching retirement or job changes. Building local relationships and participating in relevant associations also proved effective at identifying new prospects.

Effective outreach channels

Advisors combined multiple marketing channels—email campaigns, LinkedIn groups, industry webinars, and community events—to expand reach. They relied on educational messaging and invitations to value-driven events rather than direct product promotion, achieving higher engagement and response rates.

Compliance-friendly messaging

All outreach materials and conversations were carefully reviewed for compliance. Corporate-approved templates, clear educational framing, and full transparency about compensation or rollover consequences kept client communications safe and trustworthy. Advisors avoided superlative claims and instead highlighted their process, expertise, and available resources.

What Compliance Considerations Should Be Top of Mind?

Key rules for marketing TSP rollovers

Regulations require that all communications, advertisements, and presentations related to TSP rollovers are fair, balanced, and free of misleading statements. Advisors ensured that any comparative references—such as differences between TSP and IRAs—were objective and grounded in fact.

Approved terminology and disclosures

Approved language, including “independent financial professional” and “case design support,” was consistently applied. Advisors included all necessary disclosures about the non-affiliation with government agencies and the absence of product endorsements. Documentation outlined all potential risks and benefits in easy-to-understand terms.

Avoiding common compliance pitfalls

Advisors took care to avoid conflict-of-interest scenarios, misleading superlatives, or any implication of government sponsorship. All marketing collateral underwent compliance review to prevent errors and maintain high standards of accuracy.

Measuring Success: Lessons Learned

Key performance metrics for campaigns

The advisors tracked metrics such as webinar attendance rates, conversion of attendees to consultations, and client satisfaction surveys. These data points helped them refine outreach strategies and identify content that resonated most strongly with their audience.

Adjustments advisors made during rollout

As the campaign progressed, advisors shifted timing of educational events to better align with federal retirement windows and increased segmentation by job function. Feedback loops, including participant surveys, led to content updates and improved clarity on frequently misunderstood issues.

Replicable strategies for 2026 and beyond

Key strategies that emerged—such as prioritizing educational content, investing in compliance review, and building collaborative partnerships—have proven effective year-over-year. These approaches can be adapted by other advisors to support sustained growth in the evolving TSP rollover landscape.

How Can Advisors Access Case Design and Marketing Resources?

Where to find support

Advisors looking to improve TSP rollover outcomes frequently leverage support from specialized firms and industry groups experienced with federal employee retirements. Many organizations offer consultative guidance, marketing templates, and regulatory updates tailored for independent financial professionals.

Qualities to look for in a partner

When seeking marketing or case design support, prioritize partners with a strong compliance history, demonstrated expertise in the federal market, and access to customizable educational materials. The right partnership enhances client value and expands your own technical capabilities.

Utilizing educational materials

Accessing up-to-date, product-neutral educational content is crucial for communicating with federal employees credibly. Advisors who incorporate these materials into their outreach and client meetings build trust and foster informed decision-making, differentiating themselves in a competitive field.