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I'm glad to see a startup working to minimize fees in a 401(k) plan. I'm a bit confused by what I see on https://www.guideline.com/pricing, though.

How can you claim "No AUM Fees" if participants still pay 0.13%? Also, do participants pay the 0.03% fee monthly, annually, or something else? What about the 0.10% fee?

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The 0.13% is not paid to Guideline. The .10% is the average fund fee (the cost of the mutual fund from the manager, Vanguard for instance) and the .03% custodial charge that is a direct pass through for us. Not marked up in any way. It is important to have a great custodian.

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