With a trillion in motion advisors must rethink the rollover opportunity now

A quiet but powerful reshuffling of household wealth is underway, and financial advisors who recognize its scale early will be best positioned to capture growth.

New research from Hearts & Wallets reveals that US households are moving investable assets at levels well above recent norms, creating both urgency and opportunity for firms competing for rollover and transfer business.

Money movement, as defined in the study, includes recent or intended shifts of investable assets across financial providers, covering retirement plan rollovers, transfers of assets, and new accounts funded with fresh deposits.

The stats show that around 74 million households have either moved assets recently or say they expect to do so. That’s well above the four-year average. More than 21 million completed moves in the past year, while tens of millions more either have moved before and may move again or are still contemplating a first shift.

Rollovers remain the dominant engine driving dollar flows with total volume estimated near the trillion-dollar mark for the most recent year, with a meaningful portion of transactions exceeding six figures. These are not marginal balances drifting between accounts but core retirement assets up for grabs.

The stakes for winning rollover business have rarely been higher and one of the most notable developments is the rise of new employer plans as rollover destinations with assets flowing into workplace plans having doubled in just a few years.

While IRAs still receive the majority of rollover dollars, the renewed appeal of employer-sponsored plans signals changing consumer preferences, especially among workers nearing retirement. Advisors who have historically focused only on IRA capture strategies may need to broaden their playbook.

Rollover decisions

Most rollover decisions are made months after a job change, not immediately upon separation, with that elongated decision window creating an opening for advisors to engage prospects well before assets are moved. It also highlights the importance of sustained outreach rather than one-time contact.

The motivations behind these shifts offer additional insight with simplifying finances at the top of the list, followed closely by consolidation for better planning and improved service experiences.

These are precisely the areas where advisory practices can differentiate themselves. However, the study suggests that direct advisor influence is still underutilized with only about one in five rollovers triggered by an advisor’s recommendation or a change in advisory relationship. That is both a challenge and an invitation.

The report concludes that firms can “increase flows by emphasizing the right factors at the right times for specific target audiences.” For advisors, that means aligning messaging with client priorities, reducing friction in rollover execution, and demonstrating value early in the consideration process.

Asset movement at this scale does not come around often. A trillion dollars in motion represents more than a statistic; it represents households actively reconsidering where trust, guidance, and service reside. Advisors who treat this moment as a strategic inflection point, rather than a routine market trend, stand to gain lasting advantages in the years ahead.