Creativity is increasingly essential in the relationship between retirement plan advisors and plan sponsors because effective communication is no longer one-size-fits-all. Advisors who can translate complex fiduciary, regulatory, and investment concepts into clear, relatable language build stronger trust and deeper engagement. Speaking the plan sponsor’s language — whether that centers on operational efficiency, workforce management, financial wellness, or cost control — allows advisors to connect retirement strategy to real business priorities. Creativity in this context isn’t about flash; it’s about clarity. The advisors who simplify complexity, tailor their message, and meet clients where they are positioned as strategic partners rather than vendors.
That theme was reinforced following a TPSU program at Stonehill College just south of Boston, where Fred Barstein spoke with Scott Tuxbury, Vice President of Retirement Plan Consulting for Cambridge Trust, to discuss employee education and engagement. Tuxbury emphasized that short-form video content — typically one to two minutes — is proving to be one of the most effective tools for participant education. Employees value the ability to access information on demand and choose topics relevant to them, rather than sit through lengthy sessions. He noted that engagement drops sharply when videos extend beyond a few minutes, particularly among younger employees accustomed to short-form digital platforms. By organizing content into concise, chaptered segments, advisors can deliver education in a way that is both accessible and actionable — demonstrating that creativity, when applied thoughtfully, drives meaningful engagement.
Read the Full Transcript Here:
Fred Barstein:
Greetings. This is Fred Barstein, CEO and Founder of TPSU, on the campus of Stonehill College just south of Boston, where we’ve completed a very successful TPSU program with our adjunct lecturer, Scott Tuxbury. Welcome, Scott.
Scott Tuxbury:
Thank you, Fred. Great program.
Fred:
Before we begin, tell us a little about yourself and your organization.
Scott:
I’m Scott Tuxbury, Vice President of Retirement Plan Consulting for Cambridge Trust, a division of Eastern Bank. We’re the largest independent regional bank in New England. I oversee retirement plan consulting for clients with employer-sponsored retirement plans.
Fred:
Today you covered employee education and engagement. You’ve been doing this a long time — what works and what doesn’t?
Scott:
What works today is video content — especially short-form video. Creating concise videos for clients allows employees to get educated when they want to. If they miss a group session or one-on-one meeting, they can go back and review the content on their own time.
It also allows them to choose their topic — they don’t have to sit through material that isn’t relevant to them.
What doesn’t work is long-form video. Anything longer than 60 seconds — maybe up to two minutes at most — and viewership drops off significantly. Especially with younger employees who grew up on platforms like TikTok. Attention spans are shorter, and people don’t want to watch a 30-minute video just to learn how to process a rollover.
We “chapter and verse” our content so participants can pick where to start and stop.
Fred:
And your videos are typically one to two minutes?
Scott:
Exactly.
Fred:
This was your second TPSU program. Why should plan sponsors attend?
Scott:
I’ve been in the industry over 25 years and have done many seminars. What makes TPSU different is the peer-to-peer collaboration.
You’re sitting in a room with similar-sized organizations facing similar challenges. You hear someone say, “We dealt with that two years ago — here’s how we solved it.” That kind of real-world sharing is incredibly valuable.
That collaboration is a key reason why plan sponsors should attend.
Fred:
Great. Thanks for being a lecturer.
Scott:
My pleasure.
Fred:
And thank you for watching 401kTV. Stay tuned and look for a TPSU program near you soon.
