“Help U.S. retire.” It certainly gets your attention when you hear the words and see them on the screen, as the Investment Company Institute’s new TV ad campaign plays out on CNBC. “It’s a simple ask of our elected leaders but the tax treatment we rely on to grow our 401(k)s and IRAs could be on the chopping block in Congress,” continues the national ad campaign.
ICI, the trade association representing mutual funds, exchange-traded funds (ETFs) and other regulated investment funds, launched the campaign last week, hoping to mobilize American investors that use mutual funds and ETFs as long-term savings vehicles to build a grassroots network to amplify their voices to Congress.
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“Any policymaker who makes it harder to save for retirement is standing against the financial wellbeing of 120 million Americans and their families,” continues the ad. “It’s time to prioritize our retirement savings.”
The promotions are designed to drive investors, policymakers, and industry professionals to the campaign website, HelpUSRetire.org, where they can find research about how retirement accounts have strengthened the middle class and given Americans of every income level and background a pathway to long-term financial security, according to ICI. The website also allows visitors to take action by writing their members of Congress.
Specifically, as Congress considers the expiring 2017 Tax Cuts and Jobs Act, the ICI hopes to rally middle-class American investors to put Congress on alert: “Policymakers must protect Americans' ability to save for their futures by ensuring the tax treatment Americans rely on for retirement savings isn't used as a ‘pay-for’ to finance other government spending or tax changes,” according to the ICI.
It is expected that Tax Cuts and Jobs Act, which was a hallmark of Trump’s first term, will be extended beyond 2025, as the President-elect takes office this week. The Tax Cuts and Jobs Act delivered tax relief for middle-income Americans by doubling the standard deduction and lowering rates for those who need it most.
"IRAs, 401(k)s and similar plans are working for Americans, making retirement security a reality for the majority of U.S. households," said Eric J. Pan, ICI President and CEO. "By preserving the features of these retirement accounts that Americans rely upon and building upon their successes, policymakers can support a framework that strengthens the middle class today and for generations to come."
"The 'Help U.S. Retire' campaign will harness the voices of the 120 million investors who use mutual funds and ETFs to build their financial security," said Erica Richardson, ICI Chief Strategic Communications Officer. "This initiative is not just about protecting financial futures; it's about empowering middle class Americans to have a say in the policies that shape their savings and retirement. This grassroots network will ensure their voices are heard on Capitol Hill."
The ICI's advertisement can be viewed here. Other elements of the campaign will include national advertising buys, social media influencer partnerships, digital content, and grasstops engagement.
Related: Advisors want Congress to reinstate tax benefits for Americans seeking financial advice
In September, the CFP Board, the Financial Planning Association and other groups representing the wealth management industry submitted a joint letter to the U.S. House Ways and Means Committee to reinstate tax deduction for financial advice fees.
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Lynn Cavanaugh
Lynn Varacalli Cavanaugh is Senior Editor, Retirement at BenefitsPRO. Prior, she was editor-in-chief of the What's New in Benefits & Compensation newsletter. She has worked for major firms in the employee benefits space, Vanguard and Willis Towers Watson, as well as top media companies, including Condé Nast and American Media.
