A pioneer in retirement planning for nearly 20 years

Today, the idea of managing your finances online isn’t a big deal. But when GuidedChoice began, we were the first to use the Internet to bring new freedom and access to retirement planning. It created a culture of innovation, transparency and equality that remains at the center of everything we do.

Below is a timeline of our most important milestones. Together, they tell the story of how we changed the industry to ensure that everyone can receive the help they need to reach their retirement goals. And how we’re continuing to break new ground for a generation just starting to save for their future.


  • Sherrie Grabot begins work on her vision of an online retirement solution capable of bringing financial freedom to more people.
    Guided Choice History: 1995
  • The Dept. of Labor gives its stamp of approval to Sherrie’s solution, paving the way for the start of the digital retirement advice industry.
    Guided Choice History: 1997
  • Sherrie establishes GuidedChoice as an independent entity, officially using the power of technology to help investors at every level.
    Guided Choice History: 1999
  • Our proprietary investment model is given patent protection.
    Guided Choice History: 2000
  • Charles Schwab is our first Fortune 500 client, with over 150 plans launched in 7 months.
    Guided Choice History: 2002
  • Our assets under management reach $1 billion.
    Guided Choice History: 2003
  • GuidedChoice CEO Sherrie Grabot is appointed to the ERISA Advisory Council.
    Guided Choice History: 2004
  • Sherrie is appointed ERISA Vice-Chair, followed by Chair within a year.
    Guided Choice History: 2005
  • Our platform expands to offer 1,000 individual advice and account management plans.
    Guided Choice History: 2006
  • GuidedChoice provides investment fund lineups to partners, featuring investment policy statements, fund selection and asset allocations.
    Guided Choice History: 2007
  • GuidedChoice introduces retirement income planning service for advisors.
    Guided Choice History: 2009
  • Retirement income planning and advice-only services are made available to individual consumers nationwide.
    Guided Choice History: 2011
  • GuidedChoice receives the Retirement Income Industry Association Practitioner Thought Leadership Award for Financial Guidance Theory.
    Guided Choice History: 2012
  • GuidedChoice unveils the first managed IRA service in the industry.
    Guided Choice History: 2013
  • Pensions & Investments Magazine honors GuidedChoice with two Eddy Awards for best investment education practices.
    Guided Choice History: 2014
  • Our online fee comparison tool brings additional transparency and clarity to consumers.
    Guided Choice History: 2015
  • GuidedChoice launches a digital service to give customers access to trusted charity ratings and reviews.
    Guided Choice History: 2016
  • Assets under management exceed $14 billion, and account management plans rise to 35,000.
    Guided Choice History: 2017