401(k) providers · November 2026 Edition
Guideline vs Fidelity Investments
Zero of fourteen models named Guideline first on the direct prompt; one named Fidelity Investments. Guideline was named by twelve of the fourteen models and Fidelity Investments by nine and Guideline carries 25 labels and Fidelity Investments 13, so the shares are not directly comparable.
Named in two categories this edition.
Named in one category this edition.
First-choice share10%6%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate4%0%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#3#8A position in a field of 18; printed, not drawn.
Labels2513A count; the two differ.
The two percentage rows are drawn on one 0 to 100 track, Guideline reading right to left. Rank and label count are printed, not drawn.Human Interest was named alongside these two in ten of the fourteen direct answers. Human Interest vs Guideline · Human Interest vs Fidelity Investments · Fidelity Workplace Investing vs Guideline
Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all fourteen models, for a mid-market B2B company; rank is within the category; every quote names the model and the prompt it came from. Both figures come from the 401(k) providers page.
By framing
How many of the fourteen models made each the first choice, per way of asking, and how many argued against it.
GuidelineFirst choices, of fourteen modelsFidelity Investments
Direct01
Paraphrase12
Comparative15
Budget-constrained40
Scale-constrained00
Negative011 against Guideline
Bars are first choices, 0 to 14 each sideModels that argued againstA model can name both, so the two sides of a row do not sum to fourteen.
Every model, every framing
The eighty-four answers behind the chart above, one cell each: where Guideline and Fidelity Investments stood in it.
| Model | Direct | Paraphrase | Comparative | Budget-constrained | Scale-constrained | Negative |
|---|---|---|---|---|---|---|
| Claude Haiku 4.5 | | | ||||
| GPT-5.4 mini | | | | |||
| Gemini 3.5 Flash | | | | | | |
| Perplexity Sonar | ||||||
| Grok 4.20 | | | | |||
| Mistral Small | | |||||
| DeepSeek V4 Flash | | | ||||
| Llama 4 Maverick | | |||||
| Qwen 3.7 Flash | | | | |||
| Kimi K2 | | |||||
| GLM 4.7 FlashX | | |||||
| MiniMax M2.5 | | | ||||
| GPT-6 Luna | ||||||
| Muse Glimmer 30B | | |
Guideline Fidelity Investments first choice named as an alternative argued againstblank: not namedEach cell is one answer, Guideline on the left and Fidelity Investments on the right.The direct prompt
The plain question, one answer per model, grouped by where Guideline and Fidelity Investments stood in it.
Fidelity Investments first, Guideline not the choice
1 of 14 modelsGuideline was named in the answer but not as the choice, or not at all.Gemini 3.5 FlashFidelity Investments alternatives: ADP Retirement Services, Empower Retirement, Principal Financial Group
Neither was the first choice, one was named
3 of 14 modelsThe answer put something else first and named one of the two as an alternative.GPT-5.4 miniEmpower Retirement alternatives: ADP Retirement Services, Guideline, Gusto Retirement, Human Interest
Grok 4.20Human Interest alternatives: ADP Retirement Services, Betterment at Work, Fidelity Workplace Investing, Guideline, Vestwell
Mistral SmallADP Retirement Services, Empower Retirement, Fidelity Advantage 401, Vanguard Workplace Solutions alternatives: ForUsAll, Guideline, Human Interest, Paychex Retirement Services, Vestwell
Neither was named
10 of 14 modelsThe answer made no first choice from these two in this category.Claude Haiku 4.5no first choice
Perplexity SonarFidelity Workplace Investing alternatives: Betterment at Work, Human Interest
DeepSeek V4 FlashHuman Interest alternatives: Empower Retirement, Fidelity Advantage 401
Llama 4 Maverickno first choice
Qwen 3.7 FlashFidelity Workplace Investing, Human Interest alternatives: Empower Retirement, Vanguard Workplace Solutions
Kimi K2Fidelity Workplace Investing, Human Interest alternatives: Betterment at Work, Empower Retirement, ForUsAll, Vanguard Workplace Solutions, Vestwell
GLM 4.7 FlashXBetterment for Business, Human Interest alternatives: ADP Retirement Services, Empower Retirement, Fidelity Workplace Investing, Vanguard Workplace Solutions
MiniMax M2.5Human Interest alternatives: Betterment at Work, Fidelity Workplace Investing
GPT-6 LunaEmpower Retirement, Fidelity Advantage 401 alternatives: ADP Retirement Services, Principal
Muse Glimmer 30BEmpower Retirement, Fidelity Workplace Investing alternatives: ADP Retirement Services, Betterment at Work, Human Interest, Paychex Retirement Services, Vanguard Workplace Solutions
Bold names in an answer are the products the judge labeled a first choice; a model naming several gives each of them that label. The full answer text for every row is in the record.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment and they are never added together. The figures above are the mid-market standing, which is the one the category orders by.
Small business
Guideline leads by twenty-five points.
Guideline25%#1 of 11Fidelity Investments0%#– of 11Mid-marketThe figures above
Guideline leads by four points.
Guideline10%#3 of 18Fidelity Investments6%#8 of 18Enterprise
The order flips: Fidelity Investments leads at enterprise.
Fidelity Investments48%#1 of 11Guideline2%#– of 11What the models said about Guideline
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Four of five in this category shown.
“execution and service seem unreliable—avoid if you value responsive support.” Grok 4.20 · negative prompt · hard negative
“Guideline is frequently ranked first for cost/automation, with $89 base + $8/employee in current provider listings, and no setup fee.” Muse Glimmer 30B · budget prompt · first choice
“Choose a Tech-Forward Provider (Guideline, Human Interest, Betterment) if you have under 50 employees” Gemini 3.5 Flash · comparative prompt · first choice
“Guideline looks like the strongest low-budget option for many small businesses” GPT-5.4 mini · budget prompt · first choice
What the models said about Fidelity Investments
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Three of four in this category shown.
“Fidelity consistently ranks #1 across independent comparison platforms due to its combination of technology, service, and breadth of offerings.” DeepSeek V4 Flash · comparative prompt · first choice
“Fidelity is the largest 401(k) provider in the U.S., managing plans for over 35,000 businesses” Claude Haiku 4.5 · comparative prompt · first choice
“Fidelity Investments (9.5/10) - Industry leader with extensive mutual fund options” MiniMax M2.5 · comparative prompt · first choice
Also compared
Human Interest vs GuidelineHuman Interest vs Fidelity InvestmentsFidelity Workplace Investing vs GuidelineFidelity Workplace Investing vs Fidelity InvestmentsGuideline vs ADP Retirement ServicesGuideline vs Empower RetirementGuideline vs Fidelity Advantage 401Guideline vs Employee Fiduciary 401(k) PlanADP Retirement Services vs Fidelity InvestmentsEmpower Retirement vs Fidelity InvestmentsFidelity Advantage 401 vs Fidelity InvestmentsEmployee Fiduciary 401(k) Plan vs Fidelity InvestmentsAll twenty-eight head-to-head pages and the full 401(k) providers standing
Comparisons are drawn for the top eight products in each category, each against each. The output is the models' output; nothing here is a recommendation by the index.