Asure Partners with PensionBee to Offer Retirement Account Rollover Services to Small and Mid-Sized Businesses

Rhea-AI Summary

Asure Software (NASDAQ: ASUR) has announced a strategic partnership with PensionBee (LON: PBEE) to provide retirement account rollover services to small and mid-sized businesses. The collaboration enables employees of Asure's payroll and HR customers to consolidate multiple 401(k) and IRA accounts into a single, manageable retirement savings plan through PensionBee's digital-first platform. This partnership is part of Asure's marketplace expansion strategy, aiming to democratize financial wellness benefits typically available only to larger enterprises. PensionBee, known for its user-friendly approach, will offer streamlined retirement solutions to help employees better manage their savings during job transitions and life changes.

Positive

• Partnership expands Asure's service offerings in the retirement solutions space
• Provides competitive advantage by offering enterprise-level benefits to small and mid-sized businesses
• Enhances Asure's marketplace with additional value-added services

Negative

• None.

Insights

FinTech Strategy Analyst

Asure's PensionBee partnership enhances SMB value proposition through retirement consolidation services, strengthening marketplace ecosystem without immediate revenue impact.

Asure's new partnership with PensionBee represents a strategic enhancement to its Partner Marketplace ecosystem rather than a transformative revenue driver. By enabling SMB employees to consolidate scattered retirement accounts, Asure addresses a significant pain point in the fragmented U.S. retirement landscape, where the average worker changes jobs 12 times during their career, often leaving behind multiple small accounts.

This integration aligns with Asure's stated strategy of democratizing enterprise-level benefits for smaller businesses that typically lack sophisticated financial wellness offerings. The move leverages PensionBee's digital-first platform - known for user-friendly retirement account consolidation - to enhance Asure's value proposition without requiring significant internal development investment.

From a competitive standpoint, this partnership helps Asure differentiate in the crowded SMB HCM market by expanding beyond core payroll and HR functions into adjacent financial wellness services. While unlikely to drive substantial immediate revenue, it strengthens client stickiness by addressing the employee lifecycle more comprehensively.

For context, PensionBee has built its reputation in the UK market as a digital-native retirement consolidator, making this an interesting cross-Atlantic expansion play for them while giving Asure access to tested technology that solves a specific customer need. The partnership demonstrates Asure's focus on platform expansion through strategic integrations rather than costly acquisitions or internal development.

Asure Expands Strategic Marketplace Partnerships with Digital-First IRA Retirement Provider, PensionBee

AUSTIN, Texas and NEW YORK, June 04, 2025 (GLOBE NEWSWIRE) -- Asure Software (NASDAQ: ASUR), a leading provider of cloud-based Human Capital Management (HCM) software and solutions, today announced its strategic partnership with PensionBee (LON: PBEE), a digital-first retirement provider specializing in simplifying retirement savings. This collaboration empowers employees of Asure's payroll and HR customers to seamlessly roll over their disparate or forgotten 401(k) and IRA accounts into a single, easy-to-manage retirement savings plan with PensionBee. 

Through this partnership, Asure continues its mission to deliver big-company benefits to small and mid-sized organizations, leveling the playing field with innovative solutions that simplify employee financial wellness. PensionBee’s user-friendly platform will allow employees of Asure’s payroll clients to consolidate their existing retirement accounts into one streamlined account, making it easier than ever to manage and grow their savings.

"At Asure, we’re committed to bringing the benefits of innovative HR and payroll solutions to small and mid-sized businesses," said Pat Goepel, Asure Chairman & CEO. "Our marketplace partnership with PensionBee is a perfect example of how we are democratizing financial wellness by offering streamlined retirement savings solutions that are typically reserved for larger enterprises."

Known for its straightforward, consumer-friendly services, PensionBee empowers employees to effortlessly enroll in, consolidate, and manage their retirement savings plans. The award-winning provider offers a robust selection of retirement accounts geared towards everyday savers.

“When individuals are starting or leaving jobs or navigating other significant life changes, retirement savings should be top of mind,” said Romi Savova, CEO of PensionBee. “Our partnership with Asure allows us to reach millions of Americans at precisely the right moment, connecting more employees with flexible and modern retirement solutions.”

PensionBee is the latest to join Asure's Partner Marketplace, which gives Asure clients access to a variety of value-added software and services designed to enhance business operations and employee satisfaction.

About Asure
Asure (NASDAQ: ASUR) provides cloud-based Human Capital Management (HCM) software solutions that assist organizations of all sizes in streamlining their HCM processes. Asure's suite of HCM solutions includes HR, payroll, time and attendance, benefits administration, payroll tax management, and talent management. The company's approach to HR compliance services incorporates AI technology to enhance scalability and efficiency while prioritizing client interactions. For more information, please visit www.asuresoftware.com. 

About PensionBee
PensionBee (LON: PBEE) is a leading online retirement provider, helping people easily consolidate, manage, and grow their retirement savings. The company manages approximately $8 billion in assets and serves over 275,000 customers globally, with a focus on simplicity, transparency, and accessibility.

Notes
The information provided in this announcement, including any projections for investment returns and future performance, is for informational and educational purposes only and should not be considered investment advice. Past performance is not indicative of future results. All investments carry risk, including the potential loss of principal. PensionBee is not liable for any losses or damages arising from the use of this information. Projections and forecasts are based on assumptions and current market conditions, which are subject to change.

Contact Information:
Patrick McKillop 
Vice President, Investor Relations  
617-335-5058
patrick.mckillop@asuresoftware.com

FAQ

What is the partnership between Asure (ASUR) and PensionBee?

Asure has partnered with PensionBee to offer retirement account rollover services that allow employees of Asure's payroll clients to consolidate multiple 401(k) and IRA accounts into a single, manageable retirement savings plan.

How will this partnership benefit Asure (ASUR) customers?

The partnership enables small and mid-sized businesses using Asure's services to offer their employees enterprise-level retirement benefits, including the ability to easily consolidate and manage multiple retirement accounts through PensionBee's platform.

What services does PensionBee provide through Asure's marketplace?

PensionBee provides a digital-first platform that allows employees to consolidate, enroll in, and manage their retirement savings plans, specifically designed for easy management of 401(k) and IRA account rollovers.

Who can access PensionBee's services through this partnership?

Employees of Asure's payroll and HR customers, primarily those working in small and mid-sized businesses, can access PensionBee's retirement account consolidation and management services.