Blooom CEO Chris Costello says the firm will not develop a white labeled version of its offering, as other robos have done with their platforms.
Firms must ensure that best interest practices are part and parcel of every investment deal.
Even when they have a retirement plan, it is likely to be astronomically more expensive than those offered by large companies.
On average, workers in 2015 put 6.8% of their salaries into 401(k) and profit-sharing plans, according to a recent survey.
Assets at firm's Total Return Fund have slipped 70% from its peak in April 2013 to $82.6 billion.