Financial services providers are increasingly focusing on IRA rollovers to win and retain clients, and boost assets under management or advisement, says Kevin Chisholm, associate director at Cerulli Associates.

According to the Boston, MA-based research firm’s latest report, Evolution of the Retirement Investor 2013: Influencing and Addressing Retirement Savings, retirement rollover contributions reached $321 billion as of year-end 2012. The report finds that rollovers present an opportunity for both IRA providers and defined contribution plan record-keepers.

“Rollovers to IRAs will continue to increase as distributions from 401(k) plans increase,” Chisholm said. “But, many individuals have multiple relationships, so multiple firms have an opportunity to demonstrate their capabilities to potential clients.”

While most assets traditionally rolled into IRAs, Cerulli said it is encouraging defined contribution plan record-keepers to focus on keeping assets within the 401(k) market by “touting the benefits of employer-sponsored plans and also by engaging individuals who are changing jobs.”

The insights follow those from a recent Pershing white paper, which said that, as the Baby Boomer generation retires, advisors will need help managing the transition of billions of dollars from retirement plans into rollover IRAs. The paper also looked at the anticipated regulatory changes that will affect the definition of a fiduciary, and said IRA rollovers are a “critical client need,” as well as an important part of advisory businesses (view here).