As more large plan vendors offer 401(k) plans online, participants are being given an increasing number of investment options. With this increased control over their investments comes a need for independent investment advice. Online investors now have the freedom to choose basically any investment available from a broker. According to Ted Benna, president of the 401(k) Association, financial organizations will have to place a larger focus on advice tailored to the needs of the individual. Benna says that financial organizations' control over what is permitted in the marketplace is declining.