Our Team

How We Work

How We Work

Our reasons for becoming financial professionals are deeply personal. We repeatedly saw many friends and family struggling to find the help they needed to map out their financial future. We are confident that with our understanding of personal finance, coupled with our training as financial professionals, we can help people better prepare for the future. After years in the business, we have developed a reputation for educating individuals in an easy-to-understand manner so they can grasp personal finance and use those concepts to pursue their financial objectives. We feel a commitment to our community.

Our team approach adds perspective to all we do and provides increased benefits to our clients.

Meet Our Team

Brenda Kincaid

Chief Operating Officer

Brenda joined 401k Generation in July 2020 with more than 20+ years’ experience as employer 401k plan administrator and prior client of 401k Generation and currently oversees all operations and HR activities for the company. She...

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Candice Baumann

Director of 3(16) Services

Candice joined 401k Generation in October 2019. She brought over 20 years’ plan administration experience with employee benefits and retirement plans, specializing in Defined Contribution Plans. She currently holds QKA and QPA...

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Chris Austin

Director of Business Operations

Chris joined 401k Generation in March 2011 with over 15 years’ experience in operations and management. He currently oversees the daily business and marketing functions. Chris holds an Associate’s Degree in Business...

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Eddie Rojas

Chief Executive Officer

Eddie founded 401k Generation in March 2009 on the basis that he wanted to provide a simplified solution for 401k administration. He has over 22 years’ experience in the 401k industry and leads the company as it continues to provide...

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Marlene Nitsch

Chief Compliance Officer

Marlene joined 401k Generation in February 2018. She brought with her 20 + years’ experience in Financial Services Industry; managing Registered Representatives, designing strategic Sales, Regulatory Compliance processes,...

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