Small businesses are using a classic benefit to stay competitive in attracting and keeping workers

A higher share of US job postings mentioned 401(k) plans than several years ago.

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• Small businesses can attract and retain staff with 401(k) plans.
• Business owners can offer it in lieu of more costly benefits that they can't yet afford.
• It can help reduce first-year quits, a Gusto analysis found.

Sara Marye wanted to get more serious about the benefits she offered.

Several months after promoting a part-time employee to full-time status at her school-curriculum small business in 2024, she wanted to ensure it remains an attractive place to work.

"If I want to keep her, I need to give her reasons to stay," said Marye, an educator turned entrepreneur in 2015 when she started The Stellar Teacher Company. The employee had been working there since 2021.

Marye thought about what she could afford that she could add on top of the existing flexible perks. Offering a 401(k) plan was the answer, a perk that would also benefit Marye herself and help with retention beyond the full-time worker.

Most of her four part-time workers are former teachers who still want to be involved in education while staying home as parents.

"The fact that they are able to have a part-time job with a 401(k), I think, gives them just a lot more comfort in the fact that they aren't having to sacrifice their future financial security for the time that they want to spend raising their family now," said Marye, who has been offering the 401(k) plan since 2025.

When small businesses are starting out, they have to figure out how to get off the ground, market their work, and manage their expenses. As businesses make a name for themselves, grow their profits, and staff up, they need to figure out how to attract and retain employees. Having a 401(k) plan — the kind of benefit that's typically more often offered by larger employers — can help, especially if they can't yet afford more costly benefits, like healthcare. It can also be a financial perk for business owners on payroll.

Maintaining staff

A Gusto analysis of its internal small-business data shows that offering a 401(k) to workers translates to roughly 8% fewer quits in the first year of employment compared to those that don't offer one.

Nich Tremper, a senior economist at Gusto, said these employers don't have to face a gap in work coverage until they can backfill a position, which can affect productivity, or waste time and money looking for and training a new hire. Tremper said employers face the greatest risk of an employee quitting in their first year, so they can try to reduce that risk by offering retirement plans, even if employees can't enroll right away.

"We see 401(k)s having the highest ROI on retention," Tremper said, adding, "because it's a benefit that tells your employees that you are invested in their long-term financial future."

Howard Telson has been running the remote accounting firm Scale CPA since 2022. He started offering a 401(k) plan about a year and a half ago.

He likes it as a recruiting tool, since his firm hires pretty consistently, and to keep his current staff, many of whom come from larger companies where they're accustomed to this perk.

"We're often competing against bigger companies or bigger firms that do offer these types of benefits," he said. "It's been important to be competitive in the marketplace."

Telson works with small businesses at his firm, where he discusses tax-optimization strategies, such as retirement plans.

"It's kind of a multi-tier benefit that we'll recommend, a 401(k) plan or another type of retirement plan to clients, one, to allow them to basically have some tax deferral and save on their personal taxes, two, to attract talent, and three, it also offers some tax credits as well for the first three years when you set up the program," he said.

Affording retirement plans

Marye worried about whether she would be able to afford having a retirement plan as a small-business owner, and setting it up seemed daunting. However, she said it wasn't complicated and wasn't as big an expense as she thought it would be.

Payroll platforms like Gusto and ADP offer 401(k) plan management services at relatively low costs for small businesses, charging a modest base fee and then single-digit monthly fees per participant. Retirement offerings also tend to be less expensive for small business owners than healthcare benefits; Bureau of Labor Statistics data showed the average employer contribution for family medical care coverage at businesses with fewer than 50 workers has surpassed $1,000 per employee since 2021.

Ashley Kent also offers 401(k) benefits to her workers and herself. Kent, who has been in business since 2018, said she can't justify offering healthcare just yet since the cost is too much for the business's size.

"It allowed me to then offer this to employees and was something that was very attractive to new employees coming in here," said Kent, founder and CEO of Clearstart, a marketing brand and growth consultancy for healthcare organizations.

Kent has 10 full-time workers, and they were eligible to enroll after a year of employment, so she thinks it helps with retention. "Agencies are known for very high turnover, and so that was something that was important to me to try and retain individuals," Kent said.

As she hires more senior workers, she would consider adding healthcare benefits, since they could be important for job seekers weighing the trade-offs of different job opportunities.

Looking beyond small business

Small businesses aren't the only organizations offering 401(k)s to boost recruitment and retention.

Indeed's data covering all sizes of employers showed that job postings mentioning 401(k)s have increased since 2020. Laura Ullrich, the director of economic research in North America at the Indeed Hiring Lab, thinks employers could be doing so to improve their recruiting. Some reasons for the uptick in advertised plans, she said, include employers publishing more thorough job descriptions, job seekers wanting to know the full compensation package, and companies dealing with the mismatch between available jobs and people's skills.

"If you look at the immediate post-COVID period, you might have seen companies start advertising it more because it was a really hard time to find workers, and then I'm guessing over time, it's just more and more companies have realized that it's a good way to show more total compensation versus just value," Ullrich said.

Mentions in education and instruction were 15% in spring 2026, the lowest share among the occupations, and up from 7%. Ullrich said pensions, rather than defined contribution plans like 401(k)s, are more common in that type of work, so that could explain why the share is relatively low.

Employers are also advertising better 401(k) matches, which Ullrich said could help make employees more hesitant to switch jobs.

"When indexed to January 2020, the three-month-moving-average share of postings advertising a 401(k) match of 5% or higher has risen more than fivefold, outpacing the growth in any other category of retirement benefit," a report by Indeed Hiring Lab economist An Nguyen said, adding that postings just saying "retirement plan" didn't change much from the baseline.

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Waymo is eating into the ride-hailing market in some cities. The fallout for human drivers stays fuzzy.

Waymo's robotaxis captured roughly one in every seven dollars spent on rides in its San Francisco operating zone in June.

Yalonda M. James/San Francisco Chronicle via Getty Images

• An Uber executive shared third-party data on X showing Waymo's standing in its most mature markets.
• The data showed Waymo taking 15% to 19% of rider spending in SF, LA, and Phoenix.
• Waymo maintained its foothold as it expanded its geofence in some of the regions.

Alphabet's Waymo is taking a bite out of ride-hailing in its most mature markets, third-party data showed.

And that share is large enough that its effects on human drivers could be detectable, Gad Allon, a Wharton professor who studies the gig economy, said.

Just don't expect it to look like a visible wave of displaced drivers.

"My initial view is that the impact would not first appear as large numbers of drivers suddenly losing their jobs," Allon told Business Insider. "Because driver supply is flexible, the earliest effects would likely show up in utilization, longer waits between rides, fewer trips per hour, and possibly more unpaid repositioning."

Utilization refers to the percentage of a driver's time online spent on paid trips.

Data from Yipit, a market research firm, estimated that Waymo accounted for 15% of gross bookings — dollars spent on rides — in San Francisco and Los Angeles in June and 16% in Phoenix. In January, the figures were 16%, 17%, and 19%, respectively.

Yipit calculated the shares among Waymo, Uber, and Lyft by looking at trips that begin and end inside Waymo's operating zones, a Yipit spokesperson said. Estimates are based on email receipts from a sample of about 1.5 million active US consumer accounts.

The figures don't represent the number of trips. Waymo's share of actual rides could be higher or lower depending on its prices compared with Uber and Lyft.

Yipit also cautioned that Waymo's share can appear to decline as it expands into new areas, where the service may initially be less popular. In May, Waymo said it expected to expand its Bay Area footprint by 60 square miles.

Despite the caveat around expansions, Waymo's share remained in the mid-teens in all three markets through June.

Uber CFO Balaji Krishnamurthy also shared Yipit's data on X this month while discussing Uber's competitive position. He said Uber uses internal tracking for decision-making and shared Yipit's figures as an externally available reference.

Driver displacement may not look like layoffs

There have been hints that the rideshare workforce is changing as robotaxis grow.

Allon, the Wharton professor, said Waymo's 15% share is a "serious shock" to the labor market, even if the impact on human drivers is diluted because they also work beyond Waymo's geofences.

"The reason it doesn't look like one is that the adjustment runs through hours and exits rather than layoffs," Allon said, referring to drivers working fewer hours or not returning to the platform.

Last year, data from Gridwise, a ride-hailing data platform, showed hourly driver wages declined in Austin, Los Angeles, Phoenix, and San Francisco — areas where Waymo operates — while the national median rose 1%. Researchers told Business Insider that the data couldn't establish that robotaxis were the cause.

Uber CEO Dara Khosrowshahi told Fast Company in a June profile that his company is recruiting fewer drivers in some cities where AVs operate. At the same time, Uber has said more drivers are signing up organically as rider demand grows.

A Lyft spokesperson pointed to CEO David Risher's prepared remarks for the company's second-quarter earnings call on August 6.

"We believe the future is hybrid and, as AVs scale, the market will expand," he said, adding that Lyft rides within SF's AV operating area grew about 20% year over year.

Spokespeople for Waymo and Uber did not respond to a request for comment.

The fallout is hard to measure

Katie Wells, a senior fellow at the AI Now Institute who has studied Uber drivers, told Business Insider that the lack of certain data makes it difficult to measure driver displacement.

"We don't know how much, we don't know when, we don't know where," Wells told Business Insider. Researchers would need data such as utilization and wait times to identify the effects, she said.

Part of the challenge lies in the nature of gig work. Wells said that because drivers are independent contractors rather than employees, robotaxi displacement may not show up as a measurable decline in employment.

Wells has documented how the prospect of automation affected drivers before commercial robotaxis arrived.

She said that she and her coauthors tracked a cohort of 40 Uber drivers over five years. During that time, she found that drivers feel less incentivized to push for better working conditions because they believed their work would eventually disappear.

"Uber drivers kept saying to us, 'Well, automated vehicles are coming, so they won't need me anymore,'" she said. "This is temporary."

Have a tip? Contact this reporter via email at lloydlee@businessinsider.com or Signal at lloydlee.71. Use a personal email address, a nonwork WiFi network, and a nonwork device; here's our guide to sharing information securely.

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Sam Altman says 4 years could be too long for college: ‘The way the world has evolved, college just shouldn’t be as long as it is’

OpenAI CEO Sam Altman has no regrets about dropping out of Stanford.

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• OpenAI CEO Sam Altman thinks two years in college was just right for him.
• Altman said he thinks that maybe four years might be too long for others, too.
• Altman shared other thoughts and advice, including why it's often a waste to try to be taken seriously.

OpenAI CEO Sam Altman said two years in college was "the exact right amount of time" for him. It may be for others, too.

"I think I learned a lot, and it would have been like vastly diminishing returns," Altman recently told investor Cory Levy during a surprise appearance at Internapalooza, Levy's networking summit for tech interns.

Altman said the four-year college experience may not be necessary in today's world.

"I've sort of thought that maybe the way the world has evolved, college just shouldn't be as long as it is, but it was still great to meet people and kind of like live on your own and get to work on projects," he said.

In 2005, the future OpenAI chief dropped out of Stanford after two years to cofound Loopt, an app that allowed users to share their location with friends. Loopt went on to be part of the first Y Combinator batch, which paved the way for Altman's eventual rise to running the famed startup incubator himself.

Altman said two more years of college "would have not been that great."

"So, I was very happy with how it went, but you don't get to run the experiment twice," he said. "I know a lot of people now who have not gone to college at all and done great."

Altman's views align with those of others in tech, most notably his mentor and PayPal cofounder Peter Thiel, who supports a fellowship that awards $250,000 to young people to skip college entirely or at least take a break from their studies.

Altman's career advice

The OpenAI chief had additional advice for those in the audience, including why it's often a waste for young entrepreneurs to try to be taken seriously.

"I think people put too much effort into trying to get taken seriously, and you can sort of get a long way in life and career just by doing stuff," Altman said. "And I think this is much more true now than ever before. You can make a whole startup kind of by yourself in a room with a lot of AI tokens, but not much else."

Altman said that in some cases, you may just need to add someone to your team.

"If you were trying to do enterprise sales to a big, stodgy, old company, then it kind of does," he said. "And after trying and failing to get taken seriously in that specific way for a while, I was like, 'I'm just going to hire a 50-year-old.'"

Asked about the time when he juggled OpenAI and his other duties, Altman said it's bad advice to tell people starting out to focus on just a single project.

"I think it's fine to work on multiple projects for a little while because you don't really know what's going to work," he said. "You don't really know what you're going to be interested in. You don't really know what's going to be a good fit. But then the mistake that people do make is as soon as you figure out what your highest conviction thing is, that is when you're supposed to do the painful work of getting free from the other stuff and going all in."

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Anthropic has soared to a $1.5 trillion valuation on secondary markets. Almost no one wants to sell.

Dario Amodei is the co-founder and CEO of Anthropic,

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• Since Anthropic is still private, the vast majority of investors buy on secondary markets.
• Anthropic's secondary valuation has soared to $1.5 trillion over the past month, a 25% increase.
• Anthropic's valuation has continued to climb even as its competitors have been closing the gap.

Investors still can't get enough of Anthropic.

As the AI giant races towards what could be one of the largest IPOs in history, its shares are changing hands on secondary markets at valuations as high as $1.5 trillion, even as competition from OpenAI and Chinese open-source models intensifies.

Anthropic's private market valuation has recently soared to as much as $1.5 trillion, a 25% increase over the past month, according to three secondary traders who spoke with Business Insider. The catch is that shares are incredibly tough to get.

"The few sellers on our books are around $1.5 trillion," said Glen Anderson, CEO of Rainmaker Securities, a merchant bank focused on private securities transactions. "Even at that number, there aren't a lot of sellers out there."

Anthropic was last valued at $965 billion in a funding round announced in May. In June, it filed paperwork to go public, with an expected public market debut in the next few months.

"People are trying to position themselves ahead of the IPO," said Adam Crawley, president of Augment, a marketplace to invest in private shares.

Since Anthropic is still private, the vast majority of investors buy on secondary markets, where existing stock is sold by employees or early investors. Some are legitimate, while others have involved suspect deals with high fees and byzantine ownership structures structured as SPVs, or special-purpose vehicles, which allow investors to pool their funds for a single, one-off deal.

Anthropic declined to comment for this story. On its website, it has become more explicit in cautioning against unauthorized stock sales and scams.

Some buyers have heeded the warnings and are being more choosy about which stock they buy, according to Aman Verjee, a general partner at Practical Venture Capital.

"Many buyers are now asking for direct cap table exposure," he said. "Demand for nested SPVs with indirect exposure, less reporting rights, or exposure to Anthropic's earlier rounds and common shares is softer, and I'm not seeing a lot of demand at $1.5 trillion for that, but there is some."

Soaring valuation even as competition increases

Anthropic's secondary valuation has continued to climb even as its competitors have been closing the gap.

OpenAI's answer to Claude Code, Codex, reached 5 million active monthly users in June, and the company's latest models, GPT-5.6 Terra and the lower-cost GPT-5.6 Luna, have been well received. At the same time, China's Moonshot AI has emerged as a more serious threat, with its Kimi models gaining traction as a far cheaper alternative.

OpenAI has seen a resurgence of interest from secondary buyers this summer. However, its price has stayed relatively flat, hovering around the $852 billion valuation of the funding round it closed in March with more supply, according to Crawley.

By contrast, Anthropic's valuation has continued to soar, and Crawley is seeing way more buyers than sellers.

"With an IPO coming soon, you don't have a lot of willing sellers," he said.

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Former Google, Tinder, and AWS interns share 4 tips for turning an internship into a full-time offer

Former interns from Google, Tinder, and AWS suggested making connections with other employees.

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• Former interns from Google, AWS, and Tinder share their tips for securing full-time offers.
• They suggested building connections at the company and raising your hand.
• They also advised taking agency, showing curiosity, and keeping track of your wins.

It's almost the end of summer, which means interns everywhere are approaching the looming question they've probably been avoiding: Am I getting a return offer?

The job market may feel more chaotic and competitive than usual — and AI certainly adds a layer of uncertainty as it reshapes the workforce and changes what companies are looking for. However, when it comes to proving yourself early in your career, much of the advice hasn't changed.

We rounded up some of the best tips former interns from companies like Google and Tinder have shared with us over the last two years on how they turned their internships into full-time offers. Their paths were different, but the same four lessons kept coming up.

Show eagerness to learn

In addition to taking initiative, interns should prioritize asking questions and show an eagerness to learn. Curiosity remains a key trait that executives look for in employees moving up the ladder.

Victoria Rozanska said she was curious about others and their work.

Victoria Rozanska

Victoria Rozanska, a former Google intern, recently told Business Insider that embracing continuous learning was critical to her success. She said being open to feedback is "key to thriving."

Ryan Stewart, who interned at Tinder before eventually becoming a full-time brand manager, said in July that he was initially nervous about approaching senior leaders, but found that leading with curiosity made people receptive.

Ryan Stewart said he led with curiosity when trying to connect with leaders at Tinder.

Tinder

"If you're seen as being curious, there's no wrongdoing there, and I think you can go for it," Stewart said.

Asking questions is also a key part of learning how to do the job.

Kevin Gutierrez, a recent graduate of Columbia University, who interned at AWS and was later offered a full-time position, told Business Insider that when interns are given a project, it's their responsibility to gain a deep understanding of it. He said if you have a solid grasp on what's going on, it makes the work easier.

Build relationships

Former interns from both Google and Tinder had a similar piece of advice: build relationships whenever you get the chance.

Nancy Qi said she had lunch with her colleagues every day.

Nancy Qi

Nancy Qi, a former Google intern who spent three summers at the tech giant before receiving a full-time offer, told Business Insider in 2024 that she ate lunch with her colleagues every day, and that helped create "team chemistry." Those relationships also made her more excited to come to work and motivated her on the job.

Interns should also strive to make connections beyond their immediate teammates.

Tinder's Stewart said that he scheduled one-on-one meetings with senior directors to learn more about the business.

Even if you don't ultimately stay at the company, those connections can make an internship feel less intimidating and leave you with a stronger network when you graduate.

"It's good to build up a good network of successful people, and it's just good to network with people that are farther along the career path than you," Tawfiq Mohammad, a former Google intern, said last year.

Take initiative

It can be intimidating to speak up when you're one of the least experienced people in the room, but that's all the more reason to use your voice whenever you have the chance. Taylor Wong, a former Tinder intern, said her Gen Z perspective became an asset because colleagues actively wanted to hear from someone in that demographic.

"When you are the Gen Z person in the room, everyone wants your opinion," Wong said in July, adding that other interns should "lean into that superpower."

Taylor Wong interned at Tinder.

Tinder

Interns should take advantage of opportunities to show agency in projects they're assigned.

"You're going to be given a project that summer and try to own that project," Mohammad said about interning at Google. "Try to own it from A to Z."

Eric Brandon Kam, who received an offer at Tinder after his internship, said that for him, that meant speaking up and sharing his perspective on the projects he was assigned.

Eric Brandon Kam is a backend engineer at Tinder.

Eric Brandon Kam

"Instead of just implementing tickets, I gave my own perspective on how we could better engineer a project to prioritize both user outcome and long-term code health," Kam said in July.

Keep track of your work — and your wins

Eventually, every intern has the inevitable conversation about whether they're getting a return offer, but the prep should start before.

Lydia Lam, who completed three Google internships before joining the company full time, recommended "producing a lot of artifacts." She said in 2025 that designs, projects, or other tangible work can demonstrate your skills and impact.

Lydia Lam interned at Google.

Lydia Lam

Qi took a similar approach to documenting her work. At the end of every week, she wrote down notes about what she was stuck on and what she accomplished. When she filled out the reflection at the end of the summer, she included screenshots and links to those weekly summaries. She said it showed effort and allowed the person reviewing her work to see her problem-solving process and how she approached each issue.

Stewart went a step further. He said he spent his internship identifying gaps in the business and pitched his own full-time role at the end of it. He approached the conversation knowing the worst answer was "no," and since his internship was already ending, he figured he had nothing to lose by asking.

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South Korea's stock market is back in a bull market after its recent rout

South Korea's stock markets have been on a wild ride this year.

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• South Korea's Kospi has surged 22% from its July low, roaring back into a technical bull market.
• Chip giants Samsung and SK Hynix are powering the rebound after driving much of July's brutal rout.
• Macquarie sees more upside as booming AI demand fuels a memory-chip crunch benefiting the two giants.

South Korean stocks are back in a technical bull market, just two weeks after a brutal selloff.

On Thursday, South Korea's benchmark Kospi closed 4% higher, leaving it 22% above its July 30 closing low and meeting the widely used definition of a technical bull market.

The turnaround has been swift. The Kospi index plunged about 40% from its June 22 peak to its July 30 trough, as a selloff in index heavyweights Samsung Electronics and SK Hynix amplified losses.

On Thursday, Samsung Electronics and SK Hynix closed 5% and 6% higher, respectively, as optimism over AI-driven memory demand lifted chip stocks.

Analysts at Macquarie Capital said July's steep losses — when Kospi plunged 22% — appeared to be driven more by investor positioning and fund flows than a deterioration in fundamentals.

Foreign and institutional selling has stabilized since late July, while margin financing remains at reasonable levels, the bank's analysts wrote in a note on Friday.

"The volatility is over," they wrote.

Being in a technical bull market doesn't mean the Kospi's rally will continue. But August has been calmer so far, with the benchmark index up 3.3% month to date.

Samsung and SK Hynix drove much of July's rout, accounting for 71% of the Kospi's losses. Together, they fell 48%, compared with 26% for the rest of the market, according to Macquarie's analysis.

Macquarie's analysts expect Samsung and SK Hynix to lead the near-term rebound, supported by surging AI-driven demand for memory chips.

"We are facing the worst memory crunch in history and see no signs of supply constraints easing within the next three years," Macquarie said.

Macquarie said AI inference-driven demand is "off the charts," requiring huge amounts of memory even as supply remains constrained and slow to respond.

Macquarie has an year-end target of 8,000 for the Kospi, implying about 17% upside from its current level of 6,813.34.

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Inflation is expected to cool again in today's July CPI report

The Bureau of Labor Statistics will publish new consumer price index data.

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• The Bureau of Labor Statistics will publish new consumer price index data at 8:30 a.m. ET.
• Economists expect inflation to have cooled modestly in July, with wage growth still falling short.
• There will be another CPI report before the Fed meets again to decide on interest rates.

We're about to find out if inflation continued to cool off.

The Bureau of Labor Statistics will publish the July consumer price index report at 8:30 a.m. ET. Inflation slipped to 3.5% in June, the lowest rate since March and cooler than the expected 3.8%. The consensus forecast for July is a modest cooling down to 3.4%.

"Forces eroding inflation include rising rental vacancy rates that are restraining rent growth, a less onerous tariff regime than a year ago and moderating wage gains," David Kelly, chief global strategist at J.P. Morgan Asset Management, said in commentary. "However, the pace at which inflation declines depends on how long it takes to return to normal traffic through the Strait of Hormuz."

A key comparison to watch is whether inflation outpaced wage growth for the fourth straight month. Wage growth slowed to 3.2% over the year in July, the lowest increase since 2021.

"Even if you're making more money numbers-wise, with the way prices are rising, you have less money left over at the end of the month," ZipRecruiter economist Nicole Bachaud told Business Insider. "That's really going to impact the large consumer base of America, middle- and low-income households, who are really dependent on wage growth to help them remain economically viable."

Energy is one big category to watch in today's report as the Iran war and its effects on the oil market continue. Growth in the energy price index cooled to a year-over-year rate of 15.7% in June from a 23.5% peak in May.

The new price data comes after Friday's dismal jobs report, which showed the US shed jobs in July. Downward revisions showed around 100,000 fewer jobs were created over the previous two months than was previously reported. Unemployment and overall labor force participation dropped, while prime-age labor force participation ticked up.

Cory Stahle, senior economist at the Indeed Hiring Lab, said several data sources showing anemic wage growth and weak hiring together indicate that employers aren't "necessarily pulling out the stops to try to attract workers" because there isn't pressure to do so. He added that companies may be prioritizing health benefits over wage increases.

There will be another CPI report out before the Federal Open Market Committee meets in mid-September to determine what to do next with interest rates. On Tuesday afternoon, CME FedWatch showed about a 50-50 chance of a hike or unchanged rates, based on interest rate traders' expectations.

This is a developing story. Please check back for updates.

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