2,404 ads from 11 retirement plan providers in the Meta Ad Library, 1,079 running now.
11 retirement plan providers have 2,404 ads in the Meta Ad Library between them, and 1,079 of those were running when we read it on October 8, 2026. Below is a page of creative from each, what formats carry the category, and how long the ads that work stay up.
Compound-growth charts do the selling, with a target-date fund positioned as the last decision the viewer must make.
The library count is everything a brand has published on Meta. The active count is what was delivering at the read. The ratio between them is the account’s posture: a large library with a small active share is a brand cycling hard, and one where nearly everything is live is running a small curated set.
Brand pages: Fidelity · Vanguard · Empower · TIAA · Principal · Betterment · ADP · Paychex · Merrill · PensionBee · Boldin
Meta Ad Library, read October 8, 2026. Library and active counts are Meta’s own. 11 of these retirement plan providers have enough creative on file for a page of their own.
video leads at 57 percent of the 282 creatives read here, with static at 21 percent and carousel at 21. Learn more carries 82 percent of the calls to action.
The median creative here ran 67 days and the longest was still up at 250. Run length is the closest thing to a public performance signal these libraries publish, because nobody keeps paying to deliver an ad that is not working. How that compares with every other industry is in the Meta ad creative benchmarks.
Each format on its own page: Retirement video ads · Retirement static ads · Retirement carousel ads
The longest-running ad from each advertiser, in its own words. These are the ads someone kept paying for.
Plan the Future of a High-Net-Worth RetirementBoldin · running 250 days
50 years of investing in youVanguard · running 198 days
Whatever your financial happiness looks like, let’s get you there: www.empower.comEmpower · running 139 days
See AI in ActionPaychex · running 130 days
Let's help make retirement a realistic goal.Principal · running 98 days
ADP knows small business.ADP · running 96 days
4 percent of these ads open with a question, 6 percent put a number in the first line, and 0 percent lead with an emoji.
One page of creative from each advertiser, newest reads first. Every card carries the brand that ran it.
+2,392 more retirement ads
Hooks, landing pages and run length for each
Every creative, with its copy, format and run length
Announcements, drops and restocks.
Every creative, with its copy, format and run length
Video ads lead among retirement plan providers. Start there, and test the second format against it rather than spreading spend across every placement at once.
An offer, a launch or a limited drop gives the ad a job beyond awareness. 7 percent of the retirement ads here lead with a price in the ad.
Take the hook, the first frame and the offer structure from the ads that run longest, then make them yours. A copied ad looks like the original; a copied structure looks like a winner.
The median retirement ad here stayed up 67 days. Give a new ad a week of spend before you judge it, then retire what is not getting results and write the next version of what is. The advertisers with the most live ads are the ones testing the most.
This page shows 282 creatives. Meta lists 2,404 for these advertisers, and 1,079 are running right now. Sprites' proprietary marketing agent reads the whole library for the brands you follow across Meta, Google and LinkedIn, and runs your own campaigns off what it finds once you approve the change.