Who We Are

Where We Come From

The story behind this firm begins long before retirement advisory — with a drag race, an unconventional bet, and a lesson about finding the real point of leverage.

1970s Dodge Challenger — the Kottler family race car

"Acceleration isn't just what we do. It's where I come from."

The Origin Story

Donna Kottler, driver — and my mom.
1970 Dodge Challenger.
Sponsored by North Star Dodge.

In the 1960s, my father and uncle raced Pro Stock drag cars. They were exceptional mechanics, always tuning for more speed. But eventually, they hit a ceiling.

The conventional answer was more horsepower, more money, more of the same. Instead, they asked a different question: what if the real issue wasn't speed, but weight?

The unexpected answer — make my mom the driver.

She was petite, which helped. But once she got behind the wheel, it was clear she brought something far more important: instinctive timing, total command of the car, and no fear of going full throttle. In a race measured in seconds, that changed everything.

With my dad and uncle in the pit and my mom driving, they beat sponsored teams with more money, more backing, and more resources. The Kottler crew was scrappy, unconventional... and winning.

Sometimes the answer isn't more force. It's asking a better question — and the courage to go when the light turns green.

That story shaped how I work today. In retirement, I see the same pattern all the time. Organizations focus on the obvious lever — more features, more sales calls, more partnerships — when the real advantage is somewhere else entirely.

At Kottler Advisory Group, we help organizations step back, evaluate the variables, and find the point of leverage.

Acceleration isn't just what we do. It's where I come from.

Lisa Kottler, Founder of Kottler Advisory Group
Lisa Kottler
Founder, Kottler Advisory Group
Why This Matters

I care about this industry succeeding, and I want innovation to accelerate. That's why this firm exists.

The challenges are familiar and stubborn: too many workers still lack access to a retirement plan, engagement remains low, and the savings gap is still too wide. These aren't new problems. They reflect decades of effort that haven't moved the needle far enough.

I've spent my career working on these issues from multiple vantage points. I've led inside an enterprise retirement firm, building and running a division with the scale to reach millions of 401(k) participants. I was employee #1 at a startup expanding 401(k) access to small businesses underserved by traditional plans. And I earned a master's degree in technology commercialization because I wanted to understand not just what emerging technology could do, but how to get it to market.

Along the way, I was named one of the "100 Most Influential People in the DC Industry" by 401kWire for three consecutive years. I also serve as board chair for Junior Achievement of Central Texas, because the same belief that drives my work in retirement — that access to the right tools and knowledge can change someone's trajectory — extends well beyond this industry.

I've spent the past two years helping leaders use AI effectively — and what I've learned is that AI amplifies what's already there, for better or worse. I've developed a structured approach to AI adoption that I've brought to industry stages, because this profession needs practical frameworks, not just tool tutorials.

That's why the work starts with sharpening the positioning and messaging. Then you build the systems that scale it.

What I've learned from every seat I've sat in is this: the technology to solve our industry's problems already exists. What's missing is the alignment to get it to the people who need it.

That's what this firm is built for.

The Team Behind Kottler Advisory

Senior-led. Practically grounded.

Kottler Advisory Group is supported by a senior advisory team with deep experience across retirement, go-to-market strategy, recordkeeping, distribution, and RetireTech innovation.

Our advisors include former heads of distribution, recordkeeping and special markets operations, and RetireTech co-founders — people who've built inside enterprise firms and inside startups. Together, they bring more than 100 years of combined experience across the retirement ecosystem.

This model allows us to stay focused and senior-led, while bringing in the right expertise when a client engagement calls for it.

Let's Find Your North Star

Every client has a North Star —
the outcome that matters most.

Let's find yours and build the path to reach it.

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