With all of the noise from the volatile financial markets, a disruption in the 401(k) industry risks being drowned out.

Betterment for Business, a 401(k) platform based on New York-based Betterment’s retail robo-advisory, officially launched on Wednesday, but it did so with less fanfare than it received when it was initially announced in September of last year. Yet the impact is still significant.

“It’s been a fantastic, frantic few months,” said Cynthia Loh, general manager of Betterment for Business. “We spent the last quarter building up the product, and we launched with 50 plan sponsors on the platform.”

Loh declined to report the total amount of assets her platform managed as Betterment enters into the 401(k) space as a full-stack provider, acting as a manager, record-keeper, custodian and advisor to the plans.

“We’ve had consistent feedback that the platform is easy to use and especially accessible for small and medium-sized businesses,” Loh said. “The sponsors so far vary in size and sector, but the tech industry especially has been very receptive.”

The platform’s initial cadre of plan sponsors includes Boxed, a New York-based mobile wholesale shopping app.

“We're a technology company at heart, so working with Betterment is a natural fit for us,” said Chieh Huang, CEO and founder of Boxed, in a statement on Wednesday. "We are thrilled to be able to provide our employees a true cost-effective benefit and set them up for retirement."

Betterment’s hope is that the new platform attracts small and medium-sized businesses at a time when the federal government is encouraging them to offer retirement plans.

“We’ll serve the full spectrum of employers, but we’re excited about the prospect of partnering with smaller companies to offer employee retirement plans for the first time,” Loh said. “It’s an exciting time, because a lot of the work being done should provide a tailwind for us.”

Among the Obama administration proposals being unveiled this week are plans to offer tax credits to small businesses that automatically enroll employees in 401(k)s. Also being proposed is a requirement that companies with existing plans expand them to include long-term, part-time workers. And there is a proposal to make it easier for businesses to pool their retirement plans in order to bring down their overall price tags.

Pricing is a differentiator for Betterment for Business. As with its retail offerings, Betterment’s 401(k)s will come with a low cost—plan sponsors with more than $1 million in assets will pay no up-front fees. The platform will charge an AUM fee ranging between 10 and 60 basis points, depending on the size of the plan.

“It’s very different because we put advice and record-keeping under the same umbrella at low fees,” Loh said. “Previously, firms made digital advice in the 401(k) space available at an additional fee, often between 40 and 50 bps, that was added on top of the cost of the 401(k). Our highest fee is 60 basis points, and that’s for everything.”

While many in the retirement industry are wary about the proposed Department of Labor fiduciary rule, which is expected to be adopted later this year, Betterment welcomes the proposed changes.

“We already act as a fiduciary,” Loh said. “The level of advice we provide is part of what makes Betterment for Business unique. We do all of the fund selection.”

Betterment for Business offers 401(k) sponsors and participants access to the same suite of index-tracking ETFs that Betterment’s robo-advisor offers retail customers.

Plan participants will also be able to open and customize taxable investment accounts, Roth and traditional IRAs, and trust accounts alongside their 401(k)s on Betterment’s platform, where they will be managed together.

Betterment for Business has also formed an advisory board to help with development and implementation. The first two members are Tom Clark of the Wagner Law Group and Ray Kanner, head of IBM’s global pension and savings system.

By entering into the $5.5 trillion 401(k) space, Betterment could substantially expand its business. Founded in 2010, the company now serves 130,000 individual clients and manages $3.2 billion in client assets through its retail and institutional platforms.