Fidelity Investments made waves in the retirement-planning industry when it became the first of the major record-keepers to roll out bitcoin for 401(k) plans. But fintech startups are moving in as well.

In April, Fidelity said that some of the 401(k) plans it administers would soon offer employees a way to invest in bitcoin through dedicated “digital assets accounts” The plan administrator, which oversaw $2.7tn in 401(k) assets spread over 20.4 million investors as of 31 December, is waiting to see which employers sign up for the bitcoin option, according to a person familiar with the situation.