Consider:
Education. Many/most people do not understand investing.
401k. Even without any employer match, it can be a great deal for employees, IF a good custodian is selected that provides a broad choice of investment options. While I’m not that excited about just securities, if I went back into business I would consider a 401k account thru a place like Charles Schwab, where the employees could have a very broad selection, vs a typical one company, or something so limited as the five options in the federal Thrift Savings Plan.