Third sales hire in two months underscores TRA’s expanding national presence
APPLETON, WI (April 13, 2026) – The Retirement Advantage, Inc. (TRA)®, a leading provider of retirement services nationwide, announced the appointment of Henrik Sandberg as Regional Plan Consultant. Henrik’s hire marks the third addition to TRA’s sales organization in the past two months, reflecting continued investment in advisor support and national growth.
Serving financial advisors, partners, and plan sponsors across Texas and Louisiana, Henrik will design customized retirement plan solutions, prepare plan illustrations, and help advisors identify opportunities to grow their retirement plan business. He will report to Tim Lastivka, vice president of national sales and distribution at TRA..
Henrik brings nearly two decades of experience in retirement plan sales, consulting, and advisor education, with leadership experience spanning defined contribution and defined benefit plans. He most recently served as a Total Growth Associate at Ascensus and previously held senior sales and marketing leadership roles at Loren D. Stark Company, where he led national sales teams, supported advisor growth initiatives, and built long standing relationships with financial advisors, CPAs, and tax attorneys.
“These recent hires are not incremental additions, they are a deliberate expansion of our national footprint,” said Lastivka. “We are building a sales organization with the depth, experience, and authority to support advisors at a higher level across the country. Henrik’s leadership, technical knowledge, and credibility with advisors strengthen our presence in key markets and reinforce TRA’s role as a national retirement services firm.”
“TRA is making a clear commitment to growth and advisor support,” said Henrik. “I am excited to join a firm that is investing in people, resources, and relationships, and I look forward to helping advisors and plan sponsors across Texas and Louisiana implement retirement strategies that drive real results.”
Henrik earned a bachelor’s degree in business administration with majors in accounting and finance from Sam Houston State University. He is fluent in English and Swedish and is recognized for his ability to translate complex retirement plan concepts into clear, actionable guidance for advisors and plan sponsors. Henrik is also an avid golfer and a University of Texas Longhorn sports fan.
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