 Cerrone says the program can help some companies stand out. Not everybody's going to need it. Not everybody has student loans. But for those that do, they stay with the company longer. And that can really provide kind of like the edge as to being a really appealing employer who's meeting their employees with the reality of where they're at. More than 100 firms have signed up for the 401k student loan match through retirement plan provider Fidelity Investments. From the Bloomberg Newsroom, I'm Anne Cates on WTLP.