As recently as 1990, banks held 42% of all Individual Retirement Account (IRA) assets. Yet today, they hold just 7% of those assets while mutual fund companies like Fidelity Investments and Charles Schwab hold the majority. This attrition in bank market share falls in stark contrast with a vast expansion in US retirement assets. With billions, if not trillions, of profitable dollars at stake, now is a critical time for community banks to capture retirement assets by playing up their strengths of trustworthiness, quality personal service and financial expertise. The key to luring these funds is the not-so-secret weapon of every community bank -- relationships. One of the top retirement opportunities for community banks are 401(k) rollovers. Marketing messages should emphasize a consumer's increased control over their money, ease of management, more investment options and the ability to cut ties to their former employer.