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I am currently pursuing a position to be a 401k workplace planning consultant with Fidelity Investments. I would like to connect with someone who has gone through that training and early hiring process to make sure I have a solid understanding of the position. This is specifically for the Raleigh/Durham NC area if possible.
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It sounds like your post is moot because you already answered the question in your application. But generally, say positive things about their industry/technology/mission/business practices/etc. and how it personally speaks to you. It's fine if it's BS, but that's what they want to hear. Having good benefits is a reason to want to join, but don't lead with that.
Benefits is not a good primary reason.
OP continued in comments: the application asked my reason for leaving and I said it was because of benefits (which is true-- my current firm recently cut our health insurance after open enrollment to something super cheap which is its own issue). I don't really want to get into why I want to leave.
All you need to do is find a company that exists in order to make you happy about your healthcare. To repeat A1, lol.
Tell them that you like the new company you have been following them for a while. Your skills and background will bring more value to the team. You want to work for more sophisticated platform etc.