A firm is trying to boost 401(k) savings by recognizing a sad reality: Many people are more interested in getting trinkets today than in having solid nest eggs 20, 30 or 40 years from now.[@@]

The firm, PensionOnline Inc., San Francisco, has developed a Web-based 401k Rewards program that uses gift cards, frequent flyer miles and other inexpensive incentives to encourage 401(k) plan members to save.

PensionOnline says it will let other firms market and present the reward service using their own names and logos.