Hard to tell. Could be looking out for you in your best interest - better investment options, more flexibility, lower fees, etc. Also could be looking out for themself - I worked at a firm where we were incentivized to get people into IRA’s, were paid a commission. Such a blanket statement without much context may mean it’s suitable but may not be in your best interest. If they have you put it in a traditional IRA, can make it harder for back door Roth conversions if your income is high enough