Wealth Advisors Trust Company Expands Advisor-Focused Trust Services Amid Industry Transformation

Jonathan Connolly, recently appointed President and Chief Operating Officer of Wealth Advisors Trust Company, is leading the firm's strategic expansion during a period of significant industry transformation. With $4 billion in assets under administration and more than 400 trust relationships nationwide, WATC represents an independent alternative to traditional bank-owned trustees. Connolly brings over 30 years of financial and trust industry experience to his new role, having previously served as CEO and President of Wealthspire Trust LLC.

What drew Connolly to WATC was the clarity of purpose he found in the advisor-founded company's mission. WATC was founded by advisors who were frustrated that traditional trustees often complicate client relationships instead of supporting them. The firm's mission is to provide kind, responsive, and collaborative trust administration that strengthens advisor and attorney relationships and protects family legacies. This approach directly addresses common pain points in the financial services industry where relationship management is crucial for client retention.

The new executive's immediate priorities focus on three key growth areas: national expansion, partnership excellence, and operational innovation. WATC is bringing its advisor-friendly model to new regions from New England to the South and West Coast, targeting markets underserved by traditional trustees. The company's independence from bank or custodian ownership positions it uniquely in what Connolly describes as a crowded, commoditized industry. Because WATC isn't owned by a bank or custodian, it doesn't compete with advisors for their clients, creating a pure partnership model that benefits all parties involved.

The timing of WATC's expansion coincides with broader industry trends, including what Connolly identifies as the largest intergenerational wealth transfer in history. This shift is redefining how families think about stewardship and trust, with the next generation expecting both digital fluency and ethical alignment. WATC is responding by building systems that enhance communication while maintaining human warmth through their Data Reliability and Service Consistency Framework. For HR vendors serving the financial services sector, this represents new opportunities in supporting trust administration technology and training solutions.

For advisors and attorneys unfamiliar with WATC, Connolly's core promise addresses fundamental industry challenges. Advisors come to WATC because they're tired of losing clients to banks, while attorneys turn to the company because they need a trustee who protects their client relationship rather than interfering with it. The company's delegated and directed trust solutions allow professionals to maintain control of their relationships while WATC handles administration with what Connolly describes as kindness, precision, and speed. More information about the company's services can be found at https://www.wealthadvisorstrust.com.

Maintaining WATC's cultural reputation for being both high-performing and heart-centered remains a priority during expansion. The company leads with empathy, thoughtfulness, and inquisitiveness, reminding teams that behind every document there's a family legacy and behind every inquiry there's trust. This cultural approach represents a significant departure from traditional trust administration models and offers HR professionals insights into building service-oriented organizational cultures in financial services. The company invests heavily in communication training and technology that supports compassion, ensuring every interaction reflects professionalism and care.

Looking ahead five years, Connolly envisions WATC becoming a household name that is synonymous with advisor-friendly trust company. The company aims to provide a long-term home for advisors, attorneys, and clients who have become disenfranchised by trust companies focused solely on numbers. This vision aligns with broader trends in the human resources and talent management space where relationship-focused business models are gaining traction across financial services. The company's focus on every heart and mind who wants to partner with a trustee that truly cares about collaboration and building long-term relationships represents a significant shift in how trust services are delivered and perceived in the marketplace.