Wealth Advisors Trust Company Expands National Reach Under New Leadership

Jonathan Connolly has assumed the role of President and Chief Operating Officer at Wealth Advisors Trust Company, bringing over 30 years of financial and trust industry experience to the independent corporate trustee. The South Dakota-based firm currently administers $4 billion in assets through more than 400 trust relationships nationwide, providing directed and delegated trust solutions that strengthen advisor and attorney relationships while protecting family legacies.

Connolly was drawn to WATC by what he describes as the firm's clarity of purpose and mission to provide kind, responsive, and collaborative trust administration. Having spent three decades at institutions including UBS, RBC Trust, PNC Bank, and TD Bank, Connolly observed how bureaucracy can erode compassion and responsiveness in traditional trust services. WATC represents the antidote to that institutional approach, operating as an independent, custodian-neutral entity genuinely focused on advisor relationships.

The new President and COO has identified three immediate priorities for WATC's growth trajectory. National expansion will bring the firm's advisor-friendly model to new regions from New England to the South and West Coast, specifically targeting markets underserved by traditional trustees. Partnership excellence focuses on ensuring every interaction with advisors, attorneys, or client relationships reflects WATC's values of kindness, responsiveness, and clarity. Operational innovation involves modernizing infrastructure to ensure seamless, scalable service while maintaining the human warmth that defines the company's approach.

WATC's independence represents what Connolly calls the firm's superpower in a crowded, commoditized industry. Not being owned by a bank or custodian means WATC doesn't compete with advisors for their clients, allowing the company to maintain allegiance exclusively to the advisor, attorney, and families served together. This structure enables an ego-free, innovation-driven culture that augments advisor relationships with thoughtful fiduciary solutions aligned with modern estate planning concepts and tax-efficient structures.

The trust and fiduciary industry is undergoing significant transformation according to Connolly's assessment. Clients and advisors increasingly demand transparency, speed, and personalization while regulators raise governance and privacy standards. Simultaneously, the industry faces the largest intergenerational wealth transfer in history, redefining how families think about stewardship and trust. The next generation expects both digital fluency and ethical alignment from their financial partners.

WATC positions itself for this future by blending innovation with humanity, building systems that facilitate faster, clearer communication backed by what the company calls its Data Reliability and Service Consistency Framework. This approach ensures every advisor, attorney, and beneficiary experiences consistent care and compassion regardless of interaction channel. The firm's core promise to advisors and attorneys centers on simplicity and relationship protection, offering delegated and directed trust solutions that allow professionals to maintain control of client relationships while WATC handles administrative responsibilities.

Maintaining WATC's reputation for being both high-performing and heart-centered requires intentional cultural stewardship according to Connolly. The company emphasizes empathetic leadership and purpose-driven culture, recognizing that in fiduciary work, even small lapses in responsiveness can create family stress or reputational damage for advisors. Teams are reminded that behind every document lies a family legacy, and behind every inquiry exists trust that must be honored. The company invests significantly in communication training and technology that supports compassionate service delivery.

Connolly's five-year vision positions WATC as a household name synonymous with advisor-friendly trust services. The company aims to provide a long-term home for advisors, attorneys, and clients who have become disenfranchised by trust companies focusing exclusively on numbers rather than relationships. This strategic direction comes at a time when market disruption within the trust industry creates opportunities for firms that prioritize collaboration and genuine partnership building. Learn more about the company's approach at https://www.wealthadvisorstrust.com.