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 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. After three decades at institutions including UBS, RBC Trust, PNC Bank, and TD Bank, Connolly recognized how bureaucracy can erode compassion and responsiveness in traditional trust services. WATC represents the antidote to that challenge, operating as an independent, custodian-neutral entity genuinely focused on advisor relationships.

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

Connolly emphasizes that WATC's independence represents the firm's superpower in a crowded, commoditized industry. Because the company isn't owned by a bank or custodian, it doesn't compete with advisors for their clients. This structure enables what Connolly describes as 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 flexibility of South Dakota's strong fiduciary framework allows WATC to deliver customized experiences nationwide.

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 the bar on governance and privacy standards. Technology continues to enable new levels of responsiveness at a time when the industry faces the largest intergenerational wealth transfer in history. This shift is redefining how families think about stewardship and trust, with younger generations expecting both digital fluency and ethical alignment from their financial partners.

WATC's response to these trends involves blending innovation with humanity through systems that facilitate faster, clearer communication. The company's Data Reliability and Service Consistency Framework ensures every advisor, attorney, and beneficiary experiences consistent care and compassion. For professionals unfamiliar with WATC, Connolly's core promise centers on simplicity and human connection in trust administration. The firm's delegated and directed trust solutions allow professionals to maintain control of their relationships while WATC handles administrative responsibilities with kindness, precision, and speed.

Maintaining WATC's reputation for being both high-performing and heart-centered requires empathetic leadership and a culture of purpose according to Connolly. He emphasizes that in fiduciary work, even small lapses in responsiveness or communication can create family stress or reputational damage for advisors. The company invests heavily in communication training and technology that supports compassion, ensuring every email, call, and process reflects both professionalism and care. Connolly views WATC team members not merely as trust administrators but as stewards of peace of mind for families and their professional advisors.

Looking ahead five years, Connolly envisions WATC becoming a household name synonymous with advisor-friendly trust services. He sees market disruption within the trust industry and positions WATC as a long-term home for advisors, attorneys, and clients who have become disenfranchised by trust companies focusing solely on numbers. The firm's future success will depend on maintaining its commitment to collaboration and building lasting relationships with every heart and mind seeking partnership with a trustee that genuinely cares about collaborative success.