- National recordkeeping scale reflected in new branding
- A Bill of Rights synonymous with the brand promises to deliver state-of-the art recordkeeping solutions
Building off the success of a 100 year-long tradition, American Trust Retirement is a brand that illustrates the real representation of small to mid-sized businesses in America that have fueled this country and now deserve better retirement outcomes.
Following on the acquisitions of First Mercantile Trust and American Trust Retirement, EdgeCo Holdings, the parent company, embarked on a course to build a recognizable brand for its full-service record-keeping business. “Our vision was to create a destination for Advisors and Third-Party Administrators (“TPAs”) to engage an authentic partner who will help their small to mid-sized businesses create a better retirement outcome,” says John Moody, CEO of EdgeCo Holdings.
This rebranding effort was coupled with a consolidation of recordkeeping software between the companies which will create a better experience for Advisors, TPAs, plan sponsors, and participants that are collectively serviced by American Trust Retirement. This was successfully completed in October of this year.
“Bringing together not only the technology, but most importantly the expertise of our talented staff in our various locations under one brand was an important step in our commitment to growth in the marketplace,” says Micah DiSalvo, Chief Revenue Officer for American Trust Retirement.
Behind the brand comes a Bill of Rights that promises to deliver to its Advisors and TPAs the following:
- We will help you build your business, not take your business.
- We will not overshadow your brand.
- We will provide custom plan design expertise to help you win more business.
- We will help you change the dialogue with plan sponsors.
- We will show you how to grow your business beyond the plan.
- We will always have your back.
“Having dedicated 35 years to this business, it is exciting to see this level of commitment to growth through a meaningful re-branding and investment into our platform. I see the engagement in our employees, TPAs, advisors and shared clients, which creates a renewed enthusiasm in our mission to create better retirement outcomes,” stated Phil Maness, Vice President of Client Management for First Mercantile Trust, now American Trust Retirement.
About American Trust Retirement
American Trust Retirement is a division of First Mercantile Trust, a non-depository trust company domiciled in Tennessee. It is part of EdgeCo Holdings which, along with its sister companies, is a leading provider of best-in-class technology-enabled solutions for financial intermediaries and their clients. Collectively the portfolio of companies provides a suite of technology and support services including full-service retirement plan administration, brokerage, advisory, and trust and custody services to a diverse national client base of financial intermediaries. This client base includes registered representatives, investment advisors, and other financial intermediaries including retirement plan record-keepers, TPAs, bank trust departments, broker dealers, and insurance companies. The firm services approximately $120 billion in client assets under custody or administration and more than 10,000 financial advisors and 500 financial institutions.