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Equity Trust Company's Overview

Total employees564
HeadquartersWestlake
Founded1974

Equity Trust Company was a prominent American financial services company specializing in the custody and administration of self-directed retirement accounts, including IRAs, 401(k)s, and Health Savings Accounts (HSAs). Founded in 1974, the company distinguished itself by enabling investors to include alternative assets—such as real estate, precious metals, private equity, and notes—within their tax-advantaged retirement portfolios. Equity Trust Company provided account holders with the tools, education, and support needed to diversify their investments beyond traditional stocks and bonds. In November 2023, Equity Trust Company merged with Forge Trust, and the combined entity was rebranded as Inspira Financial. This strategic combination aimed to create a leading provider of alternative asset and retirement solutions, leveraging the strengths and expertise of both legacy organizations. While the Equity Trust Company brand is transitioning, its pioneering work in the self-directed investing space continues under the Inspira Financial umbrella.

Where is Equity Trust Company's Headquarters?

HQ Function

Served as the central corporate office, housing executive leadership, administrative functions, client relations management, and strategic operations for its self-directed IRA and alternative asset custody services.

Notable Features:

A modern office campus designed to support a significant workforce and sophisticated financial service operations. The facility was equipped with technology and infrastructure to handle secure client data and transactions.

Work Culture:

The work culture at Equity Trust Company was generally described as client-focused, professional, and emphasizing expertise in the complex field of self-directed retirement accounts and alternative investments. There was a strong focus on compliance and regulatory adherence, given the nature of the financial services industry.

HQ Significance:

The Westlake headquarters was significant as the nerve center for one of the largest self-directed IRA custodians in the United States, playing a key role in the company's growth and its impact on the alternative investing landscape for individual investors.

Values Reflected in HQ: The headquarters aimed to reflect values of trust, security, professionalism, and innovation in financial services, essential for a custodian of retirement assets.

Location:

Equity Trust Company's operations were predominantly U.S.-based, catering to American investors and retirement accounts governed by U.S. regulations. While clients could hold certain international assets within their self-directed accounts (subject to IRS rules and custodial acceptance), the company's direct operational footprint, customer service, and support functions were centered in the United States. It did not maintain physical offices or direct operational entities internationally.

Street Address:

1 Equity Way

City:

Westlake

State/Province:

Ohio

Country:

USA

Equity Trust Company's Global Presence

Elyria, Ohio, USA

Address: 225 Burns Road, Elyria, OH 44035, USA

Focused on operational efficiency and support for the company's nationwide client base, processing a high volume of transactions and client interactions related to alternative asset investments.

Sioux Falls, South Dakota, USA

Address: Specific street address varied, operations were centered in Sioux Falls.

Provided operational redundancy and specialized support functions, leveraging the business-friendly environment and skilled workforce in Sioux Falls for financial services operations.

Buying Intent Signals for Equity Trust Company

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Executive Team of Equity Trust Company

As of April 2025, Equity Trust Company' leadership includes:

George Sullivan - Former Chief Executive Officer (at time of transition to Inspira Financial)
Richard Desich Jr. - Former Chairman & Member of the Founding Family
Matt Wilson - Former Chief Executive Officer

Investors of Equity Trust Company

Equity Trust Company has been backed by several prominent investors over the years, including:

Desich Family (Founders)
Rizvi Traverse Management (Past major investor)
The Sterling Group (Past major investor)
Flexpoint Ford (Investor in Forge Trust, now part of Inspira Financial)
Accel-KKR (Investor in Forge Trust, now part of Inspira Financial)

Executive New Hires/Exits in the Last 12 Months

Hire0
Exits5

The most significant executive event for Equity Trust Company in the last 12 months was its merger with Forge Trust to form Inspira Financial, announced in November 2023. This led to a comprehensive restructuring of the executive team, with former Equity Trust Company leadership roles transitioning or concluding, and a new C-suite being established for Inspira Financial, led by CEO Karl Roessner. Consequently, there were no new executive hires for standalone Equity Trust Company, and existing roles were part of this larger transition.

Departures

George Sullivan, Role as CEO of Equity Trust Company concluded following the merger and formation of Inspira Financial.

New Appointments:

N/A, No new executive appointments were made to the standalone Equity Trust Company in the last 12 months due to its merger and rebranding into Inspira Financial. New appointments were made to the Inspira Financial leadership team.

Technology (Tech Stack) used by Equity Trust Company

Discover the tools Equity Trust Company uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Equity Trust Company Email Formats and Examples

Historically, Equity Trust Company likely used common corporate email formats such as [firstinitial][last]@trustetc.com or [first].[last]@trustetc.com. Following the merger and rebranding to Inspira Financial, email addresses associated with the `trustetc.com` domain are expected to be phased out or redirected to `inspirafinancial.com` addresses. For current communications, refer to Inspira Financial's contact information.

[firstinitial][last]@trustetc.com

Format

jdoe@trustetc.com

Example

10%

Success rate

News and media

PR NewswireNovember 1, 2023

Equity Trust Company and Forge Trust Combine to Launch Inspira Financial, a New Leader in Alternative Asset and Retirement Solutions

Equity Trust Company and Forge Trust announced their merger and the launch of Inspira Financial. The new company aims to be a leading provider of health, wealth, retirement, and benefit solutions, combining the strengths of both entities in self-directed IRAs, alternative asset custody, and institutional services. Karl Roessner was named CEO of Inspira Financial....more

GlobeNewswireJuly 26, 2023

Equity Trust Company Expands Crypto Platform with Addition of Three New Coins

Prior to its merger, Equity Trust Company announced the expansion of its digital asset platform, adding Cardano (ADA), Polygon (MATIC), and Solana (SOL) to its list of cryptocurrencies available for investment within self-directed IRAs. This move indicated its ongoing commitment to providing access to a diverse range of alternative assets....more

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