In this episode of The Purpose-Focused Advisor, Rob Brown sits down with Antony Joffe, a leading expert in trust services and the Chairman of Sterling Trustees, overseeing more than $10 billion in assets under administration. Antony shares invaluable insights into how financial advisors can use trusts to protect client wealth, strengthen relationships across generations, and ensure long-term business growth. He highlights the importance of independent trustees and why advisors should consider trust services a key part of their client planning strategy.
Key Takeaways:
- Why Trusts Matter for Advisors (06:51) – Advisors often avoid recommending trusts due to lack of familiarity, but Antony explains how an independent trustee eliminates conflicts and enhances client retention.
- The Power of Separation in Trust Management (09:07) – How dividing trustee, investment, and custodian roles can help advisors retain control while serving their clients’ best interests.
- The 80/20 Rule of Client Retention (11:30) – Antony reveals that advisors retain 80% of assets when they’re in trust but only 20% if they aren’t—making trust planning a major growth opportunity.
- The Hidden Dangers of Wealth Transfers (24:39) – Why trusts provide guardrails to protect heirs from financial missteps, bad investments, and predatory influences.
- Best Practices for Introducing Trust Services (29:51) – Strategies advisors can use to start client conversations about trusts without overcomplicating the process.
Quotes from the Episode:
Antony Joffe: “If your clients’ assets aren’t in trust when they die, you’ve got about a 20% chance of keeping them. If they are in trust, that jumps to 80%.”
Rob Brown: “Trusts aren’t just about protecting wealth; they’re about creating a legacy that lasts—and for advisors, they’re a game-changer in building long-term client relationships.”
About Antony Joffe: Antony is the Chairman of Sterling Trustees LLC, leading its vision and driving its growth to over $10 billion in assets under administration. With over 15 years in the trust industry, he co-founded WealthHub, a trust administration software, and the South Dakota Trust Association. Previously, he worked in investment banking at Janney Montgomery Scott, advising on mergers, acquisitions, and financial transactions. Antony began his career as an auditor at Coopers & Lybrand and holds an MBA in finance from Temple University and a bachelor’s in accounting from Emory University.
Connect with Antony Joffe:
Website: http://www.sterlingtrustees.com/
Email: ajoffe@sterlingtrustees.com
LinkedIn: https://www.linkedin.com/in/antonyjoffe/
Episode References:
Connect with Rob Brown:
Website: http://truestfan.com/
LinkedIn: https://www.linkedin.com/in/truestfan/