TrustCard
TrustCard (TruCard Holdings, Inc.) is a US fintech that provides white-label securities-backed lines of credit and branded Mastercard cards to HNW/UHNW clients, distributed exclusively through Registered Investment Advisors and Alternative Investment Fund managers.
- Company typePrivate
- Founded2021
- HeadquartersIrvine, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What TrustCard does
TrustCard is a US-based fintech (operating as TruCard Holdings, Inc., Delaware C-corp) that provides securities-backed lines of credit (SBLOCs) to high-net-worth and ultra-high-net-worth individuals through a white-label B2B distribution model. The company was founded in 2021 by Edmond Wong (CEO) and Dan Wheeler (Director/Co-Founder, who also serves as CEO of affiliated chartered trust company Sunstone Trust) and is headquartered in Irvine, California with an 11-50 person team. Its core product enables clients to draw liquidity against securities portfolios — including alternative investment fund holdings — without triggering asset sales or capital gains taxes, and to access that liquidity through a branded Mastercard credit card (digital and physical) integrated with a mobile app.
The technical platform combines SBLOC origination and servicing, white-label Mastercard card issuance, SOFR-linked interest pricing, multi-factor authentication and end-to-end encryption, mobile wallet integration, and an optional TrustCard Circle community with luxury privileges. Distribution is exclusively partner-mediated: TrustCard does not sell directly to consumers but instead white-labels its platform to Registered Investment Advisors and Alternative Investment Fund managers (venture, private equity, real estate, art) who issue branded invitations to their HNW/UHNW clients. Revenue is generated through interest on drawn balances, partnership/subscription fees, and revenue-sharing with ALT fund partners; there are no set-up fees and pricing is not publicly disclosed. The company is privately held, has raised approximately $1M in disclosed funding (2023), and discloses no revenue, AUM, or origination figures.
TrustCard firmographics
Firmographics- Name
- TrustCard
- Legal name
- TruCard Holdings, Inc.
- Website
- https://usetrustcard.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TrustCard (TruCard Holdings, Inc.) is a US fintech that provides white-label securities-backed lines of credit and branded Mastercard cards to HNW/UHNW clients, distributed exclusively through Registered Investment Advisors and Alternative Investment Fund managers.
- Ownership category
- akta.pro rank
TrustCard industry classification
Industry- Product category
- Securities-Backed Lending
- NAICS
- Credit Card Issuing (522210), Credit Card Issuing (52221)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Wealth Lending & Margin / Securities-Backed Lines (Retail) (FSAAAAAN)
- akta.pro secondary industries
- Collateral-Based Lines of Credit (Secured Revolving) (FSAKALAH), Private Label / Store Credit Cards (FSAKABAC)
Keywords
Where TrustCard is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
TrustCard business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Supply Chain
Revenue model
- Securities-Backed Credit Line Interest: TrustCard generates revenue through interest charges on the credit lines extended to clients. Interest is only charged on funds actually used, with no set-up fees. Rates are competitive and linked to SOFR.
- White-Label Partnership Fees: Revenue from providing white-label liquidity solutions to RIAs and ALT fund managers, including branded credit card programs and platform access.
- Revenue Sharing with ALT Partners: TrustCard offers revenue-sharing models with alternative investment fund partners as a lucrative dimension to their business model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | No set-up fees; interest only on funds used |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
TrustCard product offering
Product offeringCore offering
TrustCard provides securities-backed lines of credit (SBLOCs) that allow high-net-worth individuals to access liquidity against their investment portfolios, including alternative investments, without liquidating assets. The platform combines a white-label Mastercard credit card (digital and physical) with competitive SOFR-linked interest rates, delivered through a B2B channel model via Registered Investment Advisors (RIAs) and Alternative Investment Fund managers who offer the solution under their own brands.
Product overview
TrustCard operates as a unified securities-backed liquidity platform offering a portfolio of integrated financial products. The core offering is the Securities-Backed Line of Credit (SBLOC), which enables clients to access liquidity against their investment portfolios without liquidating assets. This is complemented by the TrustCard Mastercard (available in both digital and physical formats), which serves as the access mechanism for the credit line. TrustCard also provides white-label solutions for institutional partners including Registered Investment Advisors (RIAs) and Alternative Investment Fund managers, allowing them to offer branded liquidity services to their clients. The TrustCard Circle community program provides exclusive privileges, events, and experiences for select members. Together, these products form an integrated ecosystem designed to provide tax-efficient liquidity solutions for High-Net-Worth Individuals while enabling financial institutions to enhance client retention and differentiate their service offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Securities-Backed Line of Credit (SBLOC) The primary liquidity product that enables High-Net-Worth Individuals to borrow against their securities portfolios, including alternative investment funds, without selling assets and without triggering capital gains taxes. Interest is charged only on funds actually drawn, with no set-up fees and SOFR-linked competitive rates.
- TrustCard Mastercard A white-label Mastercard credit card that provides the spending interface for the securities-backed line of credit. Available in digital and physical formats, accepted anywhere Mastercard is supported including online, in-store, and via mobile wallets.
- White-Label Liquidity Solutions A customizable white-label platform offering for Registered Investment Advisors and Alternative Investment Fund managers that allows them to provide TrustCard's securities-backed liquidity solution and branded credit cards under their own brand to enhance client retention and differentiation.
- TrustCard Circle An exclusive community and privileges program that provides select clientele with insider insights on wealth management and access to luxury events, exclusive experiences, and private gatherings.
Quantifiable outcome
- 238,000+ annotations to date
- +1 more outcomes
Companies that use TrustCard
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
TrustCard technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
TrustCard partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sunstone TrustcoreSunstone Trust is identified as a related affiliate company under common ownership or control with TruCard Holdings, Inc. It is described as a chartered trust company and is referenced in TrustCard's privacy policy as an affiliate for purposes of information sharing.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
TrustCard competitors and assessment
Company assessmentDirect peers
- Pledged: Digital Securities-Backed Line of Credit platform targeted at RIAs and HNW investors, enabling borrowing against marketable securities without liquidation. Closest direct competitor given overlapping SBLOC product, advisor-channel GTM, and HNW focus.
- StockYield: SBLOC fintech providing securities-backed credit lines to HNW individuals, with comparable white-glove service model and advisor-friendly distribution. Comparable in product mechanics and target client.
Broad incumbents
- BNY Mellon | Pershing: Large custodian and RIA custody platform that offers SBLOC and securities-backed lending through partner RIAs. Represents the incumbent institutional competitor with balance-sheet capacity and existing advisor relationships.
- Wells Fargo (Wealth & Investment Management): Major U.S. bank with established SBLOC and securities-based lending products for HNW and UHNW clients through advisor channels. Competes on scale, balance sheet, and trust, not on white-label flexibility.
- Interactive Brokers: Brokerage offering margin and securities-backed lending to HNW clients at competitive rates. Comparable in core lending functionality though serving a more self-directed client base.
- Marcus by Goldman Sachs: Goldman Sachs consumer banking arm offering unsecured personal loans and deposit products; competes for HNW financing demand though without SBLOC's collateral mechanics.
- Wealthfront: Digital wealth platform offering margin lending and cash management products to HNW/mass-affluent clients. Comparable in offering consumer-facing credit attached to brokerage assets, though via direct-to-consumer rather than white-label channel.
Emerging players
- Imprint: White-label and co-branded credit card platform serving brands and fintechs. Comparable as a card-issuance infrastructure peer supporting TrustCard's white-label Mastercard program ambitions.
- Deserve: White-label credit card platform for fintechs and brands, including HNW-targeted card programs. Comparable technology layer for issuing partner-branded cards.
- Brex: Corporate card and financial platform with white-label and embedded card capabilities, including premium/wealth-adjacent card products. Comparable as a card-platform peer with adjacent customer bases.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TrustCard social profiles
Digital presenceTrustCard compliance and trust
Trust signalCompliance1 record
TrustCard financial estimates
Financial estimateRevenue estimate
Valuation estimate
TrustCard leadership team
Management profileNumber of profiles
Profiles2 records
TrustCard funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TrustCard M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TrustCard
What does TrustCard do?
TrustCard provides securities-backed lines of credit (SBLOCs) that allow high-net-worth individuals to access liquidity against their investment portfolios, including alternative investments, without liquidating assets. The platform combines a white-label Mastercard credit card (digital and physical) with competitive SOFR-linked interest rates, delivered through a B2B channel model via Registered Investment Advisors (RIAs) and Alternative Investment Fund managers who offer the solution under their own brands.
Is TrustCard a public or private company?
TrustCard is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TrustCard founded?
TrustCard was founded in 2021. It employs 1 to 10 people.
Where is TrustCard based?
TrustCard is headquartered in Irvine, United States, in the North America region.
How does TrustCard make money?
Three revenue lines are on record. Securities-Backed Credit Line Interest is the primary driver. The others are white-Label Partnership Fees and revenue Sharing with ALT Partners.
Who are TrustCard's main competitors?
Direct peers on record are Pledged and StockYield. Broad incumbents are BNY Mellon | Pershing, Wells Fargo (Wealth & Investment Management), Interactive Brokers, Marcus by Goldman Sachs and Wealthfront. Emerging players are Imprint, Deserve and Brex.
Does TrustCard have an API?
No public API is recorded for TrustCard.
What industry is TrustCard in?
TrustCard's product category is Securities-Backed Lending. Its primary akta.pro industry code is FSAAAAAN, Wealth Lending & Margin / Securities-Backed Lines (Retail), with a secondary code of FSAKALAH, Collateral-Based Lines of Credit (Secured Revolving). Its NAICS code is 522210 and its SIC code is 6141.