GenTrust
GenTrust is a Miami-headquartered, SEC-registered multi-family office founded in 2011 that provides institutional-quality wealth and asset management to ultra-high-net-worth individuals, families, family offices, athletes, and corporate executives across offices in Miami, New York, and Puerto Rico.
- Company typePrivate
- Founded2011
- HeadquartersMiami, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What GenTrust does
GenTrust, LLC is a Miami-headquartered, SEC-registered investment advisory firm founded in 2011 by Jim Besaw, George Perez, and Gui Socarras that operates as an investment-focused multi-family office serving ultra-high-net-worth individuals, families, family offices, professional athletes and entertainment clients, corporate executives, hedge fund and private equity professionals, and entrepreneurs. The firm delivers integrated wealth and asset management — including financial planning, estate planning, tax optimization, concierge services, and bespoke portfolio construction across multi-custodian relationships (Fidelity, Schwab, Pershing, Northern Trust, Interactive Brokers) — and operates proprietary investment strategies spanning fixed income, option overlays, sector rotation, momentum, and tax-efficient risk parity. Its technology backbone includes AIRIA, a proprietary AI platform for portfolio tracking, algorithmic rebalancing, tax-loss harvesting, and client intake, with an AURA LLM module for secure internal document analysis, plus Addepar integration for alternative-investment data automation.
Revenue is generated through recurring investment advisory fees, billed annually on a negotiated basis tied to assets under management, with a stated fee-sensitive philosophy and no public fee schedule. The go-to-market is high-touch, consultative, and relationship-driven — supported by active thought leadership (CNBC, Bloomberg, Barron's, Forbes) and educational content via the GEMS series — with no intermediary distribution channels. Operations span three offices (Miami headquarters, New York, and San Juan, Puerto Rico) staffed by approximately 38 employees, with a senior leadership bench drawn from Goldman Sachs, J.P. Morgan, Barclays, Merrill Lynch, and other Wall Street institutions representing 150+ years of combined institutional investment experience.
Strategically, GenTrust is in a scaling phase: AUM has grown from approximately $2.4 billion in 2019 to roughly $5 billion as of October 2025, a minority strategic investment was secured from Kudu Investment Management in July 2022, and the firm hired its first-ever President in June 2024 and a senior advisor (Robert Roman) in October 2025, while continuing to invest in proprietary AI tooling and data infrastructure.
GenTrust firmographics
Firmographics- Name
- GenTrust
- Legal name
- GenTrust, LLC
- Website
- https://gentrustwm.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GenTrust is a Miami-headquartered, SEC-registered multi-family office founded in 2011 that provides institutional-quality wealth and asset management to ultra-high-net-worth individuals, families, family offices, athletes, and corporate executives across offices in Miami, New York, and Puerto Rico.
- Ownership category
- akta.pro rank
GenTrust industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Other Financial Vehicles (52599)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward) (FSAAACAJ)
- akta.pro secondary industries
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE), Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access) (FSAGAEAL)
Keywords
Where GenTrust is headquartered
LocationHeadquarters
- HQ city
- Miami
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
GenTrust business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Investment Advisory Fees: GenTrust operates as a registered investment advisor (RIA) providing wealth and asset management services. The firm is independent and committed to fiduciary standards, putting clients' best interests first. Revenue is generated through investment advisory fees, likely based on assets under management (AUM).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Custom fee structures based on client assets and service needs |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
GenTrust product offering
Product offeringCore offering
GenTrust is an SEC-registered investment advisory firm operating as a multi-family office that delivers institutional-quality wealth and asset management services to ultra-high-net-worth individuals and families. Its offerings span bespoke investment management (fixed income, option overlays, sector rotation, tax-efficient risk parity, alternative investments), comprehensive financial and estate planning, concierge services, and consolidated reporting across multiple custodians. The firm is supported by proprietary AI technology (AIRIA and AURA) for portfolio automation and document analysis.
Product overview
GenTrust is an investment-focused multi-family office delivering institutional-quality wealth and asset management services through a suite of integrated offerings. Its core products are Wealth Management and Asset Management, supported by proprietary AI technology (AIRIA and its AURA LLM component), a CIO Partnership program for institutional clients, and the GEMS thought leadership content series. Wealth Management handles the full range of advisory services from financial planning to estate planning and concierge services, while Asset Management provides bespoke fixed income, option overlays, and tax-efficient strategies, available integrated into client portfolios or a la carte. AIRIA powers portfolio automation (rebalancing, tax loss harvesting), advisor workflows, and client intake, while AURA provides secure LLM-based analysis of portfolios and documents. The CIO Partnership extends these capabilities to institutional clients. Together, these offerings serve ultra-high-net-worth individuals, families, family offices, entrepreneurs, athletes, and corporate executives from offices in Miami, New York, and San Juan, Puerto Rico.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Management
- Asset Management
- CIO Partnership
Quantifiable outcome
- Over $4 billion in client AUM
- +2 more outcomes
Companies that use GenTrust
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles2 records
GenTrust technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability4 records
Feature3 records
GenTrust partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AddeparcoreGenTrust onboarded Addepar Alts Data Management to streamline alternative investment data operations. The solution replaced previously manual, error-prone processes of retrieving, consolidating, and inputting fund data from statements and capital notices. PDFs can now be uploaded directly into the Addepar platform for automated processing within 24 hours, enabling substantial time savings and improved data accuracy.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
GenTrust competitors and assessment
Company assessmentDirect peers
- Bessemer Trust: Privately held multi-family office serving UHNW individuals and families with comprehensive wealth, investment, and advisory services — the closest analog to GenTrust's positioning, though at substantially larger AUM scale.
- Cresset Capital: Independent, family-owned multi-family office and private investment firm providing integrated wealth advisory, asset management, and family office services to UHNW clients — comparable model and target segment.
- Glenmede: Independent investment and wealth management firm with a fiduciary, multi-family office heritage serving HNW/UHNW families and institutions; closely comparable operating model and client focus.
- Pathstone: Independent, employee-owned wealth management firm serving HNW/UHNW families, foundations and endowments through multi-family office services — comparable service mix and scale tier.
- Mariner Wealth Advisors: National RIA and multi-family office platform serving HNW and UHNW clients with comprehensive financial planning, investment management and family office services — direct competitor in the same client segment, though at greater scale.
- Corient: Pure-play national wealth manager serving UHNW individuals and families with integrated investment management and family office services; comparable client segment and fee-based RIA model.
- Cerity Partners: Wealth management and multi-family office firm serving UHNW families with investment advisory, financial planning and family office services — direct peer in the same client category and service scope.
- Rockefeller Capital Management: Independent, branded wealth management and investment platform serving UHNW families and institutional clients — comparable target segment and fee model, though broader service scope.
Broad incumbents
- Brown Brothers Harriman: Long-standing private bank and wealth manager with a dedicated Private Wealth business serving UHNW families; comparable client profile but part of a much larger diversified financial institution.
- First Republic Private Wealth Management: Now part of JPMorgan, the Private Wealth Management franchise serves UHNW clients with banking, lending, and wealth advisory — broader incumbent that overlaps with GenTrust's UHNW value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
GenTrust social profiles
Digital presenceGenTrust compliance and trust
Trust signalCompliance1 record
GenTrust financial estimates
Financial estimateRevenue estimate
Valuation estimate
GenTrust leadership team
Management profileNumber of profiles
Profiles11 records
GenTrust funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GenTrust M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GenTrust
What does GenTrust do?
GenTrust is an SEC-registered investment advisory firm operating as a multi-family office that delivers institutional-quality wealth and asset management services to ultra-high-net-worth individuals and families. Its offerings span bespoke investment management (fixed income, option overlays, sector rotation, tax-efficient risk parity, alternative investments), comprehensive financial and estate planning, concierge services, and consolidated reporting across multiple custodians. The firm is supported by proprietary AI technology (AIRIA and AURA) for portfolio automation and document analysis.
Is GenTrust a public or private company?
GenTrust is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GenTrust founded?
GenTrust was founded in 2011. It employs 11 to 50 people.
Where is GenTrust based?
GenTrust is headquartered in Miami, United States, in the North America region.
How does GenTrust make money?
One revenue line is on record: investment Advisory Fees.
Who are GenTrust's main competitors?
Direct peers on record are Bessemer Trust, Cresset Capital, Glenmede, Pathstone, Mariner Wealth Advisors, Corient, Cerity Partners and Rockefeller Capital Management. Broad incumbents are Brown Brothers Harriman and First Republic Private Wealth Management.
Does GenTrust have an API?
No public API is recorded for GenTrust.
What industry is GenTrust in?
GenTrust's product category is Wealth Management. Its primary akta.pro industry code is FSAAACAJ, Digital/Hybrid RIAs (Robo-Enabled, Tech-Forward), with a secondary code of FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms. Its NAICS code is 523940 and its SIC code is 6282.