New Direction Trust Company

What New Direction Trust Company does

New Direction Trust Company is a privately held, chartered trust company headquartered in Louisville, United States, founded in 2003. The firm provides custodial services for self-directed Individual Retirement Accounts (IRAs) and Health Savings Accounts (HSAs), serving individual investors who wish to direct their tax-advantaged savings into alternative assets outside conventional stocks, bonds, and mutual funds — including, in many self-directed IRA programs, real estate, private equity, promissory notes, and other non-traditional holdings. The company employs between 51 and 100 people and is led by co-founders Catherine Wynne (President) and Bill Humphrey (Principal), with Kevin Dodson serving as CEO and Aaron Benway as Chief Revenue Officer.

The business operates under a trust company charter, which subjects it to fiduciary and regulatory oversight and is a structural prerequisite for holding client retirement and healthcare assets. Its revenue mechanics are consistent with standard custodial economics — fees are typically generated as a percentage of assets under custody or via flat account/service fees — though specific pricing was not disclosed in the available source material. The firm is privately held with no disclosed parent company, no public ticker, and no disclosed funding rounds. The website (ndtco.com) served as the primary external surface, but content extraction was limited to a loading/verification page during the source pull, so deeper product, pricing, partnership, and technology detail is not represented in the input data.

Customer segmentation is structurally retail, with each account representing an individual accountholder rather than an enterprise relationship. Strategic positioning is concentrated in the regulated-custody niche of the self-directed retirement market, where incumbency, regulatory licensure, and operational know-how for alternative-asset custody are the principal differentiators from non-custodial administrators and brokerage competitors.

Name

New Direction Trust Company

Website

https://ndtco.com

Company type

Private

Founded year

2003

Headcount range

51–100 employees

Short description

New Direction Trust Company is a Louisville-based, privately held trust company founded in 2003 that provides custodial services for self-directed IRAs and HSAs, enabling individuals to hold alternative investments within tax-advantaged retirement and healthcare accounts.

Ownership category

akta.pro rank

Product category

Self-Directed Retirement Account Services

NAICS

Funds, Trusts, and Other Financial Vehicles (525), Trusts, Estates, and Agency Accounts (52592)

SIC

Investment Advice (6282)

akta.pro primary industry

Directed Trust & Trust Advisory Services (FSAAANAK)

akta.pro secondary industries

Employee Benefit & Retirement Plan Trust Services (FSAAANAC), Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)

Keywords

• Self-directed IRAs
• Health savings accounts
• Retirement account services
• Custodial trust services
• Alternative asset retirement

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Core offering

New Direction Trust Company provides self-directed Individual Retirement Accounts (IRAs) and Health Savings Accounts (HSAs), acting as a custodian that enables account holders to hold alternative investments such as real estate, private equity, and other non-traditional assets within their tax-advantaged retirement or healthcare savings accounts.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Directed IRAs Custodial IRA accounts that allow individual account holders to invest in alternative assets such as real estate, private businesses, promissory notes, and other non-traditional investments not typically available through conventional brokerage IRAs.
• Self-Directed HSAs Health Savings Accounts administered by the trust company, enabling individuals to save and invest for qualified medical expenses with tax advantages.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights3 records

Direct peers

• Equity Trust Company: One of the largest self-directed IRA custodians in the U.S., directly competing with NDT in self-directed retirement custody for alternative-asset investors.
• Strata Trust Company: Specialized self-directed IRA custodian offering directed trust services for alternative and traditional retirement accounts, directly comparable in product and target customer to NDT.
• Millennium Trust Company: Self-directed and specialized retirement custodian serving individuals and advisors with alternative-asset IRAs, directly competing with NDT's core custody offering.
• IRA Financial Group: Self-directed IRA and solo 401(k) facilitator working with custodians to enable alternative-asset retirement investing, overlapping NDT's target customer and use cases.
• Benefit Trust Company: Trust company providing self-directed retirement account custody for individual investors and institutional partners, directly comparable in custodial service model to NDT.

Emerging players

• Rocket Dollar: Fintech-driven self-directed IRA/HSA platform partnering with custodians to offer alternative-asset retirement accounts; competes with NDT for digitally native self-directed customers.
• Alto (AltoIRA): Digital self-directed IRA platform focused on alternative-asset investing (crypto, private equity, real estate), competing for the same end customer NDT serves but with a tech-first model.

Broad incumbents

• Charles Schwab: Mass-market brokerage and IRA custodian offering self-directed IRA accounts alongside a full investment platform; competes at the broader self-directed IRA layer even if it does not match NDT's alternative-asset depth.
• Fidelity Investments: Large incumbent retirement custodian with self-directed IRA and HSA products; competes with NDT for mainstream retirement-account dollars and could expand alt-asset permissions over time.
• Vanguard: Major low-cost retirement account custodian; competes for IRA and HSA accounts at the mainstream end of NDT's addressable market.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/ndtrustco
• Facebookfacebook.com/ndtrustco

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Direction Trust Company