The Entrust Group
The Entrust Group is a privately held Oakland-based custodian and administrator of self-directed IRAs, enabling over 24,000 individual investors to hold alternative assets such as real estate, precious metals, private equity, cryptocurrency, and private lending within tax-advantaged retirement accounts, distributed primarily direct-to-consumer with a growing financial-advisor B2B channel.
- Company typePrivate
- Founded1985
- HeadquartersOakland, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What The Entrust Group does
The Entrust Group is a privately held self-directed IRA custodian and administrator headquartered in Oakland, California, founded approximately in 1985 and operating for over 40 years. The company enables individual investors to hold alternative assets within tax-advantaged retirement accounts, including real estate, precious metals, private equity, cryptocurrency, private lending, and tax liens, across account types such as Traditional IRA, Roth IRA, SEP IRA, SIMPLE IRA, Individual 401(k), HSA, and ESA. Supporting purchasing strategies include partnering, non-recourse loans, and IRA LLC / checkbook-control structures, with the myDirection Visa Card offering direct access to IRA funds for qualifying investment expenses.
The underlying technology platform combines a web-based Entrust Client Portal, native iOS and Android mobile applications, and multi-factor authentication to administer accounts, process transactions, and produce IRS reporting. The platform integrates with standard analytics, marketing automation, and operations tooling (HubSpot, Calendly, Eventbrite, LexisNexis, Google Analytics, HotJar) and is supported by an extensive Entrust Learning Center that functions as a content marketing and SEO asset.
The business model is primarily fee-based and recurring: one-time account establishment fees, annual recordkeeping fees, and per-transaction fees for asset purchases, sales, and ancillary services. Go-to-market is predominantly direct-to-consumer via the company website, supplemented by a phone-based sales/support function and a B2B program targeting financial advisors and investment issuers who route their clients to Entrust for SDIRA custody. The company serves over 24,000 investors, holds a BBB A+ rating, and operates exclusively within the United States.
The Entrust Group firmographics
Firmographics- Name
- The Entrust Group
- Legal name
- The Entrust Group
- Website
- https://theentrustgroup.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Entrust Group is a privately held Oakland-based custodian and administrator of self-directed IRAs, enabling over 24,000 individual investors to hold alternative assets such as real estate, precious metals, private equity, cryptocurrency, and private lending within tax-advantaged retirement accounts, distributed primarily direct-to-consumer with a growing financial-advisor B2B channel.
- Ownership category
- akta.pro rank
The Entrust Group industry classification
Industry- Product category
- Self-Directed IRA Custody Services
- NAICS
- Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Fiduciary Agency & Trustee-for-Hire Services (FSAAANAL)
Keywords
Where The Entrust Group is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Entrust Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Account Administration and Custodial Services: The company generates revenue through fees charged for account administration services including account establishment, annual recordkeeping, asset purchase and sale processing, and transaction fees. These fees are scaled to match the complexity of administering accounts and are designed for investors with accounts ranging from $20,000 to $2,000,000 or more.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Account Establishment Fee |
| Subscription | Annual | Annual Recordkeeping Fee |
| Transaction based/ take rate | Pay-as-you-go | Asset Purchase and Sale Fees |
| Transaction based/ take rate | Pay-as-you-go | Transaction Fees |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
The Entrust Group product offering
Product offeringCore offering
The Entrust Group is a self-directed IRA custodian and administrator that enables individual investors to hold alternative assets — including real estate, precious metals, private equity, cryptocurrency, and private lending — within tax-advantaged retirement accounts such as Traditional IRAs, Roth IRAs, SEP IRAs, SIMPLE IRAs, and Individual 401(k)s. The company provides account administration, transaction processing, recordkeeping, and IRS reporting, supported by an online client portal, mobile applications, and the myDirection Visa debit card for investment-related expenses.
Product overview
The Entrust Group provides a comprehensive self-directed IRA services platform enabling investors to access alternative assets unavailable through traditional IRAs. The core offering consists of multiple account types (Traditional IRA, Roth IRA, SEP IRA, SIMPLE IRA, Individual 401(k), HSA, ESA) that support diverse investment options including Real Estate, Precious Metals, Private Equity, Cryptocurrency, and Private Lending. The platform offers purchasing strategies such as Partnering, Non-Recourse Loans, and IRA LLC structures (checkbook control). Supplementary services include the myDirection Visa Card for investment expenses, mobile applications for iOS and Android, and the Entrust Client Portal for account management. The Learning Center provides educational resources including guides, webinars, and FAQs. The architecture combines core administration services with account management tools, educational content, and mobile access.
Differentiator
Problem solved
Functional benefit
Products and services
- Self-Directed IRA Administration Core self-directed IRA administration service allowing investors to access alternative assets including real estate, precious metals, private equity, and cryptocurrency not available through traditional IRAs.
- Traditional and Roth IRAs Tax-advantaged retirement account types administered through Entrust's self-directed platform. Traditional IRA offers tax-deferred growth while Roth IRA provides tax-free growth on qualified withdrawals.
- SEP and SIMPLE IRAs Employer-sponsored retirement plans administered by Entrust. SEP IRA is designed for self-employed individuals and small businesses, while SIMPLE IRA serves businesses with fewer than 100 employees.
- Individual 401(k) Self-directed 401(k) plan for self-employed individuals allowing higher contribution limits and access to diverse alternative investment options.
- HSA and ESA Health Savings Account (HSA) for tax-advantaged medical savings and Education Savings Account (ESA) for education expenses, administered through Entrust's self-directed platform.
- Real Estate IRA Investment Self-directed IRA investment administration in residential or commercial properties, rental properties, land, and offshore real estate held within retirement accounts.
- Precious Metals IRA Investment Custodial services for investments in IRS-approved gold, silver, platinum, and palladium coins and bars meeting fineness standards within a self-directed IRA.
- Private Equity IRA Investment Administration of self-directed IRA investments in privately held companies, startups, or small businesses.
- Cryptocurrency IRA Investment Custodial administration for investments in Bitcoin and other digital currencies held within a self-directed IRA.
- Private Lending IRA Investment Administration of IRA-funded loans made through promissory notes or trust deeds where the IRA acts as the lender.
- IRA LLC (Checkbook IRA) Administration of self-directed IRA LLC structures providing checkbook control for direct investment decisions and faster transaction execution.
- myDirection Visa Card Visa debit card linked to a self-directed IRA that allows investors to access funds for certain investment-related expenses.
- Entrust B2B Program Dedicated B2B program for financial advisors and investment issuers to partner with Entrust and offer SDIRA custodial services to their own clients.
- Entrust Client Portal Web-based client portal for account access, transaction management, and portfolio monitoring with multi-factor authentication security.
Companies that use The Entrust Group
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
The Entrust Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature3 records
The Entrust Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Financial AdvisorscoreNetwork of financial advisors who utilize Entrust's SDIRA administration services to offer alternative investment options to their clients. Advisors can direct clients to use Entrust as their SDIRA custodian.
- Investment IssuerscoreInvestment issuers and sponsors who offer alternative investment opportunities (real estate deals, private equity offerings, etc.) that SDIRA investors can participate in through Entrust accounts.
- Entrust B2B Program PartnerscoreFinancial professionals enrolled in the Entrust B2B Program who leverage Entrust's platform to provide SDIRA services to their own clients.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Entrust Group competitors and assessment
Company assessmentDirect peers
- STRATA Trust Company: Self-directed IRA custodian focused on alternative investments including real estate, private equity, and notes. Competes with Entrust on the same alt-asset IRA product set and financial-advisor channel.
- New Direction IRA: SDIRA custodian and administrator offering Traditional, Roth, SEP, and SIMPLE IRAs invested in alternative assets. Mirrors Entrust's account types and alternative-asset menu, serving a comparable investor segment.
- IRA Financial Group: Self-directed IRA and checkbook-control LLC specialist working with partnered custodians to deliver alternative-asset retirement accounts. Competes head-to-head with Entrust on real estate and private equity IRA structures.
- Millennium Trust Company: Specialized SDIRA custodian offering alternative-asset IRAs (real estate, private equity, promissory notes). Directly comparable to Entrust as a niche alternative-asset IRA custodian with self-directed account focus.
- Equity Trust: One of the largest SDIRA custodians in the US, administering self-directed IRAs holding alternative assets. Directly competes with Entrust for the same individual investor and financial advisor B2B segments with overlapping product breadth.
Emerging players
- Rocket Dollar: Fintech SDIRA platform offering checkbook-control IRA LLCs for alternative investments. Competes with Entrust on digital UX and self-directed IRA LLCs, especially with younger, tech-forward investors.
- Alto IRA: Crypto-focused SDIRA platform with a streamlined digital onboarding flow. Overlaps with Entrust's cryptocurrency IRA offering while pushing a more modern fintech experience.
- BitIRA: Specialized cryptocurrency IRA custodian for Bitcoin and digital-asset retirement accounts. Directly overlaps with Entrust's crypto SDIRA product and competes for risk-tolerant alternative-asset investors.
Broad incumbents
- Charles Schwab: Large brokerage and IRA custodian with growing alt-asset capabilities. Adjacent incumbent that could compress SDIRA pricing and acquisition economics if it extends its SDIRA-style offering materially.
- Fidelity Investments: Mass-market IRA custodian and broker expanding into broader alternative-asset retirement offerings (e.g., crypto IRAs). Represents a scale incumbent that, with deeper resources and brand, threatens SDIRA niche economics if it expands alternatives.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Entrust Group social profiles
Digital presenceThe Entrust Group compliance and trust
Trust signalCompliance5 records
The Entrust Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Entrust Group leadership team
Management profileNumber of profiles
Profiles1 record
The Entrust Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Entrust Group 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 The Entrust Group
What does The Entrust Group do?
The Entrust Group is a self-directed IRA custodian and administrator that enables individual investors to hold alternative assets — including real estate, precious metals, private equity, cryptocurrency, and private lending — within tax-advantaged retirement accounts such as Traditional IRAs, Roth IRAs, SEP IRAs, SIMPLE IRAs, and Individual 401(k)s. The company provides account administration, transaction processing, recordkeeping, and IRS reporting, supported by an online client portal, mobile applications, and the myDirection Visa debit card for investment-related expenses.
Is The Entrust Group a public or private company?
The Entrust Group is a private company. It is classified as management employee owned and is currently operating.
When was The Entrust Group founded?
The Entrust Group was founded in 1985. It employs 51 to 100 people.
Where is The Entrust Group based?
The Entrust Group is headquartered in Oakland, United States, in the North America region.
How does The Entrust Group make money?
One revenue line is on record: account Administration and Custodial Services.
Who are The Entrust Group's main competitors?
Direct peers on record are STRATA Trust Company, New Direction IRA, IRA Financial Group, Millennium Trust Company and Equity Trust. Emerging players are Rocket Dollar, Alto IRA and BitIRA. Broad incumbents are Charles Schwab and Fidelity Investments.
Does The Entrust Group have an API?
No public API is recorded for The Entrust Group.
What industry is The Entrust Group in?
The Entrust Group's product category is Self-Directed IRA Custody Services. Its primary akta.pro industry code is FSAAANAL, Fiduciary Agency & Trustee-for-Hire Services. Its NAICS code is 523991 and its SIC code is 6199.