Directed Trust
Directed Trust Company (brand: Directed IRA) is a Phoenix-based self-directed IRA custodian founded in 2017 that enables individuals, self-employed clients, advisors, and investment sponsors to hold alternative assets—real estate, private equity, crypto, precious metals, and private funds—inside tax-advantaged retirement accounts.
- Company typePrivate
- Founded2017
- HeadquartersPhoenix, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Directed Trust does
Directed Trust Company, operating under the brand Directed IRA, is a Phoenix, Arizona-based self-directed IRA custodian founded in 2017 by tax attorney Mat Sorensen. The company is a federally regulated financial custodian rather than an investment advisor; it provides the account infrastructure that lets individuals and small business owners hold alternative assets—real estate, private equity, cryptocurrencies, precious metals, promissory notes, private funds, and startups—inside tax-advantaged retirement accounts such as Roth IRA, Traditional IRA, Crypto IRA, Solo 401(k), HSA, Coverdell ESA, SEP IRA, and Inherited IRA. Underlying technology centers on a self-serve online portal (Directed Connect), e-signature account opening, compliance tracking, and an embedded Gemini exchange integration for crypto trading, with a parallel partnership with KKOS Lawyers to deliver Checkbook IRA LLC formations. The company does not sell investments or provide investment advice.
The business model is asset-light and fee-based, combining recurring subscription-like annual account fees ($495 for most accounts; $295 for Crypto IRA), per-transaction asset processing fees ($50/event), one-time setup fees (Solo 401(k) plan establishment $595-$995, account opening $50), and relationship pricing tiers for advisors, RIAs, and investment sponsors. Distribution is multi-channel: direct-to-consumer self-serve onboarding, a phone-based inside-sales team (8am-5pm MST), referral channels through financial advisors, CPAs, and attorneys, partnership rails with investment sponsors, and an affiliate/refer-a-friend program.
Customer acquisition is content-led. Mat Sorensen authors The Self-Directed IRA Handbook (60,000+ copies sold across editions, third edition published May 2026) and hosts the Directed IRA Podcast and YouTube channel; the company also runs the SDIRA Summit and Alternative Asset Summit. Marketed scale metrics include 20,000+ clients, assets under custody referenced as billions (B+), 1,000+ five-star Google reviews, and a #1 self-rated SDIRA custodian position. The firm is privately held, founder-led, without disclosed institutional capital, and operates U.S.-only.
Directed Trust firmographics
Firmographics- Name
- Directed Trust
- Legal name
- Directed Trust Company
- Website
- https://directedira.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Directed Trust Company (brand: Directed IRA) is a Phoenix-based self-directed IRA custodian founded in 2017 that enables individuals, self-employed clients, advisors, and investment sponsors to hold alternative assets—real estate, private equity, crypto, precious metals, and private funds—inside tax-advantaged retirement accounts.
- Ownership category
- akta.pro rank
Directed Trust industry classification
Industry- Product category
- Retirement Custody Services
- NAICS
- Funds, Trusts, and Other Financial Vehicles (525), Trusts, Estates, and Agency Accounts (52592)
- akta.pro primary industry
- Directed Trust & Trust Advisory Services (FSAAANAK)
Keywords
Where Directed Trust is headquartered
LocationHeadquarters
- HQ city
- Phoenix
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Directed Trust business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Annual Account Fees: Annual maintenance fees charged per account type. Standard SDIRA accounts $495/year; Crypto IRA $295/year; additional accounts have reduced rates. Fees are flat and do not increase based on account value.
- Asset Processing Fees: One-time fees per transaction for asset purchases, liquidations, sales, re-registrations, in-kind transfers, and payoffs. $50 per asset processing event.
- Solo 401(k) Plan Setup: One-time plan setup fees for Solo 401(k) accounts: Full Service at $995 (includes attorney consultation), Docs Only at $595, and Restatement at $595.
- New Account Establishment: One-time new account opening fee of $50 per account.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard Self-Directed IRA (Roth, Traditional, SEP IRA, HSA, Coverdell ESA) |
| Subscription | Annual | Crypto IRA |
| Subscription | Annual | Backdoor Roth IRA |
| One time/ perpetual license | Multi-year contract | Solo 401(k) |
| One time/ perpetual license | Pay-as-you-go | Checkbook IRA LLC Formation (through KKOS Lawyers) |
| Other | Annual | IRA/LLC Annual Valuation |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Directed Trust product offering
Product offeringCore offering
Directed IRA (a tradename of Directed Trust Company) is a self-directed IRA custodian that enables investors to hold alternative assets such as real estate, private equity, cryptocurrency, precious metals, private funds, and promissory notes inside tax-advantaged retirement accounts. The company offers multiple account types (Roth IRA, Traditional IRA, Crypto IRA, Solo 401(k), HSA, Coverdell ESA, SEP IRA, Inherited IRA) with optional Checkbook IRA LLC structure, charging flat annual fees plus per-transaction asset processing fees.
Product overview
Directed IRA is a self-directed IRA custodian (a tradename of Directed Trust Company) offering a comprehensive platform of tax-advantaged retirement and savings accounts. The core offering consists of multiple account types: Roth IRA, Traditional IRA, Crypto IRA, Solo 401(k), SEP IRA, HSA, Coverdell ESA, and Inherited IRA—all allowing investment in alternative assets like real estate, private equity, crypto, and precious metals. Strategic add-ons include the Checkbook IRA LLC for enhanced control, Backdoor Roth IRA strategy for high-income earners, and brokerage trading for traditional securities. The platform provides account establishment, funding (transfers/rollovers/contributions), investment processing, and compliance services, but does not sell investments or provide investment advice.
Differentiator
Problem solved
Functional benefit
Products and services
- Roth IRA Self-directed Roth IRA allowing after-tax contributions that grow and withdraw tax-free at age 59½, with no Required Minimum Distributions during the account holder's lifetime. Held by individual investors seeking tax-free retirement growth on alternative assets.
- Traditional IRA Self-directed Traditional IRA allowing pre-tax contributions that grow tax-deferred, with immediate tax deductions and distributions taxed in retirement. Used by individual investors self-directing into alternative assets.
- Crypto IRA Cryptocurrency investment account set up with the Gemini exchange, allowing investment in Bitcoin, Ethereum, Solana, XRP, stablecoins (e.g., Tether), and other cryptocurrencies within an IRA structure for tax-deferred or tax-free growth. Annual fee $295 plus 0.50% trade fee.
- Solo 401(k) Self-directed individual 401(k) plan for self-employed business owners with no full-time employees (other than a spouse), offering high contribution limits up to $72,000 per year for 2026. Setup tiers: Full Service $995 (includes attorney consultation, IRS-approved documents, Plan EIN, how-to binder), Docs Only $595, Restatement $595; plus annual account fee ($495 first account, $295 additional).
- Health Savings Account (HSA) Self-directed HSA for individuals with high-deductible health plans, offering triple tax advantage: tax-deductible contributions, tax-free growth, and tax-free withdrawals for qualified medical expenses.
- Coverdell Education Savings Account (ESA) Education savings account allowing after-tax contributions up to $2,000 per beneficiary annually, with tax-free growth and withdrawals for qualified K-12 and higher education expenses.
- SEP IRA Simplified Employee Pension IRA for small business owners and self-employed individuals, offering tax-deductible contributions up to 25% of compensation (max $70,000 in 2025).
- Inherited IRA Beneficiary IRA for individuals inheriting an IRA from a spouse, parent, or other individual, with flexible distribution options including the 10-Year Rule or Life Expectancy Method.
- Checkbook IRA LLC IRA-owned LLC structure providing checkbook control over retirement funds, allowing direct investments from the LLC bank account without custodian approval for each transaction, plus enhanced privacy and asset protection. LLC formation delivered via partner KKOS Lawyers (single-member $1,195 + state fees; multi-member $1,495 + state fees).
- Backdoor Roth IRA Strategy/product offering that allows high-income earners to contribute to a Roth IRA by making non-deductible Traditional IRA contributions and converting them to Roth, bypassing income limits.
- Brokerage/Trading Account Self-directed account option allowing investment in traditional assets including mutual funds, stocks, ETFs, index funds, and international investments alongside alternative assets.
Quantifiable outcome
- Join 20,000+ investors self-directing with Directed IRA
- +2 more outcomes
Companies that use Directed Trust
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Directed Trust technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Directed Trust partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- GeminicoreGemini serves as the trading exchange and custody solution for Directed IRA's Crypto IRA product. All Crypto IRA accounts are set up with Gemini and trade on the Gemini exchange. This integration enables account holders to buy and sell Bitcoin, Ether, Tether, XRP, Solana, and other cryptocurrencies available on the Gemini platform.
- KKOS LawyerscoreKKOS Lawyers provides expert legal services for Checkbook IRA LLC formations, including specialized operating agreements, required custodian provisions, up to 1 hour of attorney guidance, state registration, EIN acquisition, and corporate records. Recommended by Directed IRA for clients seeking IRA/LLC structure.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Directed Trust competitors and assessment
Company assessmentDirect peers
- Broad Financial: Self-directed IRA and checkbook IRA LLC provider. Competes on the same IRA-LLC formation and custody proposition, particularly for real-estate-focused self-directed investors.
- Rocket Dollar: Fintech-style self-directed retirement platform offering Solo 401(k) and IRA with checkbook-control LLC structures. Competes head-to-head on the IRA-LLC and Solo 401(k) products, with a more technology-forward GTM than Directed Trust.
- Alto (formerly AltoIRA): Self-directed IRA platform purpose-built for alternative and crypto investing, with a modern app and curated investment marketplace. Closest direct competitor to Directed IRA's Crypto IRA product, targeting the same alternative-asset-oriented investor.
- Millennium Trust Company: Large self-directed IRA custodian serving individuals and institutional clients. Competes on the same alternative-asset custody proposition and serves RIAs/advisors as a key channel — comparable to Directed Trust's mid-market segment.
- Equity Trust Company: One of the largest dedicated self-directed IRA custodians in the US. Directly competes with Directed Trust on the same product suite (Traditional, Roth, SEP, Crypto via partners, Solo 401(k), checkbook IRA) for the same individual and advisor customer base.
- Strata Trust Company: Specialty self-directed IRA custodian focused on alternative assets. Direct competitor across Traditional/Roth/SEP/SIMPLE IRAs and Solo 401(k), with overlapping investment-sponsor relationships.
- Kingdom Trust: Specialty custodian offering self-directed IRAs across a wide range of alternative assets including real estate, private equity, and crypto. Overlaps directly with Directed Trust's product set and advisor/sponsor channels.
- iTrustCapital: Crypto and precious-metals retirement platform with low transaction fees. Overlaps primarily with Directed IRA's Crypto IRA product on price-sensitive, transaction-heavy crypto investors.
- New Direction IRA: Self-directed IRA custodian with a strong education/content focus comparable to Directed IRA's podcast-and-book-led approach. Competes for the same DIY alternative-asset investor persona.
- IRA Financial Trust: Self-directed IRA and checkbook IRA (IRA LLC) specialist. Most directly comparable to Directed Trust on the IRA-LLC product line and the associated KKOS-style legal formation workflow.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Directed Trust social profiles
Digital presenceDirected Trust financial estimates
Financial estimateRevenue estimate
Valuation estimate
Directed Trust leadership team
Management profileNumber of profiles
Profiles2 records
Directed Trust funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Directed Trust 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 Directed Trust
What does Directed Trust do?
Directed IRA (a tradename of Directed Trust Company) is a self-directed IRA custodian that enables investors to hold alternative assets such as real estate, private equity, cryptocurrency, precious metals, private funds, and promissory notes inside tax-advantaged retirement accounts. The company offers multiple account types (Roth IRA, Traditional IRA, Crypto IRA, Solo 401(k), HSA, Coverdell ESA, SEP IRA, Inherited IRA) with optional Checkbook IRA LLC structure, charging flat annual fees plus per-transaction asset processing fees.
Is Directed Trust a public or private company?
Directed Trust is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Directed Trust founded?
Directed Trust was founded in 2017. It employs 51 to 100 people.
Where is Directed Trust based?
Directed Trust is headquartered in Phoenix, United States, in the North America region.
How does Directed Trust make money?
Four revenue lines are on record. Annual Account Fees are the primary driver. The others are asset Processing Fees, solo 401(k) Plan Setup and new Account Establishment.
Who are Directed Trust's main competitors?
Direct peers on record are Broad Financial, Rocket Dollar, Alto (formerly AltoIRA), Millennium Trust Company, Equity Trust Company, Strata Trust Company, Kingdom Trust, iTrustCapital, New Direction IRA and IRA Financial Trust.
Does Directed Trust have an API?
No public API is recorded for Directed Trust.
What industry is Directed Trust in?
Directed Trust's product category is Retirement Custody Services. Its primary akta.pro industry code is FSAAANAK, Directed Trust & Trust Advisory Services. Its NAICS code is 525.