New Vision Trust Company

What New Vision Trust Company does

New Vision Trust Company is a South Dakota state-chartered trust company headquartered in Sioux Falls, SD, founded in 2017 by James C. Hitt to act as a regulated passive custodian for self-directed retirement accounts holding alternative assets. The company provides record-keeping, IRS reporting, and custody services under Internal Revenue Code sections 401, 408, and 4975, with compliance obligations tied to SDCL 51A-6A-11.1, the USA Patriot Act, and the Bank Secrecy Act. Its technology platform offers aggregated online account access and third-party technology integration, but no public APIs or mobile applications are disclosed.

The company's product portfolio spans Traditional and Roth IRAs, SEP and SIMPLE IRAs, HSA and CESA accounts, pension and profit-sharing plans, Solo 401(k) plans, and custody for alternative assets including real estate, mortgage notes, precious metals, private equity, private companies, and private lending. It complements this retail account infrastructure with dedicated professional services modules for financial advisors, broker-dealers, CPAs, fund managers, investment sponsors, and real estate professionals, including a 48-hour custodial review process for private offerings. For individual investors, administration and customer service are delivered through a strategic partnership with American IRA, LLC (founded 2004 by the same principal), while New Vision Trust retains custody and compliance responsibility.

The revenue model is subscription/recurring fee-based on custodial services, with competitive pricing that is not publicly disclosed and quote-based engagement for professional partners. The go-to-market combines direct sales to financial professionals with channel distribution through American IRA and investment platform integrations, supported by content marketing (blog, webinars, in-person events, newsletters) and free 15-minute consultations. The firm operates with approximately 9 employees, no disclosed outside funding, and reports no parent company, making it a founder-controlled, privately held niche trust company in the self-directed IRA market.

Name

New Vision Trust Company

Legal name

New Vision Trust Company

Website

https://newvisiontrust.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

New Vision Trust Company is a South Dakota-chartered passive custodian that provides record-keeping and IRS reporting for self-directed retirement accounts holding alternative assets, serving financial professionals, investment sponsors, and individual investors (via American IRA).

Ownership category

akta.pro rank

Product category

Self-Directed Retirement Account Custody

NAICS

Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592), Pension Funds (525110)

SIC

Savings Institutions, Not Federally Chartered (6036)

akta.pro primary industry

Trust Administration & Fiduciary Accounting Services (FSAAANAF)

akta.pro secondary industries

Corporate & Institutional Trust Services (FSAAANAB), Employee Benefit & Retirement Plan Trust Services (FSAAANAC), Trust & Fiduciary Advisory for HNW/UHNW (Trust Structuring & Trustee Oversight) (FSAAABAF)

Keywords

• Self-directed IRA custody
• Alternative asset custody
• Retirement account services
• Passive custodial services
• Trust company services

Headquarters

HQ city

Sioux Falls

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custodial Services Fees: New Vision Trust generates revenue through custodial fees for providing qualified custodian services for alternative assets and self-directed retirement accounts. As a passive custodian, they charge fees for record-keeping, IRS reporting, and account administration services. The company emphasizes competitive fees as part of their value proposition to financial professionals and their clients.
2. Professional Services for Advisors: Revenue from providing custodial infrastructure and compliance services to financial professionals including advisors, CPAs, brokers, fund managers, investment sponsors, and real estate agents who serve clients seeking alternative asset investments in retirement accounts.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

New Vision Trust Company is a state-chartered South Dakota trust company that serves as a passive custodian for self-directed retirement accounts holding alternative assets. It offers custodial services for Traditional and Roth IRAs, SEP and SIMPLE IRAs, HSA and CESA accounts, pension and profit-sharing plans, and Solo 401(k) plans, supporting investments such as real estate, private lending, private equity, cryptocurrency, LLCs, and notes. The company does not sell proprietary products, investments, or asset management, positioning itself as a neutral third-party custodian for financial professionals and their clients.

Product overview

New Vision Trust Company offers a unified custodial platform for self-directed retirement accounts, with its core offering being alternative asset custody services. The platform supports multiple account types including Traditional and Roth IRAs, SEP and SIMPLE IRAs, HSA and CESA accounts, Pension and Profit-Sharing Plans, and Solo 401(k) plans. Through strategic partnerships, the company provides administrative services via American IRA while maintaining custody and IRS compliance. The product portfolio includes professional services for specific segments (advisors, fund managers, investment sponsors, CPAs, brokers, real estate agents) and enables investments in diverse alternative assets including real estate, precious metals, private equity, private lending, tax liens, and various private securities.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Directed IRA Custodial Services Passive custodial services for self-directed Individual Retirement Accounts (IRAs) that hold alternative assets such as real estate, private lending, private equity, cryptocurrency, LLCs, and notes. Designed for financial professionals (RIAs, broker-dealers, CPAs, fund managers, investment sponsors, real estate professionals) and their clients.
• Traditional and Roth IRA Custody Custodial services for Traditional and Roth IRAs holding alternative assets, provided under New Vision Trust's passive-custody model.
• SEP and SIMPLE IRA Custody Custodial services for SEP and SIMPLE IRAs used by small-business owners and self-employed individuals, supporting alternative-asset investments inside these retirement accounts.
• HSA and CESA Account Custody Custodial services for Health Savings Accounts (HSA) and Coverdell Education Savings Accounts (CESA) holding alternative assets.
• Pension and Profit-Sharing Plan Custody Custodial services for pension and profit-sharing plans holding alternative assets, suitable for businesses seeking alternative-asset exposure inside qualified retirement plans.
• Solo 401(k) Plan Custody Custodial services for Solo 401(k) plans used by self-employed individuals and owner-only businesses, supporting alternative-asset investments inside these retirement accounts.
• Alternative Asset Custody Custodial services for a wide range of alternative assets held inside retirement accounts, including real estate, private lending, private equity, cryptocurrency, LLCs, and notes.
• Online Account Access Portal Online portal that allows clients and financial professionals to view account information and manage self-directed retirement accounts held in custody by New Vision Trust.

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• American IRA, LLCcoreStrategic or Co-development PartnerThrough a strategic partnership with American IRA, New Vision Trust offers a seamless and supportive infrastructure for self-directed retirement accounts. While New Vision Trust ensures the integrity of record-keeping and IRS compliance, American IRA provides expert administration and renowned customer service. American IRA was founded in 2004 by Jim Hitt, who also created New Vision Trust Company in 2017. This partnership allows individual investors to access New Vision Trust's custodial services through American IRA's administration platform, with transactions executed on the investor's behalf through the Self-Directed IRA structure.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Alto (Self-Directed IRA): Modern self-directed IRA platform with low fees and a digital onboarding experience. While Alto itself partners with an underlying custodian, it competes for the same individual investor cohort and pushes the market toward frictionless, app-based custody experiences.
• Rocket Dollar: Fintech-enabled self-directed retirement account platform offering checkbook-control IRA and Solo 401(k) products. Targets the same individual investor and small-business segments as New Vision Trust but with a technology-first, lower-fee model that threatens traditional custodians.

Direct peers

• STRATA Trust Company: Specialized self-directed IRA custodian focused on alternative assets, serving financial advisors, broker-dealers, and investment sponsors. Direct competitor with closely aligned product suite and go-to-market motion targeting professional partners.
• Equity Trust Company: One of the largest self-directed IRA custodians in the U.S., providing custodial services for alternative assets including real estate, private equity, and notes. Directly competes with New Vision Trust for the same advisor, broker-dealer, and sponsor channels using a similar passive-custody model.
• Millennium Trust Company: Self-directed IRA and retirement account custodian offering alternative asset custody for institutional and individual clients. Overlaps with New Vision Trust on Traditional/Roth IRAs, HSAs, and alternative-asset custody, competing for the same B2B advisor and platform channels.
• Mainstar Trust: Custodian specializing in self-directed IRAs and HSAs, with focus on alternative investments. Smaller-scale direct competitor with overlapping product offerings and similar professional-advisor partnership model.
• Kingdom Trust Company: Specialized custodian for self-directed retirement accounts holding alternative assets, including a flagship platform for investment sponsors. Competes head-to-head with New Vision Trust for advisor and fund manager relationships, with overlapping product set and target customer segments.
• IRA Financial Group: Facilitates self-directed retirement accounts with checkbook control and alternative asset investments, partnering with multiple custodians. Competes directly with New Vision Trust for individual investors and small-business retirement accounts using a checkbook-control Solo 401(k) and self-directed IRA model.

Broad incumbents

• Fidelity Investments (Self-Directed IRA): Diversified financial services incumbent offering self-directed IRAs and an evolving alternative asset menu. While not a focused alternative-asset custodian, Fidelity's scale and brand threaten New Vision Trust's B2B partnerships and capture a portion of the individual investor flow.
• Charles Schwab IRA (Self-Directed): Large incumbent custodian offering self-directed IRAs primarily for traditional securities but increasingly expanding into alternative assets and structured products. Competes with New Vision Trust for high-net-worth investors and advisor relationships, with unmatched brand, scale, and technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/newvisiontrustcompany
• LinkedInlinkedin.com/company/new-vision-trust-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Vision Trust Company