Jonathan Connolly has been appointed President and Chief Operating Officer of Wealth Advisors Trust Company (WATC), an independent, advisor-founded corporate trustee headquartered in Rapid City, South Dakota. With $4 billion in assets under administration and more than 400 trust relationships nationwide, WATC provides directed and delegated trust solutions designed to strengthen advisor and attorney relationships while protecting family legacies. Connolly, a senior executive with over 30 years of experience in the financial and trust industry, previously served as CEO and President of Wealthspire Trust LLC.
Connolly cited WATC's clarity of purpose as a key motivator for joining the firm. 'The firm’s mission is to provide kind, responsive, and collaborative trust administration that strengthens advisor and attorney relationships and protects family legacies, which resonates deeply with my own leadership philosophy,' he said. He noted that WATC was founded by advisors frustrated with traditional trustees who often complicate client relationships. 'After 30 years at institutions like UBS, RBC Trust, PNC Bank, and TD Bank, I saw how bureaucracy can erode compassion and responsiveness. WATC is the antidote to that.'
Connolly outlined three immediate priorities: national expansion into regions like New England, the South, and the West Coast; partnership excellence to ensure every interaction reflects the firm's values; and operational innovation to modernize infrastructure while maintaining a human touch. 'We understand that technology will ultimately determine the client experience in the future,' he said.
Independence sets WATC apart in a commoditized industry, according to Connolly. 'Because we’re not owned by a bank or custodian, we don’t compete with advisors for their clients. Our only allegiance is to the advisor, the attorney, and the family we serve together.' He emphasized that the firm's structure enables an ego-free, innovation-driven culture that removes friction rather than creating it.
Looking at broader industry trends, Connolly noted a 'values reset' as clients and advisors demand transparency, speed, and personalization. With the largest intergenerational wealth transfer in history underway, he sees opportunities for WATC to blend innovation with humanity. 'Our focus is to blend innovation with humanity. We’re building systems that let us communicate faster and more clearly, backed by our Data Reliability and Service Consistency Framework,' he said.
For advisors and attorneys unfamiliar with WATC, Connolly's core promise is simple: 'Because You expect more.' He explained that advisors come to WATC because they are tired of losing clients to banks, and attorneys need a trustee who protects their client relationship. 'We make the process simple, elegant, and human. Our delegated and directed trust solutions allow professionals to stay in control of their relationships while we handle the administration behind the scenes always with kindness, precision, and speed.'
Sustaining a high-performing, heart-centered culture as the firm grows requires empathetic leadership and a culture of purpose. 'We remind our teams that behind every document, there’s a family legacy. Behind every inquiry, there’s trust. Within every discussion, there is an opportunity to inform and guide,' Connolly said.
Connolly's long-term vision is for WATC to become synonymous with 'advisor-friendly trust company.' 'There is market disruption within our industry, and we want to provide a long term home for advisors, attorneys, and clients that have become disenfranchised by other trust companies who only focus on numbers,' he said. More information is available at www.wealthadvisorstrust.com.
