Two Years Running: MTC’s Top Award Signals a Tectonic Shift in Wealth Management

TAMPA, FL – May 20, 2026 – For the second consecutive year, Members Trust Company (MTC) has been named one of America's Most Advisor-Friendly Trust Companies by The Wealth Advisor, a recognition that extends far beyond a simple plaque. This repeat accolade highlights a profound shift in the financial services industry, where the old walls between advisors and trust administrators are being replaced by bridges of collaboration, driven by regulatory pressure, complex client needs, and a growing demand for a conflict-free service model.

The award, which evaluates firms on advisor collaboration, operational efficiency, and the ability to handle sophisticated trust structures, validates MTC’s steadfast commitment to a non-competitive fiduciary model. It’s a philosophy that is resonating deeply with advisors, attorneys, and CPAs who are increasingly seeking partners, not competitors.

Beyond Competition: A New Paradigm for Trust Services

For decades, independent financial advisors have navigated a delicate relationship with traditional trust companies, many of which are housed within large banks. A common frustration has been the inherent conflict of interest: advisors bring a client to a trust company for administrative services, only to find that institution's wealth division competing for the client's investment assets. This has created an environment of friction and mistrust.

The 'advisor-friendly' model, championed by firms like MTC, flips this dynamic on its head. By intentionally choosing not to offer competing investment management services, these companies position themselves as true partners. Their success is tied directly to the advisor's success, creating an ecosystem built on mutual respect and shared goals.

"Advisors don't need a trustee that competes with them or inserts friction into their relationships," said Ken Lako, President and CEO of Members Trust Company, in a statement celebrating the win. "They need a partner that respects their role and executes consistently, bringing institutional-level fiduciary capability without bureaucracy. That philosophy is foundational at Members Trust Company."

This approach directly addresses a significant market opportunity. High-net-worth clients are increasingly dissatisfied with the slow, expensive, and often impersonal service from large institutional trustees. In contrast, the model offered by MTC and a growing number of specialized firms like National Advisors Trust and Counsel Trust provides a boutique experience. While others are entering this space, MTC differentiates itself through its unique structure as a nationally chartered trust company owned by credit unions, with a nearly 40-year history and approximately $4 billion in assets under administration.

Navigating the Fiduciary Maze

The move toward collaborative trust services is not happening in a vacuum. It is being accelerated by a labyrinth of evolving regulations that place immense pressure on financial professionals. Both the Securities and Exchange Commission (SEC) and the Department of Labor (DOL) are actively reassessing key rules, including the fiduciary standard, while new mandates around cybersecurity and anti-money laundering (AML) compliance are reshaping industry practices.

For an independent advisor, navigating this landscape alone is a daunting task. Partnering with a federally regulated trust company, such as MTC which is overseen by the Office of the Comptroller of the Currency (OCC), provides a critical layer of institutional-grade compliance and expertise. This allows the advisor to focus on their core competency—investment management and client relationships—while the trust company handles the complex administrative and fiduciary oversight.

"Advisor friendliness isn't something you declare, it's something you operationalize and earn daily," noted Jason Liu, Chief Growth Officer of Members Trust Company. According to Liu, this operational excellence is demonstrated in responsiveness, clearly defined responsibilities, and a platform deliberately designed to support, not complicate, an advisor's work.

This specialized support is becoming indispensable as client needs grow more complex. The much-anticipated great wealth transfer, which Cerulli Associates estimates will move as much as $124 trillion between generations by 2048, is creating unprecedented demand for sophisticated estate planning and trust administration. Advisors who can seamlessly integrate these services into their offerings are poised to capture and retain multigenerational client relationships.

The Strategy Behind Sustained Success

Earning a top industry honor once can be a significant achievement; earning it twice in a row suggests a deliberate and successful strategy. MTC’s repeat recognition is the result of targeted investments in talent, technology, and innovative solutions.

Since taking the helm as President and CEO in April 2023, Ken Lako has led a strategic transformation focused on expanding the company's national footprint while doubling down on its fiduciary-driven model. This includes building a team of top-tier professionals with advanced credentials such as JDs, LLMs, CFAs, and CTFAs, ensuring advisors have access to a deep bench of expertise.

This commitment to excellence is validated by more than just one award. In 2026, MTC was also named CUSO (Credit Union Service Organization) of the Year by the National Association of Credit Union Service Organizations (NACUSO), which specifically cited the firm's investments in governance, risk management, and technology. The company has also been a finalist in the prestigious Private Asset Management (PAM) and Family Wealth Report awards.

On the product front, MTC has demonstrated a keen ability to innovate in response to market changes. For example, its FlexIRA solution was developed to help clients and their advisors navigate the complexities of retirement distributions introduced by the SECURE Act, offering a streamlined alternative to a separate trust. Strategic partnerships, like a new relationship with AssetMark announced in late 2024, further underscore MTC's commitment to broadening its reach and making its solutions more accessible to advisors across the country.