Wealth management and trust services are rapidly converging, and Cheetah is positioning itself at the intersection of traditional trust administration and modern financial technology. With more than three decades of experience in solving clients’ problems in the trust and wealth space, the company has evolved from a pure trust technology provider into a comprehensive wealth management platform.
In an interview with The Wealth Advisor’s Scott Martin, John Watts, Managing Director at Cheetah, discusses how the company is adapting to serve both traditional trust companies and forward-thinking RIAs, sharing insights on the platform’s evolution, its response to changing client demographics, expansion of investment capabilities, growing business process outsourcing (BPO) services, and the convergence happening across the industry.
Beyond Trust: A Comprehensive Wealth Journey
At its core, Cheetah’s mission extends far beyond traditional trust administration. “We’re really more focused on wealth, and it just so happens that trust is a key component of that,” explains Watts. The platform is designed to support what he calls “the wealth journey,” accompanying clients from initial wealth accumulation through financial planning and investment management, ultimately helping preserve and transfer wealth to the next generation through trust capabilities.
The company’s approach recognizes that modern wealth management requires a holistic view. Through its Moneytree financial planning software, portfolio management tools, and trust capabilities, Cheetah provides a unified platform that supports advisors throughout their clients’ entire financial life cycle. The comprehensive approach allows firms to scale their services while maintaining the high-touch relationships that remain essential in wealth management.
RIA–Trust Convergence Creates New Opportunities
The boundaries between RIAs and trust companies are becoming increasingly fluid, creating opportunities for innovative service providers. One of the most significant trends Watts identifies is a growing convergence between RIA and trust services. Traditional trust companies are actively recruiting RIA talent and adapting their service models, while RIAs are exploring trust powers to expand their offerings. As professionals move between these worlds, they expect consistent, sophisticated tools across platforms. Cheetah has expanded its offering to support these hybrid professionals, ensuring they have access to the same capabilities whether they’re operating in an RIA or trust environment.
Simultaneously, RIAs are increasingly interested in trust services. “We’re hearing the RIAs are interested in starting a trust company,” Watts shares. “So, what does that mean to acquire a trust charter or trust powers or partner with a trust company so that they can offer a wider, larger breadth of solutions for their high-net-worth individuals and clients?”
The confluence has prompted Cheetah to develop a platform that seamlessly integrates both worlds, offering the sophisticated tools RIA professionals expect while maintaining the robust trust administration capabilities that remain essential to their business.
Meeting Next-Generation Client Demands
The generational wealth transfer is reshaping how trust and wealth management services are delivered. As younger beneficiaries inherit wealth, they’re bringing new expectations for their financial relationships.
“The traditional trust client is going to be someone a little bit older. Now, as that generational wealth transfer is taking place to that next generation, that next generation beneficiary is going to want more online tools, more tech-forward [options],” Watts explains. The shift has prompted Cheetah to develop enhanced digital capabilities, including online portals and updated front office tools that facilitate modern client relationships.
The focus on next-generation clients has fundamentally shaped Cheetah’s product development, pushing the company to create intuitive, technology-focused solutions that satisfy both traditional trust requirements and modern client expectations.
Strategic Innovation: Three Pillars of Development
To meet the evolving demands of wealth management firms, Cheetah has focused its innovation efforts on three critical areas that directly address industry challenges:
- Investment Capabilities: The company continues to expand its investment management tools, including a partnership with AssetMark that brings curated portfolios to clients who have traditionally relied on do-it-yourself approaches.
- Digital Presence: Enhanced online portals and technology solutions enable clients to better engage with their end clients in the digital space.
- Workflow Automation: “How can I do more with less?” Watts asks, highlighting Cheetah’s focus on adding automation to life-cycle management processes through technology and workflow capabilities.
These key initiatives reflect Cheetah’s commitment to providing a comprehensive platform that addresses both current needs and future challenges in wealth management, while also providing a clear vision for the future of wealth management, where efficiency, accessibility, and sophistication converge.
Business Process Outsourcing: A Growing Solution
As the industry faces a growing talent shortage, particularly in operations, Cheetah’s BPO group has emerged as a crucial solution. The service has become one of the company’s fastest-growing offerings, particularly resonating with firms facing succession planning challenges.
“We’re seeing a continued interest in our ability to provide outsource operations for our trust and wealth clients,” Watts explains. “We’ve got many long-term, long-time software-only clients that are getting to the point where they’re having a harder time finding staff to replace the retiring generation of operations professionals in their organizations.”
The service has become particularly valuable as firms face increasing operational complexity alongside staffing challenges, allowing them to maintain high service levels while focusing on core client relationships.
Building the Future of Wealth Management
While Cheetah serves a broad spectrum of financial institutions, the company has found its sweet spot working with growth-minded firms ready to embrace change. “The ideal client profile for us are those trust companies like the RIAs and trusts that are interested in growing,” Watts says. “Where we’re really successful is helping those clients that have growth objectives, whether that’s organic or acquisition. Our platform helps provide that foundation for those growth initiatives.”
The company has found particular success with startup trust organizations, especially those founded by professionals who have broken away from larger institutions. Its platform provides the technological foundation these ambitious firms need to scale effectively.
For traditional trust operations facing succession challenges, Cheetah offers a solution that allows next-generation leaders to work more efficiently, constructively replacing the need for large teams with sophisticated technology and outsourced operations support.
As the wealth management industry continues to evolve, Cheetah’s comprehensive platform, combining traditional trust capabilities with modern wealth management tools, positions it as a key partner for forward-thinking financial advisors and trust companies alike. The firm’s focus on technological innovation, coupled with deep industry expertise, provides a foundation for firms looking to navigate the changing landscape of wealth management and trust services.
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