Provident Trust Group (PTG) has earned a reputation as one of the most advisor-friendly trust companies in the industry. By combining entrepreneurial flexibility with the institutional strength of parent company Ascensus, the firm aims to offer financial advisors a powerful way to broaden client portfolios beyond traditional markets. Its focus on self-directed IRAs can open the door to alternative investments—supported by regulatory expertise, education, and technology built to keep pace with innovation.
In a conversation hosted by The Wealth Advisor, Brian Giles, CIP, CHSP, Director of Retirement Product Solutions at Ascensus, spoke with Brad Kraft, President of Provident Trust Group, about how the firm’s culture, people, and technology might help advisors unlock new opportunities for clients while upholding the principles that define trusted partnerships: education, transparency, and consistent follow-through.
A Client-Centric, Entrepreneurial Culture
Kicking off the discussion, Giles asks what stands out about PTG’s culture, and Kraft doesn’t skip a beat. “Provident has always been a very entrepreneurial organization,” he says. “It’s really in their DNA.” The enterprising spirit manifests in practical ways: flexibility in problem-solving, willingness to explore innovative structures, and a default orientation toward possibility rather than limitations. “They always have a focus on trying to find the ‘yes’ to support the needs of our clients, and that’s been one of our keys to success throughout the years,” he adds.
The philosophy was one of the first things that drew Kraft to the company. “Provident’s focus on the client experience by making decisions and looking through the eyes of a client were early differentiators for me,” he recalls. He saw quickly that the culture wasn’t just talk. “The team’s intense dedication to Provident and its clients made me quickly realize Provident’s organizational values weren’t just words painted on a wall,” he says.
PTG’s technology infrastructure is another cornerstone of this client-first approach. “Provident benefits from having a proprietary software platform that we maintain,” Kraft notes. “This allows us to be very nimble and responsive to client requests or changes in the regulatory environment.”
That control matters. Instead of waiting on third-party vendors to update systems, Provident can make changes directly—whether adapting to regulatory shifts or supporting complex investment structures. For advisors, that nimbleness often translates into faster turnaround times and smoother execution when opportunities are time sensitive.
Unlocking Opportunities Through Alternative Investments
When most people hear “self-directed IRA,” they picture a traditional investments such as stocks, bonds, and mutual funds. PTG broadens that definition dramatically. The firm enables clients to hold a wide array of alternative assets in their IRAs: real estate, private equity, promissory notes, LLCs, precious metals, livestock operations, vineyards, timber rights, early-stage businesses, and more—essentially anything not explicitly prohibited by IRS regulations.
Responding to Giles’s question about how Provident helps clients unlock financial opportunities they may not have realized were possible, Kraft points to education. “Whenever I talk to someone about self-directed IRAs, their mind immediately goes to a brokerage account, where they can buy stocks and bonds and other publicly traded investments,” he says. “When I then expand that conversation into the direction of purchasing alternative assets, their curiosity and excitement build when they realize the incredibly wide range of investments that they have access to that they may not have previously realized. Our clients and their advisors tell us their ideas, dreams, and strategies, and we help them execute on those ideas.”
Alternative assets often resonate on a personal level. Clients understand the rental property in their neighborhood or the local business showing promise in a way that’s more tangible than a stock ticker. “Simply put, clients enjoy investing in what they know and what they’re comfortable with, and many types of alternative assets can check those boxes,” Kraft explains.
PTG’s role is to enable and educate—not to direct investment decisions. As the custodian, it handles account setup, transaction execution, recordkeeping, and tax reporting, while advisors and clients retain full control over investment choices.
All the while, advisors and clients remain in control of managing their investments and financial futures. “Our clients are empowered because they and their advisors are the one making the decisions. We’re there to support and follow through on their choices, direction, and ultimately enable them to achieve their goals.”
Education is critical. Many investors don’t realize what’s possible inside their IRA until someone walks them through it, and compliance education is just as important. Advisors working with Provident gain resources to help clients pursue opportunities confidently while avoiding regulatory missteps.
Impact Through People, Technology, Pricing
Kraft points to three factors that set Provident apart in the industry:
- People — More than 80% of PTG’s service representatives hold professional industry designations, equipping them to handle nuanced questions and complex scenarios. When advisors call with technical compliance questions or clients run into unusual investment structures, they’re talking to someone who knows the field inside and out.
- Technology — Advisors consistently mention the portal as a standout feature. Clients can handle transactions and access information that simply wasn’t possible with their previous custodian. PTG’s self-service options keep expanding, but a trained associate is always ready to pick up the phone when a situation becomes more complex.
- Pricing — The flat-fee structure means no surprises. “We don’t have asset-based fees, so your fee doesn’t go up just because your assets grew,” Kraft explains. The firm believes that successful investing shouldn’t come with a penalty in the form of higher custodian fees—a frustration many advisors know too well.
When Giles prompts Kraft to share an example of how Provident has made a real difference for clients, one of Kraft’s favorite themes emerges: “Clients being able to invest in an asset that they didn’t think was possible, using dollars inside their IRA,” he offers. “And especially when you hear about someone who was able to invest more locally in a business or real estate, for example, that had a direct positive local impact, those are always the best scenarios to hear about.”
Staying Ahead Through Regulatory Expertise and Innovation
The regulatory environment for self-directed IRAs is constantly evolving, and PTG’s position within Ascensus gives it a significant edge. Ascensus leads the industry in recordkeeping, document maintenance, compliance education, and regulatory interpretation.
“Provident and our clients are always able to stay up to speed on regulatory changes through coordination with Ascensus,” Kraft points out. “Provident benefits by having direct access to this full suite of resources, which ensures Provident is always on the leading edge of regulatory and compliance topics.”
PTG is also leaning into technology and AI to enhance efficiency. “Sometimes, people may think about AI as just an automated chatbot, but that’s just scratching the surface of how it can make our associates more effective and bring client satisfaction even higher,” Kraft says.
By getting information to both associates and clients faster, the firm can simplify processes without sacrificing compliance. Ascensus’ scale helps new technologies move from pilot to production quickly, aiming to deliver more streamlined experiences.
Building and Sustaining Trust
Giles and Kraft agree that earning clients’ and partners’ trust is more important than ever. For Kraft, that requires “consistently following through on commitments and promises made, regardless of the scenario.” As he explains, that standard carries particular weight in an era when a polished online presence can create the illusion of competence.
“Nowadays, anyone can easily set up a flashy website that can make it look like you know what you’re doing, or that you’re an expert in the field,” notes Kraft. “However, finding a company that is able to consistently follow through on their commitments can be more challenging for a prospective client to do.”
The gap between promises and execution separates truly reliable partners from those offering primarily marketing polish. “Making promises is easy. Following through on the commitments is where differentiation occurs and trust is built,” he adds.
Provident’s core values—People Matter, Quality First, and Integrity Always—are the backbone of that consistency. “Quality can never be compromised. We’re committed to using technology and tools to make our associates and clients as effective as possible,” Kraft says. “We hold ourselves to the highest ethical standards by doing what’s right every time. That’s critical to build and maintain trust with our clients and partners by delivering on our promises made.”
A Clear Vision for the Next Decade
Looking ahead, Kraft is focused on continuing to utilize technology to streamline investing in alternative assets. “We want to make the process frictionless, including adding more and more self-service options for those that prefer that method while continuing to have highly trained associates available to pick up the phone when a client or their authorized advisor has questions,” he says.
He’s also closely watching developments regarding potential inclusion of alternative assets in qualified plans. “Although supporting alternative assets inside of IRAs is our core business, all indicators suggest that there will be growing adoption inside of qualified plans, too, once the DOL provides updated guidance for plan fiduciaries,” Kraft observes. PTG is positioning itself to help advisors extend those strategies into new arenas—backed by Ascensus’ scale and infrastructure—once regulatory guidance is clear.
People and Technology Make the Difference
Kraft and Giles return repeatedly to the same message: Provident’s people and technology are what advisors value most. “Purchasing alternative assets can be a bit intimidating, especially if you haven’t done it before or if you’re trying to work with a company that isn’t fully committed to that sector,” Kraft acknowledges. “We’re here to answer any questions that current or prospective clients may have, ease any uncertainty, and help you along your financial journey,” Kraft emphasizes.
For advisors looking to offer clients broader investment choices with a partner that combines deep expertise, responsive technology, transparent pricing, and a culture of trust, Provident Trust Group represents a compelling option. The firm serves more than 27,000+ clients with more than $12 billion in assets under custody—evidence of the confidence it has earned without losing the entrepreneurial mindset that defined its beginnings.
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