Lincoln Trust Company Becomes LT Trust in Corporate Rebranding
DENVER, March 30, 2015 /PRNewswire/ -- Lincoln Trust Company, a leading provider of open architecture 401(k) solutions for broker-dealers and registered investment advisors, announced today that it has rebranded. Lincoln Trust will begin operating under the new name LT Trust, effective immediately.
With the adoption of its new name, logo, and brand identity, LT Trust has also launched a redesigned website, www.LTRetire.com. The rebrand reflects the firm's evolution from a pioneering provider of self-directed IRAs to an innovative leader of low-cost retirement plan solutions for the small plan marketplace. It also reinforces LT Trust's commitment to helping all participants achieve retirement success.
"As a company, we have broken new ground in the defined contribution marketplace, bringing new solutions to advisors, third party administrators and plan sponsors," said Robert H. Beriault, Chairman and CEO of LT Trust. "Our new brand is a logical step in our company's development and allows us put a stake in the ground around our commitment to providing the nation's best, low-cost retirement platform to all our clients."
For years, the name Lincoln Trust was synonymous with alternative assets, with the company acting as a custodian for investors looking to hold things such as real estate, private debt and LLCs in their self-directed IRAs. After Lincoln Trust sold its IRA business to Pensco Trust in 2012, it had to re-educate the advisor community that it was now in the traditional mutual fund retirement space. LT Trust maintains its unique ability to hold alternative assets in a 401(k) plan but the firm's goal in rebranding is to create a clean break from its legacy IRA business.
"Although we have rebranded, our commitment to customers remains the same," said Beriault. "We will continue to bring the best solutions we can to the retirement plan industry -- to encourage transparent, low-cost plans that give participants the greatest chance of retiring with enough income to support their lifestyle."
About LT Trust
Located in Denver, Colorado, LT Trust (formerly Lincoln Trust) provides trust, custodial, recordkeeping and administration services to over 2,000 employers representing $3+ billion in assets. LT Trust is able to offer low cost 401k plans by providing access to 24,000 mutual funds and 900+ ETFs without any proprietary product requirements and by using all revenue sharing payments to offset plan expenses. For more information, visit www.LTRetire.com or call 1-855-719-5796.
SOURCE LT Trust
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