JTC Unveils New Brand Proposition for Private Capital Services in the US to Reflect the ‘Evolution of the Modern US Trust’

Global professional services firm JTC has unveiled a new brand proposition in the US. The proposition encompasses JTC’s three trust jurisdictions in the US to create a unifying narrative for the services it provides to high and ultra-high-net-worth families and private clients in the US market, where its Private Capital Services Division (PCS) has grown considerably in recent years.

The proposition introduces a new logo that unites and asserts the strengths of its three trust jurisdictions of Delaware, South Dakota and Wyoming, under the strapline ‘Three states. One Standard’. The brand messaging also provides greater clarity around JTC’s capability in the US, emphasises the importance the firm places on its people, and underlines the brand heritage of the South Dakota Trust Company, which it acquired in 2023. The brand proposition also aims to encapsulate the evolution of the modern US trust more widely.

The launch of the new brand proposition comes after JTC formally announced the opening of its new office in Wyoming earlier this year.

JTC has deep experience in the US market stretching back more than a decade, with the establishment of representative offices in Miami in 2013 and New York in 2014. JTC was granted a Trust Charter in South Dakota in 2016 and acquired New York Private Trust Company in 2022, which provided JTC with a Delaware Charter. It then also acquired South Dakota Trust Company in 2023 and First Republic Trust Company, also in Delaware, in 2024. Last year JTC also acquired Citi’s global fiduciary and trust administration business, formerly known as Citi Trust, adding further strength to operations, making it the largest independent provider of trust administration services in the US and notably, the only non-bank owned trust company offering services across the three key specialist US trust jurisdictions Delaware, South Dakota and Wyoming.

Robert Laughlin, Regional Head US – Private Capital Services, at JTC said:

“After a period of rapid growth – both organic and through acquisitions – this new brand proposition is significant in providing a clear, confident and coherent market-facing identity across our three major trust centres. Crucially, as well as bringing together our trust proposition under familiar JTC branding, this is also about highlighting the strengths of our three hubs, emphasising our commitment to providing excellence across our teams, asserting our core values as a business and reflecting our commitment to ongoing growth in the US.”

Iain Johns, Group Head, Private Capital Services, JTC, added: 

“We have established a formidable presence in US over the past decade and it is extremely important from a strategic perspective to give our teams across our US trust jurisdictions a common and shared vision, and this new proposition delivers on that. At the same time, it also underlines how important our US business is in relation to our wider global strategy. We recognise that the world and our clients are evolving, and JTC is leading the way in the evolution of the modern US trust. With that in mind, I’m really pleased that our new US brand proposition is now being rolled out.”