In December 2018, Kestra Financial purchased Reliance Trust Company and immediately rebranded the firm as Arden Trust Company. As it turns out, Kestra is working diligently with Arden to offer trust services across its wealth management businesses including Kestra's independent broker-dealer, H. Beck, Kestra Private Wealth Services and Bluespring Wealth Partners. While the trust market has long been controlled by the large national banks, many advisory firms throughout the industry are seeking to offer trust services in an effort to avoid losing trust assets. 

Numerous baby boomers are seeking to engage with independent trust companies citing distrust for big banks and dissatisfaction with commonly-offered proprietary investment products. Arden functions as an independent trustee, which allows financial advisory firms to handle the management aspects while Arden oversees trust administration. Arden is facilitating awareness campaigns and communicating with Kestra's advisors on how to identify opportunities to include the trust company in conversations with clients.