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Sterling Trust changes name to Equity Institutional

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Sterling Trust, a custodian of alternative assets, has completed a name change to Equity Institutional, a Division of Equity Trust Company.

As a result of growth and the 2009 acquisition of Sterling Trust, Equity Trust Company has more than doubled in size in the last few years and now services more than 10,000 financial professionals, 130,000 clients and hold more than USD12bn in assets under custody.
Equity Trust made the commitment to accommodate future growth and to provide exceptional value to its Institutional clients. This commitment began with massive system conversions, technology enhancements, and servicing improvements to retain the decisive industry leader position in the alternative investments custody business.
As of 1 May 2013, acquisition and conversion activities are complete with the name change to Equity Institutional. This name change requires no action from clients. Assets do not need to be re-registered, and there is no account number or ADR number changes. Sterling Trust clients will begin to see the new name and logo on all future company communications and statements, as well as on the new website.
Jeff Kelley, Equity Institutional chief operating officer, says: “Our new website design and functionality better represents our mission of continual innovation, providing customised information and education based on the professional needs of advisors, broker dealers, investment sponsors, and precious metals dealers. The new website, in combination with our proprietary Institutional eVANTAGE online access technology have exponentially simplified and improved the process of investing in alternatives for our institutional clients.”

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