Sterling Trust Announces Name Change to Equity Institutional

New Name Completes Recent Improvements to Company

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Equity Institutional
Our new website design and functionality better represents our mission of continual innovation, providing customized information and education based on the professional needs of advisors, broker dealers, investment sponsors, and precious metals dealers.

Waco, TX (PRWEB) May 01, 2013

Sterling Trust, a leading custodian of alternative assets, announced today that it has completed its 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. They now service more than 10,000 financial professionals, 130,000 clients and hold more than $12 billion 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 May 1, 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 launching today: http://www.EquityInstitutional.com.

Jeff Kelley, Equity Institutional COO notes “Our new website design and functionality better represents our mission of continual innovation, providing customized 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.”

Equity Institutional and their parent company, Equity Trust Company believe that clients will enjoy the benefits of higher service levels and investments in personnel and technology that come from being part of a rapidly expanding industry leader. For questions or additional information, please contact Equity Institutional directly at 855-355-ALTS (2587) or via their website http://www.EquityInstitutional.com.

About Equity Institutional
Equity Institutional (formerly known as Sterling Trust) is a division of Equity Trust Company, and is the industry leader in providing alternative investment custodial services to brokers, advisors and sponsors. As part of Equity Trust Company, they have over $12 billion in assets under custodial administration, and serve more than 130,000 clients and 10,000 financial professionals. Visit http://www.EquityInstitutional.com for more information.

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