Dana Udumulla, Madison Trust Company | Financial Services Review | Top Alternative Investments Services ProvidersDana Udumulla, Investments Manager,E. Brian Finkelstein, Chairman and Shareholder and Brianna Avillo, Marketing Manager
The adage ’Don’t put all your eggs in one basket’ rings especially true when it comes to retirement planning. Flexibility and complete control over your investments are paramount to building a diverse portfolio with the potential for long-term financial security. Madison Trust Company is a top-rated Self-Directed Individual Retirement Account (SDIRA) custodian driven by their company mission of establishing an investment platform wherein clients can experience the utmost satisfaction and happiness. It helps account holders take the first step toward growing their savings by giving them the flexibility to invest in assets that align with their interests.

Madison Trust’s story begins back in 2009 when Daniel Gleich and Mervyn Klein founded Broad Financial, an IRA LLC Facilitation Firm. As Broad Financial expanded, they brought on Brian Finkelstein as a partner. The partners identified the need for an IRA Custodian that could provide the level of exceptional customer service that matched Broad Financial’s standards.

Madison Trust was established with a policy of unstinting client support. The objective—to provide prompt and courteous support delivered at the hands of a knowledgeable and proficient in-house team.

“We provide comprehensive training for our employees to facilitate seamless client engagement. They personally answer the incoming calls and promptly handle all their inquiries,” says Finkelstein, chairman and shareholder.

Madison Trust’s responsibility as an SDIRA custodian entails managing administrative tasks like completing IRS-required reporting and holding their clients’ investments in custody. It also serves as a critical link between account holders and the alternative assets they might be interested in, facilitating transactions on their behalf.

We provide comprehensive training for our employees to facilitate seamless client engagement. They personally answer the incoming calls and promptly handle all their inquiries and issues.


The client onboarding process is streamlined and involves three simple steps–open, fund and invest. Clients can open an SDIRA by filling out their easy online application in 10 minutes and fund it by transferring or rolling over all or a portion of the capital from an existing IRA or 401(k).

Onboarding is completed within about two weeks, with support from a seasoned team of account executives and CISP-certified specialists. The account navigators then set up a call with new account holders to answer any questions they may have, guiding them through every step of the process.


Madison Trust’s SDIRA allows investors to skip the assetbased holding fees and manage their accounts as they deem fit. Their quarterly flat-rate fee helps to further investment profitability and enriches the customer experience. Madison Trust also focuses on education and helps clients explore and understand the benefits of self-direction and alternative investing through webinars, articles and animated explainer videos.

Numerous client success stories showcase the effectiveness of its distinct approach to portfolio diversification. In one instance, a client transitioned from his traditional 401(k) to an SDIRA with Madison Trust. After transferring his funds, he was able to invest in a private placement, which diversified his retirement portfolio and led to a remarkable 190 percent internal rate of return over 26 months.

Madison Trust's services extend beyond individual investors to enable private companies, real estate syndicates and venture capital firms to access retirement funds and boost their capital. The initiative is facilitated by their specialized Sponsors Team and has been highly successful, yielding capital raises worth 161 million dollars in 2022 and 158 million dollars in 2023.


"By employing Madison Trust as their preferred SDIRA custodian, startups and private equity companies can tap into their new or existing investors' retirement money and raise significant capital," says Dana Udumulla, Investments Manager.

Integral to Madison Trust’s success is a distinct organizational culture characterized by empowerment and continuous improvement. Employees are encouraged to take initiative and propose solutions that enhance customer service, all while understanding and connecting with people on a personal level.

"By fostering a culture of learning and development, we empower our employees to stay ahead of the curve in both industry expertise and interpersonal skills,” says Brianna Avillo, Marketing Manager

Unparalleled customer service has established Madison Trust as a leader in the alternative investment space. Without resting on its laurels, it continues to deliver best-in-class tools and support clients who aim to ace their financial goals.