The business, which has a "coast-to-coast" strategic ambition, has opened a new office in Philadelphia, tapping into recent strong East Coast growth, and more is expected for 2024.

tru Independence, the advisory platform that services about $12.5 billion in assets, has chosen to situate its new corporate offices in Philadelphia, as the firm expands its East Coast presence.

Among the business prospects for 2024, about 60 per cent of them are on the East Coast, it said in a statement last week. 

The firm, founded in 2014, has taken on seven new staff across back-office functions such as sales, compliance, human resources, accounting operations and IT, it said.

The new office is at 2400 Market Street.

Founder and CEO Craig Stuvland intends the firm to serve advisors from coast to coast.

This year, tru Independence has attracted six new advisory teams collectively servicing a total of more than $4 billion in assets – surging by 400 per cent from the previous year. This growth reaffirmed the need for an additional location, aligning with the organization's strong momentum.

Several advisory teams that joined the tru platform in 2023 are located on the East Coast, making a brick-and-mortar presence necessary. Seven Mile Advisory, a $1 billion family office in the New York City area, was among the first to come on board in April, followed swiftly by Gainline Financial Partners and Crossover Capital Advisors. May marked the official launch of truView™, part of the firm's Experience as a Service (“EAS”) platform. 

In September, New York advisory firm Sykon Capital was launched on the tru platform. Shortly thereafter, 44 North Capital, a Vermont-based wirehouse breakaway, chose tru as a partner. SpirePoint Private Capital, headquartered in Vero Beach, Florida, managing $1.9 billion in assets also entered into a partnership with tru.

These partnerships are further validation for the firm's decision to expand its presence in that region.