Reliance Trust, an Atlanta-based financial services company, has formed a new joint venture, Reliance Asset Advisors, to serve the trust, wealth management and financial service needs of the Greater Wilmington, North Carolina market. Reportedly, this new joint venture has been started in partnership with several Wilmington business leaders.

According to the company, services include: investment management services; local trust services and administration; financial planning services and retirement services to include 401(k) rollover and IRA services.

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Anthony Guthrie, president of Reliance Trust, said: “The formation of Reliance Asset Advisors is the manifestation of Reliance Trust’s long stated strategy of developing a direct retail presence in key coastal markets throughout the South East. We believe that markets such as Wilmington are currently under served and present a great opportunity for Reliance which is big enough to provide all the needed products and services and small enough to provide the kind of personal service that clients want and demand. In addition, we have found tremendous local business partners who desire a more personalized approach to delivering financial services who share our belief in the future of Wilmington.”

Andy Crane, managing principal of Reliance Asset Advisors, said: “We have spent several years evaluating how we could expand our proven lines of business and leverage the success we have already experienced in other areas of the country. The formation of Reliance Asset Advisors, in conjunction with Reliance Trust, perfectly fits our goals in that direction. We are pleased to have strong partners who share our vision and mission. Given the current impact of mergers, consolidations and closings the time is right for a new provider.”

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