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Technology is meant to create space for deeper thinking, yet many firms feel more rushed than ever. Busy workflows, manual processes, and unclear priorities often crowd out time for clients and strategy.

In this episode, Rusty Sommer speaks with Trasha Schwendener, Managing Director at F2 Strategy, at the American Trust Organization’s (ATO) annual conference about how trust organizations can rethink technology to give people time back. They explore where automation actually helps, why process matters more than tools, and how firms can define their identity as client expectations shift. The conversation also covers onboarding, communication, and how modern portals shape relationships across generations.

Key takeaways:

  • Why being a thought-driven industry still leaves little room for thinking
  • How onboarding, reviews, and distributions drain advisor time
  • The role of process before automation in trust organizations
  • Defining firm identity between trust company and RIA models
  • Using technology to strengthen communication and client experience
  • And more!

Connect with Trasha Schwendener:

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About our Guest: 

Trasha Schwendener is a proven relationship and sales leader with close to 20 years experience in client management, wealth management, and fintech solutions. Her primary focus has been sales, training, and developing strategic client and partner relationships. Trasha honed her expertise through roles with trust accounting software and private wealth management firms, where she worked with bank trust departments, independent trust companies, family offices, and foundations. She is passionate about working in a continuous learning environment and helping others grow professionally. In her personal time, Trasha enjoys being with her family and volunteering with Top of the Lake Rotary. She lives in Charlotte, North Carolina.