If you’re looking to diversify your retirement portfolio beyond stocks and bonds, you’ve probably come across two major players in the Self-Directed IRA (SDIRA) space: IRA Financial and Equity Trust. Both companies offer ways to invest your retirement funds in alternative assets like real estate, private equity, and even cryptocurrency.
But not all SDIRA custodians are created equal. In this comparison, we’ll explore pricing and fees, product and service offerings, reputation and reviews, and more to see why IRA Financial stands out as the smarter choice for many investors.
Pricing & Fees: Transparent, Flat, and Investor-Friendly
When evaluating Self-Directed IRA custodians, fees are a major consideration for investors seeking to grow their retirement accounts efficiently. IRA Financial and Equity Trust are two prominent players in the self-directed retirement space, but they take different approaches when it comes to pricing. IRA Financial is known for its flat-fee model, designed to be more transparent and cost-effective, especially for high-value accounts. Equity Trust, on the other hand, uses a tiered fee structure based on the total value of assets held, which can result in higher costs as your portfolio grows.
 |  | |
Setup Fee | $0 | $50 |
Annual Fee | $495 | $750 |
Asset Value Fee | $0 | $0 |
Investment Fee | $0 | $0 |
Roth Conversion Fee | $0 | $0 |
1 Year Total Cost | $495 | $800 |
5 Year Total Cost | $2,475 | $3,800 |
Based on 4 investments and a $200K balance
IRA Financial:
- IRA Financial offers flat, transparent annual fees starting at $495/year for a Self-Directed IRA, with other plans available starting as low as $100 annually.
- No asset-based fees, no transaction fees, and no hidden charges—what you see is what you pay.
- Their IRAfi Crypto platform offers low trading fees for buying, selling, and trading crypto through the integrated app.
Equity Trust:
- Equity Trust uses a tiered, asset-based fee model, which means your fees increase as your account balance grows—something many high-net-worth investors find frustrating.
- Investors often report transaction fees, processing fees, and various administrative charges that can add up quickly.
- No dedicated crypto trading app – relies on a third party of your choosing.
Summary
If you’re looking for a more cost-effective solution with transparent, flat-rate pricing, IRA Financial may be the better choice, especially for those planning to hold higher-value or alternative assets. Equity Trust, while offering a robust suite of services and support, could be more expensive over time due to its asset-based fee structure.
Winner: IRA Financial.
A flat-fee model is far more cost-effective for active or high-balance investors. You’re not penalized for your account growing in value.
Winner: IRA Financial.
A flat-fee model is far more cost-effective for active or high-balance investors. You’re not penalized for your account growing in value.
Product & Service Offerings: Modern and Flexible
Choosing the right custodian goes beyond just fees! It also depends on the types of investments you want to make and the level of support and flexibility you need. IRA Financial and Equity Trust both offer access to alternative assets like real estate, private placements, and cryptocurrencies, but they differ in how they deliver those services. IRA Financial focuses on empowering clients with checkbook control and flexible platforms, while Equity Trust offers a more traditional custodian model with a wider in-house infrastructure and more hands-on transaction processing.
| IRA Financial | Equity Trust | |
|---|---|---|
| Self-Directed IRA | Yes | No |
| Solo 4001(k) | Yes | No |
| Checkbook Control | Yes | No |
| ROBS Structure | Yes | Yes |
| Crypto Platform | Yes | No |
IRA Financial:
- Offers all the traditional SDIRA investments, including real estate, private lending, startups, precious metals—as well as direct crypto investing.
- Integrated platform for crypto, checkbook control, real estate, and more under one roof.
- Advanced structures like Solo 401(k) plans, SEP & SIMPLE IRAs, HSA & Coverdell accounts, and ROBS structures for business funding.
- Mobile-first with a newly launched modern app and account dashboard built for today’s investors.
Equity Trust:
- Offers a wide range of alternative investments but tends to rely on older, more manual processes.
- Crypto investing is available but through a third-party partnership, with extra fees and limited control.
- No dedicated app for managing your plan; interface is largely web-based and sometimes clunky.
Summary
IRA Financial is ideal for experienced investors seeking flexibility, speed, and direct control—especially in real estate and crypto. Its streamlined structure and self-directed tools cater to those comfortable making their own investment decisions. Equity Trust, meanwhile, provides a more guided experience with broader investment options and more support, which may appeal to less hands-on investors or those looking for a one-stop shop. Your ideal fit will depend on how much control and customization you want in managing your retirement assets.
Winner: IRA Financial.
You get more investment options, better tools, and full control in one place.
Winner: IRA Financial.
You get more investment options, better tools, and full control in one place.
Technology: Built for the Modern Investor
Technology plays a critical role in managing self-directed retirement accounts, especially for investors who want fast access to their funds, real-time updates, and secure digital platforms. IRA Financial and Equity Trust have both invested in tech-driven solutions, but their approaches reflect different priorities. IRA Financial emphasizes mobile-first, streamlined tools with its proprietary apps like the IRA Financial app and IRAfi Crypto, built for investors who want control on the go. Equity Trust focuses more on its online client portal, offering broad functionality but with a more traditional, desktop-centered user experience.
IRA Financial:
- Recently launched a new mobile app and account dashboard with clean UI/UX and modern functionality.
- Offers a fully digital on-boarding experience, automated compliance, and secure document storage.
- In-house crypto trading, real-time dashboards, and checkbook control in a single portal.
Equity Trust:
- Web-based platform with limited mobile functionality.
- Technology is improving but still relies heavily on email, forms, and legacy systems.
Summary
If you’re looking for a tech-forward, mobile-centric experience, IRA Financial stands out with its purpose-built platform and digital efficiency—particularly appealing to investors in crypto or those who value speed and independence. Equity Trust, while offering a well-rounded client portal, leans more on a traditional framework that may feel slower or less flexible by comparison. The best choice depends on whether you prioritize mobility and modern UX or prefer a legacy platform with comprehensive access.
Winner: IRA Financial.
Tech-savvy investors want fast, mobile, and intuitive—IRA Financial delivers.
Winner: IRA Financial.
Tech-savvy investors want fast, mobile, and intuitive—IRA Financial delivers.
Reputation & Customer Reviews: Trusted by Thousands
Reputation matters when trusting a custodian with your retirement assets, and both IRA Financial and Equity Trust are well-known in the self-directed retirement industry. Equity Trust has been around for decades and is one of the most recognized names in the space, while IRA Financial, though newer, has built a strong following due to its innovative approach and hands-on service. Customer reviews reflect different experiences—Equity Trust is praised for its longevity and service depth but sometimes criticized for delays and fees, whereas IRA Financial receives high marks for transparency, technology, and client support, with occasional complaints related to account complexity for new users.
| | |
Trustpilot | 4.8 / 5 | 2.1 / 5 |
4.8 / 5 | 4.3 / 5 | |
Other Platforms | 4.8 / 5 | 3.8 / 5 |
IRA Financial:
- Strong reputation for fast account setup, responsive customer service, and straightforward pricing.
- Over 3,000 5-star reviews across Google, Trustpilot, and other platforms.
- Founded by tax attorney Adam Bergman, who educates investors via weekly videos, podcasts, and blog articles.
Equity Trust:
- A longer track record (founded in 1974), but mixed reviews online.
- Common complaints include slow processing times, hidden fees, and difficulties reaching support.
- Reputation has taken a hit in recent years due to its legacy systems and impersonal service.
Summary
IRA Financial earns strong reviews for its innovation, transparent pricing, and customer service, especially from tech-savvy and alternative investors. Equity Trust, with its long-standing reputation and wide client base, offers trust through longevity but has faced some criticism for outdated processes and variable customer service. Choosing between the two may come down to whether you value modern agility and responsiveness (IRA Financial) or established tradition and institutional credibility (Equity Trust).
Winner: IRA Financial.
Investors rave about the hands-on support, educational content, and transparent business model.
Winner: IRA Financial.
Investors rave about the hands-on support, educational content, and transparent business model.
The Bottom Line: Why IRA Financial Is the Smarter Choice
While both IRA Financial and Equity Trust help investors tap into the world of self-directed retirement investing, IRA Financial is better suited for today’s forward-thinking investor. With lower and more transparent fees, superior technology, broader investment options, and a stronger customer satisfaction record, IRA Financial gives you more value, control, and peace of mind.
Whether you’re looking to buy crypto, invest in real estate, or fund a new business with your retirement dollars, IRA Financial is designed to support your goals—efficiently, affordably, and securely.
Your retirement. Your rules. Get a free consultation today and find out how IRA Financial puts the power in your hands.
