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, technology, and reputation to see how IRA Financial and Equity Trust stack up for today’s self-directed investor.

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.

Pricing pulled from company website, as of the article publish date, and based on a $200,000 account 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.
• Crypto available via their own Digital Asset Platform (purchase and sale fees apply).

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.

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:

• 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.
• Stock, ETF, bond, and options trading powered by Interactive Brokers – available as a $100/year add-on, fully integrated inside your IRA Financial account.
• Advanced structures like Solo 401(k) plans, SEP & SIMPLE IRAs, HSA & Coverdell accounts, and ROBS structures for business funding.
• IRA Compliance Shield ($299/year): in-house audit protection, tax consultation, deal reviews, prohibited transaction pre-clearance, and UBIT/UDFI modeling.

Equity Trust:

• Offers a wide range of alternative investments but tends to rely on older, more manual processes.
• Crypto available via their own Digital Asset Platform (purchase and sale fees apply).
• Stock trading via a linked ETC Brokerage Services account – 50 commission-free trades per year; commissions apply after that.
• LLC/Checkbook control available.
• No in-house compliance, tax consultation, or IRS audit protection services.

Summary

Both platforms cover the core alternative asset classes well, and both offer LLC/checkbook control and HSA accounts – so if those are your primary needs, either can serve you on those specific features. Where IRA Financial pulls ahead is in compliance infrastructure. The IRA Compliance Shield provides services no other custodian includes in-house: prohibited transaction reviews, IRS audit defense, and tax consultation at a fraction of what an outside CPA or attorney would charge.

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:

• Newly-updated 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

IRA Financial’s platform is purpose-built for self-directed investors – crypto, stocks, compliance tools, and alternative asset management all live in one place under one login. Equity Trust’s portal is functional and continuing to improve, but its brokerage and crypto access operate as separate integrations rather than a unified experience.

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. Both have built real track records in the space, but investor experiences differ significantly.

 

 

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

Equity Trust’s longevity is a genuine credential – 50+ years in the industry reflects real institutional depth. But online investor sentiment tells a clear story: IRA Financial’s 4.7/5 Trustpilot score versus Equity Trust’s 2.2/5 reflects a meaningful gap in day-to-day client experience

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The Bottom Line: Why IRA Financial Is the Smarter Choice

Both IRA Financial and Equity Trust give investors access to the world of self-directed retirement investing – and Equity Trust’s long track record is a real credential. But for today’s forward-thinking investor, IRA Financial offers more: lower and more transparent fees, a purpose-built platform, broader account structures, and in-house compliance expertise that no other custodian includes.

Whether you’re looking to invest in real estate, trade crypto, access public markets, or protect your account from IRS scrutiny, IRA Financial is designed to support every part of your retirement strategy – efficiently, affordably, and under one roof.