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.

IRA Financial Equity Trust
Flat Annual Fee
Transparent Annual Fee
Investor-Friendly

Pricing & Fees: Transparent, Flat, and Investor-Friendly

IRA Financial:

  • IRA Financial offers flat, transparent annual fees starting at $120/year, depending on the level of service and investment type.
  • 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.

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.

Collaborative Business Team Holding Wooden Gears with Symbols Representing Growth, Innovation, and Finance in a Professional Setting. Amity

Product & Service Offerings: Modern and Flexible

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.

Winner: IRA Financial.
You get more investment options, better tools, and full control in one place.

Technology: Built for the Modern Investor

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.

Winner: IRA Financial.
Tech-savvy investors want fast, mobile, and intuitive—IRA Financial delivers.

IRA Financial Equity Trust
Google
Trustpilot
Other Platforms

Reputation & Customer Reviews: Trusted by Thousands

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.

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.