Posts Tagged Bessemer Trust

Adopt Your Girlfriend as Your Daughter Asset Protection Plan Shocks Planning Community

Estate planners call “Adopt Your Girlfriend as Your Daughter” strategy to shield John Goodman’s assets from creditors bizarre. His lawyers say they have lost confidence in Bessemer Trust’s ability  to manage Goodman’s children’s money after the girlfriend-daughter was added as a trust beneficiary. Others say that relationship now legally amounts to incest.

Depending on who you talk to, Palm Beach air conditioner tycoon John Goodman was either brilliantly expanding the frontier of traditional estate planning or hastening the end of western civilization when he adopted his 42-year-old girlfriend as his daughter and heir.

A dig into the details shows that while the move was way outside the box, it represents a remarkable response to a difficult and arguably unique situation.

Goodman is already facing 2010 drunk driving manslaughter charges that could put him away for the next three decades, so in that respect he’s past trying to protect his public image.

But with the court talking about starting the trial in the immediate future, his lawyers shifted to locking down his more tangible interests, including support for his girlfriend and control of a family trust reportedly worth $300 million.

After all, if the trial goes badly, his time as a free man will be extremely limited.

“It should be obvious to everyone that at the present time Mr. Goodman’s continued availability to ensure that the trust’s assets grow and continue to provide benefits for his children is uncertain,” explains Daniel Bachi of West Palm Beach law firm Sellars, Marion & Bachi.

Cutting through the hype

When the media heard that the lawyers had decided to have Goodman adopt romantic companion Heather Hutchins — barely six years younger than he is — it unleashed a frenzy of misconceptions about how trusts actually work.

For one thing, Goodman is not trying to hide his money from the parents of the young man whose car he hit two years ago.

The assets in the trust were transferred in 1991, so the notion that Goodman was trying defraud a civil suit 20 years down the road is vanishingly remote.

In any event, while the trust is currently run under Delaware law, it’s not an “asset protection” trust in any way, shape or form. Goodman is not a beneficiary or the trustee, so he has neither ownership nor control.

He’s signed affidavits to that effect.

The bottom line here is that naming Hutchins as his third “child” doesn’t add a layer of protection from lawsuits — it’s not Goodman’s money any more and hasn’t been for a long time.

And Hutchins isn’t immediately going to get $100 million or even $70 million to play with. She’s now a beneficiary entitled to draw on the income, but not the trustee.

That income stream allows Goodman to provide for her and her two young children from a previous marriage, without antagonizing rich relatives who might balk at carving out a big piece of the family fortune for the girlfriend.

Under a separate agreement, Hutchins agreed that only $10 million of the trust’s principal would ever pass on to her children. Subsequent amendments whittled her interest down even further, to $5 million.

So adopting Hutchins takes care of her if Goodman goes to jail. But there’s an even bigger game afoot here waiting to play out.

Fighting the trustee, not the plaintiffs

Goodman’s lawyers frame the decision to adopt Hutchins as a way to give her official status in the eyes of Bessemer Trust, which has been running the trust since 2009.

As far as they’re concerned, Bessemer failed to live up to its promises to accept Goodman’s direction on how the “special” holdings in the trust — including his house and the $14 million polo club that turned him into a pillar of Florida society — should be managed.

“Bessemer agreed to keep the management team that had grown and protected these holdings in place for many years,” lawyer Bachi explains.

“Instead, Bessemer took steps to change management of these holdings, which have significant financial and intangible value to the children.”

Goodman named himself and two business associates as obvious choices with “experience with the management of such special assets.”

However, ex-wife Carroll objected to the appointment, leaving Bessemer with the headache that many trust companies that accept “alternative” assets like private equity and real estate know so well.

While the trustee tries to maintain an iron curtain between the grantor and the operations of the trust itself, the fact remains that the grantor is often uniquely qualified to manage the assets to their best potential.

As it is, Goodman’s ongoing relationship with the polo club is now being used in arguments that he’s been secretly running the trust to his own enrichment all along, no matter what the trust documents say.

If that were the case, those assets may be exposed to legal action no matter how many children he adopts.

That’s where adopting his girlfriend as a legal child-beneficiary may give him a chance to keep his polo club and run it too — even if he ends up in jail.

Hutchins apparently knows how Goodman wants the club to operate. As beneficiary, Bessemer has to take her interests and informed opinions seriously.

And in return for her input, she gets at least $500,000 a year from the trust.

“The contract provides funds to take care of Ms. Hutchins and her family and to compensate her for the large undertaking of overseeing such a complex and closely held family business,” Bachi explains.

As for the incest argument, it only legally applies to blood relatives.

Besides, if Goodman goes to jail, it will only matter on occasional conjugal visits anyway.

Scott Martin, senior editor, The Trust Advisor. Jerry Cooper and Steven Maimes contributed to the research.

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Pricey Wealth Management Ads are Back

For an industry that traditionally woos mega millionaire clients through referrals, leading trust banks could easily spend $100 million this year attracting high-end accounts. Insiders say the marketing boom is just beginning.

Northern Trust Ad. It manages as of 12/31/09 $3.98 Trillion, Ranked #5 in US

Pick up an issue of Forbes or Worth, and you’ll see the full-page ads from legendary private banks. Just watch a golf tournament or financial report on TV, and you’ll see the commercials. No matter what you’ve heard, the recession is over when it comes to prospecting for millionaires.

“There is a lot of money behind this,” says Orson Munn, co-founder of New York advertising firm Munn Rabot, which represents Bessemer Trust. “The category is alive and well again and the big banks are continuing to step up their spending as visibility improves,” he added.

U.S. Trust is following up a $25 million media spree with a fresh campaign of ads trumpeting its wealth management expertise to high-net-worth families looking for a good place to park $3 million or more.

BNY Mellon Wealth Management, Northern Trust and Bessemer Trust are running their own high-profile campaigns. The big banks are coming out swinging, and according to ad industry gossip, even aloof boutique players like Rockefeller may be thinking about dipping their toes in the pool.

Flash back to 2008

Many of these firms made their first big marketing pushes in 2008 in order to compete for the attention of the then-record number of wealthy U.S. households. But the collapse of Wall Street and the Bernie Madoff scandal made all their hard work look irrelevant if not actively bogus.

The industry circled its wagons and the ads were either burned off or pulled. That was a mistake, Munn says.

“When you withdraw during a financial crisis, it only increases suspicions of how credible you are as a going concern,” he told me. “The time to tell the world who you are and reassure them that you’re worth their business and their trust is when they’re asking questions about your competitors,” he added.

The normally media-wary Bessemer shocked the world last year by making the difference between its credibility and the rest of the industry the focus of its suddenly public brand.

Bessemer Trust Ad. It manages as of 12/31/09 $47.1B, Ranked #40 in US

In full-page ads in the New York Times and elsewhere, the $55 billion family office service provider openly solicited new clients for the first time in its 100-year history by trumpeting the question that every wealthy prospect was already asking about everyone in the business: “Why should you believe anything we say?”

Reaction to the in-your-face message from a button-down firm was even better than Bessemer executives hoped.

A few months ago, the company decided that it had dealt with enough reporter queries and stopped talking to the press. But the ads kept on coming, which indicates that the campaign is keeping Bessemer’s relationship managers busy enough talking to prospects.

Competing against the status quo

While not many wealth management firms are willing to remind would-be clients of the industry’s recent disgraces, the other 900-pound elephant in the room—the 2008-9 market plunge—is fair game.

BNY Mellon, one of the top names in the space with $157 billion in managed assets, came up with the tagline “Can you handle the truth?” to acknowledge investors’ loss of trust in Wall Street banks that failed to see the crash coming or, worse, predicted the plunge and didn’t bother warning their clients.

BNY Mellon Ad. It manages as of 12/31/09 $24.8T, Ranked #1 in US

“We thought it was refreshingly frank and straightforward,” a BNY Mellon insider told me on background. “We want to differentiate ourselves from the old sense of ‘business as usual’ that poisoned a lot of client relationships out there. It’s sink or swim time for business as usual.”

On the other hand, the new wave of wealth management marketing gives prospects plenty of “business as usual” to consider—or ignore, advertising executive Orson Munn says.

For example, U.S. Trust, which was just starting to find its feet as a subsidiary of mass-market giant Bank of America before the crisis, is trying to reverse a recent slight decline by calling itself a “worth” management company.

Munn is skeptical that tweaking the boilerplate will help the firm increase its pull with wealthy investors.

“I’m not sure it’s going to be successful,” he told me. “It just replaces the industry’s normal armor-plated pinstripe image with the same stripe in a slightly different color,” he added. “Why waste all that money building a new brand if it doesn’t bust through the jargon?”

Huge potential rewards

None of the advertisers are crowing yet about all the accounts their million-dollar ad buys have won them, but they’re definitely committed to giving the campaigns time to work.

While Bessemer and BNY Mellon are keeping the numbers to themselves, they’ve gone on the record in the past as being pleased with initial response. For Bessemer in particular, the sheer size of the fish they’re going after will almost certainly justify the expense of running the ads.

Figure one back cover of the New York Times magazine costs around $100,000. With a $10 million account minimum and roughly a 1% management fee, if Bessemer reels in even one new account and holds it for just one year, the ad buy breaks even.

Although U.S. Trust is chasing smaller accounts than the mega-net-worth types Bessemer (and to some extent BNY Mellon) is after, it is also betting that its media campaign will capture a lot more than one or two clients. The firm has confirmed that it’s hiring 200 relationship managers this year in order to grow its business.

Scott Martin, contributing editor, The Trust Advisor Blog, Jerry Cooper contributed to the reporting, Steven Maimes contributed to the research and editing

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