Generational has launched publicly as a new regulated trustee services business in Jersey.
Licensed by the Jersey Financial Services Commission under the Financial Services (Jersey) Law 1998, the business said it aims to make trustee services clearer and more accessible for advisers and families.
The launch also includes the appointment of Nathan Petty as Executive Director, Trust Services.
George McLeod, Founder and CEO of Generational, said: “The next major challenge in family wealth is not just helping families make more money. Today, we’re introducing Generational publicly.
“It is helping families govern, deploy, and preserve the money they already have across housing, care, inheritance, family change, and the next generation.”
Generational said its model has been developed to support families with the governance, deployment and preservation of wealth, while combining fiduciary oversight with digital workflows and AI-enabled operational processes.
Mr McLeod said: “Professional trusteeship has often been too expensive, too opaque, and too difficult to access for many suitable families. That has left too many families stuck between basic planning and the family office.”
He added: “Nathan Petty brings deep fiduciary experience across trust administration, compliance, and intermediary relationships. His appointment matters because this model only works if fiduciary judgement leads the operating model with digital workflows and AI-enabled operations improving efficiency, not replacing human trustee judgement.”
The business is raising a pre-seed funding round to support the development of its operating infrastructure.
Mr McLeod added: “Trusts are not right for every family. But where professional trusteeship is suitable, the experience should be clearer, more efficient, and more transparent.
“The future of wealth will not only be about who earns, invests, or inherits capital. It will be about who governs it well.”
Pictured: George McLeod and Nathan Petty
