GenSpring

SunTrust Banks fully acquired the firm, then known as Asset Management Advisors, and operated it as a subsidiary under the GenSpring Family Offices brand. GenSpring functioned with a high degree of investment and operational independence, maintaining an open-architecture platform. The relationship ended in January 2019 when GenSpring was formally merged into SunTrust's private wealth division.

GenSpring primarily acted as an advisor, constructing and monitoring portfolios across multiple custodians rather than directly managing assets in a single proprietary pool. The firm's public disclosures referenced assets under advisement. This model allowed client families to retain control of individual manager and custody relationships.

The firm targeted ultra-high-net-worth families, often those with investable assets above $25 million. Clients paid retainer fees for an integrated suite of services covering investment advisory, estate and tax planning, family governance, and wealth education. This placed GenSpring in direct competition with independent multi-family offices like Bessemer Trust.

GenSpring pooled advisory client due diligence to negotiate institutional access to private equity funds, hedge funds, and direct co-investments. Client reporting from the firm's active period listed fund relationships with managers such as Blackstone and KKR. Access was arranged through the firm's manager research and alternatives advisory team.

Senior leaders, including President Joseph J. Sicchitano and CIO Michael Miller, transitioned into roles within SunTrust Private Wealth Management's integrated advisory structure. The GenSpring brand was retired, and client relationships continued through SunTrust advisors.