“Trust Service” or “Trustee Service”?

Followed a link the other day to Evercore, founded by US Trust alumni, and noticed that Evercore Trust Company offers trustee services, not trust services. A trend?

Strictly speaking, trustee services, not trusts, are what corporate fiduciaries provide. Practically speaking, fiduciaries often must explain the advantages of trusts in order to have a chance to sell their services as trustee. That's why US Trust ads offer a pdf on GRATs, as we noted in an earlier post.

Oddly, JP Morgan plays it both ways, marketing trustee services to family offices and trust services to office-less families.

What's your preference?