This past week, the $2.45 billion-asset Cogent Bank in Orlando launched a new trust services division, tapping a veteran executive from Amerant Bank to run it. The move, according to American Banker, is a direct bid to capture a piece of Florida's explosive wealth growth before national giants siphon it away.
Cogent hired Madelayne Cordero, the former chief fiduciary officer at Coral Gables-based Amerant, as its managing director of trust services. Her mandate is to build the unit from the ground up.
"When he is creating a new vertical for the bank, he'll find the right person and basically give them a blank check," Cordero said of CEO Chirag Bhavsar. "Obviously, as a professional, that's anyone's dream job. … It's the job I've been waiting for my entire career."
Cordero will head the new Cogent Trust Services, based in Coral Gables. Her strategy includes offering high-touch service and planning for assets like cryptocurrency, but the core mission is ensuring smooth generational wealth transfers.
The timing is no accident. Florida's wealth migration is staggering.
According to a report from Henley & Partners, both Miami and West Palm Beach saw their millionaire counts double between 2014 and 2024. The statewide millionaire count is nearing 1.2 million. Another report found roughly 550 people moved into the state every day in 2025.
"We've had an incredible migration of wealth into Florida," Cordero stated. "That wealth is here, it's not going anywhere…We need to service it."
The "Sticky" Power of Controlling Legacy Assets
For Cogent, this isn't just about adding a revenue line. It's a defensive play to lock in its most lucrative clients.
Trust services are notoriously "sticky." Once a client names a bank as a trustee for their estate, they don't leave easily. It anchors entire family relationships to the institution for decades.
"When a client names an institution as a trustee, that's not something they take lightly, or that they're going to go and change as quickly as you can go and open a bank account at another institution," Cordero explained.
This stickiness is crucial as Florida's wealth boom matures from accumulation to distribution. The priority for aging business owners and new residents is no longer just a high-yield savings account, but sophisticated succession planning. Cogent's play is to ensure those clients don't turn to a Northern Trust or a Bank of America private wealth manager, taking all their banking business with them.
"At its core, though, the group's mission will revolve around planning for a smooth transfer of wealth from one generation to the next," Cordero said. When that happens, "that family will bank with you for life."
This strategic focus on sticky, long-term client relationships comes as other segments of the banking market show strain. For instance, we've reported that static bank loans are stalling growth for 28% of the US middle market, highlighting how traditional lending alone isn't enough to secure future revenue.
A Bet on Service in a Giant's Playground
Cogent's move is contrarian. Many community banks nationwide are exiting or outsourcing their trust departments due to high compliance costs and modest fee income.
"Trust is not cheap," Cordero acknowledged. "It comes with a hefty price tag. … Yes, we contribute to overall income, but you're not going to break the bank on trust fees."
Instead, Cogent is betting its advantage is hyper-local, personalized service. It's a David-versus-Goliath strategy in a Florida market long dominated by massive players. Legacy data from 2012 shows giants like Northern Trust (with $37.5 billion in Florida trust assets) and SunTrust (now Truist, with $24.7 billion) have a colossal head start.
Cogent's Battle Plan
- The Founder: A "trust lifer" with deep Florida roots at Northern Trust, Wells Fargo, City National Bank, and Amerant.
- The Offer: High-touch, concierge-style service and inclusion of modern assets like crypto.
- The Target: Likely Cogent's existing commercial clients, Florida business owners who now need legacy planning.
The bank is not trying to out-muscle the nationals on scale. It’s aiming to out-serve them on intimacy and local knowledge. This local focus becomes especially relevant in a state where political and economic shifts can quickly alter the landscape, as seen in recent political races like the defeat of Trump-endorsed Rep. Cory Mills in a Florida primary.
The gamble is that for a segment of Florida's new wealthy, a dedicated team at a smaller bank will be more appealing than being a number at a global institution. If Cogent can successfully cross-sell trust services to even a fraction of its commercial clients, it will have built a formidable moat around its deposit base.
The immediate watch point is client acquisition. Cordero has her blank check and her dream job. Now she must prove that in a state drowning in money, a mid-sized bank from Orlando can become a top-tier name for securing its future.
XOOMAR Analysis: Cogent's move signals a maturation phase in Florida's finance scene. The initial wave was about capturing inbound capital. The next, more profitable wave is about locking it down for generations. For regional banks, offering trust services is becoming less of a luxury add-on and more of a necessary defense mechanism.
Disclaimer: This XOOMAR analysis is for informational and educational purposes only. It is not financial, investment, legal, tax, or professional advice. It does not provide buy, sell, hold, price-target, portfolio, or personalized recommendations. Verify information independently and consult qualified professionals before making decisions.
Impact Analysis
- A major regional bank is launching a new division to capture Florida's explosive wealth growth, showing how local institutions are adapting to a booming market.
- The move is a defensive play to lock in high-value clients with 'sticky' trust services, anchoring family banking relationships for decades.
- It highlights a broader trend of intensifying competition for affluent clients in Florida as wealth migration reshapes the state's financial landscape.
Originally published on XOOMAR. For more news and analysis, visit XOOMAR.
