Strong leadership and deep expertise define the companies that succeed in trust and retirement services. Maryanne Campbell has spent more than 35 years in financial services, working in service, development, implementation, and operations. For SS&C Black Diamond® Wealth Solutions, she leads the sales and business development strategy for Black Diamond Trust & Retirement Services and SS&C MineralWare.
In this edition of our Five Questions With series, Maryanne shares her thoughts on partnership, execution, and the leadership mindset needed to deliver lasting results.
You have led sales and business development for trust, retirement, and wealth platforms. What do these segments need most from a technology and services provider today?
They need one dedicated partner instead of a patchwork of vendors. When these types of companies use multiple systems and providers, it takes longer to answer questions, and problems become harder to solve. An integrated suite of solutions removes that friction and lets technology, service, and data work together seamlessly.
Innovation and collaboration are a key component as well. Companies need technology that is up to date, secure, and modern, along with a partner who understands their business goals. The right partner helps organizations adapt, grow, and handle change with confidence.
How does your long-term business experience influence how you talk with prospective clients?
I think experience adds valuable context. When I talk with clients, I can often relate their current challenges to scenarios that I’ve seen before. For example, a client recently shared a list of priorities they thought were unique, and I was able to offer tips, stories, and lessons from similar situations.
It’s about using my past experience and perspective to make conversations more helpful and build trust, rather than just selling a product.
Trust and retirement services are often built on relationships and careful risk management. What do trust companies want from a long-term partner beyond features and functionality?
Trust companies operate under heavy regulatory scrutiny and handle deeply personal situations, such as honoring the wishes of the deceased, supporting families with special needs, and protecting legacies. Their decisions carry lasting consequences, so they need a partner who understands both compliance and operational complexity.
They look for a proactive and organized partner who already has risk assessments, educational materials, and operational tools in place. That support lets them focus on making the best decisions for their clients, instead of getting bogged down by overhead or regulations. For many smaller organizations, this can mean the difference between keeping up and falling behind.
As companies take on more complex planning needs like trust, retirement, and multi-entity reporting, where do you see the biggest gaps between their goals and their ability to deliver?
The main gap is experience. These areas require deep subject-matter expertise, and as experienced professionals retire, institutional knowledge isn’t always available internally.
That’s where collaboration becomes essential between the business, its technology partner, and, often, external consultants. With each party contributing its expertise and aligning around a shared objective, organizations are far better positioned to deliver the sophisticated services their clients expect.
You’ve worked at the crossroads of strategy, operations, and client relationships. What qualities do you see again and again in trust companies that manage to grow successfully through change?
It all starts at the top. Companies that grow through change have leaders who are fully committed to the process and continually reinforce that commitment. They have a clear vision and a willingness to stay educated across every facet of the business, from operations and compliance to technology and client experience. That tone at the top sets the foundation for the entire organization.
Successful trust companies are also open and collaborative. They don’t approach change in isolation or secrecy. Instead, they bring the right partners to the table and evaluate decisions as a whole, not just by cost. They’re thoughtful about innovation, welcome new ideas, and stay disciplined enough not to chase every trend.
Maryanne’s perspective underscores a simple truth: growth in trust and retirement services doesn’t happen by accident. It takes strong leadership, operational discipline, and trusted partners who bring real expertise. Companies that commit to that standard are best positioned to serve clients consistently and with care for generations to come.
Ready to see how SS&C Black Diamond® Wealth Solutions can help your firm scale smarter, serve clients better, and grow with confidence? Request a personalized demo, call 1-800-727-0605, or email info@sscblackdiamond.com today.
