Leadership in the self-directed individual retirement account (SDIRA) custodian industry focuses on being customer-oriented, following regulations, and having expertise in various types of alternative assets. Custodians are essential as they enable investors to manage their retirement funds, hold assets, and ensure compliance with IRS rules. Effective leaders prioritize strong communication with clients and offer personalized solutions to help them achieve their investment goals. They also navigate a complex regulatory environment and manage risks associated with alternative investments, which build trust and confidence among clients for long-term success.
Dana Udumulla, Head of Strategic Relations at Madison Trust, is a prominent leader in the industry. Her knowledge of investment compliance ensures that growth strategies are executed with high standards. Dana is dedicated to forming strategic relationships with investment sponsors, aiding their capital-raising efforts, and contributing to the company’s growth. With her background in financial analysis, she focuses on ensuring that each initiative aligns with Madison Trust’s mission and long-term objectives.
The Transition from Law to Finance
Dana’s path into the finance sector has been an amazing and unexpected journey. As an immigrant from Sri Lanka, she came to the U.S. with only $200 and no clear plan for her future. She enrolled at Ramapo College of New Jersey for her bachelor’s degree, where she discovered her passion for finance through her coursework.
“Initially, I aspired to become an attorney, but after taking a finance class, my career goals shifted,” she says.
After graduating, Dana Udumulla chose to pursue a master’s degree at Rutgers University in financial analysis, aiming to become a CFA and work on Wall Street. During this period, she discovered Madison Trust and started her career there as a customer service representative over five years ago.
Within a year, she completed her master’s degree and was promoted to investment manager, and later promoted to “Head of Strategic Relations” where she now oversees a team that works with investment sponsors to help them with their funding goals while helping investors grow their retirement funds. Her time at Madison Trust has been marked by continuous growth and development.
“Working at Madison Trust, I quickly fell in love with the company—its culture, its people, and the fascinating world of alternative investments,” she says. This blend of academic growth and professional development has deepened her passion for finance and her commitment to the organization.
Empowered by Examples
Dana’s greatest inspiration has always been her mom. A strong and determined woman, her mom raised three independent children after Dana’s dad passed away when she was about 15. Dana and her siblings have all carved out their own paths, but they share a common source of strength, passion, and resilience: their mother. Dana Udumulla admires her every day. As a Southeast Asian mom, she is powerful, spirited, and has a vibrant personality—qualities that Dana has inherited as well.
In addition to her mother, Dana is also inspired by Madison Trust’s CEO, Mr. Daniel Gleich. His wisdom and encouragement have motivated her to think boldly. He has created a supportive and collaborative culture at Madison Trust, which is rare in the financial sector. Dana deeply admires him and appreciates the valuable opportunities he has provided her in her professional journey. She recognizes that not everyone has access to such support.
Achievements and Milestones
In 2022, Dana achieved a significant milestone at Madison Trust by developing an innovative business model that shifted the company’s focus from individual investors to private companies seeking capital. This model, termed the investment-sponsored business model, enables private companies, referred to as investment sponsors, to raise funds using investors’ retirement accounts. As a result, the Sponsors Team was established, driving substantial growth for the company over the past two years.
This initiative has transformed the financial landscape by facilitating access to capital for private companies while allowing investors to diversify their retirement portfolios. Despite challenging market conditions, including banking regulations and inflation, the demand for this service has surged, leading to the successful raising of $158 million and $168 million in its first two years.
Another achievement for Dana is the recent transition from Investments Manager to Head of Strategic Relations, where she will concentrate on strategy and further expanding this successful business model.
Roles and Responsibilities as Head of Strategic Relations
As the Head of Strategic Relations at Madison Trust, Dana Udumulla works closely with the team that reviews clients’ investment documents to ensure they meet compliance standards. Unlike fiduciaries such as Charles Schwab, Madison Trust helps clients diversify into alternative investments while safeguarding their retirement funds and avoiding potential penalties.
A key challenge she faces is balancing the constantly changing regulatory environment with the need to innovate. Additionally, staying ahead of market trends is crucial. Managing a diverse team also requires her to create a collaborative environment that encourages individual and team success.
A major part of Dana Udumulla’s role involves making sure that all incoming alternative investments comply with regulations while overseeing the company’s growing asset portfolio, which is currently around $4.8 billion. She also focuses on maintaining compliance with financial regulations and building strong relationships with investment sponsors.
Innovative Approach to Diversification
Madison Trust takes a unique approach by empowering investors to diversify their retirement portfolios beyond traditional stocks and bonds. The old days of a 60/40 portfolio allocation are gone; today, investors want more freedom and true diversification. At Madison Trust, clients can use their IRA accounts to invest in real estate, precious metals, or private equity by funding startups.
What sets Madison Trust apart is its commitment to providing financial education and personalized service. By focusing on alternative investments, clients can expand their portfolios beyond conventional assets, creating opportunities for growth and innovation. For investment sponsors, Madison Trust offers a streamlined platform to raise capital for their projects at a time when access to capital can be challenging. Additionally, the company’s dedication to transparency and compliance ensures that both clients and sponsors feel secure and confident in every transaction.
While many custodians offer similar services, Madison Trust’s competitive advantage lies in its exceptional customer service and emphasis on financial education. Dana works with a talented marketing team that organizes numerous webinars, podcast features, and writes articles to promote these unique diversification strategies, which are often underutilized. Ultimately, Madison Trust serves both investors and investment sponsors, positively contributing to the American economy.
Insights on Fintech and Sustainability in Finance
Through her extensive travels in the finance sector across America, Dana Udumulla has encountered various professionals who share insights about two key trends reshaping the industry: technology and sustainability.
Fintech innovations, such as blockchain and artificial intelligence, are transforming investment practices, influencing everything from decision-making to compliance. Simultaneously, there is an increasing emphasis on Environmental, Social, and Governance (ESG) investing, indicating a shift in investor priorities toward long-term value and ethical considerations.
The rise of fintech and advancements in AI and blockchain are particularly impactful in alternative investments. Growing regulations in fintech highlight the demand for these technologies, and many biotech startups are emerging within this space, further changing the investment landscape.
Compliance issues related to these new asset classes are significant, as they often operate with minimal regulations. Observing how regulatory bodies respond to these trends will be crucial, as will understanding the implications for financial institutions and investors.
Moreover, the heightened focus on ESG criteria in investing reflects a broader shift in priorities, with stakeholders increasingly interested in the long-term value and positive social and ethical impacts of their investments.
Use of AI and Automation in Finance
Madison Trust leverages technology to enhance client experiences and maintain its competitive edge in the market. Based in Sioux Falls, SD, with an administration team in New Jersey, the company develops all its software and CRM systems in-house.
By implementing AI-driven lead generation tools and automating compliance processes, Madison Trust continuously innovates to improve operational efficiency and scalability while upholding high standards of quality and transparency. The IT team excels in applying AI across various functions, which enhances service quality and promotes transparency.
As a passive custodian, Madison Trust does not make investment decisions for clients; instead, clients bring their choices to the company. Dana adopts an analytical and adaptable approach to investment decisions, valuing traditional assets like stocks and bonds while also recognizing the importance of alternative assets in today’s market.
Dana Udumulla relies on data-driven insights and comprehensive market research to evaluate potential collaboration with investment sponsors, ensuring that Madison Trust collaborates with the right entities. The alternative investment landscape is dynamic, with trends shifting from cryptocurrency to real estate and now private credit. Staying attuned to these changes allows financial professionals and investors to remain flexible and responsive to new opportunities and challenges.
Vision for Technology in Finance Beyond 2025
In 2025 and beyond, Dana sees technology as the greatest opportunity for the finance sector. Financial institutions are racing to effectively use technology to maximize returns, especially in the area of alternative investments. Many clients often ask how to choose the right alternative investment and conduct their research. Technology, particularly AI, is essential in this process, allowing individuals to access financial information without the high costs associated with professional advice.
These technological advancements offer significant opportunities to improve efficiency, lower operational costs, and enhance performance. Algorithms can now analyze millions of data points in minutes, a process that once required extensive manual work.
However, these opportunities also come with challenges. As technology, AI, and blockchain continue to evolve, we can expect an increase in regulations and greater cybersecurity risks. At Madison Trust, cybersecurity is a top priority, and the team regularly discusses strategies to protect sensitive personal information. The rise in scams and hacking attempts highlights the need for strong safeguards to protect both the company’s systems and clients’ data.
Navigating these opportunities and challenges during this time of rapid change will be crucial. In 2025, Madison Trust’s focus will be on positioning itself for long-term success.
Leadership Philosophy
Dana’s leadership style focuses on empowerment, collaboration, and continuous learning. She strongly believes in the importance of ongoing education, especially in the finance sector, which includes alternative investments like real estate, private equity, cryptocurrency, promissory notes, and precious metals. This field is always changing, so staying informed is crucial.
She prioritizes empowering her team to work independently, allowing them to thrive and excel in their roles. Dana Udumulla encourages collaboration not only within her departments but also with external stakeholders.
“I have been fortunate to receive significant support and flexibility from our CEO, which has allowed me to build and develop departments within Madison Trust over the past five years,” she says.
Strategies for Balancing Work and Personal Life
Balancing the demands of being a finance leader with a personal life is a challenge for Dana. She states, “I believe that balance comes from priorities and boundaries, but if I’m honest, I struggle with this.” For her, work is not just a job; it is her career and passion, which often blurs the lines between her professional and personal life. Frequent travel complicates this balance, but Dana prioritizes spending time with her family and pursuing her hobbies.
One of her key interests is Brazilian Jiu-Jitsu, which helps her manage stress and fosters discipline and resilience. A crucial element in maintaining balance is learning to delegate and trust her team. “I am fortunate to work with an amazing group, including my sales team, sponsors team, and operational staff at Madison Trust,” Dana Udumulla says. By entrusting her team with responsibilities, she can focus on strategic initiatives without feeling overwhelmed.
Ultimately, Dana’s passion for her work keeps her engaged and helps her navigate the demands of her role while still making time for personal fulfillment. She emphasizes that achieving balance requires setting clear priorities and boundaries, along with dedicating time to family and personal interests to recharge and enhance her effectiveness as a leader.
Advice for Young Leaders
Dana’s advice for young professionals aspiring to succeed in the finance sector is,
“Never stop learning. The finance industry changes quickly, so being curious and adaptable is crucial. Additionally, it’s important to build strong networks and seek out mentors. Most importantly, find an area of finance that truly excites you—your passion will be a key driver of your success!”
Vision for Innovation and Financial Literacy
Dana Udumulla aspires to leave a legacy of innovation, empowerment, and integrity at Madison Trust. Throughout her time there, she has focused on creating sustainable systems, business models, and teams that can thrive even after she departs. This sustainability is a key part of her legacy.
On a broader scale, Dana aims to be remembered as a champion of alternative investments in retirement portfolios and an advocate for accessible financial education. She is passionate about increasing her educational outreach, particularly through webinars, podcasts, and articles. Dana Udumulla often encounters individuals who are unaware that they can diversify their retirement portfolios with alternative investments, a possibility that has existed since 1974. She wants to make this knowledge accessible to everyone.
Recognizing the significant retirement crisis in America, Dana is committed to educating and equipping individuals to build effective retirement plans. Through her efforts, she hopes to contribute to a more affordable and accessible retirement landscape, emphasizing the importance of diversification and financial literacy.
Key Takeaways from Dana’s Diverse Journey
- Dana’s journey is inspiring. She came to the U.S. with very little and, through hard work and education, built a successful career in finance. This shows that with determination and focus, anyone can achieve their goals, regardless of their starting point.
- Dana champions diversifying retirement portfolios beyond traditional stocks and bonds. She highlights how investing in assets like real estate, private equity, and precious metals can offer new opportunities for growth and help people achieve their financial goals.
- Dana’s success is tied to her ability to adapt and innovate. She developed a new business model that significantly boosted Madison Trust’s growth. This emphasizes the importance of staying flexible and embracing new ideas in the ever-changing financial world.
- Dana emphasizes the positive influence of mentors, especially her mother and CEO. Having supportive figures and building strong relationships have been key to her growth and success. This highlights the value of seeking guidance and creating a strong professional network.
- Dana Udumulla is passionate about making financial education accessible to everyone. She wants people to understand the possibilities of diversifying their retirement portfolios and believes that financial literacy is crucial for building a secure retirement. This emphasizes the importance of learning about finance and taking control of one’s financial future.
Company Overview –
| Featured Person | Dana Udumulla, Head of Strategic Relations |
| Company Name | Madison Trust Company |
| Company Headquarters | Sioux Falls, South Dakota |
| Founded Year | 2014 |
| Featured Person’s LinkedIn | https://www.linkedin.com/in/thanuriudumulla/ |
| Company URL | https://www.madisontrust.com/ |
