When you hear someone talk about "biblical financial planning," it usually goes one of two ways. Either you think of Dave Ramsey yelling about credit cards, or you picture a stuffy boardroom where "values" are just a marketing buzzword. Honestly, most people trying to evaluate the financial services company Ronald Blue Trust—now technically just "Blue Trust"—get stuck somewhere in the middle. They wonder if a firm founded on 2,000-year-old principles can actually handle a modern portfolio in a volatile market.
The short answer? They manage over $16 billion. That’s not "small-town church fundraiser" money.
The Identity Crisis: Ronald Blue vs. Blue Trust
Let’s clear up the name thing first. For decades, the world knew them as Ronald Blue & Co. then Ronald Blue Trust. In late 2023, they officially rebranded to Blue Trust. It wasn't just a mid-life crisis or a fancy new logo; it was an attempt to show the firm has outgrown its founder.
Ron Blue is basically the "Godfather" of Christian financial planning. He wrote Master Your Money back in the 80s and basically invented the idea that your faith should dictate your spreadsheet. But Ron hasn't been running the day-to-day for a long while. Today, the firm is a subsidiary of Thrivent, which is a massive Fortune 500 powerhouse.
So, when you're looking at them, you're looking at a weird, rare hybrid. You have the specialized, boutique feel of a faith-based advisor, but the massive institutional backing of a multi-billion dollar insurance and investment giant.
How the "Five Uses of Money" Actually Works
Most firms start with "How much can we make you?" Blue Trust starts with "What is the money for?" They use a framework called the Five Uses of Money. It sounds simple—maybe too simple—but it’s the backbone of their entire strategy.
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- Live: Your lifestyle expenses.
- Give: Generosity is a non-negotiable part of their DNA.
- Owe (Debt): Getting rid of it.
- Owe (Taxes): Planning for them (they are very big on tax efficiency).
- Grow: Investing for the future.
The "kinda" surprising thing here is the order. Most secular firms put "Grow" at the top. Here, "Give" is elevated. They genuinely believe that if you don't decide "how much is enough" for your lifestyle, you'll never feel wealthy, no matter how many zeros are in your account. It’s about ending the "more" trap.
Evaluating the Investment Performance (The Technical Stuff)
You can’t just pray for 8% returns. You need actual math.
Blue Trust uses what they call Principles-Based Investing. This is where they move away from just "biblical advice" and into hardcore wealth management. They focus on three main pillars: Growth, Valuation, and Diversification.
They aren't day traders. They aren't trying to time the bottom of a crypto crash. Instead, they use an "open architecture" approach. This basically means they don’t just shove you into their own proprietary funds. They can look at the whole market—stocks, bonds, and "hedge assets" (like real estate or private equity) to build a portfolio.
The "Access Portfolios" and Faith-Based Screening
This is where it gets niche. If you’re a client, you can use Access Portfolios to screen your investments.
Don't want your money supporting companies involved in abortion? You can screen them out. Want to avoid gambling or tobacco? Easy. But they also do "pro-values" investing, looking for companies that treat employees well or provide products that actually help society.
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Is there a "performance penalty" for this? It’s the age-old debate in ESG (Environmental, Social, and Governance) and faith-based circles. Some argue that limiting your pool of stocks hurts returns. Others, including many at Blue Trust, argue that companies with high ethical standards are actually less risky in the long run. Honestly, it usually comes down to the specific market cycle.
Who Is This Firm Actually For?
Blue Trust isn't for everyone. If you’re a 22-year-old looking to put $500 into a Robinhood account, this isn't your spot.
They serve a specific range of "wealth spectrums," but their bread and butter is the High Net Worth (HNW) and Ultra-High Net Worth (UHNW) crowd. We're talking:
- Business Owners: People trying to figure out how to sell a company without losing 50% to taxes or ruining their kids with too much inheritance.
- Professional Athletes: They have a dedicated Sports & Entertainment division because a 24-year-old with a $10 million signing bonus has very different problems than a retiree in Florida.
- Generous Families: People who want to set up Donor-Advised Funds (DAFs) or private foundations.
The Reality Check: Fees and Transparency
Let's talk about the elephant in the room. Professional wealth management isn't cheap.
Blue Trust is a fee-based firm. Generally, you’re looking at an Assets Under Management (AUM) fee that starts around 1% and scales down as your portfolio gets bigger. On top of that, you might have internal fund expenses or fees for specialized trust services.
Is it worth it?
If you just want a low-cost S&P 500 index fund, go to Vanguard. You’ll pay almost nothing. You go to Blue Trust because you want a Personal CFO. You want someone to coordinate with your CPA, your estate attorney, and your spouse to make sure everyone is on the same page. You’re paying for the "wisdom" and the coordination, not just the trades.
Critical Next Steps for Your Evaluation
If you're seriously considering moving your money here, don't just take their word for it. Here is how you should actually vet them:
- Ask for a "Values Alignment" Audit: If you have an existing portfolio, ask one of their advisors to run a screen on it. See what you’re currently owning that might conflict with your beliefs. It’s an eye-opening exercise.
- Check the Form ADV: This is a public document every registered investment advisor has to file with the SEC. It lists any legal issues, their exact fee structure, and how many billions they actually manage. Look it up for "Blue Trust, Inc."
- Interview the Specific Advisor: A firm can have a great reputation, but your daily experience depends on the person across the desk. Blue Trust has 17+ offices (Atlanta, Chicago, Orlando, etc.). Meet the local team. Do they actually listen, or are they just reciting Ron Blue’s books?
- Define Your "Finish Line": Before you meet them, figure out what "enough" looks like for you. If you don't have that number, any financial plan is just a treadmill that never stops.
Moving your wealth is a massive headache. But if you're tired of the "wealth for wealth's sake" talk at traditional firms, the cultural fit at Blue Trust might finally give you some peace of mind. Just make sure the math checks out as much as the mission does.