GenSpring - SunTrust Private Wealth

Originally founded in 1989 as Asset Management Advisors (AMA), the firm was acquired by SunTrust Bank in 2001 and later rebranded as GenSpring Family Offices. It operated as the multi-family office division within SunTrust Private Wealth, providing comprehensive financial planning, investment management, and family office services to some of the wealthiest families in the U.S. Following the 2019 merger of SunTrust and BB&T, which formed Truist Financial Corporation, GenSpring was fully integrated into the new entity's wealth management division, now known as Truist Wealth. The mission continues to be serving the complex financial needs of high-net-worth and ultra-high-net-worth clients.