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Leadership & Team


Board of Advisors

Josh has served on the Board of Advisors at USA Financial since 2020.

Josh is the former CEO of Apella Capital, a $3B RIA aggregator, and Trust Company of America (TCA), a $20B custodian which was acquired by E*TRADE in 2018. 

Under Josh's leadership, Apella grew from $800m of AUM to $3B in 3 years through organic and inorganic growth completing multiple transactions and implementing growth strategies including the national podcast, Talking Real Money. The Talking Real Money podcast has over 2+ million downloads.

TCA was known as a fintech oriented custodian that struck a chord with growth-oriented advisors. Josh led a 7+ year period of growth with the firm, culminating with the sale to E*TRADE in October of 2018 completing a successful transition by the end of 2019.  TCA was a culture first company filled with 200+ committed team members who thought about client service and technological innovation every day.

In years past, Josh was a CFO by trade of both private and public companies including Openwave, which was the pioneer of the first mobile phone browser and picture messaging. Josh also serves on the Board of Founders Financial and OnTrajectory.

In his free time, Josh is the founder of a small NGO called Bicycles for Humanity (B4H), which operates 10 community-based bike shops in sub-Saharan Africa.  Since 2008, B4H has shipped 19,000 bikes to Africa improving access to healthcare, education, and employment.  You can find Josh on his bike in the hills west of Denver or on the slopes of Colorado in winter.

Josh Pace | USA Financial
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