Geoffrey A. Madsen

- Chairman, CEO
Geoffrey A. Madsen

Geoff is the Chairman and CEO of Santa Fe Trust. Along with the Board of Directors, he shapes strategy, manages regulatory entitlements and leads the company's efforts to continually improve client experiences.


Early in his life as a fifth generation trust beneficiary, Geoff's father would bring him to regular meetings with his aunts, uncles, grandparents and the family's advisors regarding the family trusts. Growing up he developed a keen interest in the complexities substantial wealth can bring to family dynamics. Today Geoff works to expand opportunities in trust for independent RIAs and financial advisors through SFT's established relationships with most major custodial platforms as a preferred provider of trust services. He travels extensively to educate advisor groups throughout the country about the use of trusts and to consult with high net worth families in structuring and executing wealth transfer strategies focused on the culture that creates and perpetuates generational wealth.


In 1997, Geoff left his scholarship at Brigham Young University to focus on entrepreneurship. Geoff found entry level work with a small consulting firm that acted as advisors to a group of high net worth families. During this time in his life he learned about the business world as the firm advised families in the development of businesses in financial services, aerospace, hospitality, manufacturing, railroad logistics and real-estate industries. Geoff bought his first business in 2002 in the services industry. As the business prospered and was eventually sold, he found additional success in real estate investment.


Geoff began his work with Santa Fe Trust in 2006 when he led the acquisition of control of the firm. He was elected to Santa Fe Trust's Board of Directors when the acquisition was completed. Three years later he was elected President. In 2011, Geoff became the CEO and led the firm's move to better service its national accounts with the opening of a South Dakota charter.