22 years, family-owned, same phone number.

How Trust Alliance Capital started

In 2004, Rodney Sessions was a senior-level manager at Oracle. When Oracle merged with PeopleSoft, he decided to make a change in his career. Commercial equipment finance was where he wanted to land — but he wanted to learn it from someone who had actually built a book of business in it.

Rodney traveled to New York City and trained under Phil Dushey of Global Financial Services — one of the most experienced commercial finance managers in the equipment finance industry at the time. Phil taught him the trade: how to read a credit file, how to package a deal, how to find the program that says yes when the obvious lender says no.

Rodney brought Phil's lessons and financial resources back to Salt Lake. Trust Alliance Capital started with cold calling. Small businesses, medical practices, dental offices, construction companies — anyone who might need capital to buy equipment. Fax blasts. Smiling and dialing. Direct mail. The kind of grind that builds a real customer base instead of just buying leads.

Then a first customer said yes. Then another. A new commercial finance company was born — one set up specifically for the small business owner who didn't fit a bank's box and didn't have time to chase one. That's still who we work with today.

Why we exist

Equipment buyers get declined every day by the dealership's finance company because those programs only fund the cleanest paper. Startups. Owner-operators. Used equipment. Prior bankruptcies. Buyers who don't fit a single credit box.

We've spent 22 years building programs specifically because we kept running into deals existing programs couldn't fund. Every time a deal got declined for a reason that wasn't actually credit-quality — age of equipment, time in business, prior BK, used vs. new — we built or sourced a program that would say yes to that profile. The breadth of programs is the moat.

Our customers are operators, not office people. They're digging holes, driving trucks, mowing lawns, hauling cars, running a CNC machine, or running a dental practice. They don't have a CFO or a finance department. They don't know how to talk to bankers. They don't need to. They just need to call us — we'll be the experts. We'll present them in a way a program will pick them up.

Real people, every call

Trust Alliance Capital is a small team of named humans, not a call center. When you call 208-534-8525, you talk to one of us — usually Spencer first, who'll connect you with the account manager who specializes in your industry.

The account managers

Trust Alliance Capital has added admins and account managers along the way — but we've kept the company small enough that we still answer the phone ourselves. No phone tree. No call center. No automated routing. A real person picks up — and in about three minutes you'll know if we can help with your deal.

Inside our Kaysville office

Same office since 2004. Stop by if you're nearby — we'd rather you put a face to the voice on the phone.

How we think about your deal

We think of ourselves as a fishing guide for commercial finance. Industries shift constantly and markets go up and down — what worked in trucking last year doesn't work this year, and what closed for a contractor in 2024 may not close in 2026. Programs move in and out of industries, change their credit boxes, tighten up after a bad year, open back up after a good one.

A small business owner has no way to know any of this. They only know that the bank said no, or the dealership's finance company said no. Our job is knowing what's working today — by industry, by credit tier, by equipment age, by owner profile. That's what 22 years buys you, and that's what we bring to your deal.

It's rare we send anyone away without an option. Often the option is a higher down payment. But almost always there's an option.

What customers say

"Spencer is absolutely the most personable and responsive person I have ever dealt with in the industry. I have been dealing with Trust Alliance Capital for about 6 years now." — David, SelecTrucks of Greensboro, NC

"I would highly recommend him and Trust Alliance Capital as a source for financing commercial trucks." — Bobby Janutolo, Triad Freightliner of TN

"He is great with follow up and is a man of his word." — Andy, Dad's Truck Sales, Idaho Falls, ID