U.S. Trust withstood a number of financial crises throughout the latter half of the 1800s and into the 1900s. By 1928 it had more than $1 billion in trusted assets and led competitors by a considerable margin. An emphasis on stability helped it navigate the Wall Street Crash of 1929 and subsequent depression. The company began to introduce more personalized services including advising clients on schools and careers for their children. In 1958 U.S. Trust launched its first advertisements in society pages of newspapers, The New Yorker and the programs of the Metropolitan Opera and the New York Philharmonic Society.