In an industry commonly criticized for its archaic practices and inaccessibility, Trust & Will is rewriting the standard for estate planning services. The San Diego-based legal technology company recently secured $25 million in a Series C funding round, bringing its total investment to $75 million. This surge of capital highlights not only the growing recognition of its potential but also the urgent need within the estate planning sector for innovation. Ranked No. 41 on CNBC’s Disruptor 50 list, Trust & Will is transforming how families prepare for the future, challenging conventional wisdom and outdated models that have long dominated the space.
Estate planning is often viewed as a tedious necessity rather than a proactive measure for families. The reason? In many cases, it’s tied to complexity, high costs, and emotional obstacles. Trust & Will aims to dismantle these barriers through a user-friendly approach that combines cutting-edge technology with human support. By offering legally valid document creation that adheres to state laws, the firm is not just keeping pace with its competitors like LegalZoom and Rocket Lawyer; it is setting a new benchmark for what accessible estate planning should look like.
The Role of AI in Personalized Planning
With AI becoming an increasingly vital tool across industries, Trust & Will is spotlighting its role in bringing clarity and confidence to estate planning. Co-founder and CEO Cody Barbo emphasizes that the goal is to merge technology with human compassion. “AI enables families and advisors to plan with greater clarity and confidence,” he states, encapsulating the transformative potential of this blend. The focus on building a proprietary AI-driven platform illustrates Trust & Will’s commitment to not just making estate planning streamlined but genuinely supportive.
The integration of advanced technology allows for a level of personalization that was previously elusive in traditional practices. Instead of a one-size-fits-all approach, Trust & Will’s model acknowledges the individual circumstances that each family faces, all while ensuring regulatory compliance. This nurtures a positive user experience, ultimately empowering families to take charge of their legacies without the fear or confusion often associated with such an important task.
Bridging the Awareness Gap
Despite a strong belief in the importance of estate planning—83% of Americans acknowledge its value—only 31% have created a will, and even fewer have comprehensive plans in place. This stark contrast points to a critical disconnect that Trust & Will aims to address. By simplifying the estate planning process and increasing access to resources, the company has already aided hundreds of thousands in formulating their estate plans. With over a million users initiating their legacy planning on the platform, it’s clear that there is a considerable appetite for change.
Trust & Will’s innovative approach and collaboration with reputable financial institutions—including Bank of America and USAA—play a significant role in bridging this awareness gap. These partnerships enhance the platform’s visibility, ensuring that more families are informed about the importance of estate planning and the services available to them. The hiring of celebrity ambassadors like Super Bowl Champion Matthew Stafford and his wife Kelly Stafford further amplifies their message, taking their mission from digital to mainstream and cultivating trust within potential users.
Building a Legacy for All
One of the most compelling aspects of Trust & Will’s mission is the belief that every family deserves access to estate planning services, regardless of their financial situation. Barbo’s assertion that “every family deserves access to estate planning” resonates deeply in a culture where legacy preparation can often feel exclusive or out of reach. In doing so, the company opens the door for conversations that have traditionally been sidelined, helping people recognize the importance of prudent planning in preserving their legacies and securing their families’ futures.
The strategic moves made by Trust & Will signal a transformative era in estate management, blending technology, human compassion, and broad access in ways that challenge longstanding industry norms. As they continue to grow and refine their mission, the implications for democratizing estate planning resonate beyond just individual families; they could redefine how society views and manages the concepts of inheritance and living legacies in the coming decade.