Empowering Families: Trust & Will’s Revolutionary Approach to Estate Planning

Trust & Will, a trailblazing legal technology company based in San Diego, aims to revolutionize the antiquated estate planning sector with a fresh injection of capital. On Tuesday, the company announced a successful Series C funding round, garnering an impressive $25 million, bringing its total fundraising to $75 million. This impressive haul, fueled by investors like Moderne Ventures, Northwestern Mutual Future Ventures, UBS Next, and Erie Insurance, underscores the growing recognition and demand for more accessible estate planning solutions.

The traditional estate planning industry has often been viewed as obscure and, at times, intimidating. Many individuals shy away from the thought of creating a will or estate plan, partly due to the complexities involved and the financial burdens typically associated with hiring a lawyer. Trust & Will’s mission is rooted in the belief that access to these essential services should not be a privilege but a right. By leveraging technology combined with human compassion, they strive to demystify estate planning, empowering families to protect their legacies with confidence.

Harnessing Technology for Human-Centric Solutions

One of the key aspects that sets Trust & Will apart from its competitors is its innovative use of technology. The company aims to integrate artificial intelligence (AI) into its platform to enhance user experience and deliver personalized solutions. According to co-founder and CEO Cody Barbo, AI is pivotal in providing families and advisors with greater clarity and confidence in their planning endeavors. This dual approach—melding advanced technological capabilities with human oversight—allows Trust & Will to create legally valid estate planning documents tailored to the specific guidelines of individual states.

This proposition is revolutionary in an industry that has largely remained stagnant and resistant to change. While competitors such as LegalZoom and Rocket Lawyer offer a broader range of services, Trust & Will focuses on the niche of estate planning. This concentrated effort has yielded significant results. Despite the fact that a staggering 83% of Americans recognize the importance of estate planning, only approximately 31% have a will, and an alarming 55% lack any form of plan whatsoever. Trust & Will’s commitment to simplifying the process is evident through its platform, which has already helped hundreds of thousands of families initiate their legacy planning.

Celebrity Engagement and Strategic Partnerships

In a move that showcases the company’s ambition to increase public awareness, Trust & Will recently enlisted celebrity brand ambassadors—Super Bowl Champion Matthew Stafford and his wife, podcaster Kelly Stafford. Their national TV commercial highlights the personal nature of estate planning, aiming to encourage everyday Americans to confront this critical aspect of financial wellness. This strategic marketing is essential; by breaking the stigma surrounding estate planning through relatable endorsements, Trust & Will is poised to reach an even broader audience.

Additionally, the company’s collaborations with major financial institutions, including Bank of America, USAA, and Navy Federal, make estate planning tools readily available to their clients. This grassroots approach—delivering services through established networks and public endorsements—could prove pivotal in democratizing access to planning tools that many families desperately need but often overlook.

A Bright Future for Estate Planning

With a recent valuation of over $169 million and a growth trajectory that boasts a fivefold increase since 2020, Trust & Will is forging a path that many traditional estate planning providers should take note of. The company’s ability to generate significant funding while also expanding its technological capabilities speaks volumes about the potential it holds for the industry’s future. The infusion of AI could herald a new era where families are no longer paralyzed by the complexities of estate planning but are empowered to take charge of their financial futures.

As Trust & Will continues to break barriers in this space, it raises a pivotal question: Will the traditional legal profession adapt to the demands of modern consumers, or will it continue to languish in the past? Families deserve access to the tools that will help them safeguard their legacies, and with businesses like Trust & Will leading the way, the future of estate planning looks dazzlingly optimistic.