Trust & Will

What Trust & Will does

Trust & Will (legal entity: Huge Legal Technology Company, A Public Benefit Corporation) is a digital estate planning platform headquartered in San Diego, California, that enables U.S. consumers to create state-specific wills, revocable living trusts, and custom estate plans online without engaging a traditional attorney. Founded in 2017 and operated by 51–100 employees, the company serves a multi-sided user base of over one million consumers, 26,000+ financial advisors, 500+ attorneys in beta, nonprofits, and 145+ enterprise financial institution partners. Its core technology, EstateOS, is an AI-rebuilt proprietary intelligent operating platform built on AWS (SOC 2 Type II, ISO 27001) with a modern data layer (Apache Iceberg on S3 with Bauplan, Snowflake retained as serving layer) that powers consumer self-serve flows, advisor tools, attorney workflows, and nonprofit planned-giving operations from a single backbone.

The company monetizes through five primary revenue streams: (1) one-time direct-to-consumer purchases of Will, Revocable Living Trust, and Custom Plans starting at $199; (2) recurring EstateOS Membership subscriptions providing unlimited plan updates and smart alerts; (3) B2B managed-service partnerships with banks, credit unions, and insurers embedding Trust & Will as a member/customer benefit (e.g., Fifth Third Bank, USAA Life Insurance, Northwestern Mutual, UBS Next, Curql credit unions); (4) tiered NPO Platform subscriptions (Essentials free, Premium $588/year, Enterprise custom); and (5) data-sharing arrangements with financial institution partners. Trust & Will has raised approximately $75M in cumulative funding, most recently a $32M+ Series C led by Moderne Ventures in March–April 2025. The company achieved 456% revenue growth from 2021 to 2024 (Deloitte Technology Fast 500 #178) and 23% growth in 2025, and has executed the EZ-Probate acquisition (2022) to extend into estate settlement services. Strategic positioning rests on enterprise distribution partnerships and an AI-native technology stack differentiating it from pure-play DTC estate planning competitors, while the Public Benefit Corporation and B Corp status codify a dual social-impact and shareholder-return mission.

Name

Trust & Will

Legal name

Huge Legal Technology Company, A Public Benefit Corporation

Website

https://trustandwill.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Estate Planning Software

NAICS

Portfolio Management and Investment Advice (523940), Funds, Trusts, and Other Financial Vehicles (525)

SIC

Investment Advice (6282)

akta.pro primary industry

Estate & Legacy Planning Advisory (FSAEAAAG)

akta.pro secondary industry

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Online estate planning
• Digital will creation
• Trust planning software
• Probate settlement services
• Planned giving platform

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Operations

Revenue model

1. Direct-to-Consumer Will and Trust Plan Sales: One-time purchase of Will Plan and Trust Plan estate planning products, starting at $199. Includes Will, Revocable Living Trust, and Custom Plan options. Plans are state-specific and attorney-built.
2. EstateOS Membership (Subscription): Recurring subscription for EstateOS membership that provides unlimited plan updates, shared access with trusted contacts, smart alerts, and personalized insights. Subscription pricing was launched in August 2024 to give advisors flexibility.
3. Financial Institution / Enterprise Partnerships: B2B revenue from banks, credit unions, insurance companies, and other financial institutions that embed Trust & Will's estate planning into member/customer benefits (e.g., Fifth Third Bank free wills program, USAA Eagle Plus rider, Curql credit union CUSO).
4. NPO Platform Subscriptions: Tiered subscription for nonprofits: Essentials (Free), Premium ($49/month billed annually at $588/year) and Enterprise (custom pricing). Includes referral discount codes (10% for Essentials, 20% for Premium/Enterprise), donor data access, and co-branded landing pages for Enterprise tier.
5. Attorney Platform (Future Paid Tiers): Currently free during beta with pricing tiers planned for future phases for the AI-powered Trust & Will for Attorneys platform.
6. Data Sharing / Sale to Business Partners: Discloses (and in some jurisdictions 'sells') personal information including contact and transactional information and financial characteristics/inferences to third-party business partners such as banks, credit unions, and other financial institutions in exchange for compensation.
7. Advisor Bulk Purchases: Financial advisors pre-purchase estate plans for their clients on a bulk basis using codes or credits that clients redeem to create their estate plan.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels11 records

Core offering

Trust & Will provides a digital estate planning platform that enables individuals to create state-specific, legally valid wills, revocable living trusts, and custom estate plans online via guided flows. The platform, anchored by the proprietary EstateOS intelligent operating system, also serves financial advisors, estate planning attorneys, nonprofit organizations, and enterprise partners (banks, credit unions, insurers) with tailored professional tools, AI-powered document analysis, and embedded estate planning as a member/customer benefit.

Differentiator

Problem solved

Functional benefit

Brands

• EstateOS: EstateOS is Trust & Will's intelligent platform for modern legacy planning, powering the company's offerings for financial advisors (EstateOS for Advisors), attorneys, and nonprofits. It is positioned as the first intelligent platform for modern legacy planning.

Products and services

• Last Will and Testament A core estate planning product for individual consumers that allows users to name guardians for minor children and pets, designate beneficiaries, and specify final arrangements. Most affordable plan; does not prevent probate court; takes effect after death.
• Revocable Living Trust A core estate planning product for individual consumers that helps pass assets to family without probate court. Includes Pour Over Will and all Will documents; goes into effect while living; popular for homeowners; offers greater control over distribution timing.
• Custom Plan A core estate planning product for individual consumers designed for less common situations such as special needs, high-net-worth, blended families, and more complex estate scenarios.
• EstateOS Membership Recurring subscription membership that provides unlimited plan updates, share access with trusted contacts, smart alerts, and personalized insights to keep estate plans current as life events occur.
• EstateOS for Advisors Subscription-based professional platform for the 20,000+ financial advisors and firms in Trust & Will's network, featuring AI-powered document extraction, AI chat assistant, and bulk plan purchases via codes/credits for clients.
• Trust & Will for Attorneys AI-powered professional platform for estate planning attorneys (currently in beta with 500+ attorneys) featuring intelligent document management, AI-powered estate plan analysis, AI chat assistant, client management dashboard, and proactive life event monitoring for solo practitioners and small firms.
• Nonprofit Platform (NPO Platform) Subscription platform for nonprofit organizations (Essentials free, Premium $49/month billed annually at $588/year, Enterprise custom pricing) providing real-time donor insights, bequest data, AI-powered support, referral discount codes (10% Essentials, 20% Premium/Enterprise), and co-branded landing pages for Enterprise tier.
• Trust & Will Probate Estate settlement service that extends Trust & Will's platform beyond document creation into probate case management for families handling estate settlement after a death.

Quantifiable outcome

• 39,000+ wills redeemed through Fifth Third Bank partnership
• +11 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability9 records

Feature9 records

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• USAA Life Insurance CompanyflagshipStrategic or Co-development Partner · 10 June 2026USAA Secure Final Expense Whole Life Insurance policy includes a first-of-its-kind Eagle Plus rider offering complimentary digital estate planning through Trust & Will. Available to individuals ages 45-85 with coverage ranging from $5,000 to $40,000.
• St. Jude Children's Research HospitalcoreGTM or Marketing Partner · 4 June 2026Featured nonprofit in the Featured Nonprofit Program, giving the organization a scalable channel to reach donors at the moment they are estate planning. Program launched April 1, 2026; first featured cohort includes this partner, Doctors Without Borders, and Susan G. Komen.
• Doctors Without BorderscoreGTM or Marketing Partner · 4 June 2026Featured nonprofit in the Featured Nonprofit Program, giving the organization a scalable channel to reach donors at the moment they are estate planning. Program launched April 1, 2026; first featured cohort.
• Susan G. KomencoreGTM or Marketing Partner · 4 June 2026Featured nonprofit in the Featured Nonprofit Program, giving the organization a scalable channel to reach donors at the moment they are estate planning. Program launched April 1, 2026; first featured cohort.
• Soccer ShotscoreGTM or Marketing Partner · 18 November 2025National partnership making Trust & Will the 'Official Estate Planning Partner' of Soccer Shots, beginning January 2026. Includes Trust & Will logo on Soccer Shots jerseys and launch of community programs to support underserved children and families.
• Canopy ConnectcoreTechnology or Integration · 15 October 2025Technology integration partnership to bring verified insurance data into the Trust & Will estate planning platform, enhancing asset visibility for users. Integration provides detailed insurance policy information including coverage type and beneficiaries. First phase expected within the next year.
• Fifth Third BankflagshipChannel Partner/ Reseller/ Distributor · 22 May 2025Fifth Third became the first U.S. bank to offer free, attorney-approved wills to all customers through an exclusive partnership with Trust & Will. Scaled the initiative to more than 4M+ customers. Achieved 39,000+ wills redeemed, 3,000+ trusts created, $10B+ in protected estate value, and 64.8% conversion rate within one year. Following Comerica acquisition (Sept 2026), hundreds of thousands of additional customers will gain access.
• Curql (Credit Union Collective)flagshipStrategic or Co-development Partner · 22 April 2025Credit union collective Curql invested $4.5M as part of Series C, bringing Series C total to $32M+. Plans to expand estate planning access through Credit Union Service Organization (CUSO) to serve credit union members nationwide.
• Bob Chitrathorn (Trusted Family Wealth)minorChannel Partner/ Reseller/ Distributor · 9 March 2025Financial advisor partner partnership to make estate planning simple, affordable, and accessible. Promotes Trust & Will through PR (FOX, NBC, CNBC affiliates) and webinars. Also contributed to Trust & Will Financial Advisor Contributor Panel.
• USAAflagshipStrategic or Co-development Partner · 23 February 2023USAA is both an investor (USAA Ventures in 2023 strategic round) and a strategic distribution partner. USAA Life Insurance's Eagle Plus rider on the USAA Secure Final Expense Whole Life Insurance policy offers complimentary digital estate planning through Trust & Will to policyholders ages 45-85.
• Plaid Inc.coreTechnology or IntegrationFinancial data aggregation integration - when users choose to link a financial account, they may be directed to Plaid to provide account information. Plaid's privacy policy governs data handling in this case.
• BauplancoreTechnology or IntegrationData infrastructure technology partner - Trust & Will migrated from a Snowflake-centric modern data stack to an open lakehouse architecture using Apache Iceberg and Bauplan, with Write-Audit-Publish (WAP) pattern. Snowflake retained as serving layer through external Iceberg tables.
• Amazon Web Services (AWS)coreTechnology or IntegrationCore cloud infrastructure partner. Trust & Will service is built on AWS, which maintains ISO 27001 and SOC 2 Type II certification for infrastructure. Also uses S3 for raw data storage in lakehouse architecture.
• Local 290 (Labor Union)minorGTM or Marketing PartnerSponsoring organization that offers estate planning benefit to its members through Trust & Will partnership.

Scale indicators18 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• LegalZoom: Largest U.S. online legal document platform offering wills, trusts, LLC formation, and a broad suite of legal services. Direct competitor in wills/trusts with vastly larger brand and consumer mindshare, but operates a far broader legal-document portfolio rather than specializing in estate planning.
• Rocket Lawyer: Subscription-based online legal platform offering wills, business formation, and attorney access. Competes directly in the online will/trust category but is positioned as a general-purpose legal service rather than an estate-planning specialist.
• Nolo: Long-standing legal information and DIY document platform (now part of Internet Brands). Competes in the will/trust DIY category with strong SEO and editorial content, but is broader than pure estate planning.

Direct peers

• FreeWill: Direct competitor focused on free online wills with a strong nonprofit planned-giving distribution model (very similar NPO GTM). Closest comparable on the free-will-plus-nonprofit model that Trust & Will also targets.
• Wealth.com: Estate planning platform purpose-built for financial advisors and wealth management firms — a direct competitor to Trust & Will's EstateOS for Advisors and the enterprise/advisor distribution motion.
• Vanilla: Estate planning software for financial advisors and institutions with similar advisor/enterprise GTM. Comparable technology stack and customer overlap with Trust & Will's advisor and bank/credit-union channels.
• Snug: Online estate planning platform offering wills and trusts to consumers with a comparable guided-quiz UX. Direct DTC competitor in the same price band, though with a smaller enterprise distribution footprint.
• GoodTrust: Digital estate planning platform offering wills, trusts, and digital-asset management. Direct competitor targeting similar consumer and small-business segments with comparable subscription/one-time pricing.
• Everplans: Legacy and estate planning platform for individuals, families, and financial advisors. Direct comparable on the consumer-plus-advisor model, particularly around secure document storage and end-of-life planning.

Emerging players

• Cake: End-of-life planning platform with adjacent focus on funeral, obituary, and legacy planning. Partial overlap with estate planning workflows; smaller scale but meaningful category adjacency and content-led consumer acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/trustandwill
• YouTubeyoutube.com/c/TrustWill
• Facebookfacebook.com/trustandwill
• LinkedInlinkedin.com/company/trustandwill
• Instagraminstagram.com/trustandwill

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds14 records

Investors34 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Trust & Will