GoodTrust
GoodTrust is a Menlo Park-based digital estate planning platform founded in 2020 that enables U.S. consumers to create legally valid wills, trusts, and directives online for a one-time $149 fee, while also distributing its services through insurance, benefits, and funeral-industry channel partners.
- Company typePrivate
- Founded2020
- HeadquartersPalo Alto, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What GoodTrust does
GoodTrust (MyGoodTrust.com) is a Menlo Park-based digital estate planning platform founded in 2020 by a team of tech-for-good veterans, including CEO Rikard Steiber, who established the company after the death of his father in the early months of the COVID-19 pandemic. The platform enables individual consumers in the United States to create legally valid estate plans — Last Will & Testament, Revocable Living Trust, Financial Power of Attorney, Advance Health Care Directive, Funeral Directive, and Pet Directive — without an attorney, with the company claiming an average completion time of approximately 20 minutes.
The technical architecture is a web-based, self-serve platform built in cooperation with Czech-based custom software firm Cleevio, secured by multi-factor authentication, 256-bit AES encryption, and 2048-bit SSL/TLS certificates, with documents stored on AWS and Google Enterprise Cloud. The platform is SOC2 Type 2 certified and integrates document generation with a Smart Digital Vault that stores estate planning documents and digital assets with user-controlled access permissions. Additional product surface area includes GoodTrust Memories (AI photo animation), Future Messages (digital time capsule for posthumous or scheduled delivery), and a Digital Executor service for managing online accounts after death.
GoodTrust operates a dual GTM combining product-led direct-to-consumer conversion ($149 one-time Estate+ plan that includes family plan access and one year of unlimited updates) with an enterprise/partner channel through insurance companies (EPIC, Medicare Choice Group), employee benefit providers (Beam Benefits), asset tokenization platforms (Beem), funeral technology providers (Tukios), and consumer finance media (Nerdwallet, AARP Rewards). The company has raised $7.5M in cumulative funding across a 2020 pre-seed and a December 2021 $5M seed round, and operates with a small 11-50 person team.
GoodTrust firmographics
Firmographics- Name
- GoodTrust
- Legal name
- GoodTrust, Inc.
- Website
- https://mygoodtrust.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GoodTrust is a Menlo Park-based digital estate planning platform founded in 2020 that enables U.S. consumers to create legally valid wills, trusts, and directives online for a one-time $149 fee, while also distributing its services through insurance, benefits, and funeral-industry channel partners.
- Ownership category
- akta.pro rank
GoodTrust industry classification
Industry- Product category
- Digital Estate Planning
- NAICS
- Trusts, Estates, and Agency Accounts (52592)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Estate Planning, Trust Structuring & Governance (FSAAADAF)
- akta.pro secondary industry
- Estate & Legacy Planning Advisory (FSAEAAAG)
Keywords
Where GoodTrust is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GoodTrust business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Consumer Subscription - Estate+ Plan: One-time purchase model at $149 for the Estate+ all-in-one plan. Includes Will, Trust, and all Directives with one year of unlimited updates. Family plan allows each adult family member to create their own plan at no additional cost. Subscription for continued updates after the first year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Annual | Estate+ All-in-One Plan at $149 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
GoodTrust product offering
Product offeringCore offering
GoodTrust operates a web-based digital estate planning platform that enables individuals to create legally valid Wills, Revocable Living Trusts, and a suite of legal directives (Financial Power of Attorney, Advance Health Care Directive, Funeral Directive, Pet Directive). The flagship Estate+ all-in-one plan is priced at $149 and bundles these legal documents with a Smart Digital Vault for secure storage and sharing of digital assets and estate files. Plans are valid in all 50 states and include a free family plan that lets each adult family member create their own plan.
Product overview
GoodTrust is a digital estate planning and legacy management platform offering a unified portfolio of products centered on the Estate+ plan at $149. The core offering includes Last Will & Testament and Revocable Living Trust creation tools, complemented by a suite of directive sub-products: Financial Power of Attorney, Advance Health Care Directive, Funeral Directive, and Pet Directive. All plans include access to the Smart Digital Vault for secure document storage and sharing. Additional features include GoodTrust Memories (AI-powered photo animation for memorialization) and Future Messages (a digital time capsule for posthumous or scheduled message delivery). The platform is built around a subscription model with one year of unlimited updates and family plan support, serving individual consumers as well as enterprise partners in insurance, banking, AgeTech, and funeral industries.
Differentiator
Problem solved
Functional benefit
Products and services
- Estate+ All-in-One Plan All-in-one estate planning plan priced at $149 that provides unlimited Will, Trust, and Directives valid in all 50 states, with a Smart Digital Vault, family plan inclusion, and one year of unlimited updates.
- Last Will & Testament Online will creation tool that allows users to produce a legally valid will in approximately 15 minutes, covering asset distribution, guardianship for minor children, heirlooms, gifts, and final wishes.
- Revocable Living Trust Revocable trust creation tool that allows users to avoid probate, maintain control over assets during their lifetime, and specify precise distribution terms to beneficiaries; includes a pour-over will for full protection.
- Financial Power of Attorney Durable financial power of attorney document enabling users to designate an agent to manage finances if incapacitated, with no notary or attorney required.
- Advance Health Care Directive Living will and health care directive allowing users to document medical treatment preferences and designate a health agent for medical decisions during incapacitation.
- Funeral Directive Directive document enabling users to specify funeral or memorial preferences, including body disposition, service type, guest list, and payment instructions.
- Pet Directive Directive for pet care planning allowing users to designate a pet guardian, document veterinary care preferences, and provide care instructions for pets in the event of incapacitation or death.
Quantifiable outcome
- Average time to complete estate plan is about 20 minutes
- +2 more outcomes
Companies that use GoodTrust
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles2 records
GoodTrust technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
GoodTrust partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- CleeviocoreCleevio is a full cycle custom software development company based in Prague, Czech Republic. They developed the GoodTrust platform in cooperation with GoodTrust's team. This is a core development partnership for the platform.
- EPICcoreInsurance company that introduced 'Benefits Beyond Medicare' platform featuring GoodTrust's estate planning tools for Medicare-aged consumers. New offering provides seamless access to modern estate planning alongside life insurance solutions.
- Medicare Choice GroupcoreInsurance/Medicare education company partnering to bring estate planning into the Medicare journey. New collaboration integrates estate planning into Medicare education and enrollment.
- BeemcoreAsset tokenization platform partnering to embed estate planning into Beem's platform protecting $68.5 trillion in American wealth. All Beem members receive access to GoodTrust's estate planning services as a core membership benefit.
- NerdwalletminorPersonal finance platform featuring GoodTrust in estate planning guides with streamlined interface review.
- Beam BenefitsminorEmployee benefits administration company offering GoodTrust as part of benefits package for their clients.
- AARPminorNonprofit membership organization. Member of AARP Reward program where GoodTrust is offered as a benefit.
- TukiosminorFuneral technology provider simplifying technology for funeral homes. Partnership to offer GoodTrust's estate planning to funeral clients.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
GoodTrust competitors and assessment
Company assessmentDirect peers
- Trust & Will: Trust & Will is a direct competitor offering online Will and Trust creation with subscription pricing. It targets the same DIY consumer estate planning segment with a similar product-led growth approach and comparable pricing tier.
- FreeWill: FreeWill offers free online will creation as a lead-generation tool for nonprofits and financial institutions. It directly competes with GoodTrust's core will-creation product and serves similar B2B2C distribution channels (employers, charities).
- Cake: Cake is a consumer-facing end-of-life planning platform covering wills, advance directives, and funeral planning. It targets the same consumer market as GoodTrust and overlaps on advance care directives and funeral directives.
- Everplans: Everplans is a digital legacy and end-of-life planning platform that helps users organize documents and information for heirs. It overlaps with GoodTrust's Digital Vault functionality and digital executor use cases.
- Lantern (formerly LifeLedger): Lantern is a post-death digital account and asset management service. It competes with GoodTrust's Digital Executor feature and addresses the broader digital legacy notification and closure workflow.
Broad incumbents
- LegalZoom: LegalZoom is the established incumbent in online legal services, offering wills, trusts, and a broad legal document catalog. It overlaps directly with GoodTrust's core estate planning products but operates a much larger, multi-product business.
- Rocket Lawyer: Rocket Lawyer provides online legal documents, including wills and estate planning, with a subscription-based membership model. It is a broader legal services platform that competes with GoodTrust in estate planning and adjacent document categories.
Emerging players
- Wealth.com: Wealth.com provides estate planning software for financial advisors and wealth management firms. It overlaps with GoodTrust on the underlying estate planning documents but distributes primarily through professional advisors rather than directly to consumers.
- Snug: Snug provides online estate planning, including wills, trusts, and healthcare directives. It targets the same DIY consumer estate planning segment as GoodTrust with similar product-led positioning.
- Vanilla: Vanilla is an online estate planning platform focused on simple will and trust creation for consumers and financial advisors. It competes directly with GoodTrust's core will/trust products and is expanding into financial institution partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights6 records
Customer concentration
GoodTrust social profiles
Digital presenceGoodTrust compliance and trust
Trust signalCompliance1 record
GoodTrust financial estimates
Financial estimateRevenue estimate
Valuation estimate
GoodTrust leadership team
Management profileNumber of profiles
Profiles5 records
GoodTrust funding detail
Funding detailFunding overview
Funding rounds3 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GoodTrust M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GoodTrust
What does GoodTrust do?
GoodTrust operates a web-based digital estate planning platform that enables individuals to create legally valid Wills, Revocable Living Trusts, and a suite of legal directives (Financial Power of Attorney, Advance Health Care Directive, Funeral Directive, Pet Directive). The flagship Estate+ all-in-one plan is priced at $149 and bundles these legal documents with a Smart Digital Vault for secure storage and sharing of digital assets and estate files. Plans are valid in all 50 states and include a free family plan that lets each adult family member create their own plan.
Is GoodTrust a public or private company?
GoodTrust is a private company. It is classified as venture growth investor backed and is currently operating.
When was GoodTrust founded?
GoodTrust was founded in 2020. It employs 11 to 50 people.
Where is GoodTrust based?
GoodTrust is headquartered in Palo Alto, United States, in the North America region.
How does GoodTrust make money?
One revenue line is on record: consumer Subscription - Estate+ Plan.
Who are GoodTrust's main competitors?
Direct peers on record are Trust & Will, FreeWill, Cake, Everplans and Lantern (formerly LifeLedger). Broad incumbents are LegalZoom and Rocket Lawyer. Emerging players are Wealth.com, Snug and Vanilla.
Does GoodTrust have an API?
No public API is recorded for GoodTrust.
What industry is GoodTrust in?
GoodTrust's product category is Digital Estate Planning. Its primary akta.pro industry code is FSAAADAF, Estate Planning, Trust Structuring & Governance, with a secondary code of FSAEAAAG, Estate & Legacy Planning Advisory. Its NAICS code is 52592 and its SIC code is 8111.