Estate Planning

Name

Estate Planning

Legal name

WealthCounsel L.L.C.

Website

https://estateplanning.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Estate Planning Services

NAICS

Trusts, Estates, and Agency Accounts (525920), Web Search Portals and All Other Information Services (51929)

SIC

Investment Advice (6282)

akta.pro primary industry

Estate Planning & Trust Structuring Advisory (FSAEAKAC)

akta.pro secondary industries

Estate & Probate Administration Services (FSAEAKAD), Trust & Estate Tax Planning & Compliance (FSAEAKAE)

Keywords

• Estate planning services
• Attorney referral network
• Estate planning education
• Wealth transfer planning
• Probate and trust resources

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Attorney Referrals: EstatePlanning.com connects users with estate planning attorneys in their geographic area. The revenue model appears to be based on referrals to attorneys, though specific monetization details are not disclosed on the website.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

EstatePlanning.com is an online informational platform that publishes plain-English educational articles, guides, and a glossary covering estate planning topics such as wills, trusts, probate, asset protection, charitable giving, and elder law. It also operates a geographic search tool that connects consumers with estate planning attorneys from the WealthCounsel nationwide collaborative, plus dedicated resource sections for attorneys and financial advisors.

Product overview

EstatePlanning.com, operated by WealthCounsel L.L.C., is an informational resource website and attorney referral service for estate planning. The platform consists of educational content including articles, guides, and an extensive glossary covering estate planning topics (trusts, wills, probate, beneficiary designations, powers of attorney, healthcare directives, retirement accounts, and more). The service connects users with estate planning attorneys nationwide through a searchable directory. Resources are organized by topic categories (trusts, wills, probate, elder law, asset protection, etc.) and by life situation (married, single, blended families, LGBTQ+, seniors, pet owners, etc.).

Differentiator

Problem solved

Functional benefit

Products and services

• Estate Planning Educational Content and Resources Free plain-English articles, guides, an extensive alphabetical glossary of estate planning terms, and life-situation resource centers covering wills, trusts, probate, asset protection, business succession, charitable giving, elder law, medical directives, retirement accounts, and related topics. Targeted at U.S. consumers researching estate planning for any life stage or family configuration.
• Estate Planning Attorney Referral Service Online search tool that connects consumers seeking estate planning help with WealthCounsel member attorneys in their geographic area across the United States. The service is the primary monetization channel for the platform and supports client-centered estate and wealth transfer planning in coordination with the client's broader financial advisory team.

Segments10 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• WealthCounsel L.L.C.coreStrategic or Co-development PartnerEstatePlanning.com is a service provided by WealthCounsel L.L.C., which offers a nationwide collaborative of estate planning attorneys. WealthCounsel members are committed to client-centered estate and wealth transfer planning and facilitate collaboration with clients' entire team of financial advisors (attorneys, insurance agents, financial advisors, and accountants).

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• LegalZoom: Direct competitor offering online wills, trusts, and estate planning products with attorney-backed services. Targets the same consumer estate planning intent and competes for both the educational content market and the transactional estate planning funnel.
• Trust & Will: Direct competitor providing online estate planning software for wills and trusts. Targets the same consumer estate planning journey and competes both at the educational/top-of-funnel stage and for the transactional creation of estate planning documents.
• Nolo: Long-standing legal information website with extensive estate planning articles, forms, and an attorney directory. Mirrors EstatePlanning.com's content-plus-directory model and competes for the same SEO-driven consumer estate planning demand.
• Avvo: Online legal directory and Q&A platform that connects consumers with attorneys, including estate planning attorneys. Competes with EstatePlanning.com's attorney referral/search function, though Avvo operates more broadly across legal categories.

Emerging players

• FreeWill: Direct-adjacent competitor offering a free online will creation tool, with partnerships into financial services and nonprofits. Competes with EstatePlanning.com for the same long-tail search traffic and same consumer intent around wills and estate planning.
• Wealth.com: Estate planning technology platform serving financial advisors and RIAs to deliver estate planning to clients. Adjacent to EstatePlanning.com because it competes for the same end-customer estate planning intent but originates from the professional (financial advisor) side rather than the consumer side.

Broad incumbents

• Rocket Lawyer: Established online legal services platform offering estate planning documents, attorney access, and a subscription model. A broad incumbent that overlaps with EstatePlanning.com across both content and the consumer-to-attorney connection in estate planning.
• FindLaw: Major legal information portal owned by Thomson Reuters with consumer-facing estate planning content and attorney directory features. Competes for estate planning SEO traffic and attorney referral demand at a national scale.
• Justia: Legal information portal offering free case law, legal guides, and an attorney directory including estate planning attorneys. Overlaps with EstatePlanning.com on the consumer-facing content and attorney referral layer across multiple practice areas.
• Lawyers.com: Attorney directory and legal information site (operated by Martindale-Avvo/Internet Brands) that connects consumers with attorneys across practice areas including estate planning. Competes for the same consumer attorney-search intent as EstatePlanning.com's directory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/estateplanning
• Facebookfacebook.com/estateplanningcom

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Estate Planning