Estate Planning
- Company typePrivate
- Founded-
- HeadquartersSalt Lake City, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Estate Planning firmographics
Firmographics- 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
Estate Planning industry classification
Industry- 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
Where Estate Planning is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Estate Planning business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- 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
Estate Planning product offering
Product offeringCore 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.
Companies that use Estate Planning
Customer profileSegments10 records
Ideal customer profiles2 records
Estate Planning technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Estate Planning partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WealthCounsel L.L.C.coreEstatePlanning.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
Estate Planning competitors and assessment
Company assessmentDirect 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
Estate Planning social profiles
Digital presenceEstate Planning financial estimates
Financial estimateRevenue estimate
Valuation estimate
Estate Planning leadership team
Management profileNumber of profiles
Estate Planning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Estate Planning 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 Estate Planning
What does Estate Planning do?
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.
Is Estate Planning a public or private company?
Estate Planning is a private company. It is classified as corporate owned and is currently operating.
When was Estate Planning founded?
Estate Planning was founded in -1. It employs 11 to 50 people.
Where is Estate Planning based?
Estate Planning is headquartered in Salt Lake City, United States, in the North America region.
How does Estate Planning make money?
One revenue line is on record: attorney Referrals.
Who are Estate Planning's main competitors?
Direct peers on record are LegalZoom, Trust & Will, Nolo and Avvo. Emerging players are FreeWill and Wealth.com. Broad incumbents are Rocket Lawyer, FindLaw, Justia and Lawyers.com.
Does Estate Planning have an API?
No public API is recorded for Estate Planning.
What industry is Estate Planning in?
Estate Planning's product category is Estate Planning Services. Its primary akta.pro industry code is FSAEAKAC, Estate Planning & Trust Structuring Advisory, with a secondary code of FSAEAKAD, Estate & Probate Administration Services. Its NAICS code is 525920 and its SIC code is 6282.