State Trustees
State Trustees is the Victorian Government-backed public trustee, founded in 1940, providing estate planning, will preparation, executor services, financial administration, and trust management to individuals across Victoria through professional appointments and a self-service Online Will platform.
- Company typePrivate
- Founded1940
- HeadquartersMelbourne, Australia
- Headcount251–500
- GTM typeB2C
- OfferingServices
What State Trustees does
State Trustees Limited, trading as State Trustees, is the Victorian Government-backed public trustee organisation wholly owned by the State of Victoria. Founded in 1940, it has operated for over 85 years as the only entity of its kind in the jurisdiction, providing a comprehensive suite of estate planning, administration, and fiduciary services to Victorians. Core offerings include will preparation (delivered through in-person professional appointments at Melbourne CBD and Dandenong, and a self-service Online Will platform at $69 per document), Powers of Attorney preparation and ongoing attorneyship administration, executor services, deceased estate administration (including probate, asset distribution, and tax return lodgement), financial administration for individuals unable to manage their own affairs, trust creation and management, and charitable giving advisory. The company also operates the free Victorian Will and Powers of Attorney Registry, which stores documents for over 80,000 Victorians and retains records for 120 years from date of birth.
State Trustees holds an Australian Financial Services License (AFSL No. 238037) and is registered with ASIC. It operates through two physical offices (Melbourne CBD headquarters and Dandenong), a phone-based contact centre (1300 138 672), and a digital self-service channel at my.statetrustees.com.au. Its wholly owned subsidiary, STL Financial Services Limited, provides additional financial services. Revenue is generated through a mix of professional service fees (e.g., $264-$330 per Will and POA appointment), one-time digital product sales (Online Will at $69), and ongoing administration fees for executor, trustee, and attorneyship mandates.
The customer base spans four personas: the general Victorian population requiring standard estate planning, Victorian seniors (offered concession pricing), Victorians with disability, illness, or injury requiring financial administration, and those at risk of incapacity (including dementia patients, a segment estimated at 110,600 Victorians in 2025). Marketing relies on educational content, Wills Month campaigns, CEO-led podcast appearances, and customer testimonials rather than paid acquisition. Strategic leadership rests with CEO Melissa Reynolds and Head of Product, Marketing and Partnerships Tashwita Rahalkar.
State Trustees firmographics
Firmographics- Name
- State Trustees
- Legal name
- State Trustees Limited
- Website
- https://statetrustees.com.au
- Company type
- Private
- Founded year
- 1940
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- State Trustees is the Victorian Government-backed public trustee, founded in 1940, providing estate planning, will preparation, executor services, financial administration, and trust management to individuals across Victoria through professional appointments and a self-service Online Will platform.
- Ownership category
- akta.pro rank
State Trustees industry classification
Industry- Product category
- Trust and Estate Services
- NAICS
- Trusts, Estates, and Agency Accounts (52592)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Fiduciary Agency & Trustee-for-Hire Services (FSAAANAL)
- akta.pro secondary industries
- Estate Administration & Probate Services (FSAAANAE), Estate & Probate Administration Services (FSAEAKAD), Estate & Legacy Planning Advisory (FSAEAAAG), Guardianship & Conservatorship Services (FSAAANAG), Family & Private Client (Trusts & Estates) Law (BPAHAAAK)
Keywords
Where State Trustees is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
State Trustees business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Services: Fee-for-service professional will writing, Power of Attorney preparation, estate administration, executor services, and financial administration. Includes both one-time document preparation fees and ongoing service fees for continued administration.
- Online Will Sales: One-time purchase of Online Will product ($69 standard, with promotional discounts). Account provides access to complete will preparation with 90-day window for completion.
- Document Registry Services: Free registry service recording details of wills and Powers of Attorney for Victorians. Over 80,000 Victorians store documents with State Trustees. Information kept for 120 years from date of birth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Online Will - Standard Price |
| One time/ perpetual license | Pay-as-you-go | Online Will - Flash 40 Sale |
| One time/ perpetual license | Pay-as-you-go | Will and POA Appointment - Standard |
| One time/ perpetual license | Pay-as-you-go | Will and POA Appointment - 20% Discount |
| One time/ perpetual license | Pay-as-you-go | Concession Pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
State Trustees product offering
Product offeringCore offering
State Trustees provides professional estate planning and administration services to Victorians, including will preparation (in-person, video call, and $69 Online Will self-service), Powers of Attorney, executor and deceased estate administration, financial administration for clients with incapacity, trust creation and management, charitable giving services, and free document storage via the Victorian Will and Powers of Attorney Registry. As the only Victorian Government-backed public trustee operating since 1940, it serves individuals from simple wills to complex estate matters under an AFSL issued by ASIC.
Product overview
State Trustees Victoria operates as a multi-product financial and legal services organisation offering a comprehensive suite of estate planning and administration services. The core portfolio centres on will preparation (Online Will self-service platform and professional will writing), powers of attorney (preparation and attorneyship administration), and deceased estate administration (executor services, probate, asset distribution, tax returns). Supporting services include financial administration for those with incapacity, trust creation and management, charitable giving, and free document storage via the Victorian Will and Powers of Attorney Registry. The company also facilitates deceased estate property sales. State Trustees is the Victorian Government-backed public trustee organisation, operating since 1940 and regulated by ASIC as an Australian Financial Services Licensee.
Differentiator
Problem solved
Functional benefit
Products and services
- Will Preparation Professional will writing services offered in-person or via guided appointment to prepare or update a legally valid will, including executor appointment. Targeted at Victorian individuals needing formal estate planning documentation.
- Online Will Self-service digital will preparation platform allowing users to complete a will in approximately 30 minutes for $69, guided by structured online questions and producing draft and final versions in a secure locked format. For Victorians with straightforward estate planning needs.
- Powers of Attorney Preparation Preparation of Enduring Power of Attorney documents enabling individuals to appoint a trusted person or organisation to manage their affairs if they become unable to do so. For Victorians planning for potential incapacity.
- Attorneyship Administration Financial and legal affairs management service where State Trustees is appointed to act as attorney for individuals unable to manage their own affairs due to incapacity. For Victorians with disability, illness, or injury.
- Executor Services Professional executor appointment service where State Trustees acts as executor in a will to manage the estate upon the testator's death. For testators seeking an independent professional executor.
- Deceased Estate Administration End-to-end estate administration service including probate application, debt settlement, asset valuation, tax return lodgement, and asset distribution to beneficiaries. For executors and beneficiaries managing a deceased estate.
- Financial Administration Appointed management of financial and legal affairs for Victorians experiencing disability, illness, or injury who are unable to manage their own affairs. For vulnerable individuals requiring fiduciary representation.
- Trusts Creation and ongoing management of trusts to protect assets for beneficiaries including minors or those with special needs. For individuals seeking asset protection arrangements.
- Charitable Giving Assistance with setting up and managing charitable gifts and philanthropic arrangements as part of estate planning. For individuals and families establishing philanthropic legacies.
- Victorian Will and Powers of Attorney Registry Free document storage and registry service for wills and powers of attorney, enabling executors and attorneys to locate documents when needed. Over 80,000 Victorians use this service.
- Deceased Estate Tax Return Services ATO-compliant tax return preparation and lodgement services for deceased estates. For executors managing tax obligations of a deceased estate.
- Deceased Estate Property for Sale Sale of residential properties from deceased estates through public auctions and private sales. For buyers interested in properties administered by State Trustees.
Quantifiable outcome
- Reduced RAD and arrears to prevent $450,000 financial crisis
- +2 more outcomes
Companies that use State Trustees
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
State Trustees technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
State Trustees partnerships and signals
Strategic signalScale indicators4 records
Recent moves4 records
Expansion highlights5 records
State Trustees competitors and assessment
Company assessmentDirect peers
- Willed: Australian online will-writing service providing affordable self-serve wills and basic estate planning. Overlaps directly with State Trustees' $69 Online Will product and the Wills Month promotional offer in terms of target customer and value proposition.
- Safewill: Australian digital-first online will and estate planning platform offering self-service wills at comparable price points to State Trustees' Online Will. Directly competes for the same cost-conscious Victorian customers seeking simple will preparation.
Emerging players
- Gathered Here: Australian digital estate planning and bereavement support platform with online will and end-of-life planning tools. Comparable as an emerging digital competitor targeting similar awareness and estate planning demand in Victoria.
Broad incumbents
- Equity Trustees: Long-established Australian trustee, executor, and wealth services firm with will, estate administration, and charitable trust offerings. Comparable to State Trustees on executor and estate administration services, though operating nationally rather than as the sole state public trustee.
- Australian Unity: Member-owned Australian financial services and wellbeing organization that includes trustee, estate planning, and aged care financial services. Overlaps with State Trustees on estate planning and financial administration for elderly Victorians.
- Perpetual Limited: Major Australian financial services group with a trustee and estate services division. Comparable on corporate trustee, executor, and estate administration services, but operates as a for-profit incumbent across a much broader financial services portfolio.
- Slater and Gordon Lawyers: Large Australian consumer law firm with will, estate, and POA practice areas. Comparable on the legal services side of State Trustees' will and POA preparation offering, though competing on private-practice basis rather than as a public trustee.
- Insignia Financial (IOOF): Major Australian wealth management group offering estate planning, trustee, and advisory services through subsidiaries. Comparable through its broader financial advisory and estate planning capabilities targeting aging Australian customers.
Regional players
- NSW Trustee and Guardian: New South Wales Government-backed public trustee providing financial management, estate administration, and will safekeeping. A peer by virtue of being an analogous state-backed public trustee organization, though operating in a separate geographic market.
- Public Trustee of Queensland: Queensland Government-backed public trustee delivering financial administration, deceased estate administration, and POA services. Directly comparable by structure and mandate to State Trustees, but in a different Australian state.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
State Trustees social profiles
Digital presenceState Trustees compliance and trust
Trust signalCompliance5 records
State Trustees financial estimates
Financial estimateRevenue estimate
Valuation estimate
State Trustees leadership team
Management profileNumber of profiles
Profiles2 records
State Trustees subsidiaries and ownership
Company hierarchySubsidiaries1 record
State Trustees funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
State Trustees 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 State Trustees
What does State Trustees do?
State Trustees provides professional estate planning and administration services to Victorians, including will preparation (in-person, video call, and $69 Online Will self-service), Powers of Attorney, executor and deceased estate administration, financial administration for clients with incapacity, trust creation and management, charitable giving services, and free document storage via the Victorian Will and Powers of Attorney Registry. As the only Victorian Government-backed public trustee operating since 1940, it serves individuals from simple wills to complex estate matters under an AFSL issued by ASIC.
Is State Trustees a public or private company?
State Trustees is a private company. It is classified as state government owned and is currently operating.
When was State Trustees founded?
State Trustees was founded in 1940. It employs 251 to 500 people.
Where is State Trustees based?
State Trustees is headquartered in Melbourne, Australia, in the Oceania region.
How does State Trustees make money?
Three revenue lines are on record. Professional Services are the primary driver. The others are online Will Sales and document Registry Services.
Who are State Trustees's main competitors?
Direct peers on record are Willed and Safewill. Gathered Here is listed as an emerging player. Broad incumbents are Equity Trustees, Australian Unity, Perpetual Limited, Slater and Gordon Lawyers and Insignia Financial (IOOF). Regional players are NSW Trustee and Guardian and Public Trustee of Queensland.
Does State Trustees have an API?
No public API is recorded for State Trustees.
What industry is State Trustees in?
State Trustees's product category is Trust and Estate Services. Its primary akta.pro industry code is FSAAANAL, Fiduciary Agency & Trustee-for-Hire Services, with a secondary code of FSAAANAE, Estate Administration & Probate Services. Its NAICS code is 52592 and its SIC code is 8111.