Herbie
- Company typePrivate
- Founded2024
- HeadquartersAtlanta, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
Herbie firmographics
Firmographics- Name
- Herbie
- Legal name
- Herbie Innovations, Inc.
- Website
- https://herbieplan.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where Herbie is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Herbie business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Herbie One Subscription: Annual subscription model providing access to comprehensive estate planning tools including Will, Revocable Living Trust, Power of Attorney, and Healthcare Directive. Includes unlimited updates as life changes. Launched at $99/year.
- Herbie Legal Attorney Services: Legal services provided by licensed attorneys through Herbie Law PLLC for personalized estate plan preparation at a fraction of traditional law firm costs. Separate engagement from the technology platform.
- Signing and Notarization Facilitation: Herbie assists with facilitating local signings at a very reasonable and affordable cost for document execution.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free Will Creation - Basic estate planning access |
| Subscription | Annual | Herbie One - Comprehensive Estate Plan |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Herbie product offering
Product offeringCore offering
Herbie is an online estate planning platform that allows individuals to create, manage, and store wills, revocable living trusts, powers of attorney, and healthcare directives through guided self-service tools powered by AI and state-specific, attorney-vetted document templates. It also operates Herbie Legal, a separate law firm providing personalized attorney-prepared estate plans, and offers a paid Herbie One subscription at $99/year for comprehensive plans with unlimited updates.
Product overview
Herbie is a comprehensive estate planning platform that combines a self-directed online tool with professional legal services. The core product is the Herbie Self-Directed Platform, which offers AI-powered estate planning tools, a visual dashboard, and document generation for wills and revocable living trusts. Users can upgrade to Expert Assist for personalized support or engage Herbie Legal (a separate law firm) for attorney-prepared documents. Herbie One is a $99/year subscription that bundles comprehensive estate planning including trust, will, power of attorney, and healthcare directives with unlimited updates. The platform integrates with Stripe for payments, Google/Apple for authentication, and Google Analytics for web analytics.
Differentiator
Problem solved
Functional benefit
Products and services
- Herbie Self-Directed Platform A self-guided online estate planning platform that allows individual users to create wills and revocable living trusts by answering structured guided questions. Features AI tools for asking estate planning questions and editing the plan, a centralized visual dashboard for family, assets, and documents, automatic document generation, secure online storage, and sharing with family or advisors.
- Herbie Legal A separate law firm (Herbie Law PLLC, d/b/a Herbie Legal) staffed by licensed attorneys from elite U.S. law firms that prepares tailored estate plans for clients at a fraction of traditional law firm costs. Leverages Herbie's proprietary technology to deliver plans faster and more affordably than traditional private-client engagements.
- Expert Assist A personalized expert support and review service for users creating their estate plans, providing guided assistance during the planning process as a higher-touch alternative to fully self-directed plan creation.
Quantifiable outcome
- Documents vetted by attorneys in every US state for compliance
- +3 more outcomes
Companies that use Herbie
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Herbie technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature5 records
Herbie partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Financial Advisors & Insurance ProviderscoreHerbie partners with leading financial advisors including Registered Investment Advisors (RIAs), Certified Financial Planners (CFPs), and insurance providers to provide top-tier estate plans to their clients. Partners resell or recommend Herbie's tools to their customer base.
- EmployerscoreHerbie partners with companies around the country to provide varying levels of tools and offerings to employers to support the financial and long-term planning wellness of company employees.
- Deborah LiuminorStrategic advisor to Herbie; Board Member at Intuit, former CEO of Ancestry, VP at Facebook. Provides guidance on technology company growth and consumer product development.
- Jack DavisminorStrategic advisor to Herbie; Board Member at Jomboy Media and Chain, founder of Crypt TV (acquired). Provides expertise in media, entertainment, and startup scaling.
- Ilya PesahovskyminorStrategic advisor to Herbie; Engineering Manager at Meta AI Superintelligence Labs. Provides technical guidance on AI and technology development.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Herbie competitors and assessment
Company assessmentBroad incumbents
- Policygenius: Digital insurance marketplace that has expanded into adjacent financial products including estate planning. Broader incumbent with significant marketing budget and overlapping customer base.
- Rocket Lawyer: Subscription-based online legal services platform covering wills, POAs, and broader legal documents. Established incumbent with comparable subscription pricing model and overlapping estate planning use cases.
- LegalZoom: Market-leading online legal services platform with wills, trusts, business formation, and many other legal products. Publicly traded incumbent with vastly greater resources and brand recognition, directly overlapping Herbie's core estate planning offering.
Emerging players
- NetLaw: Estate planning platform serving financial advisors (now part of LegalZoom). Comparable to Herbie's advisor channel and historically a direct competitor in the B2B2C wealth advisor segment.
- Cake: End-of-life planning platform with wills, funeral planning, and legacy tools. Overlaps Herbie's will creation offering while extending into broader end-of-life services, appealing to a similar consumer demographic.
- Vanilla: Estate planning software for financial advisors with a focus on modern UX. Comparable to Herbie's advisor channel offering, though smaller in scale and primarily advisor-led rather than consumer-led.
Direct peers
- Snug: Online estate planning marketplace helping consumers create wills and connect with local attorneys. Direct competitor targeting the same individual consumer segment with a hybrid DIY-plus-attorney model.
- Wealth.com: Estate planning platform purpose-built for financial advisors. Directly comparable to Herbie's financial-professional partner channel, offering similar B2B2C functionality for RIAs and wealth managers.
- FreeWill: Free online will creation platform with optional paid upgrades and a nonprofit-aligned mission. Direct competitor in the freemium will creation space and one of Herbie's closest analogues on the free tier.
- Trust & Will: Online estate planning platform offering wills, living trusts, and related documents via subscription. Closest direct competitor to Herbie, serving the same individual consumer segment with a similar product-led growth model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Herbie social profiles
Digital presenceHerbie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Herbie leadership team
Management profileNumber of profiles
Profiles7 records
Herbie funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Herbie 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 Herbie
What does Herbie do?
Herbie is an online estate planning platform that allows individuals to create, manage, and store wills, revocable living trusts, powers of attorney, and healthcare directives through guided self-service tools powered by AI and state-specific, attorney-vetted document templates. It also operates Herbie Legal, a separate law firm providing personalized attorney-prepared estate plans, and offers a paid Herbie One subscription at $99/year for comprehensive plans with unlimited updates.
Is Herbie a public or private company?
Herbie is a private company. It is classified as venture growth investor backed and is currently operating.
When was Herbie founded?
Herbie was founded in 2024. It employs 1 to 10 people.
Where is Herbie based?
Herbie is headquartered in Atlanta, United States, in the North America region.
How does Herbie make money?
Three revenue lines are on record. Herbie One Subscription is the primary driver. The others are herbie Legal Attorney Services and signing and Notarization Facilitation.
Who are Herbie's main competitors?
Broad incumbents on record are Policygenius, Rocket Lawyer and LegalZoom. Emerging players are NetLaw, Cake and Vanilla. Direct peers are Snug, Wealth.com, FreeWill and Trust & Will.
Does Herbie have an API?
No public API is recorded for Herbie.