Trusty

What Trusty does

Trusty is a Toronto-based, venture-backed private company founded in 2024 by Randy Frisch (previously founder of Uberflip). It operates a digital estate planning platform built around an 'Estate Binder' concept that combines asset inventory, estate document storage (wills, powers of attorney, insurance policies), heir designations, and recorded personal Wishes into a single digital and optionally print-on-demand physical record. The platform is delivered through a consumer mobile and web app (available on Apple App Store and Google Play), a web-based Trusty Advisor Portal for licensed professionals, and partner-facing APIs for advisor system integration.

The technology stack is cloud-native, running on AWS and Google Cloud with Firebase handling authentication, and uses Google Gemini as the AI engine. AI capabilities are concentrated in 'Trusty AI' (branded as 'Max' in the app), which provides conversational Q&A over estate documents, smart summaries of wills and insurance policies, automated asset categorization from photographs, and knowledge retrieval over a user's uploaded content. Computer vision supports recognition across 20+ asset categories including art, watches, jewelry, motor vehicles, and wine collections. Audio/video modalities power the recorded Wishes feature for posthumous or conditional delivery.

Trusty operates a dual-track GTM motion: a freemium, product-led consumer funnel via app stores, and an enterprise/inside sales motion targeting wealth advisors, estate planners, lawyers, insurance specialists, family offices, and financial institutions through branded invite-code sponsorship, demo scheduling via Calendly, and quote-based Order Form subscriptions. Revenue is sourced from (1) advisor/firm subscriptions sold via Order Forms with custom asset, document, contact, and invitation limits, (2) in-app purchases processed through Apple and Google app stores, and (3) transaction-based fees on physical Estate Binder fulfillment through Lulu.com. Early commercial distribution is anchored by a partnership with Purpose Unlimited, and a $1M pre-seed round closed in July 2025 was co-led by Relay Ventures and Graphite Ventures.

Name

Trusty

Legal name

Trusty Estate Inc.

Website

https://withtrusty.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Trusty is a Toronto-based digital estate planning platform founded in 2024 that helps families and professional advisors organize assets, estate documents, heir designations, and personal Wishes into a digital Estate Binder, monetizing via freemium consumer access, advisor subscriptions, and print-on-demand fulfillment.

Ownership category

akta.pro rank

Product category

Estate Planning Software

NAICS

Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (52592), Funds, Trusts, and Other Financial Vehicles (525)

akta.pro primary industry

Estate Planning, Trust Structuring & Governance (FSAAADAF)

akta.pro secondary industries

Personal & Family Trust Services (FSAAANAA), Family Office Trust & Fiduciary Services (FSAEAKAF), Philanthropic & Charitable Trust Services (FSAAANAI)

Keywords

• Estate planning software
• Digital estate binder
• Wealth management platform
• Asset cataloging app
• Advisor client portal

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Freemium (Consumer): Core Trusty app is free for families and individuals. Advisors, lawyers, and financial institutions typically sponsor client access through branded invite codes, making the core experience free for end users. Premium features may be introduced over time as optional paid add-ons.
2. Advisor Subscriptions (B2B): Trusty Advisors and their firms purchase subscriptions via an Order Form to provide clients with access to the full Trusty app. Subscriptions may include invitation limits, contact limits, asset limits, and document limits. Also available through Apple App Store and Google Play in-app purchases for direct consumer subscriptions.
3. Physical Estate Binder Fulfillment: Optional physical print-on-demand fulfillment of estate binders via Lulu.com fulfillment partner, with fees disclosed to Trusty Advisors in order forms or at time of request.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Trusty provides a mobile and web platform that enables families to catalog personal assets (with AI photo capture across 20+ categories including art, watches, jewelry, and vehicles), upload and summarize estate documents (wills, powers of attorney, life insurance policies), assign heirs, and record Wishes as video or text messages for conditional or posthumous delivery. It also offers the Trusty Advisor Portal for licensed professionals to view client estates, plus a compiled digital and print-on-demand Estate Binder as the primary record families and executors reference.

Product overview

Trusty is a unified estate planning and wealth management platform comprising a consumer mobile/web app, an advisor-facing web portal, and a physical/digital Estate Binder output. The core product for families (the Trusty App) enables cataloging of luxury and personal assets with AI-powered photo capture, uploading and smart-summarizing of estate documents (wills, powers of attorney, insurance policies), assigning heirs, and recording video or text Wishes for posthumous or conditional delivery. Advisors use the separate Trusty Advisor Portal to gain configurable visibility into client accounts, supporting multi-generational relationship management. Both user segments feed into the Estate Binder — a compiled record delivered digitally within the app and/or as a print-on-demand physical document. Trusty AI (named 'Max') powers conversational Q&A and automated asset categorization. Advisors access additional tools including branded invite codes for client onboarding and client data APIs for system integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Trusty App (Consumer) A mobile and web application for individuals and families to organize assets, upload estate documents (wills, powers of attorney, insurance policies), assign heirs, capture video Wishes, and build a digital Estate Binder. Available on Apple App Store and Google Play with a free core tier sponsored by advisors or financial institutions.
• Trusty Advisor Portal A web-based portal for licensed or credentialed professionals (wealth advisors, estate planners, lawyers, insurance specialists, family office teams) to support client accounts. Advisors can view client asset inventories, estate documents, heir designations, Wishes, and contact details within a configurable scope of access determined by the account owner.
• Estate Binder A personalized compilation of a client's assets, plans, key contacts, and wishes produced by the Trusty platform. Delivered digitally within the app and as a physical printed document via print-on-demand fulfillment (Lulu.com), serving as the primary record families and executors reference.
• Client Insights & Data Access (Partner APIs) Partner-facing API access enabling advisors and financial institutions to integrate client asset values, insurance details, and estate plans directly into their own systems with client consent, enhancing 360-degree client wealth views.

Quantifiable outcome

• 76% of families haven't documented what matters most, creating the core market opportunity Trusty addresses.
• +1 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature9 records

Partnerships

Six partnerships are on record, tiered core.

• Purpose UnlimitedcoreStrategic or Co-development Partner · 1 January 2025Early commercial distribution partnership with Purpose Unlimited (founded by Som Seif), exploring distribution of Trusty in alignment with Purpose Unlimited's vision of equipping financial advisors with transformative solutions.
• Amazon Web Services (AWS)coreTechnology or IntegrationCloud infrastructure and storage provider for Trusty's platform. AWS handles storage of account data, content, uploaded plans, and wishes.
• Google CloudcoreTechnology or IntegrationCloud infrastructure and storage provider. Partnered with AWS for secure storage of user data.
• Firebase (Google)coreTechnology or IntegrationProvides authentication, database, and App Check services. Handles account credentials, session data, and device integrity signals.
• Google GeminicoreTechnology or IntegrationAI processing provider for Trusty AI asset categorization and conversational chat features. Contractually prohibited from using user data to train generative models.
• Apple / Google (App Stores)coreChannel Partner/ Reseller/ DistributorIn-app purchase processing and app distribution via Apple App Store and Google Play Store. Apple and Google process purchase records and device identifiers.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Snug: Digital estate planning platform that helps families organize assets, documents, and end-of-life wishes, with both consumer and professional offerings. Direct overlap with Trusty's AI-powered asset capture and family-facing Estate Binder concept.
• Cake: End-of-life and estate planning platform offering wills, advance directives, and end-of-life planning tools to consumers, with content-heavy marketing. Overlaps with Trusty on consumer estate planning and personal-asset organization for families.
• FreeWill: Online will and estate planning platform providing free will creation with B2B distribution via financial institutions, employers, and nonprofits. Highly comparable B2B2C distribution model and target customer base to Trusty's advisor-sponsor approach.
• Trust & Will: US-based digital estate planning platform offering wills, trusts, and estate plans for consumers plus an advisor/financial professional program. Closest direct competitor to Trusty with overlapping consumer + advisor GTM and similar AI-assisted product roadmap.
• Wealth.com: Wealth management platform offering estate planning, financial planning, and lead generation tools to advisors and consumers. Targets the same wealth-advisor segment and provides estate-planning infrastructure comparable to Trusty's Advisor Portal.
• Epilogue: Canadian digital estate planning service offering wills and estate planning for individuals and through partner institutions. Direct Canadian competitor sharing Trusty's North American focus and personal-document organization value proposition.
• Willful: Canadian online wills and estate planning platform serving Canadian families and advisors, founded by a Canadian entrepreneur. Same domestic market as Trusty, with overlapping consumer estate planning product and advisor partnerships.

Broad incumbents

• Carson Group: Large US advisor support and wealth management firm offering practice management, tech, and investment solutions including estate planning services to thousands of financial advisors. A scaled incumbent competing for the same advisor channel with a broader service portfolio.
• Orion Advisor Technology: Enterprise wealth management and advisor technology platform serving financial advisors with portfolio, planning, and client-engagement tools. Comparable advisor-facing infrastructure and target buyer, with broader portfolio coverage than Trusty's estate-specialist positioning.
• Envestnet: Large-scale financial technology and advisory services platform serving wealth managers with planning, data, and analytics capabilities. Competitor for the institutional advisor channel with the resource scale to bundle or build estate/legacy features.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/withtrusty
• Instagraminstagram.com/withtrusty
• Facebookfacebook.com/withtrusty

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Trusty