Enterprise reach Trust & Will already serves 20,000+ financial advisors and 200+ enterprise partners including major institutions like AARP, Fifth Third Bank, LPL Financial, UBS, and USAA, indicating strong B2B sales potential and opportunity to upsell bundled estate planning solutions within existing networks.

AI enabled platform EstateOS launched in 2025 introduces AI-enabled workflows, document intelligence, and multi-party collaboration for professionals, presenting a compelling upsell path for advisory firms seeking modern, integrated estate planning and legacy management capabilities.

Growth signals With over one million users and $200+ billion in self-reported estate assets, Trust & Will demonstrates strong market traction and high lifetime value potential, supporting targeted expansion into wealth management and multi-generational planning conversations.

Strategic alliances Recent partnerships across financial services and community organizations (HeritageSouth, FirstLight FCU, BestFarewell, Soccershots) highlight opportunities to broaden channel partnerships, co-branded offerings, and affinity programs to accelerate user acquisition.

Competitive positioning Recognized on CNBC Disruptor 50, Inc. 5000, and Deloitte Technology Fast 500 and identified as a competitor by LegalZoom, the company can leverage its brand prestige and enterprise integrations to target mid-market banks and credit unions seeking digital estate planning solutions.