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Insights

Technology Adoption Vanilla's advanced estate planning platform is highly integrated with cloud services and innovative tech tools like AWS, Prometheus, and Hotjar, indicating a readiness to adopt cutting-edge solutions that enhance platform performance and user experience.

Market Leadership As a recognized leader with over 180 years of collective expertise and a proven track record of processing over 45,000 estate plans, Vanilla demonstrates strong market positioning and a need for continued technological support and expansion opportunities.

Financial Stability With substantial revenue between 100M and 250M and backing by prominent investors including Venrock and Insight Partners, Vanilla shows solid financial health, making it an attractive target for strategic partnerships and premium solutions.

Client Base Expansion Vanilla serves large institutional clients like Vanguard and Mariner Wealth Advisors, presenting opportunities to tailor scalable, enterprise-grade solutions that can further consolidate its market share and improve efficiency.

Growth and Innovation The company's significant funding effort and recognition through multiple awards suggest ongoing growth ambitions, making it receptive to innovative tools that can enhance estate planning services and support its rapid innovation cycle.

Similar companies to Vanilla

Vanilla Tech Stack

Vanilla uses 8 technology products and services including Microsoft Advertising, Hotjar, Amazon Web Services, and more. Explore Vanilla's tech stack below.

  • Microsoft Advertising
    Advertising
  • Hotjar
    Analytics
  • Amazon Web Services
    Cloud Hosting
  • Prometheus
    Data Management
  • LottieFiles
    Design
  • jQuery
    Javascript Libraries
  • UNIX
    Operating Systems
  • Yoast SEO
    Search Engines

Media & News

Vanilla's Email Address Formats

Vanilla uses at least 1 format(s):
Vanilla Email FormatsExamplePercentage
First.Last@justvanilla.comJohn.Doe@justvanilla.com
100%

Frequently Asked Questions

Where is Vanilla's headquarters located?

Minus sign iconPlus sign iconVanilla's main headquarters is located at Bellevue, Washington 98004 United States. The company has employees across 6 continents, including North AmericaEuropeAsia.

What is Vanilla's stock symbol?

Minus sign iconPlus sign iconVanilla is a publicly traded company; the company's stock symbol is VNLAUSD.

What is Vanilla's official website and social media links?

Minus sign iconPlus sign iconVanilla's official website is justvanilla.com and has social profiles on LinkedInCrunchbase.

What is Vanilla's NAICS code?

Minus sign iconPlus sign iconVanilla's NAICS code is 52 - Finance and Insurance.

How many employees does Vanilla have currently?

Minus sign iconPlus sign iconAs of April 2026, Vanilla has approximately 199 employees across 6 continents, including North AmericaEuropeAsia. Key team members include Chief Revenue Officer (cro): M. D.Chief Legal Officer: K. N.Chief Financial Officer: N. H.. Explore Vanilla's employee directory with LeadIQ.

What industry does Vanilla belong to?

Minus sign iconPlus sign iconVanilla operates in the Financial Services industry.

What technology does Vanilla use?

Minus sign iconPlus sign iconVanilla's tech stack includes Microsoft AdvertisingHotjarAmazon Web ServicesPrometheusLottieFilesjQueryUNIXYoast SEO.

What is Vanilla's email format?

Minus sign iconPlus sign iconVanilla's email format typically follows the pattern of First.Last@justvanilla.com. Find more Vanilla email formats with LeadIQ.

How much funding has Vanilla raised to date?

Minus sign iconPlus sign icon As of April 2026, Vanilla has raised $35M in funding. The last funding round occurred on Aug 15, 2024 for $35M.

When was Vanilla founded?

Minus sign iconPlus sign iconVanilla was founded in 2019.

Vanilla

Financial ServicesWashington, United States51-200 Employees

Vanilla is the standout leader in estate planning technology, transforming how advisors deliver estate advice at scale. Founded by Steve Lockshin, a Barron’s top advisor, and backed by leading investors including Venrock, Insight Partners, and NBA legend Michael Jordan, Vanilla has raised over $80 million and assembled an unmatched team. With 20+ in-house planning experts, 180+ years of collective experience, and a distinguished legal advisory board, Vanilla is setting the new standard in estate planning.

Vanilla’s pace of innovation is unrivaled: The platform has processed over 45,000 estate planning documents, is connected to more than $250 billion in assets, and is the most widely adopted solution for institutional and enterprise firms including Mariner Wealth Advisors and Vanguard.

Our transformative, patented software has received awards from Luminaries, WealthTech Americas, Family Wealth Report, WealthManagement.com, and more. 

To learn more, visit www.justvanilla.com.

Section iconCompany Overview

Headquarters
Bellevue, Washington 98004 United States
Website
justvanilla.com
Stock Symbol
VNLAUSD
NAICS Code
52 - Finance and Insurance
Founded
2019
Employees
51-200

Section iconMedia & News

Section iconFunding & Financials

  • $35M

    Vanilla has raised a total of $35M of funding over 4 rounds. Their latest funding round was raised on Aug 15, 2024 in the amount of $35M.

  • $100M$250M

    Vanilla's revenue is estimated to be in the range of $100M$250M

Section iconFunding & Financials

  • $35M

    Vanilla has raised a total of $35M of funding over 4 rounds. Their latest funding round was raised on Aug 15, 2024 in the amount of $35M.

  • $100M$250M

    Vanilla's revenue is estimated to be in the range of $100M$250M

Company Leadership

  • Stylized image of a person
    M. D.
    Chief Revenue Officer (cro)
    Phone icon
    Mobile Phone
  • Stylized image of a person
    K. N.
    Chief Legal Officer
    Phone icon
    Mobile Phone
  • Stylized image of a person
    N. H.
    Chief Financial Officer
    Phone icon
    Mobile Phone
  • Stylized image of a person
    G. F.
    President & Ceo
    Phone icon
    Mobile Phone
  • Stylized image of a person
    S. D. M.
    Head Of Enterprise Enablement
    Phone icon
    Mobile Phone

Employee Directory

  • Stylized image of a person
    A. J.
    Owner
    Phone icon
    Mobile Phone
  • Stylized image of a person
    J. M.
    Owner
    Phone icon
    Mobile Phone
  • Stylized image of a person
    K. W.
    Owner
    Phone icon
    Mobile Phone
  • Stylized image of a person
    S. Z.
    Vp, Head Of Sales
    Phone icon
    Mobile Phone
  • Stylized image of a person
    S. D. M.
    Head Of Enterprise Enablement
    Phone icon
    Mobile Phone

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