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Insights

Innovative Estate Tech Vanilla leads in estate planning technology with a proven track record of processing over 40,000 documents and managing assets exceeding $250 billion. This indicates strong market adoption and positions Vanilla as a reliable partner for firms seeking advanced estate planning solutions.

Growing Market Presence The company’s widespread adoption among institutional clients like Vanguard and Mariner Wealth Advisors showcases its prominence in the financial services industry, opening opportunities to onboard similar firms seeking innovative estate management tools.

Robust Financial Position With revenue between $10 million and $50 million and backed by $35 million in funding, Vanilla possesses the financial stability to expand outreach efforts and develop new features, making it an attractive partner for strategic collaborations.

Advanced Technology Stack Leveraging a modern tech stack including Salesforce, PostgreSQL, and digital advertising tools suggests Vanilla’s openness to integrating additional technologies, creating opportunities for joint ventures or custom solutions tailored to client needs.

Strong Industry Recognition Receiving multiple awards from industry bodies enhances Vanilla’s credibility and brand trust, making it a compelling choice for financial advisors or firms looking to modernize their estate planning offerings.

Similar companies to Vanilla

Vanilla Tech Stack

Vanilla uses 8 technology products and services including Microsoft Advertising, Facebook Pixel, cdnjs, and more. Explore Vanilla's tech stack below.

Microsoft Advertising
Advertising
Facebook Pixel
Analytics
cdnjs
Content Delivery Network
PostgreSQL
Database
Squarespace Commerce
E-commerce
Salesforce Service Cloud
Live Chat
Justworks
Payroll Management And Benefits Administration
X-XSS-Protection
Security

Media & News

Vanilla's Email Address Formats

Vanilla uses at least 1 format(s):

Vanilla Email Formats	Example	Percentage
First.Last@justvanilla.com	John.Doe@justvanilla.com	50%
First.Last@justvanilla.com	John.Doe@justvanilla.com	50%

Frequently Asked Questions

Where is Vanilla's headquarters located?

Vanilla's main headquarters is located at Bellevue, Washington 98004 US. The company has employees across 6 continents, including North AmericaEuropeAsia.

What is Vanilla's stock symbol?

Vanilla is a publicly traded company; the company's stock symbol is VNLAUSD.

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

Vanilla's official website is justvanilla.com and has social profiles on LinkedIn Crunchbase.

How much revenue does Vanilla generate?

As of September 2025, Vanilla's annual revenue reached $15M.

What is Vanilla's NAICS code?

Vanilla's NAICS code is 52 - Finance and Insurance.

How many employees does Vanilla have currently?

As of September 2025, Vanilla has approximately 187 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?

Vanilla operates in the Financial Services industry.

What technology does Vanilla use?

Vanilla's tech stack includes Microsoft AdvertisingFacebook PixelcdnjsPostgreSQLSquarespace CommerceSalesforce Service CloudJustworksX-XSS-Protection.

What is Vanilla's email format?

Vanilla's email format typically follows the pattern of . Find more Vanilla email formats with LeadIQ.

How much funding has Vanilla raised to date?

As of September 2025, Vanilla has raised $35M in funding. The last funding round occurred on Aug 15, 2024 for $35M.

When was Vanilla founded?

Vanilla was founded in 2019.

Vanilla

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.

Company Overview

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

Media & News

Funding & 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.
$10M$50M
Vanilla's revenue is in the range of $10M$50M

Funding & 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.
$10M$50M
Vanilla's revenue is in the range of $10M$50M

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