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Insights

Market Leadership Vanilla is a leading innovator in estate planning technology, with widespread adoption among institutional and enterprise clients such as Vanguard and Mariner Wealth Advisors, indicating significant market penetration and potential for growth in financial services.

Growth Potential With over 45,000 estate planning documents processed and assets connected to the platform exceeding 250 billion dollars, Vanilla demonstrates strong scalability and an expanding client base, opening opportunities for upselling and platform integrations.

Financial Stability Having secured 35 million dollars in funding and generating between 10 and 50 million dollars in revenue, Vanilla shows financial robustness, creating opportunities for partnership investments or collaborative ventures.

Technological Edge Utilizing a sophisticated tech stack including Microsoft Advertising, Salesforce Service Cloud, and PostgreSQL, Vanilla’s innovative platform presents opportunities for technology vendors and services that can enhance or complement their existing infrastructure.

Industry Recognition Recipient of multiple industry awards and led by top advisors, Vanilla’s strong reputation in wealthtech highlights potential for branding collaborations, co-marketing initiatives, or joint product development targeted at high-net-worth and institutional clients.

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 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.

What is Vanilla's NAICS code?

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

How many employees does Vanilla have currently?

As of October 2025, Vanilla has approximately 189 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 AdvertisingHotjarAmazon Web ServicesPrometheusLottieFilesjQueryUNIXYoast SEO.

What is Vanilla's email format?

Vanilla'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?

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

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

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