Trust & Will is a technology company.
Trust & Will has raised $53.9M across 6 funding rounds.
Trust & Will has raised $53.9M in total across 6 funding rounds.
Trust & Will has raised $53.9M in total across 6 funding rounds.
Trust & Will's investors include American Express Ventures, Moderne Ventures, Rising Tide Partners, Touchdown Ventures, Western Technology Investment, Wolfpack Ventures, Sahin Boydas, B Capital Group, Blockchain Capital, Cedar Capital Group, Chemistry VC, Citi Ventures.
# High-Level Overview
Trust & Will is a digital estate planning platform that democratizes access to legal documents and wealth transfer planning for American families[1]. Founded in 2017, the company has grown to serve over one million members who collectively hold more than $200 billion in self-reported estate assets[1]. The platform enables users to create wills, trusts, healthcare directives, and other essential estate planning documents online—traditionally a service requiring expensive attorney consultations[1].
The company solves a critical accessibility problem: estate planning has historically been fragmented, expensive, and inaccessible to middle-income families[3]. Trust & Will's mission is to make this process simple, affordable, and inclusive by combining attorney-approved legal documents with intuitive design and AI-powered guidance[1]. Beyond individual planning, the company recently launched EstateOS™, an intelligent platform for professionals, and a Nonprofit Platform that helps charitable organizations track and steward legacy gifts—expanding its role as infrastructure for the entire estate planning ecosystem[1].
# Origin Story
The company's founding reflects a moment of personal realization. In August 2017, co-founder Daniel Goldstein sent a text to Cody Barbo about trusts and estates, sparking recognition that this multi-billion-dollar industry remained antiquated and fragmented[3]. Cody, facing his own upcoming marriage, realized he had never written a will despite the stakes involved[3]. By October 2017, Cody, Daniel, and third co-founder Brian Lamb launched Trust & Will with a design-first approach to modernize the space[3].
Early traction was substantial. By October 2021, the company had helped over 250,000 families create estate plans, quadrupled its team size, and closed a Series B funding round raising over $15 million[3]. The company secured backing from leading venture capital firms and became the official estate planning provider for major financial institutions including UBS, Fifth Third Bank, Northwestern Mutual, AARP, and SoFi[2].
# Core Differentiators
# Role in the Broader Tech Landscape
Trust & Will operates at the intersection of legal tech, fintech, and wealth management modernization—three converging trends reshaping financial services. The company rides the wave of digital transformation in traditionally analog industries, where regulatory compliance and legal complexity have historically protected incumbent players from disruption[1].
The timing is critical: as Baby Boomers age and generational wealth transfer accelerates, estate planning has shifted from a niche service to a mainstream financial wellness concern[1]. Trust & Will's positioning as infrastructure—powering solutions for banks, credit unions, and nonprofits—gives it leverage across the financial ecosystem rather than competing solely on consumer adoption[1][2].
The company also benefits from the broader shift toward accessible financial services. Just as fintech democratized investing and lending, Trust & Will democratizes estate planning, reducing friction and cost while maintaining legal rigor. Its B Corporation status reflects a market trend toward impact-driven business models that align profit with purpose[4].
# Quick Take & Future Outlook
Trust & Will has evolved from a consumer-facing platform into infrastructure for the entire legacy planning ecosystem. The 2025 launch of EstateOS and the Nonprofit Platform signal a strategic shift toward becoming the operating system for estate planning—similar to how Stripe became infrastructure for payments or Shopify for e-commerce[1].
The company's future likely hinges on three dynamics: (1) deepening institutional partnerships with financial advisors and banks, (2) expanding the Nonprofit Platform to capture the $4 billion in planned charitable bequests already flowing through its network, and (3) leveraging AI to move beyond document creation into comprehensive wealth planning and family governance[1].
As generational wealth transfer accelerates and regulatory pressure mounts on financial institutions to offer better estate planning tools, Trust & Will's position as a trusted, compliant, and scalable platform positions it as a critical piece of modern financial infrastructure—not just a consumer app, but a backbone for how families, institutions, and nonprofits manage legacy and impact.
Trust & Will has raised $53.9M across 6 funding rounds. Most recently, it raised $30.0M Series C in March 2025.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Mar 1, 2025 | $30.0M Series C | American Express Ventures, Moderne Ventures, Rising Tide Partners, Touchdown Ventures, Western Technology Investment, Wolfpack Ventures, Sahin Boydas | |
| Feb 1, 2023 | $15.0M Venture Round | American Express Ventures, B Capital Group, Blockchain Capital, Cedar Capital Group, Chemistry VC, Citi Ventures, Coinbase Ventures, Tapas Capital, Pierre Lavaux, Scott Belsky, Trevor Wright | |
| Dec 1, 2019 | $6.0M Series A | American Express Ventures, Moderne Ventures, Rising Tide Partners, Touchdown Ventures, Western Technology Investment, Wolfpack Ventures, Sahin Boydas | |
| Jan 1, 2019 | $2.0M Seed | American Express Ventures, Moderne Ventures, Rising Tide Partners, Touchdown Ventures, Western Technology Investment, Wolfpack Ventures, Sahin Boydas | |
| Jan 1, 2018 | $500K Seed | Rising Tide Partners | |
| Jan 1, 2017 | $400K Seed | Rising Tide Partners |