Trust & Will | 2025 Year in Review

A letter from our co-founder and CEO, Cody Barbo

When we started Trust & Will, we set out to modernize a system that had not kept pace with how families live, plan, and communicate today. It was clear that estate planning could be more accessible, affordable, intuitive, and more aligned with the rhythms of modern life. In 2025, that mission came into sharper focus.

This year, we achieved several big milestones. More than one million families have trusted us with some of the most important choices they will ever make. We built new relationships with financial advisors, institutions, and innovative financial companies. And we released a series of new tools that help families better understand each other’s wishes and build clarity around their estate plans across generations.

We also advanced our mission through the commitments that shape who we are. Since earning our B Corporation certification in 2023, we have continued to deepen our focus on long-term impact and accountability. In 2025, we took another important step forward by formally converting to a Public Benefit Corporation. This change codifies our mission and ensures our decision-making will continue to prioritize families, communities, and long-term outcomes.

We saw encouraging momentum in electronic will legislation across the country. States continue to modernize outdated laws that reduce friction, increase access, and lower waste. This movement reflects a growing recognition that families should be able to complete essential estate planning digitally and securely.

The milestones in this report reflect a company that is growing quickly while staying grounded in its purpose. We are building with intention, investing in innovation, and keeping families at the heart of every decision.

Thank you to our customers, partners, investors, and teammates. The impact we are creating together is meaningful, and we are just getting started.

With gratitude,

Cody Barbo, Co-founder and CEO, Trust & Will

Our Vision and Mission

Our Vision

Every family has access to plan for long-term financial goals and build multi-generational wealth.

Our Mission

To help every family leave a legacy by making estate planning simple, affordable, and accessible for everyone.

Estate planning is an emotional process, and we take our role seriously in helping families feel confident and prepared. Our approach reflects that responsibility.

• Simplicity: We use a design-first, technology-forward approach to simplify complex legal procedures.

• Affordability: We strive to make estate planning financially accessible to more families, regardless of their life stage.

• Accessibility: Our platform is available online, allowing people to create and manage their estate plans from the comfort of their own homes or wherever life takes them.

• Support: We combine user-friendly tools with caring customer support specialists to guide people through the process.

• Empowerment: Our goal is to help families protect what matters most by providing peace of mind and a clear path to plan their legacy.

Our Public Benefit Commitment

B Corporation Certification

Trust & Will became a Certified B Corporation in 2023. Since then, we have continued to strengthen our commitment to transparency, community investment, responsible governance, data security, and mission alignment. Our ongoing work in these areas ensures that impact is not a side initiative; it’s foundational to how we operate.

Conversion to a Public Benefit Corporation (PBC)

In 2025, we legally codified our mission by converting into a Public Benefit Corporation. This designation ensures our leadership is empowered to make decisions that prioritize long-term value for families, partners, employees, and communities.

Our public benefit purpose centers on expanding access to estate planning, supporting families through significant life moments, and contributing to stronger and more resilient communities.

AI in Estate Planning

Artificial intelligence will define the next era of estate planning, and Trust & Will intends to lead that transformation. EstateOS is an important first step, and we continue expanding our AI capabilities to support both consumers and professionals.

In 2025, we introduced two foundational AI tools:

• AI Document Extraction - transforms uploaded documents into structured insights to accelerate plan creation and professional workflows.

• AI Estate Planning Assistant - helps families and professionals receive personalized, actionable guidance and support. 

These tools are early proof points of a much larger vision. Trust & Will is building the full suite of AI powered estate planning for families, advisors, and institutions in 2026 and beyond.

Expanding Access Through Advocacy: Advancements in eWill Legislation

Estate planning should be accessible, convenient, and aligned with how people live today. Traditional paper-based processes introduce friction, increase costs, and generate waste.

Progress in 2025

Missouri has become the latest state to advance estate planning modernization by passing electronic will legislation, which allows residents to create and execute wills entirely online. This update aligns Missouri with a growing national movement to replace outdated, paper-heavy processes with secure digital frameworks.

The legislation received broad bipartisan support and reflects a larger trend toward aligning estate planning with the way people live today. It also follows significant momentum in New York, where lawmakers are advancing the Uniform Electronic Wills Act. Both states emphasize the growing need for accessible, efficient, and environmentally responsible estate planning options.

Electronic wills reduce paperwork, eliminate logistical barriers such as in-person notarization, and provide families with a secure digital path to complete essential planning documents. Electronic wills have a significant impact, offering an end-to-end, digitally accessible experience for all individuals. Trust & Will continues to collaborate with policymakers, industry groups, and consumer advocates to advance legislation that enhances access, streamlines the process, and reduces unnecessary waste nationwide.

Environmental Impact

Digital estate planning continues to offer meaningful environmental benefits. Completing a plan online significantly reduces paper use, mailing, physical storage, and transportation tied to traditional processes.

As more states adopt electronic will legislation, the opportunity for waste reduction expands. A fully digital estate plan requires a fraction of the environmental resources that paper-based processes demand, allowing families to prepare for the future with a lighter footprint.

Trust & Will initiated a partnership this year with Greenplaces, another certified B Corp, to leverage sustainability data in our efforts to offset our carbon footprint.

2025 Highlights

Closed $33M+ Series C Funding

In March, we closed our Series C funding round, fueling continued innovation, policy advocacy, product expansion, and enterprise growth.

Launched EstateOS

EstateOS is our AI powered platform that brings clarity, organization, and collaboration to families, advisors, and institutions. It also powers new solutions across our ecosystem, including our Nonprofit Platform.

Introduced Trust & Will for Nonprofits

Trust & Will for Nonprofits helps mission-driven organizations convert donor interest into documented planned giving commitments. This solution provides nonprofits with a clear way to steward legacy gifts while continuing our investment in helping families create a lasting impact.

Hosted Our Inaugural Industry Event: Guiding Generations

Industry leaders across fintech, financial services, wealth management, and nonprofit organizations gathered for our inaugural Guiding Generations event. This gathering highlighted the future of legacy planning and our role at the center of it.

Strengthened Community Partnerships

Our national partnership with Soccer Shots helped families learn about estate planning at a moment when the future feels especially important. In addition to our Community Grant Program, we will support Sideline Surprise and Delights activations, sweepstakes, giveaways, and educational moments for families in 2026.

Expanded National Distribution

Fifth Third Bank became the first bank in the United States to offer free wills to all customers through Trust & Will. This partnership brought estate planning to people who had traditionally been underserved by the industry, including younger adults, single individuals, and families with smaller estates or fewer financial products. Early data shows that many participants created an estate plan for the first time, expanding financial protection to new audiences and bringing long-term planning to more households.

By embedding estate planning directly into everyday banking, Fifth Third positioned it as a core part of financial wellness. The partnership demonstrated how financial institutions can help customers protect what matters most and preserve stability across generations, offering scalable consumer protection at a level not previously seen in the category.

Scaled Industry Reach

More than 1,000,000 families have now used Trust & Will. We also support more than 20,000 advisors and 200 institutional partners nationwide.

Recognized for Growth and Leadership

Trust & Will is a four-time finalist and a winner at the 2025 Wealth Management Industry Awards (“Wealthies”). We were recognized as a winner in the Estate Planning: Trusts category for our impact on financial advisor success and our leadership in modern estate planning.

We were also selected as a finalist in three categories for the ThinkAdvisor 2025 Luminaries Awards and were named a winner in the Product or Service Innovation, Operations category for EstateOS and our Document Extraction feature.

We also ranked in the top 20 percent of the 2025 Inc. 5000 (on the list for the third consecutive year) and secured the 178th spot on the Deloitte Technology Fast 500.

Team Investments

We welcomed Jackie Frommer as Chief Commercial Officer to accelerate growth across the enterprise and financial markets. And grew our team headcount by 38%, adding talent across product, engineering, sales, and customer service teams. We hosted an in-person company-wide team summit to align and collaborate cross-functionally, and made continued investments throughout the year to have departments gather together. Finally, we also enhanced our 401(k) offering to include a company-match program. 

Operational Excellence

Maintaining a strong security and compliance posture remains a core priority for our team. In 2025, we maintained our SOC 2 compliance with ongoing independent attestation and rigorous internal controls.

Looking Ahead

The future of estate planning is digital, secure, and accessible to every family. EstateOS will continue to evolve, electronic will legislation will expand across more states, and our Public Benefit Corporation structure will guide us toward long-term, mission-driven decision making. As we build the next generation of estate planning, we are also investing in the people who make our mission possible.

For 2026, we will strengthen our employee experience with meaningful updates across health, wellness, financial security, and professional development.

Trust & Will makes estate planning simple so you can create a customized, state-specific plan from the comfort of your own home. Take our free quiz to discover which estate plan best fits your needs today, to secure your family’s future.

Is there a question here we didn’t answer? Browse more topics in our learn center, visit our Frequently Asked Questions (FAQ) page,  or chat with our member support!

Trust & Will is an online service providing legal forms and information. We are not a law firm and we do not provide legal advice.