Case Study: Fifth Third Bank and Trust & Will Expand Access to Estate Planning for Millions of Americans

In May 2025, Fifth Third Bank partnered with Trust & Will to launch the nation’s first bank-led initiative offering free, attorney-approved wills to every customer. By embedding estate planning directly into the digital banking experience, this partnership transformed how financial institutions approach consumer protection and financial wellness.

The result was a scalable, inclusive solution that met customers where they already manage their finances. Within four months of launch, more than 26,000 wills had been redeemed, over 1,600 trusts created, and $6 million in estimated customer savings realized. Collectively, customers reported more than $6.7 billion in protected estate value through their new wills and trusts, underscoring the program’s reach and real-world financial impact. The program reached demographics historically overlooked by traditional estate planning — younger customers and families with modest estates — helping them take a critical step toward financial security and peace of mind. 

The Challenge

Despite growing awareness of estate planning’s importance, most Americans still do not have a will. Trust & Will’s 2025 Estate Planning Report found that while 83% of Americans believe having a will is important, only 31% actually have one. This means nearly 70% of households are unprotected.

Traditional estate planning is often costly and intimidating. Attorney fees for basic plans can range from $1,000 to $2,500, while probate — the legal process that occurs when someone dies without a will — can take up to 20 months and cost families an average of $25,000.

Fifth Third Bank saw an opportunity to lead with empathy and innovation, helping customers protect their families’ futures through a free, accessible estate planning benefit that addressed a widespread yet under-discussed financial gap.

The Partnership and Solution

Fifth Third Bank and Trust & Will formed an exclusive partnership to integrate estate planning directly into Fifth Third’s digital ecosystem. The initiative was designed to make planning accessible to every customer, regardless of income, age, or life stage.

Key innovations included:

• Digital Banking Integration: Through Fifth Third’s online and mobile banking platforms, customers could access Trust & Will’s guided experience and complete a legally valid, state-specific will in less than an hour at no cost. The platform also offered a clear path to upgrade to a trust at a discounted rate for customers seeking to avoid probate entirely and gain greater protection — such as those with complex family structures, property ownership, growing assets, or a desire to ensure long-term financial security for their children and beneficiaries..

• Accessibility and Inclusivity: The offering reached customers who had historically been underserved by traditional estate planning — younger adults, single individuals, and those with smaller estates or fewer financial products. Early data confirmed that many participants were engaging with estate planning for the first time, marking an expansion of financial protection to new audiences.

• Scalable Consumer Protection: The partnership positioned estate planning as a natural part of financial wellness. By embedding it into everyday banking, Fifth Third demonstrated how financial institutions can help customers protect what matters most and preserve stability across generations..

“This partnership brought estate planning to people who might never have believed it was for them,” said Cody Barbo, Co-Founder and CEO of Trust & Will. “By meeting customers where they already manage their finances, we reached younger and less affluent individuals who had been overlooked by the traditional system. Together with Fifth Third, we proved that financial protection can be accessible, affordable, and easy to complete for everyone.”

The Launch Strategy

The program launched nationwide on May 19, 2025, with a coordinated, omnichannel marketing campaign executed jointly by Fifth Third Bank and Trust & Will. The go-to-market strategy spanned digital, in-branch, and out-of-home touchpoints, supported by targeted communications and public relations visibility. The launch brought together product, marketing, communications, and technology teams to deliver a unified customer experience. It emphasized accessibility, awareness, and trust — meeting customers wherever they engage with the bank, whether online, in-app, or in person.

Campaign Highlights:

• Digital Experience: A co-branded landing page, in-app experience, and onboarding flow were integrated into Fifth Third’s digital banking platforms, reinforced by homepage banners that directed customers seamlessly into the estate planning experience.

• Email Marketing: A coordinated email campaign and ongoing newsletter content introduced the benefit to customers and reinforced awareness throughout the launch period.

• In-Branch Activation: Table tents, buck slips, digital signage, and ATM screens featured clear calls to action, supported by printed materials and receipt copy containing QR codes for quick access.

• Out-of-Home Media: A high-visibility billboard placement in Fountain Square expanded reach and awareness beyond digital channels, connecting the campaign to the bank’s regional footprint.

• Social and PR: Launch-day social media content and public relations efforts amplified awareness across both local and national media, highlighting the innovation and customer impact of the partnership.

The integrated campaign achieved a 69.3% conversion rate from registration to completed will, significantly exceeding industry benchmarks for digital engagement and demonstrating the effectiveness of a coordinated cross-channel strategy.

The initiative also generated significant earned media coverage, with features in CNBC, American Banker, Banking Dive, Kiplinger, and Crain’s Cleveland Business, as well as multiple local television segments. Coverage emphasized the program’s role in expanding financial protection and redefining what consumer trust means in banking.

The Results and Outcomes

Within the first four months, the program demonstrated measurable success and broad customer impact.

Performance Highlights (May 19 - Sept. 29, 2025):

• Over 1,600 trust upgrades

• Over 2,600 new account openings (within 14 days of will redemption)

• Over 26,000 wills redeemed

• Over 36,000 new Trust & Will profiles created

• Over $6 million in customer savings compared to traditional attorney fees

• $6.7 billion in self-reported estate value captured from customers who initiated plans

Customers expressed appreciation for the simplicity and affordability of the process:

• “It was free, simple, and covered everything I needed to protect my family.” – Ben F.

• “I’m not tech savvy, but I finished my will in one sitting.” – Toni C.

• “I should have done this years ago. Now my family is protected.” – Stan S.

“Our customers look to us not only to manage their money but to help protect their families,” said Erin Crawford, VP, Head of Consumer Digital – Payments and Money Management at Fifth Third. “By partnering with Trust & Will to make wills free and accessible, we are delivering peace of mind for millions of households while redefining what it means to be a trusted financial partner in today’s world.”

Lessons Learned

The collaboration between Fifth Third Bank and Trust & Will proved that strategic partnerships can deliver meaningful societal impact when rooted in shared purpose.

Key Takeaways:

• Customers respond strongly to financial solutions that combine empathy with simplicity.

• Integrating estate planning into everyday banking helps normalize important conversations around legacy and preparedness.

• Partnerships between fintechs and established institutions can broaden access to vital protections at scale.

The partnership demonstrated that financial equity can be advanced through thoughtful innovation — ensuring that protecting one’s family and legacy is within reach for everyone.

Fifth Third Bank and Trust & Will continue to expand their collaboration, exploring new ways to integrate protection and financial wellness across products and customer journeys. Together, they have already helped safeguard more than $6.7 billion in customer-reported estate value, a milestone that reflects both the depth of customer engagement and the real financial security this partnership delivers.

To learn more about partnership opportunities with Trust & Will, visit trustandwill.com/partnerships.