We’re heading to Ignite 2025! 🔥 Trust & Will is excited to join Financial Advocates' Ignite Conference in the Seattle area from October 27–29, 2025. Mavis Norwich and Cameron Howard will be connecting with advisors to share how Trust & Will helps firms better serve clients through simple, modern estate planning solutions. If you’re attending Ignite 2025, stop by our table or book a demo to learn how we can help your clients protect what matters most. 👉 Register for Ignite 2025: https://faconference.com 👉 Schedule a demo with our team: https://bit.ly/3JbJk8g #Ignite2025 #FinancialAdvisors #EstatePlanning #TrustAndWill #LPLFinancial
Trust & Will
Technology, Information and Internet
San Diego, California 16,409 followers
Modern estate planning to help every family leave their legacy.
About us
Founded in 2017, Trust & Will is the leading digital estate planning platform in the U.S., trusted by over one million individuals and families. Our simple, secure, and attorney-approved online solutions help Americans create wills, trusts, healthcare directives, and other essential estate planning documents tailored to state-specific laws. With a focus on accessibility and a guided experience, we’re transforming how families plan for the future and protect their legacies. In 2025, we launched EstateOS™, the first intelligent platform built to modernize how legacies are planned, managed, and preserved. EstateOS powers dynamic, connected estate plans for families, and introduces AI-enabled workflows, document intelligence, and multi-party collaboration tools for professionals. Our platform supports over 20,000 financial advisors and 200+ enterprise partners and institutions — including AARP, Fifth Third Bank, LPL Financial, UBS, and USAA. By integrating estate planning into client services, we help professionals enable multi-generational wealth conversations, deepen relationships, and drive long-term impact. With more than one million users and $200+ billion in self-reported estate assets, Trust & Will is redefining estate planning as a strategic pillar of modern financial care. Recognized for innovation and leadership, Trust & Will has earned spots on the CNBC Disruptor 50, Inc. 5000, and Deloitte Technology Fast 500™ lists. Learn more at trustandwill.com.
- Website
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trustandwill.com
External link for Trust & Will
- Industry
- Technology, Information and Internet
- Company size
- 51-200 employees
- Headquarters
- San Diego, California
- Type
- Privately Held
- Founded
- 2017
Locations
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Primary
Get directions
San Diego, California 92101, US
Employees at Trust & Will
Updates
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❌ Myth: Tax incentives are the main drivers of charitable giving. ✅ Fact: People are twice as likely to include a nonprofit in their will because of a personal bond—not for the tax break. Giving is about connection, not calculation. 💛 Interested in growing your legacy impact? Follow along for more updates or check out https://lnkd.in/g_5bRSAf.
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Trust & Will reposted this
Feeling energized after a powerful day at #Generations2025 with Trust & Will! Two moments really stuck with me: 💡 A provocative take during the AI debate—what if technology made our work harder, not easier? That challenge to push beyond convenience and into true innovation hit home. 🏛️ And hearing leaders across the industry speak about closing the estate planning gap. From tech solutions to legislative change to sparking conversations at family gatherings, it’s clear there’s a shared mission to make estate planning more accessible for all. Proud to be part of this movement and grateful for the insights, connections, and inspiration today. #EstatePlanning #GenerationalWealth #TheGreatWealthTransfer Trust & Will Financial Times
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Trust & Will reposted this
I had the opportunity to attend Guiding Generations: The Future of Estate Planning in NYC, an incredible event hosted by the Financial Times with Financial Advisor IQ and Trust & Will. A few insights really stood out to me: • 83% of people say having a will is important, but only 31% have one • The average person now has over 200,000 digital assets, from photos and cloud storage to online banking, cryptocurrency, domain names, social media accounts, and password managers, yet most haven’t included them in their estate plan • 70% of clients believe their advisor should help with estate planning Even with advances in technology, fewer families have wills today than in decades past. The next decade will not be about how much we plan but how well we plan. Navigating loss is hard enough, and legacy planning should bring peace, not confusion. It was also inspiring to explore how artificial intelligence is transforming the way we think about estate planning. The future will blend human understanding with intelligent technology to help families organize, preserve, and share their stories and values in more meaningful ways. It was great connecting with so many thoughtful professionals who are passionate about reshaping the conversation around legacy. Thank you to Cody Barbo and the Trust & Will team for such an engaging and forward-thinking event. I’m excited to be part of closing the legacy gap and helping families plan with both purpose and heart.
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Trust & Will reposted this
AVP Property & Casualty | Insurance & Risk Management Advisor | 2025 Marquis Who’s Who | 2025 NY Build Expo Ambassador | 2X GEICO Chairman’s Club Member
The largest transfer of wealth in history is already underway…but is your business, your successor, and your risk management program ready for it? At Guiding Generations: The Future of Estate Planning, hosted by Financial Times , Financial Advisor IQ , and Trust & Will, thought leaders like Scott Ford , Lisa Roberts, Jennifer Povlitz , and Wing M. Wilson explored how AI and technology are reshaping succession planning and legacy building. One point that stood out: AI will never replace live personal guidance — especially as new risks evolve with social engineering and digital exposure. As a girl dad, I couldn’t help but think about how women are set to inherit more wealth and leadership responsibility than ever before. For this generation, inheritance isn’t just about assets; it’s about personal values, social impact, and sustainable growth. Our role as advisors isn’t just to protect wealth, but to prepare families for the responsibility that comes with it. If you’re a business owner, CFO, or controller, now’s the time to ensure your risk management program aligns with the wave of your next generation of female leadership. Let’s connect and prepare for what’s next. Al Faber, CFP®, ChFC®, CLU® Kevin Oulds #WealthTransfer #EstatePlanning #AIinFinance #RiskManagement #BusinessSuccession #LegacyPlanning #WomenInWealth #FinancialAdvisors #Leadership #NextGenerationWealth
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We just wrapped an incredible Guiding Generations panel discussion on "Winning the Legacy Mandate - Unlocking Competitive Edge Through Digital Estate Planning" and the insights were invaluable. 💡 "The wealth transfer is going to happen sooner or later" – Wing M. Wilson reminded us that wealth transfer is inevitable. The question isn't if, but when and how prepared families will be. 💡 A shifting landscape - Jennifer Povlitz shared a striking statistic: 3/4 of inheritances are going to women. Understanding these evolving dynamics is critical for effective wealth planning. 💡 Data-driven personalization - The future of wealth planning lies in generating personalized reports based on family history and predictive technology, helping families make informed decisions for generations to come. 💡 AI as a "supercharger", as Lisa Roberts put it - AI won't replace the human touch in wealth management—it will amplify it, enabling unprecedented plan personalization. 💡 Integrated experiences - Scott Ford captured what clients truly want: "An integrated experience across [their] entire financial life", where AI meets human expertise. The thread that tied everything together? Technology should elevate, not replace trusted relationships. Thank you to our distinguished panelists Scott Ford (U.S. Bank), Jennifer Povlitz (UBS), Lisa Roberts (Wilmington Trust), and Wing M. Wilson (Northern Trust), and moderator Jake Martin (Financial Advisor IQ) for leading this important conversation. #WealthManagement #EstatePlanning #DigitalTransformation #GuidingGenerations #Generations2025
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Trust & Will reposted this
General Manager, Advisors @ Trust & Will I Modern estate planning solution for financial advisors
Incredible insights today at #Generations2025. A clear theme emerged from institutions: the importance of delivering more human-centered advice and how legacy planning drives both growth and retention.
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Trust & Will reposted this
Surreal moment at our inaugural event, Guiding Generations. Cody Barbo’s keynote dives into the legacy economy and the implications of the pending great wealth transfer. “It’s not about how much wealth transfers, but how well it does” #guidinggenerations Financial Times Trust & Will FT Live Financial Advisor IQ
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We’re live at #Generations2025 with Financial Times and Financial Advisor IQ!
Happening today: what’s next for the $124 trillion wealth transfer? With trillions set to change hands across generations, today’s summit takes place at a pivotal moment for estate planning. Covering AI-led transformation to shifting client values and policy reform, Guiding Generations: The Future of Estate Planning will bring together industry leaders to explore what’s needed to meet the demands of the next era. Live from New York at 10:30am EDT, join digitally to hear from senior voices at UBS, U.S. Bank, Northern Trust, Wilmington Trust, Trust & Will and more. Register for free: https://bit.ly/3WPOY35
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Big news: we're welcoming Jackie Frommer as our Chief Commercial Officer!
We have been blessed over the years in bringing on great people to join our mission at Trust & Will. Today we are proud to announce Jackie Frommer as our Chief Commercial Officer. Jackie brings an incredible career of financial services experience at Lehman Brothers, Bank of America, JPMorganChase, and most recently at Figure. I’ve been fortunate to know Jackie for almost 5 years now, and timing was on our side for this incredible role/opportunity. We are hitting an inflection point at T&W, and the years ahead of us are sure to be monumental. Please help me with a warm welcome to Jackie!