Trust & Will
About Trust & Will
Trust & Will is a company that offers online estate planning, wills, and related legal documents to simplify and accelerate end of life planning for individuals and families.
Trend Decomposition
Trigger: Rising demand for accessible, affordable, and legally sound will creation online, spurred by convenience needs and increasing awareness of estate planning.
Behavior change: More people use online platforms to draft or update wills, appoint guardians, and manage executors without traditional in person consultations.
Enabler: Digital onboarding, guided templates, attorney reviewed questions, and affordable pricing lowered barriers to creation and maintenance of wills.
Constraint removed: Geographic and scheduling barriers, plus high legal fees for traditional estate planning, were reduced by online services.
PESTLE Analysis
Political: Regulatory frameworks for online legal services affect compliance requirements and consumer protection.
Economic: Lower cost alternatives to traditional lawyers make estate planning accessible to a broader audience.
Social: Growing emphasis on family security and digital accessibility changes how people approach legacy planning.
Technological: Cloud based platforms, secure e signatures, and AI assisted question flows enable efficient document creation.
Legal: Compliance with state specific laws and notarization requirements governs how online wills are validated.
Environmental: Reduced need for paper heavy processes through digital document management lowers environmental impact.
Jobs to be done framework
What problem does this trend help solve?
It helps individuals create legally valid wills quickly and affordably.What workaround existed before?
Hiring an attorney for in person will drafting, which was costly and time consuming.What outcome matters most?
Certainty and speed in ensuring wishes are legally recognized and enforceable.Consumer Trend canvas
Basic Need: Ability to plan for asset distribution and guardianship with legal validity.
Drivers of Change: Demand for user friendly legal tools; cost sensitivity; desire for control and peace of mind.
Emerging Consumer Needs: Simple, transparent pricing; clear guidance for complex family situations.
New Consumer Expectations: Fast onboarding; attorney oversight; secure data handling; mobile accessibility.
Inspirations / Signals: Rise of fintech style legal services; popular endorsements; growing online reviews.
Innovations Emerging: Interactive questionnaires; integration with guardianship data; digital notarization in compliant jurisdictions.
Companies to watch
- Trust & Will - Online will and estate planning platform offering wills, guardianship designations, and estate documents.
- LegalZoom - Widely used online legal services provider including will creation and estate planning.
- Nolo - Legal information and DIY documents, including wills and other estate planning resources.
- Rocket Lawyer - Online legal services with will templates and access to attorney reviews.
- Everplans - Platform for digital estate planning, storing documents, and end of life planning resources.
- Tomorrow - Digital will and living document service focusing on everyday estate planning needs.
- Willful - Online will creation and estate planning platform with guided questions and templates.
- Quorom - Emerging legaltech platform focused on scalable will and estate planning solutions.