Trust & Will
Category: AI in Legal
Trust & Will is a digital estate planning and probate platform that offers legally valid estate planning documents that comply with state guidelines. Trust & Will was founded in 2017. The company is led by Cody Barbo. Based in San Diego, CA, USA. Team size: 100-120. Total funding raised: $48.3 million. Latest round: Series C Extension, $4.5M, 2025-04, led by Curql. Key investors include Moderne Ventures, Northwestern Mutual Future Ventures, UBS Next, Erie Strategic Ventures, Amex Ventures, SEI Ventures, USAA.
- Founded
- 2017
- Headquarters
- San Diego, CA, USA
- Team size
- 100-120
- Total funding
- $48.3 million
Value proposition
To provide a simple, affordable, and accessible way for families to create and manage their estate plans.
Products and solutions
Wills, Trusts, Guardianship Documents, Probate and estate settlement support, HIPAA Authorization, Power of Attorney
Unique value
A modern, user-friendly platform for creating and managing estate plans, including wills and trusts, with support for estate settlement processes. The company also offers its services through a network of financial advisors and institutions.
Target customer
Individuals and families in the United States seeking to create or manage their estate plans. The company also provides its platform to financial advisors, attorneys, and other professionals to offer to their clients.
Industries served
Legal Services, Financial Services, Human Resources (Employee Benefits)
Technology advantage
A proprietary platform that simplifies the creation of complex legal documents. The company is also leveraging AI to enhance its services and has a strong focus on data infrastructure to drive innovation and partnerships.
How they differentiate
Trust & Will differentiates itself through a user-friendly, design-first approach to a traditionally complex process. The company has a strong focus on partnerships with financial institutions and employers to offer estate planning as a benefit. They are also a certified B Corporation, which may appeal to socially conscious consumers.
Main competitors
LegalZoom, Fabric by Gerber Life, FreeWill, GoodTrust
Key partnerships
Fifth Third Bank, Axos Advisor Services, Northwestern Mutual, UBS, Acorns, San Diego Wave FC
Notable customers
Bank of America, USAA, Navy Federal Credit Union
Major milestones
Became a certified B Corporation in May 2023. Named to the CNBC Disruptor 50 list in May 2024. Named to the Inc. 5000 list in 2023 and 2024. Launched a partnership with San Diego Wave FC in 2023.
Growth metrics
Has served over 1 million users and was named to the Inc. 5000 list of fastest-growing private companies in 2023 and 2024.
Market positioning
A leading digital-first platform for estate planning, targeting a broad consumer base with an emphasis on making the process accessible and affordable.
Geographic focus
United States
Patents and IP
No public record of granted patents.
About Cody Barbo
Cody Barbo is a seasoned entrepreneur with a strong background in startups and technology. He is the Founder and CEO of Trust & Will, a digital estate planning platform. Before Trust & Will, he founded and led other ventures, including Industry, a professional network for the service and hospitality industry. His experience also includes roles in marketing and business development. He is a recognized leader in the tech community, with accolades such as being named an EY Entrepreneur of the Year.
Official website: https://trustandwill.com/