SAN DIEGO – Trust & Will is further expanding its estate planning platform beyond DIYers with a new offering aimed at lawyers.
On Jan. 12, the San Diego-based estate planning technology company announced the launch of its new AI-powered platform Trust & Will for Attorneys.
The new technology uses data extraction, life-event monitoring and AI-powered client insights to streamline work and support client relationships for estate planning attorneys.
“With eight years of innovation in this space, there hasn’t been innovation for the estate attorneys,” Trust & Will co-founder and CEO Cody Barbo said. “As we’ve grown that network from one — we had a woman named Stephanie, our first estate attorney who helped us serve customers many years ago — to now over 400, they don’t have a modern tech stack the way that financial advisors or CPAs do.”
Trust & Will refers to itself as the “TurboTax for estate planning,” Barbo said. The company, founded in 2017, provides an affordable and inclusive online platform for families and individuals to build an estate plan in less than 30 minutes.
With the launch of EstateOS last year — Trust & Will’s intelligent platform modernizing legacy planning — Barbo said that attorneys were interested in a similar technology aimed at supporting their workflow.
Trust & Will for Attorneys began development in June of 2025 and, while officially launched, is still in a beta state.
“The vibe has been super positive and receptive,” Barbo said.
Trust & Will’s technological developments underscore broader company growth, as it reported 23% year-over-year net revenue growth in 2025, a large portion of which is recurring revenue, Barbo said.
Supporting a Neglected Market
In its beta phase, Trust & Will for Attorneys is free to use for the over 500 attorneys that have joined the platform since its launch. Once the company collects product feedback and refines its systems, it will plan monetization, Barbo said.
Considering a looming shortage of estate planning attorneys, Barbos said that AI-powered technology like Trust & Will for Attorneys will be an important revenue-driver for professionals, enabling them to scale operations.
“There’s going to be a 100,000 financial advisor drought over the next 10 to 20 years, because most of them are at or near retirement age. The same is true with estate attorneys,” Barbo said. “And an unfortunate trend that we’ve seen is that there are actually more consumers than ever before without estate plans, because there are less estate attorneys than ever before.”
Trust & Will for Attorneys offers intelligent document management, AI-powered estate plan analysis, attorney assistant AI chat, a client management dashboard and proactive life event monitoring.
The platform’s AI technology enables it to notify attorneys of clients’ major life changes, like moving, marriage and divorce, incentivizing engagement with clients.
The technology is driven by publicly available information.
“I half-joke as I say this, even on the record, it’s a borderline of cool and creepy,” Barbo said, noting that the technology can pick up that he moved from California to Texas. “You go to my LinkedIn, it says Dallas. You go to my social channels, it says Dallas. AI can search and read and consume in a way that it can even source my real estate records as well — that’s mostly public information.”
Barbo said that the technology will create more touch points for attorneys to work with clients toward their goals.
Continuing to Scale
In 2025, Trust & Will experienced 40% year-over-year growth on new estate plans created, with 228,000 new estate plans created last year.
The company also added over 7,000 new financial advisors to its network last year, reaching 23,000 advisors total, and its employee count increased from 80 to 130 in San Diego.
Trust & Will has raised $83 million total in venture capital, including a $34 million Series C raise last spring led by Modern Ventures and including participation from UBS, Northwestern Mutual and Circle Fund.
The raise drove the company’s growth in employees, marketing efforts and platform developments like Trust & Will for Attorneys.
“Because there’s not a category leading brand other than us in this estate planning space, no one is making the core investments for estate attorneys,” Barbo said. “Our hope is, in the years to come, we become a key part of their tech stack.”
2026 is all about becoming an “AI-native” company, Barbo said. In 2027, Trust & Will plans to focus more on brand marketing, especially if the company raises a Series D round of funding in the near future.
Barbo said the company is planning another big expansion within its category, to be announced in March or April.
As the company continues to grow, Barbo said that remembering the heart of its mission is a priority.
“No matter how much success we have, the wins that we share along the way, the individual experience that somebody shares with me after using Trust & Will is worth its weight in gold,” Barbo said.
Trust & Will
FOUNDED: 2017
CEO: Cody Barbo
HEADQUARTERS: San Diego
BUSINESS: Digital estate planning platform
EMPLOYEES: 130
REVENUE: 23% year-over-year net revenue growth in 2025
WEBSITE: https://trustandwill.com
CONTACT: [email protected]
SOCIAL IMPACT: Trust & Will is a Certified B Corporation. It has continued to strengthen its commitment to transparency, community investment, responsible governance, data security and mission alignment.
NOTABLE: Trust & Will is the leading estate planning company in the U.S., trusted by more than one million individuals and families, with $300B+ in self-reported estate assets documented.
Born and raised in San Diego, Madison takes great pride in local storytelling. Her coverage at the San Diego Business Journal includes tourism, hospitality, nonprofits, education and retail. An alumna of San Diego State University’s journalism program, she has written for publications including The San Diego Union-Tribune and The San Diego Sun. At the 2024 San Diego Press Club awards, Madison was recognized for her exemplary profile writing. She was also a speaker for the 2023 TEDx Conference at Bonita Vista High School. When she’s not working on her next story, Madison can be found performing music at a local restaurant or on one of San Diego’s many hiking trails.
