Trust & Will advanced several strategic initiatives this week as it sharpened its focus on advisor-led growth, technology leadership, and ESG positioning in digital estate planning. The company also continued to highlight untapped consumer demand and new distribution channels that could support scaled adoption of its platform.
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Trust & Will appointed veteran technologist Bill Parker as Chief Technology Officer to lead its engineering organization and AI-driven product roadmap. Parker brings more than two decades of fintech and proptech experience, including senior roles at Built Technologies and Rocket Loans, where he helped scale high-growth lending and platform businesses.
Under Parker’s leadership, Trust & Will aims to deepen AI integration across intelligent document workflows, personalized guidance, and life event intelligence for over one million families using the platform. The company also serves more than 26,000 financial advisors and upwards of 145 enterprise partners, underscoring the importance of scalable, reliable infrastructure.
New findings from Trust & Will’s 2026 Estate Planning Report spotlight a large underserved market, with most Americans lacking estate planning documents despite ranking attorneys as their most trusted advisors. The data show trust usage rising from 11% to 14% year over year while will usage declines, indicating a shift toward more comprehensive planning tools.
The company is positioning this gap as a growth opportunity in the attorney and professional channels, emphasizing that friction in traditional processes is a bigger barrier than skepticism toward legal professionals. Trust & Will has developed solutions intended to help attorneys tap this latent demand, potentially boosting transaction volumes and recurring revenue through professional networks.
Trust & Will also secured recertification as a Certified B Corporation, following its initial designation in May 2023. Management reiterated that B Corp status reflects ongoing performance in governance, workers, community, environment, and customers, and frames responsible practices as core to the firm’s competitive strategy.
The company notes it remains the only dedicated digital estate planning platform in the B Corp directory, reinforcing its impact- and accessibility-focused brand. This sustained ESG emphasis may enhance trust among values-driven consumers, regulators, and institutional partners, potentially supporting retention and partnership formation over time.
In addition, Trust & Will was honored as the 2026 Fintech CUSO of the Year by NACUSO at its Reimagine Conference in Florida. The recognition highlights the company’s alignment with credit unions’ “people helping people” philosophy and growing traction within the credit union ecosystem.
Integration with credit unions may expand access to member bases seeking financial wellness and estate planning solutions, strengthening distribution and brand credibility in the financial services sector. The award underscores Trust & Will’s role as a partner to CUSOs and may support further collaboration with cooperative institutions.
Collectively, the week’s developments point to a multi-channel growth strategy combining enhanced technology leadership, advisor and attorney partnerships, ESG differentiation, and credit union integration. These moves appear geared toward scaling Trust & Will’s AI-powered estate planning platform while reinforcing its position in a still underpenetrated market.