Trust & Will Highlights Estate Planning Gap in Financial Literacy Efforts

According to a recent LinkedIn post from Trust & Will, the company is using Financial Literacy Month to spotlight what it suggests is an overlooked component of financial education: estate planning. The post points readers to insights from a Financial Advisor Contributor Panel on which core estate-planning concepts should be included in financial literacy curricula.

The LinkedIn content highlights that the panel’s answers are characterized as practical and human, implying a focus on real-world application rather than technical theory. By positioning estate planning alongside broader financial literacy themes, the post suggests Trust & Will may be aiming to expand awareness of its category and reinforce the relevance of its services.

For investors, this emphasis on education-driven thought leadership could indicate a marketing strategy centered on demand creation in a relatively underpenetrated segment of consumer finance. If effective, such efforts may support long-term customer acquisition and retention by normalizing estate planning as a standard part of personal financial management.

The involvement of multiple advisors with CFP®, MBA and other professional designations may help Trust & Will build credibility with both consumers and intermediaries such as financial advisors. Strengthening relationships with advisors could be strategically important, as advisor referrals and integrations can drive higher-value, recurring client flows and bolster the company’s position in the digital estate-planning market.

The campaign’s timing around Financial Literacy Month may also help Trust & Will align with policy and industry conversations about improving personal finance education. While the direct revenue impact of this activity is not clear from the post, increased visibility and expert endorsement could support brand differentiation in a competitive fintech and legal-tech landscape.