According to a recent LinkedIn post from Trust & Will, the company is drawing attention to findings from its 2026 Estate Planning Report regarding consumer trust and document adoption in estate planning. The post highlights that estate planning attorneys rank as the most trusted advisors, yet a majority of Americans still lack any estate planning documents, pointing to friction rather than skepticism as a key barrier.
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The post notes that attorneys lead trust rankings at 21%, ahead of other professionals and even family members, but among individuals without documents, only 15% identify an attorney as their primary resource. It also indicates a shift in product mix, with trust usage reported as rising from 11% to 14% year over year, while will usage is described as declining, suggesting growing preference for more comprehensive planning tools.
The commentary implies a sizable untapped market among the “unprotected majority,” which may be relevant for firms that can reduce friction in accessing attorney-led estate planning. For Trust & Will, this framing suggests potential growth opportunities in building technology or services that help attorneys capture this demand, which could support transaction volumes, customer acquisition, and deeper integration into professional advisory channels.
By positioning its offering as a solution to help attorneys “tap into” this gap, the post hints at a B2B or professional-partner strategy complementing its consumer-facing services. If successful, expanding adoption among legal professionals could enhance Trust & Will’s competitive position in the digital estate planning space, increase recurring revenue tied to professional networks, and potentially improve its long-term scalability in a still underpenetrated market.