According to a recent LinkedIn post from Trust & Will, the company is highlighting a new marketing campaign built around Ultimate Fighting Championship athlete Michael Chandler. The creative concept appears to juxtapose Chandler’s public persona as a fighter with his private role as a family man who plans to protect his loved ones.
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The post emphasizes themes of risk, fear, and the importance of advance planning, positioning estate planning as a tool that enables greater confidence in facing life’s uncertainties. By showcasing an intimate portrayal of a blended family and Chandler’s focus on faith and commitment, the campaign seems designed to humanize estate planning and broaden its appeal to mainstream and sports-oriented audiences.
The collaboration with Chandler and production partner Cumberland Creative suggests Trust & Will is investing in higher-profile brand storytelling to differentiate itself in the online estate-planning market. For investors, this may indicate a strategic push to expand brand awareness and customer acquisition through emotionally resonant content rather than purely functional messaging.
If successful, such campaigns could help Trust & Will strengthen its competitive position against traditional estate attorneys and digital-first rivals by associating the brand with proactive life planning and family protection. However, the post does not provide metrics, budgets, or performance expectations, so the financial impact of this marketing effort remains unclear at this stage.