According to a recent LinkedIn post from Trust & Will, the company is spotlighting a perceived gap between the high importance Americans place on estate planning and the relatively low rate of will adoption. The post cites data indicating that while 83% of Americans view estate planning as important, only 31% reportedly have a will in place.
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The company’s LinkedIn post highlights a focus on “guidance” as a key opportunity area, particularly for financial advisors and related professionals. The content references an “Advisor Contributor Panel” that offers practical approaches to initiating and deepening estate planning conversations with clients, suggesting Trust & Will is positioning itself as an enabler for advisors.
The post suggests that by supporting advisors with educational and conversational tools, Trust & Will may be aiming to drive greater engagement and usage of its estate planning solutions. If this strategy succeeds in helping advisors convert latent consumer concern into concrete planning actions, it could support higher customer acquisition and retention over time.
For investors, the emphasis on advisor-facing content and partnerships may indicate a business development focus on the advisor distribution channel rather than solely direct-to-consumer growth. This could diversify Trust & Will’s revenue streams, strengthen integration into advisory workflows, and potentially enhance the company’s competitive stance in the digital estate planning and wealth-management ecosystem.