Trust & Will Secures $4.5 Million Investment to Revolutionize Estate Planning
April 24, 2025, 3:33 am
Location: United States, California, San Diego
Employees: 11-50
Founded date: 2017
Total raised: $73.6M
In the world of finance, trust is a currency. Trust & Will, a digital estate planning startup based in San Diego, California, has just secured a $4.5 million investment from Curql, a consortium of over 130 credit unions. This funding is part of Trust & Will’s Series C round, which now exceeds $32 million. The partnership aims to bring estate planning services closer to the heart of credit unions, enhancing financial wellness for their members.
Founded in 2017, Trust & Will has carved a niche in the digital estate planning landscape. Its platform allows users to create, edit, store, and share wills and trusts with ease. The company’s mission is clear: to simplify the often daunting process of estate planning. By leveraging technology, Trust & Will transforms a traditionally complex and emotional task into a user-friendly experience.
Curql’s investment is more than just financial support; it’s a strategic alliance. The two entities will collaborate to form a Credit Union Service Organization (CUSO). This structure is a familiar concept within the Curql ecosystem, designed to foster innovation and collaboration among credit unions. With this partnership, credit unions can offer tailored estate planning services to their members, reinforcing their commitment to financial security.
The timing of this investment is significant. As the population ages, the need for estate planning grows. Many individuals are unaware of the importance of having a will or trust in place. Trust & Will aims to change that narrative. By partnering with credit unions, they can reach a broader audience, educating members about the importance of securing their legacies.
Trust & Will’s platform is designed with accessibility in mind. It provides a guided experience, making it easier for families to navigate the complexities of estate planning. Users can create essential documents like wills, trusts, and healthcare directives that comply with state-specific laws. This focus on user experience sets Trust & Will apart from traditional estate planning services.
The company’s reach is impressive. It supports over 17,000 financial advisors and partners with more than 150 enterprises, including notable names like AARP and UBS. This extensive network not only enhances Trust & Will’s credibility but also expands its potential customer base. The partnership with Curql is a natural extension of this growth strategy, aligning with credit unions’ mission to provide comprehensive financial services.
The investment from Curql signals a shift in how credit unions approach member services. Traditionally, credit unions have focused on savings and loans. Now, they are stepping into the realm of estate planning, recognizing its importance in the financial wellness of their members. This move is a testament to the evolving landscape of financial services, where holistic approaches are becoming the norm.
Cody Barbo, CEO and Co-Founder of Trust & Will, emphasizes the significance of this partnership. He notes that credit unions have long been champions of financial security. By integrating estate planning into their offerings, they can provide families with the protection and peace of mind they deserve. This collaboration is not just about business; it’s about enhancing the lives of individuals and families.
The implications of this investment extend beyond just Trust & Will and Curql. It represents a broader trend in the fintech industry, where collaboration is key. Startups and established financial institutions are finding common ground to innovate and serve their customers better. This partnership exemplifies how fintech can enhance traditional financial services, creating a more comprehensive ecosystem.
As Trust & Will continues to grow, it faces the challenge of maintaining its core mission while scaling its operations. The company must ensure that its platform remains user-friendly and accessible, even as it expands its reach. This balance will be crucial in retaining customer trust and satisfaction.
Looking ahead, the future appears bright for Trust & Will. The demand for estate planning services is likely to increase as more individuals recognize the importance of securing their legacies. With Curql’s support, Trust & Will is well-positioned to lead the charge in making estate planning accessible to all.
In conclusion, Trust & Will’s recent $4.5 million investment from Curql marks a pivotal moment in the evolution of estate planning services. This partnership not only enhances the offerings of credit unions but also empowers individuals to take control of their financial futures. As the landscape of financial services continues to evolve, Trust & Will stands at the forefront, ready to guide families through the complexities of estate planning with confidence and clarity. The journey of securing one’s legacy has never been more accessible, and Trust & Will is leading the way.
Founded in 2017, Trust & Will has carved a niche in the digital estate planning landscape. Its platform allows users to create, edit, store, and share wills and trusts with ease. The company’s mission is clear: to simplify the often daunting process of estate planning. By leveraging technology, Trust & Will transforms a traditionally complex and emotional task into a user-friendly experience.
Curql’s investment is more than just financial support; it’s a strategic alliance. The two entities will collaborate to form a Credit Union Service Organization (CUSO). This structure is a familiar concept within the Curql ecosystem, designed to foster innovation and collaboration among credit unions. With this partnership, credit unions can offer tailored estate planning services to their members, reinforcing their commitment to financial security.
The timing of this investment is significant. As the population ages, the need for estate planning grows. Many individuals are unaware of the importance of having a will or trust in place. Trust & Will aims to change that narrative. By partnering with credit unions, they can reach a broader audience, educating members about the importance of securing their legacies.
Trust & Will’s platform is designed with accessibility in mind. It provides a guided experience, making it easier for families to navigate the complexities of estate planning. Users can create essential documents like wills, trusts, and healthcare directives that comply with state-specific laws. This focus on user experience sets Trust & Will apart from traditional estate planning services.
The company’s reach is impressive. It supports over 17,000 financial advisors and partners with more than 150 enterprises, including notable names like AARP and UBS. This extensive network not only enhances Trust & Will’s credibility but also expands its potential customer base. The partnership with Curql is a natural extension of this growth strategy, aligning with credit unions’ mission to provide comprehensive financial services.
The investment from Curql signals a shift in how credit unions approach member services. Traditionally, credit unions have focused on savings and loans. Now, they are stepping into the realm of estate planning, recognizing its importance in the financial wellness of their members. This move is a testament to the evolving landscape of financial services, where holistic approaches are becoming the norm.
Cody Barbo, CEO and Co-Founder of Trust & Will, emphasizes the significance of this partnership. He notes that credit unions have long been champions of financial security. By integrating estate planning into their offerings, they can provide families with the protection and peace of mind they deserve. This collaboration is not just about business; it’s about enhancing the lives of individuals and families.
The implications of this investment extend beyond just Trust & Will and Curql. It represents a broader trend in the fintech industry, where collaboration is key. Startups and established financial institutions are finding common ground to innovate and serve their customers better. This partnership exemplifies how fintech can enhance traditional financial services, creating a more comprehensive ecosystem.
As Trust & Will continues to grow, it faces the challenge of maintaining its core mission while scaling its operations. The company must ensure that its platform remains user-friendly and accessible, even as it expands its reach. This balance will be crucial in retaining customer trust and satisfaction.
Looking ahead, the future appears bright for Trust & Will. The demand for estate planning services is likely to increase as more individuals recognize the importance of securing their legacies. With Curql’s support, Trust & Will is well-positioned to lead the charge in making estate planning accessible to all.
In conclusion, Trust & Will’s recent $4.5 million investment from Curql marks a pivotal moment in the evolution of estate planning services. This partnership not only enhances the offerings of credit unions but also empowers individuals to take control of their financial futures. As the landscape of financial services continues to evolve, Trust & Will stands at the forefront, ready to guide families through the complexities of estate planning with confidence and clarity. The journey of securing one’s legacy has never been more accessible, and Trust & Will is leading the way.