San Diego, California, United States
Trust & Will is a San Diego-based online estate planning platform founded in October 2017 by Cody Barbo, who serves as CEO, along with co-founders Daniel Goldstein and Brian. The company offers three consumer products, a Guardian plan for first-time parents, a Will package, and a Trust package, each combining an upfront setup fee with an annual subscription. The model is designed to make estate planning accessible to everyday families at a fraction of the cost charged by traditional attorneys, who typically bill $2,000 to $5,000 to establish a plan and $1,000 to $2,000 for a simple update. As of January 2020, Trust & Will had recorded approximately 65,000 total signups and confirmed more than 5,000 paying customers. The company broke a $1,000,000 revenue run rate in 2019, driven primarily by upfront setup fees, with its first full cycle of annual subscription revenue set to begin in 2020. The company had raised $8,000,000 in total funding across a seed round and a Series A closed in late 2019. Barbo told Latka the company operates with a team of 11 people, including five engineers, and is headquartered in San Diego, where operating costs are materially lower than in Bay Area or Northeast markets. The company was not profitable as of the interview date, with an implied monthly net burn of approximately $250,000 against a two-year runway from the Series A proceeds. A Series B raise of $15,000,000 to $25,000,000 was targeted for early 2021.
- Revenue
- $32M
- Customers
- 5K
- Year founded
- 2017
- Funding
- $25M
- Team size
- 105
