• Trust & Will has landed an earned equity investment with Comcast’s venture arm, Forecast Labs.
• Under the agreement, Forecast Labs will promote Trust & Will nationally via TV advertisements to reach new audiences.
• Trust & Will was founded in 2017 and has raised $48 million.

Digital estate planning and settlement platform Trust & Will is adding to its resources this week. The California-based company has inked an earned equity investment deal with Comcast’s venture arm Forecast Labs.

Unlike a traditional equity investment, the earned equity investment is not a cash investment. Instead, under today’s agreement, Trust & Will will benefit from non-monetary resources from Forecast Labs. For example, Forecast Labs may contribute expertise, services, or assets, in exchange for equity ownership in Trust & Will. In other words, instead of providing cash upfront, Forecast Labs will earn its equity stake by delivering a specified value to the business.

Specifically in this case, Forecast Labs will promote Trust & Will nationally via TV advertisements to gain brand awareness in fresh market segments of consumers who may be less likely to have a will. As Forecast Labs Managing Director Arjun Kapur explained, “With this investment, we will play a pivotal role in introducing Trust & Will to people who have otherwise been priced out of estate planning or have had to deal with outdated ways of managing their wills and trusts.”

Trust & Will, which won Best of Show accolades at FinvoateFall last year and has raised $48 million across eight rounds of funding, was founded in 2017 as a digital-first way for users to create wills and trusts inexpensively online. Since launch, the company has helped 700,000+ families plan their own future and settle the estates of loved ones. There is plenty of room for growth in the U.S. market, however. More than 60% of Americans do not have a will.

“As we look ahead at our goals for growth in 2024,” said Trust & Will CEO and Founder Cody Barbo, “I am excited to start working with Forecast Labs to put our business in front of more Americans who have otherwise been left out. Estate planning is too important of a topic for so many people to neglect until it’s arguably too late.”

Trust & Will’s marriage of fintech and legaltech isn’t unique to the fintech world, but it is not all that common. While the fintech sphere often focuses on financial transactions and management, the incorporation of legaltech solutions like those of Trust & Will is a promising convergence of sectors. This year, we will likely see growth of fintechs in the regtech and legaltech arenas, as startups seek green pastures for innovation.

Photo by Melinda Gimpel on Unsplash