The Anatomy of Endurance: How Trust & Will Redefined Fintech Growth

SAN DIEGO, CA – August 11, 2026 – When Trust & Will CEO Cody Barbo rang the opening bell at the Nasdaq this morning, it wasn't just celebrating a single victory. It was the culmination of a four-year campaign that has seen his company defy the typical startup trajectory of a single breakout year followed by a plateau. Landing on the Inc. 5000 list of fastest-growing private companies for the fourth consecutive time—this year at No. 1,119 with 312% three-year revenue growth—is a rare feat. It signals not just rapid growth, but durable, strategic endurance in a volatile market.

In a landscape littered with the remnants of high-flying tech darlings, the San Diego-based firm presents a compelling case study in building a company for the long haul. It has navigated shifting markets and a higher cost of capital by transforming an industry many find intimidating and opaque: estate planning. "When we started this company, estate planning was expensive, intimidating, and out of reach for most people," Barbo said in a statement. "Sustained growth like this tells us the mission is landing."

But how, exactly, has the company managed to sustain this momentum? The answer lies in a multi-layered strategy that intertwines accessible consumer technology, powerful B2B integrations, and a core mission that acts as both a compass and a shield.

The Playbook for Sustained Disruption

Making the Inc. 5000 list is a milestone. Repeating that success for four straight years is a masterclass in strategic execution. Trust & Will first appeared in 2023 at an impressive No. 363, followed by placements at No. 711 and No. 909 in the subsequent years. While the rank number has increased, the consistent presence in the upper echelons of America's fastest-growing companies tells a story of resilience. Most companies struggle to maintain such a high growth percentage year after year as their revenue base expands.

This isn't growth for growth's sake. It's the result of a deliberate strategy to demystify and democratize a critical component of financial wellness. The digital estate planning market is booming, projected to grow from an estimated $5.35 billion in 2026 to over $12 billion by 2035. This growth is fueled by the impending "Great Wealth Transfer" and a population increasingly comfortable with digital solutions. Yet, a stubborn gap remains: a 2026 study found that 56% of American adults still lack any estate planning documents, often citing complexity and cost as major barriers.

This is the gap Trust & Will was built to fill. By focusing exclusively on estate planning with transparent, flat-fee pricing—a stark contrast to the billable-hour model of traditional law firms—the company has made the process accessible to over a million families. Its status as a certified B Corporation and a Public Benefit Corporation isn't just a marketing footnote; it's legally baked into its charter. This commitment forces an alignment between profit and purpose, influencing everything from its affordable 'Young Adult Plan' to its landmark partnership with Fifth Third Bank, which provides free wills to all bank customers.

Beyond the Consumer: A Multi-Front Strategy

While a user-friendly consumer platform was the entry point, the company's long-term durability is being secured by a strategic expansion into B2B and B2B2C channels. This multi-pronged approach diversifies revenue streams and deeply embeds its technology into the broader financial and legal ecosystem.

One of the most significant moves is the push into AI-powered professional tools. The 2026 launch of 'Trust & Will for Attorneys' is a direct play to transform how legal professionals manage their clients. The platform uses AI to ingest, analyze, and summarize existing estate documents, turning a fragmented, paper-based workflow into a dynamic, data-driven system. It aims to shift attorneys from one-off document creators to long-term client strategists, a value proposition that could reshape a corner of the legal tech market. This move is particularly timely, as recent data shows a surprising shift in consumer sentiment, with 30% of Americans now trusting AI more than a human attorney for estate planning guidance—a figure that jumps to 46% among Gen Z.

Parallel to this professional push is an aggressive partnership strategy that has been a powerful engine for growth. By integrating with giants like AARP, USAA, UBS, and LPL Financial, the digital estate planning leader meets customers where they are. The collaboration with LPL Financial, for example, puts Trust & Will's tools in the hands of over 22,000 financial advisors, turning them into advocates and distribution channels. The one-year results from the Fifth Third Bank partnership are staggering: over 39,000 wills redeemed, $10 billion in protected estate value, and $12.6 million in customer savings. It's a model that proves financial wellness tools can be a win-win for banks and their customers.

Weaving Philanthropy into the Fabric of Legacy

Perhaps the most innovative frontier for the company is how it's integrating philanthropy directly into the estate planning process. The 'Featured Nonprofit Program' is more than just a feature; it's a new, scalable channel for charitable giving. By prompting users to consider bequests at the exact moment they are planning their legacy, the platform has already facilitated an estimated $4 billion in bequest value for partners like St. Jude Children's Research Hospital and Doctors Without Borders.

This transforms estate planning from a purely personal financial task into an opportunity for profound social impact. It provides nonprofits with invaluable real-time insights into donor intent and opens up a new frontier for planned giving, an area that has traditionally been difficult to track and cultivate.

As Inc.'s editor-in-chief Mike Hofman noted about this year's honorees, their growth reflects "creativity, resilience, and the customer focus required to build companies that make a lasting impact." Trust & Will's journey over the past four years is a testament to this idea. By systematically dismantling the barriers to estate planning through technology, strategic partnerships, and a mission-driven framework, the company has not only achieved remarkable growth but has also laid a blueprint for how to build an enduring, impactful business in the modern economy.