Two leading estate planning technology firms, Wealth.com and Vanilla, are rolling out updates aimed at expanding their reach among financial advisors, with each platform targeting a distinct segment of the US advisory landscape.
Wealth.com, which positions itself as an end-to-end estate planning partner for financial institutions, announced a new strategic integration with Osaic’s National Planning Institute.
The agreement will see Wealth.com’s technology made available to Osaic’s network of 11,000 affiliated financial professionals. The company’s Family Office Suite, designed for ultra-high-net-worth and complex client needs, will also be exclusively licensed by Osaic’s National Planning Institute.
This follows Wealth.com's recent partnerships with Cetera, Commonwealth, and OneDigital, as well as a minority investment from Schwab announced in April.
Tim White, co-founder and chief growth officer at Wealth.com, said the partnership with Osaic “demonstrates both the urgency of estate planning and Wealth.com’s unmatched ability to deliver it.”
He added that the collaboration is “reshaping how advisors integrate estate planning into wealth management, creating stronger client relationships and better outcomes for families.”
According to a recent study by Cerulli, three-quarters of high-net-worth practices (73%) offered estate planning services in-house as of 2024, ahead of other offerings such as trust administration and trustee services (61%) and private banking services (59%).
Wealth.com’s platform allows advisors to invite clients to complete estate documents online and track progress within their existing workflow. The company reports that its tools are now used by more than 1,000 wealth management firms, including large broker-dealers and RIAs.
Meanwhile, Vanilla is focusing on the other end of the market with the launch of Vanilla Starter, a new offering designed specifically for solo practitioners and small RIA firms.
The solution, which opens its waitlist this month, brings institutional-grade estate planning capabilities to boutique advisory firms at a starting price of $99 per month.
Vanilla’s technology is already in use at major RIAs such as Mariner, which oversees $560 billion in assets – much of that came from Mariner's January mega-merger with Cardinal Investment Advisors – and is now being made more accessible to smaller practices through partnerships with platforms like Betterment Advisor Solutions.
Gene Farrell, CEO of Vanilla, said, “Vanilla Starter delivers exactly what these firms need—the same institutional-quality technology our comprehensive platform is built on, focused on the essential tools to get started confidently and cost-effectively.”
Vanilla Starter includes document generation, estate health checks, calculators, and access to an attorney network, with a clear upgrade path to Vanilla’s broader platform as firms grow. The company notes that its technology has processed over 45,000 estate documents and modeled more than $250 billion in client assets.
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