NATION’S LEADING ONLINE ESTATE PLANNING PLATFORM

ASSIGNMENT

Secure high-impact, positive coverage for Trust & Will across top-tier media, financial advisor trades, and personal finance outlets.

OUR APPROACH

  • News Engine Through Research: Leveraged proprietary and quarterly research as springboards for fresh, newsworthy stories—ensuring Trust & Will’s name was always part of the industry conversation.
  • Collaborative Storyfinding: Worked seamlessly alongside Trust & Will’s team to surface timely topics and spotlight real customer journeys—bringing authenticity and relevance to every pitch.
  • Momentum-Focused Announcements: Drove press attention by orchestrating announcements around key company milestones, from funding rounds and research reports to leadership hires.
  • Analyst Engagement: Strategically introduced Trust & Will to influential industry analysts at pivotal moments, building market credibility before and after fundraising events.
  • Media Spotlight on Leadership: Maximized the founder’s strong interview presence, lining up opportunities that showcased executive expertise and vision.

IMPACT & OUTCOME

  • Breakthrough Media Placements: Achieved dozens of prominent stories in span of one year including multiple features in The Wall Street Journal, USA Today, Kiplinger’s, and other leading personal finance publications—firmly placing Trust & Will on the national stage.
  • Expert Thought Leadership: Crafted clear, impactful press releases that amplified the insights from in-depth research, ensuring key findings shaped public and industry dialogue.
  • Embedded Partnership: Became a true extension of the Trust & Will communications team, adapting quickly to business needs and driving a steady drumbeat of powerful, positive exposure.

Putting Pets in Your Will Is No Longer Just for Eccentric Billionaires

By Ashlea Ebeling – Aug. 10, 2024
Leaving money in a will for a cat or dog was once a thing the ultrawealthy did. Now, with Americans of all stripes lavishing more money and time on their animals, pets are part of the common estate plan.
Pet trusts like the one created by billionaire Leona Helmsley, who set aside $12 million for her Maltese, Trouble, are still mostly for the rich, say estate lawyers. More common is the pet directive, a section in a will that lets you name guardians for your pets and leave money intended for their care.