FreeWill

FreeWill makes online estate planning tools and, under its Estately brand, sells estate planning software that financial advisors use to prepare documents for their clients in-house. Its consumer wills and trusts are free to individuals, paid for by nonprofit partners that use FreeWill's planned-giving and fundraising products; the company says it works with more than 2,400 nonprofits.

Estately gives advisors attorney-drafted templates for a last will and testament, power of attorney, advance healthcare directive and beneficiary designations, with separate client and advisor portals for managing many plans at once. An AI import tool reads a client's existing estate documents so the advisor can revise them, and the software produces visual summaries of how a plan is structured. Estately also flags assets named in a plan that the advisor does not manage, and lists people named in documents, such as heirs, as possible contacts. Advisors can charge clients for the service or include it in existing fees.

For clients with complex estates, Estately + Counsel connects advisors to attorneys in all 50 states through a partnership with Hargrove Firm, at flat-rate plan levels, with progress tracked in an advisor portal. Estately lists integrations with Salesforce, Redtail and Wealthbox. FreeWill Co. is a Delaware public benefit corporation led by co-CEOs Patrick Schmitt and Jenny Xia Spradling.