Setting the standard in
estate planning
Gene Farrell, CEO
Over the past 12 to 18 months, estate planning has taken on new urgency. Client expectations have risen. Market solutions have multiplied. What was once seen as a peripheral value-add has become a primary growth engine—and the most credible names in the industry are embracing estate planning like never before. Through it all, Vanilla has continued to set the standard in the category.
We’ve partnered with thousands of advisors and more than half of the 25 largest U.S. wealth management firms to deliver a platform defined by its accuracy, depth, scalability, and ability to adapt to evolving client needs. We’ve raised the bar—and delivered proven results, not just promises.
However, we also know that excellence only matters if it translates into outcomes for you and your clients.
That’s why we’re launching a new series designed to ensure you can fully leverage the latest Vanilla has to offer and share how top firms are deploying Vanilla across their client base.
Subscribe to the newsletter here to follow along.
In the coming weeks, you’ll hear directly from our founder and leadership team as we share insights on how to:
- Enable high-value conversations in minutes with AI-powered tools
- Use estate planning as a strategic driver of growth and client engagement with new tools like Estate Health Check
- Model even the most complex, multigenerational planning scenarios with unmatched precision
- Streamline workflows and drive adoption through integrations such as eMoney
- Combine automation with expert support through our document creation experience and nationwide attorney network
- Surface planning opportunities at both the client and book level
- Every capability is designed with one goal: to help you deliver the highest-quality planning experience with less manual effort and more impactful conversations.
We’re proud to be the most trusted estate planning platform in the market. We remain committed to setting the standard—and to working alongside you to help estate planning become an even more integrated, scalable, and valued part of your practice.
I look forward to what’s ahead. Follow along here.
Gene Farrell
CEO, Vanilla
Trusted by 2,500+ advisors and more than half of the nation’s top 25 largest firms.
Setting the standard for
Innovation & AI in estate planning
Vanilla’s AI engine (V/AI) is leading the way for speed, insights, and scale in estate planning helping advisors do more, faster—and elevate every client conversation.
See also
Join upcoming webinar: AI in Estate Planning: Setting the Standard
Setting the standard for
Platform depth & accuracy
We deliver the most comprehensive, accurate estate planning platform—proven at scale and trusted by the industry’s top firms. Vanilla features the deepest modeling engine in the industry, handling complex structures and modeling thousands of permutations with precision.
- 40,000+ documents processed
- $250B+ modeled
- 3,000+ UHNW estates processed
Setting the standard for
Scalability
Vanilla is the enterprise-grade estate planning platform trusted by Fortune 100 banks and institutions with the highest levels of security and compliance. Firms like Vanguard, Mariner, and Baird choose Vanilla to scale estate planning without sacrificing quality.
Setting the standard for
Expertise in estate planning
Vanilla was built by the industry’s leading estate planning experts, translating decades of real-world experience into technology advisors can trust. Founded by Steve Lockshin, we maintain the largest in-house estate planning team in the industry.
- 20+ experts bringing 180+ years of combined experience
- Legal advisory board with partners from top law firms like McDermott Will & Emery and Loeb & Loeb
Setting the standard for
Customer enablement
Vanilla delivers the most hands-on, high-touch customer success in the category, partnering with advisors to ensure adoption, results, and measurable ROI. Our white-glove onboarding team provides dedicated success support, while our scaled Services Team processes thousands of clients annually.
The next generation of estate planning software
“I’ve never seen the Vanguard team so excited about a new technology. Advisors think Vanilla is really special.”
FORMER CEO, VANGUARD GROUP
Holistic wealth management starts here
Join thousands of advisors who use Vanilla to transform their service offering and accelerate revenue growth.