Estate Planning Redefined

Meet Trove: a Competitor to LegalZoom, Ethos, and Trust & Will

Why Most Online Will Services Feel the Same

If you’ve tried to make a will online, you’ve probably noticed something: the experience starts out simple, and then gradually becomes something else.

At first you’re prompted into answering a few questions and promised a completed will down the line. But as you move through the process, it often starts to expand. New options appear, additional services are introduced, and what began as a single task starts to feel like the beginning of a much larger system.

That’s not an accident.

Most Online Will Platforms are Designed as Part of Broader Legal or Financial Ecosystems

The will is just the entry point. From there, you’re guided—sometimes subtly, sometimes not—toward other offerings: consultations, subscriptions, bundled documents, or adjacent products. For some people, that’s useful. But for the vast majority of Americans, it’s more than they want or actually need.

And that push towards more products drastically changes the experience. Instead of feeling confident in completing a simple chore, it can feel like you’re being moved through a funnel (or worse, squeezed like a lemon).

Customers Are Overcharged for Rigid Templates

There’s another issue that’s less obvious at first: the documents themselves.

Most platforms rely on fixed templates, which means the outcome is only as good as the questions being asked. And that’s where things break down. If the process doesn’t ask the right questions, important considerations never surface. Most people aren’t legal estate planning experts—they don’t know what to look for or what decisions they might be missing. Gaps go unnoticed.

The result is that the text of many online digital wills may technically be legally valid, but they are often bloated with legalese and don’t always cover the topics they should.

Trove takes a different approach. Our process is built on how estate planning attorneys actually work. We sat down with lawyers and mapped the real conversations they have with clients—the questions they ask, the scenarios they cover, the details they never skip—and built that directly into our guided flow.

Our process is designed to surface what actually matters—resulting in a will that’s not just valid, but meaningfully tailored to you.

Most People Don’t Need an Ecosystem. They Need a Will That’s Done Properly

No tiers. No bundles. No shifting pricing as you move through the process. Just a flat price for a customized, legally valid will.

And just as importantly, a different approach to how that will be created. Instead of forcing every situation into the same template, Trove is designed to adapt. The goal is to produce a document that actually reflects your decisions in a clear, legally sound, and structured way. Something that reads like it was put together intentionally.

There’s nothing wrong with wanting additional services. Some people genuinely benefit from broader legal support or bundled planning tools. But that should be a deliberate choice—not something built into the path by default.