Building the TurboTax of Estate Planning #substack #shorts

29 Jul 2025

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A speaker describes a strategy to build a widely recognized consumer brand for estate planning—positioning their company as the 'TurboTax' equivalent for wills and trusts. They plan major TV advertising (over $10M this year), have already run a World Series (game four) spot, and aspire to run a Super Bowl ad in the near future (possibly next year or 2027). The broader aim is to replace vague referrals ("local attorney") with a single trusted consumer brand.

Questions this video answers

North of $10 million

Game four World Series spot

Possibly next year or 2027

But when I looked at the landscape, I was like, none of these are consumer brands. Like, that was the. That was the goal is like, no one has built the TurboTax scale brand of recognition to go do estate planning. If somebody asked you, where do you do an estate plan? Where you tell them local attorney or maybe, maybe a legal. So for us, it was like, trust a mill. That should be the brand. And, you know, this year we'll spend north of 10 million on TV ads. You know, we did game four, World Series spot. We will aspirationally do a Super bowl spot probably next year or 2027. Like, that's the level of brand recognition that we want. So that.