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Vanilla's $60M Bet on Estate Planning
How a 216-person team is redefining wealth management with AI
In a market saturated with legacy estate planning tools that feel like digital filing cabinets, JustVanilla.com is betting $84.3M in funding that advisors want intelligence, not just storage. The company isn't just digitizing paper forms—it's using AI to visualize client estates and optimize taxes in real-time.
"They're not selling software—they're selling clarity in the most opaque corner of financial services."
The Advisor's Dilemma Solved
With 60% direct traffic, JustVanilla has built a moat around wealth management advisors who need on-demand estate plans. The platform's $59.8M revenue isn't just about features—it's about solving the fundamental pain point: visualizing complex estates with AI. When advisors can show clients a tax-optimized estate plan in minutes, not weeks, they become indispensable.
The Growth Engine
The company's 216 employees serve 21,065 monthly visitors with a unique model: 'Vanilla Starter' subscription tiers. This isn't enterprise software sold through RFPs—it's a product-led growth engine where the entry point is accessible. The 33% organic search traffic around 'vanilla estate planning' terms shows they're capturing intent, not just buying it.
The leadership team tells the story: Gene Farrell (President & CEO), Steven Lockshin (Founder & Chairman), and Marc Dorfman (Chief Revenue Officer) bring enterprise SaaS and wealth management DNA. This isn't a fintech startup—it's a seasoned team executing on a clear vision: make estate planning the easiest conversation an advisor has with a client.
- AI-powered estate visualization that replaces static spreadsheets
- Tax optimization algorithms baked into every plan recommendation
- On-demand plan generation that cuts weeks of manual work
- A 'Vanilla Starter' tier that lowers the barrier to entry
The Vanilla Thesis
They're building the category leader in a $10B+ market by making the complex simple—and selling that simplicity directly to advisors who pay $60M annually for it.
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The Leading Estate Planning Software for Wealth Management
The #1 estate planning software for advisors. Simplify estate planning. Offer on-demand plans. Visualize client's estates with AI. Optimize taxes.
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About justvanilla.com
The #1 estate planning software for advisors. Simplify estate planning. Offer on-demand plans. Visualize client's estates with AI. Optimize taxes.
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justvanilla.com uses 22 technologies across their website including Wistia, Sentry, PHP, and more.
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Contentful, WordPress
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Cloudflare
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HubSpot
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justvanilla.com receives approximately 21.1K monthly visitors and ranks #825,956 globally. The website has a bounce rate of 33% with visitors viewing an average of 7.0 pages per visit. Users spend an average of 2:53 on the site.
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