mygoodtrust.com
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GoodTrust: The $1.7M Startup Fixing Estate Planning
How 19 employees are disrupting a $500B legacy industry with tech-first simplicity
GoodTrust isn't just another fintech startup—it's a calculated strike against one of the most analog, expensive, and emotionally charged industries left standing. With a lean team of 19 and $1.7M in revenue, they're proving that estate planning doesn't need to be a luxury for the wealthy.
"They're not selling estate plans—they're selling peace of mind for $99/month, while traditional attorneys charge $2,000+ per hour."
The Trust Gap They're Exploiting
GoodTrust targets the 60% of Americans who die without a will, but they're doing it with a consumer-grade UX that makes legacy planning feel like setting up a Netflix account. Their 3.3/5 Trustpilot rating suggests friction in the final steps, but the 44% organic traffic proves they've cracked the awareness problem. The real question: Can a $1.7M revenue business scale in a market dominated by $300B legal services giants?
The Tech Stack Tells the Story
Built on Vite with PWA capabilities and Cloudflare's edge network, GoodTrust is engineered for speed and accessibility. They're using Hotjar for conversion optimization and reCAPTCHA for security—standard tools, but deployed in an industry where most competitors still use fax machines. The 4,840 backlinks suggest they're investing in content, but the 286K global rank reveals they're still in the early innings of SEO dominance.
- Estate+ bundle: Will, trust, and directives in one flat-fee package
- Attorney-verified documents that scale digitally
- PWA technology makes it accessible on any device
- Focus on 'making pictures sing'—emotional resonance over legal jargon
The founder's background (Rikard Steiber) suggests serious tech pedigree, but the real innovation is their positioning: they're not competing with lawyers—they're making lawyers irrelevant for 90% of cases. With 43% direct traffic, they're building brand recognition, but the undefined country data is a red flag. Where is their growth actually coming from? The $250/month 'trust account veterans' keyword suggests niche targeting, but the $190/month 'make pictures sing' reveals their emotional marketing playbook.
The Bottom Line
A $1.7M revenue business with 19 employees is either a unicorn in the making or a cautionary tale about scaling in a regulated industry. Their tech stack is modern, their positioning is sharp, but that 3.3/5 Trustpilot rating suggests the product experience still has cracks. For investors: Watch their employee growth and funding announcements. For founders: Study their SEO strategy (44% organic is no accident). For product people: Their PWA approach to legal services is worth reverse-engineering.
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https://mygoodtrust.com/images/preview/estate-planning.png
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Estate Planning Made Easy, Secure, and Affordable | GoodTrust
GoodTrust offers a will-based or trust-based estate plan that includes all the important directives your family needs for one affordable price. Easy, secure, done.
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Reviews (20)
Good because I can do everthing I can do
Good because I can do everthing I can do
GoodTrust responds to questions quickly
GoodTrust responds to email questions by the next day
Thanks for the feedback!
easy to use for me
easy to use for me
Great experience
Great experience. Very easy to do. Highly recommend!
I was very pleased with having…
I was very pleased with having GoodTrust help me with my will and estate. GoodTrust makes it so easy and straightforward.
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About mygoodtrust.com
GoodTrust offers a will-based or trust-based estate plan that includes all the important directives your family needs for one affordable price. Easy, secure, done.
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mygoodtrust.com uses 16 technologies across their website including Google Fonts, HSTS, reCAPTCHA, Sentry, and more.
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mygoodtrust.com receives approximately 71.7K monthly visitors and ranks #286,470 globally. The website has a bounce rate of 37% with visitors viewing an average of 8.1 pages per visit. Users spend an average of 1:33 on the site.
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