High-income adults aged 35–65 who own homes, raise kids, run businesses, or hold crypto — and have not yet written a will or trust despite knowing they should. They want a fast, affordable, modern way to get it done, not a $3,000 attorney appointment that takes months to book.
73% of Americans say estate planning is personally important, yet 56% have zero documents — this awareness-action gap is unchanged year over year, meaning the demand pool keeps refilling without shrinking, per the Trust & Will 2026 Estate Planning Report (April 2026, prnewswire.com).
Trust in AI for estate planning jumped from 20% to 30% in a single year, lowering the activation energy needed to start a digital plan and pulling millions of fence-sitters toward self-serve tools, per Trust & Will's 2026 report (April 2026, trustandwill.com).
Roughly 70.4 million Americans own digital assets like crypto in 2026, yet an estimated $140 billion in Bitcoin is already permanently lost because owners died without sharing access — creating a brand-new urgent planning problem that old-school wills do not solve, per Ironcladfamily.com (August 2026, ironcladfamily.com).
The exact words they type into Google.
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