Brandwave

How popular isVanilla in search?

In August 2026, there were an estimated 880 branded searches for Vanilla worldwide which is up 417.6% over the last 11 months. Vanilla holds 1.3% estimated Share of Search among estate planning software worldwide and is ranked 4th of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Trust & Will92.8%
  2. ClearEstate3.7%
  3. Wealth.com2%
  4. Vanilla1.3%
  5. EncorEstate0.17%
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Which estate planning software compete with Vanilla?

Vanilla against estate planning software worldwide, by month

Share of Search by month for Trust & Will, ClearEstate, Vanilla. The figures are in the table below the chart.

View monthly share of search table
MonthTrust & WillClearEstateWealth.comVanillaEncorEstate
Oct 202595.9%2.5%1.3%0.22%0.12%
Nov 202595.3%3%1.4%0.27%0.08%
Dec 202595.8%2.5%1.1%0.33%0.14%
Jan 202696.4%2%1.1%0.42%0.12%
Feb 202694.9%3%1.6%0.41%0.14%
Mar 202694.9%2.4%2.1%0.5%0.14%
Apr 202695%2.4%2.1%0.41%0.09%
May 202694%3%2%0.92%0.14%
Jun 202693.8%2.9%1.6%1.6%0.14%
Jul 202693.8%2.5%1.6%2%0.17%
Aug 202692.8%3.7%2%1.3%0.17%
Sep 2026—————

  1. 1.Trust & Will

    92.8%

    Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -1 points.

  2. 2.ClearEstate

    3.7%

    Held 2nd. 2.4K estimated branded searches, +50% vs prior month. Share +1.2 points.

  3. 3.Wealth.com

    2%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +30% vs prior month. Share +0.4 points.

  4. 4.Vanilla

    1.3%

    Moved from 3rd to 4th. 880 estimated branded searches, -32.3% vs prior month. Share -0.7 points.

  5. 5.EncorEstate

    0.17%

    Held 5th. 110 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Vanilla and its closest rivals

How has branded search demand for Vanilla changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Vanilla worldwide rose from 170 to 880.
  • Across the 11 months ending August 2026, Vanilla’s estimated Share of Search among estate planning software worldwide increased from 0.22% to 1.3%.
  • Across the 11 months ending August 2026, Vanilla’s estimated Share of Search among estate planning software worldwide peaked at 2% in July 2026 and was lowest at 0.22% in October 2025.

How did search popularity change for estate planning software worldwide in August 2026?

  1. In August 2026, ClearEstate gained estimated Share of Search among estate planning software worldwide, from 2.5% to 3.7%.

  2. In August 2026, Trust & Will lost estimated Share of Search among estate planning software worldwide, from 93.8% to 92.8%.

  3. In August 2026, Vanilla lost estimated Share of Search among estate planning software worldwide, from 2% to 1.3%.

  4. In August 2026, Wealth.com rose from 4th to 3rd among estate planning software worldwide.

  5. Estimated monthly branded searches for EncorEstate worldwide rose 22.2% over 11 measured months, from 90 to 110 in August 2026.

How is Vanilla measured?

Brandwave collects information about searches that people make online using Vanilla’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • vanilla estate

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How the Brand Demand Index is measured

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