Brandwave

Online will services:Which brands are most popular in search?

In August 2026, Trust & Will was the most searched among online will services worldwide, with an estimated 60.5K branded searches and 93% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Trust & Will93%
  2. Farewill6.8%
  3. Gentreo0.22%

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Share of SearchLeaderboard

Compare the services for writing a will online. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among online will services worldwide, by month

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

View monthly share of search table
MonthTrust & WillFarewillGentreo
Oct 202593%6.8%0.26%
Nov 202593%6.8%0.22%
Dec 202594.1%5.6%0.26%
Jan 202693%6.8%0.27%
Feb 202691.5%8.2%0.32%
Mar 202691.6%8.2%0.21%
Apr 202693%6.8%0.21%
May 202693%6.8%0.22%
Jun 202693.1%6.8%0.14%
Jul 202693.1%6.8%0.17%
Aug 202693%6.8%0.22%
Sep 2026———

This month’s ranking, August 2026

  1. 1.Trust & Will

    93%

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

  2. 2.Farewill

    6.8%

    Held 2nd. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Gentreo

    0.22%

    Held 3rd. 140 estimated branded searches, +27.3% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among online will services worldwide?

In August 2026, Trust & Will was the most searched among online will services worldwide, with an estimated 60.5K branded searches and 93% estimated Share of Search within this set. Farewill is in 2nd place, 86.3 percentage points behind at 6.8% Share of Search.

Global online will services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Trust & Will93%94.1%Dec 202591.5%Feb 20261st
Farewill6.8%8.2%Mar 20265.6%Dec 20252nd
Gentreo0.26% → 0.22%0.32%Feb 20260.14%Jun 20263rd

Each finding as a sentence

  • Across the 11 months ending August 2026, Trust & Will’s estimated Share of Search among online will services worldwide peaked at 94.1% in December 2025 and was lowest at 91.5% in February 2026.
  • Across the 11 months ending August 2026, Farewill’s estimated Share of Search among online will services worldwide peaked at 8.2% in March 2026 and was lowest at 5.6% in December 2025.
  • Across the 11 months ending August 2026, Trust & Will, Farewill and Gentreo held steady: their estimated Share of Search among online will services worldwide each moved less than 0.5 percentage points.

How did search popularity change for online will services worldwide in August 2026?

  1. Estimated monthly branded searches for Gentreo worldwide fell 33.3% over 11 measured months, from 210 to 140 in August 2026.

  2. Estimated monthly branded searches for Farewill worldwide fell 18.5% over 11 measured months, from 5.4K to 4.4K in August 2026.

  3. Estimated monthly branded searches for Trust & Will worldwide fell 18.2% over 11 measured months, from 74K to 60.5K in August 2026.

How the Brand Demand Index is measured

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