--- title: "Online will services: Which brands are most popular in search?" description: "Compare the services for writing a will online. Share of Search among Trust & Will, Farewill and Gentreo, the online will services Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/online-will-services" publisher: "Brandwave" --- # Online will services: Which brands are most popular in search? Compare the services for writing a will online. Share of Search among Trust & Will, Farewill and Gentreo, the online will services Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Online will services - **Market**: Global - **Brands compared**: 3 - **Month measured**: Aug 2026 - **Highest Share of Search**: Trust & Will, 93% ## 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. - 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. ## Compare search popularity between leading brands - [Trust & Will vs Farewill: compare search popularity](/demand/global-en/compare/farewill-vs-trust-and-will): 93% against 6.8% Share of Search. ## How did search popularity change for online will services worldwide in August 2026? - Estimated monthly branded searches for Gentreo worldwide fell 33.3% over 11 measured months, from 210 to 140 in August 2026. - Estimated monthly branded searches for Farewill worldwide fell 18.5% over 11 measured months, from 5.4K to 4.4K in August 2026. - Estimated monthly branded searches for Trust & Will worldwide fell 18.2% over 11 measured months, from 74K to 60.5K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Trust & Will | 93% | 60.5K | 0.0% | Trust & Will | | 2 | Farewill | 6.8% | 4.4K | 0.0% | Farewill | | 3 | Gentreo | 0.22% | 140 | +27.3% | Gentreo | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Trust & Will | 74K | 93% | 1 | | Oct 2025 | Farewill | 5.4K | 6.8% | 2 | | Oct 2025 | Gentreo | 210 | 0.26% | 3 | | Nov 2025 | Trust & Will | 60.5K | 93% | 1 | | Nov 2025 | Farewill | 4.4K | 6.8% | 2 | | Nov 2025 | Gentreo | 140 | 0.22% | 3 | | Dec 2025 | Trust & Will | 60.5K | 94.1% | 1 | | Dec 2025 | Farewill | 3.6K | 5.6% | 2 | | Dec 2025 | Gentreo | 170 | 0.26% | 3 | | Jan 2026 | Trust & Will | 90.5K | 93% | 1 | | Jan 2026 | Farewill | 6.6K | 6.8% | 2 | | Jan 2026 | Gentreo | 260 | 0.27% | 3 | | Feb 2026 | Trust & Will | 60.5K | 91.5% | 1 | | Feb 2026 | Farewill | 5.4K | 8.2% | 2 | | Feb 2026 | Gentreo | 210 | 0.32% | 3 | | Mar 2026 | Trust & Will | 74K | 91.6% | 1 | | Mar 2026 | Farewill | 6.6K | 8.2% | 2 | | Mar 2026 | Gentreo | 170 | 0.21% | 3 | | Apr 2026 | Trust & Will | 74K | 93% | 1 | | Apr 2026 | Farewill | 5.4K | 6.8% | 2 | | Apr 2026 | Gentreo | 170 | 0.21% | 3 | | May 2026 | Trust & Will | 60.5K | 93% | 1 | | May 2026 | Farewill | 4.4K | 6.8% | 2 | | May 2026 | Gentreo | 140 | 0.22% | 3 | | Jun 2026 | Trust & Will | 60.5K | 93.1% | 1 | | Jun 2026 | Farewill | 4.4K | 6.8% | 2 | | Jun 2026 | Gentreo | 90 | 0.14% | 3 | | Jul 2026 | Trust & Will | 60.5K | 93.1% | 1 | | Jul 2026 | Farewill | 4.4K | 6.8% | 2 | | Jul 2026 | Gentreo | 110 | 0.17% | 3 | | Aug 2026 | Trust & Will | 60.5K | 93% | 1 | | Aug 2026 | Farewill | 4.4K | 6.8% | 2 | | Aug 2026 | Gentreo | 140 | 0.22% | 3 | | Sep 2026 | Farewill | — | — | — | | Sep 2026 | Gentreo | — | — | — | | Sep 2026 | Trust & Will | — | — | — | ## What is being compared - **Farewill**: Measured on the search term “farewill”. - **Gentreo**: Measured on the search term “gentreo”. - **Trust & Will**: Measured on the search term “trust & will”. - [Farewill](/demand/global-en/brands/farewill) - [Gentreo](/demand/global-en/brands/gentreo) - [Trust & Will](/demand/global-en/brands/trust-and-will) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Online will services: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/online-will-services This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/online-will-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.