Trust & Will vs Vanilla:Which is more popular by branded search?
In August 2026, Trust & Will had more branded searches than Vanilla among estate planning software worldwide. Trust & Will was estimated to have 60.5K branded searches compared to Vanilla’s 880, and held a 92.8% Share of Search versus Vanilla’s 1.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Trust & Will or Vanilla?
Compare the tools used to plan estates and trusts. 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 by month for Trust & Will, Vanilla. The figures are in the table below the chart.
View monthly share of search table
| Month | Trust & Will | ClearEstate | Wealth.com | Vanilla | EncorEstate |
|---|---|---|---|---|---|
| Oct 2025 | 95.9% | 2.5% | 1.3% | 0.22% | 0.12% |
| Nov 2025 | 95.3% | 3% | 1.4% | 0.27% | 0.08% |
| Dec 2025 | 95.8% | 2.5% | 1.1% | 0.33% | 0.14% |
| Jan 2026 | 96.4% | 2% | 1.1% | 0.42% | 0.12% |
| Feb 2026 | 94.9% | 3% | 1.6% | 0.41% | 0.14% |
| Mar 2026 | 94.9% | 2.4% | 2.1% | 0.5% | 0.14% |
| Apr 2026 | 95% | 2.4% | 2.1% | 0.41% | 0.09% |
| May 2026 | 94% | 3% | 2% | 0.92% | 0.14% |
| Jun 2026 | 93.8% | 2.9% | 1.6% | 1.6% | 0.14% |
| Jul 2026 | 93.8% | 2.5% | 1.6% | 2% | 0.17% |
| Aug 2026 | 92.8% | 3.7% | 2% | 1.3% | 0.17% |
| Sep 2026 | — | — | — | — | — |
How has the Trust & Will and Vanilla comparison changed over the last 12 months?
3 findings
- Trust & Will was ahead of Vanilla in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Trust & Will’s estimated Share of Search among estate planning software worldwide moved from 95.9% to 92.8%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 11 months ending August 2026, Vanilla’s estimated Share of Search among estate planning software worldwide moved from 0.22% to 1.3%, and its estimated monthly branded searches moved from 170 to 880.
How did search popularity change for estate planning software worldwide in August 2026?
2 changes
In August 2026, Trust & Will lost estimated Share of Search among estate planning software worldwide, from 93.8% to 92.8%.
In August 2026, Vanilla lost estimated Share of Search among estate planning software worldwide, from 2% to 1.3%.
How each brand is measured
Brandwave collects information about searches that people make online using Trust & Will’s and Vanilla’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Trust & Will
1 branded search term
- trust & will
Vanilla
1 branded search term
- vanilla estate
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.