Brandwave

How popular isFreeWill?

In September 2026, people searched for FreeWill by name about 2,690 times in the United States, about the same as the previous year. These searches made up 1.9% of all United States online will service searches, placing FreeWill fourth out of five services. When we asked both ChatGPT and Google AI Overviews about online will services, FreeWill appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

FreeWill is the fourth most searched of 5 competitors and the second most recommended in AI answers.

  1. LegalZoomShare of searches 34.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Trust & WillShare of searches 34.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Rocket LawyerShare of searches 28.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. FreeWillShare of searches 1.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. GentreoShare of searches 0.06%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
FreeWill website (opens in a new tab)

Follow FreeWill and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top online will services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, FreeWill appeared in all five answers. FreeWill is the second most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Trust & Will1st
  2. FreeWill2nd
  3. LegalZoom3rd
  4. Rocket Lawyer4th
  5. Gentreo–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • LegalZoom5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Trust & Will5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • FreeWill5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rocket Lawyer2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gentreo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online will services

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Which online will services compete with FreeWill?

FreeWill against online will services in the United States, by month

Share of searches by month for LegalZoom, Trust & Will, Rocket Lawyer, FreeWill. The figures are in the table below the chart.

View monthly share of searches table
MonthLegalZoomTrust & WillRocket LawyerFreeWillGentreo
Oct 202534.9%34.9%28.6%1.5%0.1%
Nov 202537.3%30.5%30.5%1.7%0.07%
Dec 202537%30.3%30.3%2.3%0.09%
Jan 202633.4%40.9%22.4%3.3%0.09%
Feb 202638.2%31.2%25.6%4.9%0.09%
Mar 202641.2%27.5%27.5%3.7%0.06%
Apr 202637.6%30.8%25.2%6.4%0.07%
May 202635.1%28.7%28.7%7.4%0.06%
Jun 202638.3%31.3%25.6%4.7%0.04%
Jul 202638.7%31.7%25.9%3.7%0.06%
Aug 202636.8%36.8%24.6%1.7%0.07%
Sep 202634.8%34.8%28.5%1.9%0.06%

  1. 1.LegalZoom

    34.8%

    Held 1st. 49.5K estimated branded searches, -18.2% vs prior month. Share -2 points.

  2. 2.Trust & Will

    34.8%

    Held 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -2 points.

  3. 3.Rocket Lawyer

    28.5%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +3.8 points.

  4. 4.FreeWill

    1.9%

    Held 4th. 2.7K estimated branded searches, -6.3% vs prior month. Share +0.1 points.

  5. 5.Gentreo

    0.06%

    Held 5th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare popularity between FreeWill and its closest rivals

Every comparison with FreeWill

4 comparisons

How has branded search demand for FreeWill changed in the United States over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for FreeWill in the United States held steady, from 2.6K to 2.7K.
  • Across the 12 months ending September 2026, FreeWill’s share of searches among online will services in the United States peaked at 7.4% in May 2026 and was lowest at 1.5% in October 2025.

How did search popularity change for United States online will services in September 2026?

4 changes

  1. In September 2026, Rocket Lawyer gained share of searches among online will services in the United States, from 24.6% to 28.5%.

  2. In September 2026, LegalZoom lost share of searches among online will services in the United States, from 36.8% to 34.8%.

  3. In September 2026, Trust & Will lost share of searches among online will services in the United States, from 36.8% to 34.8%.

  4. Estimated monthly branded searches for Gentreo in the United States fell 47.1% over 12 measured months, from 170 to 90 in September 2026.

How are FreeWill’s branded searches counted?

3 search terms

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

  • freewill estate planning
  • freewill will
  • freewill.com

Do you work for FreeWill? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is FreeWill your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free