Brandwave

Online will services in United States:Which are searched most?

LegalZoom and Trust & Will share the highest estimated Share of Search among online will services in United States, at 35.5% in September 2026.

Share of Search, September 2026
  1. LegalZoom35.5%
  2. Trust & Will35.5%
  3. Rocket Lawyer29%
  4. Gentreo0.06%

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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 in United States, by month

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

View monthly share of search table
MonthLegalZoomTrust & WillRocket LawyerGentreo
Oct 202535.4%35.4%29%0.1%
Nov 202537.9%31%31%0.07%
Dec 202537.9%31%31%0.09%
Jan 202634.5%42.2%23.1%0.1%
Feb 202640.2%32.9%26.9%0.09%
Mar 202642.8%28.6%28.6%0.07%
Apr 202640.2%32.9%26.9%0.08%
May 202637.9%31%31%0.07%
Jun 202640.2%32.9%26.9%0.05%
Jul 202640.2%32.9%26.9%0.06%
Aug 202637.4%37.4%25.1%0.07%
Sep 202635.5%35.5%29%0.06%

This month’s ranking, September 2026

  1. 1.LegalZoom

    35.5%

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

  2. 2.Trust & Will

    35.5%

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

  3. 3.Rocket Lawyer

    29%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share +4 points.

  4. 4.Gentreo

    0.06%

    Held 4th. 90 estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between leading brands

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

LegalZoom and Trust & Will share the highest estimated Share of Search among online will services in United States, at 35.5% in September 2026.

United States online will services, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
LegalZoom35.4% → 35.5%42.8%Mar 202634.5%Jan 20261st
Trust & Will35.4% → 35.5%42.2%Jan 202628.6%Mar 20262nd
Rocket Lawyer29%31%Nov 202523.1%Jan 20263rd
Gentreo0.1% → 0.06%0.1%Oct 20250.05%Jun 20264th

Each finding as a sentence

  • Across the 12 months ending September 2026, LegalZoom’s estimated Share of Search among online will services in United States peaked at 42.8% in March 2026 and was lowest at 34.5% in January 2026.
  • Across the 12 months ending September 2026, Trust & Will’s estimated Share of Search among online will services in United States peaked at 42.2% in January 2026 and was lowest at 28.6% in March 2026.
  • Across the 12 months ending September 2026, Rocket Lawyer’s estimated Share of Search among online will services in United States peaked at 31% in November 2025 and was lowest at 23.1% in January 2026.
  • Across the 12 months ending September 2026, LegalZoom, Trust & Will, Rocket Lawyer and Gentreo held steady: their estimated Share of Search among online will services in United States each moved less than 0.5 percentage points.

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

  1. In September 2026, Rocket Lawyer gained estimated Share of Search among online will services in United States, from 25.1% to 29%.

  2. In September 2026, LegalZoom lost estimated Share of Search among online will services in United States, from 37.4% to 35.5%.

  3. In September 2026, Trust & Will lost estimated Share of Search among online will services in United States, from 37.4% to 35.5%.

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

How the Brand Demand Index is measured

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