FreeWill vs LegalZoom:Which is more popular?
In September 2026, LegalZoom had more branded searches than FreeWill among online will services in the United States. LegalZoom had about 49,500 branded searches, while FreeWill had 2,690. LegalZoom made up 34.8% of all online will service searches we track, and FreeWill accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about online will services, both FreeWill and LegalZoom appeared in all five answers. FreeWill was mentioned before LegalZoom in three out of five answers.
Who do people search for more?
LegalZoom, about 18 searches for every 1 for FreeWill
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
FreeWill, named ahead of LegalZoom in 3 of 5 answers
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Top online will services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both FreeWill and LegalZoom showed up in all five answers. FreeWill was listed before LegalZoom in three of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Trust & Will1st- FreeWill2nd
- LegalZoom3rd
Rocket Lawyer4th- 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
Asked ChatGPT
“Which online will service should I use in the US?”
Asked ChatGPT
“What are the best online will services in the US?”
Asked ChatGPT
“What's the best online will service in the US for a simple will?”
Searched Google, AI Overview
“online will service”
Searched Google, AI Overview
“make a will online”
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.
Is FreeWill or LegalZoom more popular in search?
This chart shows how often people search Google for FreeWill and LegalZoom by name. Each line represents a brand's share of searches for all five online will services we track, month by month, from searches in United States.
Share of searches by month for LegalZoom, FreeWill. The figures are in the table below the chart.
View monthly share of searches table
| Month | LegalZoom | Trust & Will | Rocket Lawyer | FreeWill | Gentreo |
|---|---|---|---|---|---|
| Oct 2025 | 34.9% | 34.9% | 28.6% | 1.5% | 0.1% |
| Nov 2025 | 37.3% | 30.5% | 30.5% | 1.7% | 0.07% |
| Dec 2025 | 37% | 30.3% | 30.3% | 2.3% | 0.09% |
| Jan 2026 | 33.4% | 40.9% | 22.4% | 3.3% | 0.09% |
| Feb 2026 | 38.2% | 31.2% | 25.6% | 4.9% | 0.09% |
| Mar 2026 | 41.2% | 27.5% | 27.5% | 3.7% | 0.06% |
| Apr 2026 | 37.6% | 30.8% | 25.2% | 6.4% | 0.07% |
| May 2026 | 35.1% | 28.7% | 28.7% | 7.4% | 0.06% |
| Jun 2026 | 38.3% | 31.3% | 25.6% | 4.7% | 0.04% |
| Jul 2026 | 38.7% | 31.7% | 25.9% | 3.7% | 0.06% |
| Aug 2026 | 36.8% | 36.8% | 24.6% | 1.7% | 0.07% |
| Sep 2026 | 34.8% | 34.8% | 28.5% | 1.9% | 0.06% |
How has the FreeWill and LegalZoom comparison changed over the last 12 months?
3 findings
- LegalZoom was ahead of FreeWill in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, FreeWill’s share of searches among online will services in the United States moved from 1.5% to 1.9%, and its estimated monthly branded searches moved from 2.6K to 2.7K.
- Across the 12 months ending September 2026, LegalZoom’s share of searches among online will services in the United States moved from 34.9% to 34.8%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for United States online will services in September 2026?
1 change
In September 2026, LegalZoom lost share of searches among online will services in the United States, from 36.8% to 34.8%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using FreeWill’s and LegalZoom’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.
Other head-to-heads among online will services
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