FreeWill vs Trust & Will:Which is more popular?
In September 2026, Trust & Will had more branded searches than FreeWill among online will services in the United States. Trust & Will had about 49,500 branded searches, while FreeWill had 2,690. Trust & Will 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 Trust & Will appeared in all five answers. FreeWill was mentioned before Trust & Will in three out of five answers.
Who do people search for more?
Trust & Will, 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 Trust & Will 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 Trust & Will showed up in all five answers. FreeWill was listed before Trust & Will 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 Trust & Will more popular in search?
This chart shows how often people search Google for FreeWill and Trust & Will 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 Trust & Will, 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 Trust & Will comparison changed over the last 12 months?
3 findings
- Trust & Will 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, Trust & Will’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, Trust & Will 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 Trust & Will’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.
FreeWill
3 branded search terms
- freewill estate planning
- freewill will
- freewill.com
Trust & Will
1 branded search term
- trust & will
Other head-to-heads among online will services
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