--- title: "FreeWill vs Trust & Will: Which is searched more in the United States?" description: "Is FreeWill or Trust & Will more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online will services set in the United States. 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." canonical: "https://gobrandwave.com/demand/us/compare/freewill-vs-trust-and-will" publisher: "Brandwave" --- # FreeWill vs Trust & Will: Which is searched more in the United States? Is FreeWill or Trust & Will more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online will services set in the United States. 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. ## Key facts - **Compared**: FreeWill and Trust & Will - **Competitive set**: Online will services - **Market**: United States - **Month measured**: Sep 2026 - **FreeWill Share of Search**: 1.9% - **Trust & Will Share of Search**: 34.8% ## Is FreeWill or Trust & Will more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Trust & Will | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | FreeWill | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | LegalZoom | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Rocket Lawyer | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | Gentreo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online will services - Asked ChatGPT "Which online will service should I use in the US?": 1. FreeWill, 2. Trust & Will, 3. LegalZoom - Asked ChatGPT "What are the best online will services in the US?": 1. FreeWill, 2. Trust & Will, 3. LegalZoom, 4. Rocket Lawyer - Asked ChatGPT "What's the best online will service in the US for a simple will?": 1. FreeWill, 2. Trust & Will, 3. LegalZoom - Searched Google, AI Overview "online will service": 1. Trust & Will, 2. LegalZoom, 3. Rocket Lawyer, 4. FreeWill - Searched Google, AI Overview "make a will online": 1. LegalZoom, 2. Trust & Will, 3. FreeWill Not named in any answer: Gentreo. Brands are listed in the order each answer named them. The answers were collected in United States on October 19, 2026. ## How did search popularity change for United States online will services in September 2026? - In September 2026, Trust & Will lost share of searches among online will services in the United States, from 36.8% to 34.8%. ## Month by month | Month | FreeWill estimated searches | FreeWill Share of Search | FreeWill rank | Trust & Will estimated searches | Trust & Will Share of Search | Trust & Will rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.6K | 1.5% | 4 | 60.5K | 34.9% | 2 | | Nov 2025 | 2.7K | 1.7% | 4 | 49.5K | 30.5% | 3 | | Dec 2025 | 3.7K | 2.3% | 4 | 49.5K | 30.3% | 3 | | Jan 2026 | 7.2K | 3.3% | 4 | 90.5K | 40.9% | 1 | | Feb 2026 | 9.5K | 4.9% | 4 | 60.5K | 31.2% | 2 | | Mar 2026 | 8.2K | 3.7% | 4 | 60.5K | 27.5% | 3 | | Apr 2026 | 12.5K | 6.4% | 4 | 60.5K | 30.8% | 2 | | May 2026 | 12.8K | 7.4% | 4 | 49.5K | 28.7% | 3 | | Jun 2026 | 7.4K | 4.7% | 4 | 49.5K | 31.3% | 2 | | Jul 2026 | 5.8K | 3.7% | 4 | 49.5K | 31.7% | 2 | | Aug 2026 | 2.9K | 1.7% | 4 | 60.5K | 36.8% | 2 | | Sep 2026 | 2.7K | 1.9% | 4 | 49.5K | 34.8% | 2 | ## How each brand is measured 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**: Measured on the search terms “freewill estate planning”, “freewill will” and “freewill.com”, summed into one figure. - **Trust & Will**: Measured on the search term “trust & will”. - [FreeWill profile](/demand/us/brands/freewill) - [Trust & Will profile](/demand/us/brands/trust-and-will) - [All online will services in the United States](/demand/us/categories/us-online-will-services): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is FreeWill or Trust & Will more popular in search? 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%. ## Cite this page Brandwave. "FreeWill vs Trust & Will: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/freewill-vs-trust-and-will This page is also available as HTML at https://gobrandwave.com/demand/us/compare/freewill-vs-trust-and-will. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.