Trust & Will and Fifth Third Bank Collaborate on Estate Planning Innovations

Trust & Will and Fifth Third Bank Join Forces for Groundbreaking Estate Planning Partnership

In an era where financial wellness is becoming increasingly paramount, Trust & Will, the preeminent digital estate planning platform, is set to make waves at the upcoming Money20/20 USA conference. On October 26, 2025, in Las Vegas, CEO and Co-Founder Cody Barbo will share the stage with Fifth Third Bank's Erin Crawford, VP and Head of Consumer Digital—Payments and Money Management. Their session is aptly titled “Your Legacy, Now Included: Estate Planning as an Essential Financial Shield.” This partnership marks a pivotal moment in financial services, focusing on the significant need for consumer protection through innovative offerings.

The collaboration aims to address a critical issue in personal finance: over two-thirds of Americans currently do not have a will. By providing free wills to customers, Fifth Third Bank is not only breaking new ground but also fostering essential financial protection for families. Cody Barbo emphasized the transformative potential of this initiative during an interview, stating, "Money20/20 is where the industry seeks bold ideas that redefine the financial experience. We are thrilled to demonstrate how estate planning can be accessible and straightforward through strategic partnerships like this one."

Bridging the Gap in Financial Wellness

Cody and Erin will delve into the details of how this initiative was conceptualized, executed, and its significant impact on customer trust and loyalty in the financial sector. Given that estate planning has long been regarded as a complex and daunting task, their partnership seeks to simplify the process for everyday Americans. By demystifying estate planning, they are repositioning it as a fundamental aspect of financial management, akin to traditional banking services.

“By collaborating with Trust & Will to offer complimentary wills, we are not only enhancing our service portfolio but also delivering peace of mind to millions of families,” Erin Crawford stated, reflecting on the bank’s commitment to redefining its role as a trusted financial partner.

The session will not just be a discussion of past achievements but also a forward-looking exploration of what can be expected in the consumer finance landscape. With innovative strategies being showcased, attendees will get insights into how estate planning can reshape financial practices in the future.

The Innovative Edge

Founded in 2017, Trust & Will has quickly established itself as a leader in digital estate planning, having assisted over one million individuals and families. Their platform offers secure and attorney-approved solutions for creating wills, trusts, and healthcare directives, ensuring compliance with state-specific laws. The recent introduction of their intelligent platform, EstateOS™, signifies their commitment to modernization in legacy planning, providing features like AI-driven workflows and document extraction.

In 2025, Trust & Will's efforts garnered recognition as they aligned with institutions like Fifth Third Bank, UBS, and AARP, expanding access to estate planning services significantly. With more than $200 billion in self-reported estate assets among their users, they are pioneering a new approach to financial wellness that integrates estate planning as a strategic component.

Looking Ahead

As the session approaches, anticipation builds regarding the groundbreaking nature of this partnership. “It’s about reshaping perspectives on what we can offer as financial services evolve,” Barbo noted. As they prepare to present at Money20/20 USA, it is clear that Trust & Will and Fifth Third Bank are not just leading conversations—they’re instigating real change in how consumers view and engage with financial protections for future generations.

This event promises to illuminate the innovative practices surrounding estate planning that others in the industry may soon adopt, illustrating the ongoing shift toward more inclusive financial services and consumer empowerment.