Estate wealth tech platform Vanilla gets a boost from Edward Jones
Estate planning software company Vanilla has closed a new funding round to expand its platform and accelerate adoption among financial advisors.
Led by returning investor Insight Partners, the round also saw participation from Venrock, Vanguard, and new investors Alumni Ventures – which also figured in Savvy Wealth’s recent $15.5 million series A funding – and Edward Jones Ventures, also known as EdVentures, the VC program launched by Edward Jones earlier this year.
“As we accelerate our efforts to revolutionize how advisors, planners, and attorneys approach estate planning, we are excited to deepen our partnership with Insight Partners, Venrock, and Vanguard, as well as to welcome Edward Jones,” CEO Gene Farrell said in a statement Thursday.
Billed as the world’s first estate advisory platform, Vanilla has positioned itself as a leading tech player in the $221 billion estate planning industry.
With backing from investors like NBA legend Michael Jordan and former Vanguard CEO F. William McNabb III, the company’s technology is now used by major firms, including Mariner Wealth Advisors and Avantax, to offer tailored estate planning services at scale.
“Vanilla has built an enterprise-grade platform to deeply integrate into an advisor’s stack and handle all the complexities of estate planning, all while giving their end clients an intuitive, approachable planning experience,” said Jon Rosenbaum, managing director at Insight Partners, one of the investors backing Vanilla.
The latest capital infusion will support Vanilla’s continued growth and the development of its AI-powered tools aimed at streamlining estate planning across wealth levels.
The funding arrives as estate planning technology is gaining momentum within the
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