Trust & Will and Fifth Third Bank to Share Groundbreaking Estate Planning Partnership at Money20/20 USA

SAN DIEGO, Oct. 9, 2025 /PRNewswire/ -- Trust & Will, the leading digital estate planning platform in the U.S., today announced that CEO and Co-Founder Cody Barbo will join Erin Crawford, VP, Head of Consumer Digital – Payments and Money Management at Fifth Third, on stage at Money20/20 USA to discuss how the two organizations are reshaping what consumer protection means in financial services.

Their session, titled "Your Legacy, Now Included: Estate Planning as an Essential Financial Shield," will explore how Fifth Third became the first U.S. bank to offer free wills to all customers through an exclusive partnership with Trust & Will.

With more than two-thirds of Americans still without a will, the initiative tackles one of the most pressing gaps in financial wellness. Cody and Erin will share lessons from developing and scaling the program to more than four million customers, why estate planning has become an essential layer of protection alongside traditional banking services, and what this shift signals for the future of trust and loyalty in consumer finance.

"Money20/20 is where the industry looks for bold ideas that redefine the financial experience," said Cody Barbo, Co-Founder and CEO of Trust & Will. "We are honored to share how estate planning, long seen as complex or out of reach, can be made accessible, affordable, and easy to complete through innovation and the right partnerships."

"Our customers look to us not just to manage their money but to help protect their families," said Erin Crawford, VP, Head of Consumer Digital – Payments and Money Management at Fifth Third. "By partnering with Trust & Will to make wills free and accessible, we are delivering peace of mind for millions of households while also redefining what it means to be a trusted financial partner in today's world."

The session will take place on Sunday, October 26, 2025, at 10:15am as part of the Wealth Management Summit at Marco Polo, Rooms 705-707, Level 1 at The Venetian Resort in Las Vegas. This live dialogue between two industry disruptors will give attendees an inside look at how this first-of-its-kind initiative came to life, what it took to launch, and why it is a model others will soon follow.

For full session details, visit the Money20/20 agenda: Your Legacy, Now Included: Estate Planning as an Essential Financial Shield.

About Trust & Will
Founded in 2017, Trust & Will is the leading digital estate planning platform in the U.S., trusted by over one million individuals and families. Our simple, secure, and attorney-approved online solutions empower Americans to create wills, trusts, healthcare directives, and other essential estate planning documents tailored to state-specific laws. As a certified B Corporation and Public Benefit Corporation (PBC), our mission to help every family leave a meaningful legacy is embedded into our business model, ensuring estate planning is accessible, affordable, and inclusive for all.

In 2025, we introduced EstateOS™, the first intelligent platform built to modernize legacy planning and preservation. EstateOS powers connected estate plans for families and offers AI-enabled workflows, document extraction, and client collaboration designed specifically for professionals.

Today, our platform supports 20,000+ financial advisors and 200+ enterprise partners, including banks, financial institutions, attorneys, nonprofits, real estate agents, and technology platforms. Notable partners include AARP, Fifth Third Bank, UBS, USAA, LPL Financial, and Northwestern Mutual. By enabling diverse professionals and organizations to integrate digital estate planning into their services, we're broadening estate planning access and fostering proactive, multi-generational financial conversations.

With more than one million users and over $200 billion in self-reported estate assets, Trust & Will is redefining estate planning as a strategic pillar of modern financial wellness. Recognized for innovation and leadership, we have earned spots on the CNBC Disruptor 50, Inc. 5000, and Deloitte Technology Fast 500™ lists.

Learn more at trustandwill.com or about our commitment as a certified B Corp.

About Fifth Third
Fifth Third is a bank that's as long on innovation as it is on history. Since 1858, we've been helping individuals, families, businesses and communities grow through smart financial services that improve lives. Our list of firsts is extensive, and it's one that continues to expand as we explore the intersection of tech-driven innovation, dedicated people and focused community impact. Fifth Third is one of the few U.S.-based banks to have been named among Ethisphere's World's Most Ethical Companies® for several years. With a commitment to taking care of our customers, employees, communities and shareholders, our goal is not only to be the nation's highest performing regional bank, but to be the bank people most value and trust.

Fifth Third Bank, National Association is a federally chartered institution. Fifth Third Bancorp is the indirect parent company of Fifth Third Bank and its common stock is traded on the NASDAQ® Global Select Market under the symbol "FITB." Investor information and press releases can be viewed at www.53.com. Deposit and credit products provided by Fifth Third Bank, National Association. Member FDIC.

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SOURCE Trust & Will