In the face of economic uncertainties, high mortgage rates, and caregiving responsibilities for both children and aging parents, a majority of millennials are letting their long-term need to prepare a legacy fall by the wayside, according to a new study.Trust Will’s fourth annual study on millennial estate planning uncovers how millenials, also known as Gen Y, are managing their estate planning needs. The survey of nearly 15,000 millennials shows their struggle to balance immediate financial pressures with future preparations. “There is no simple story to tell regarding the unique financial situation of millennials,” Cody Barbo, founder and CEO of Trust Will, said in a statement. “They want to set themselves up for success, advance in their careers, and have work-life balance, but our generation as a whole has faced significant headwinds our entire adult lives, starting with the 2008 recession, through the pandemic, and its aftermath.”. Despite the anticipated “Great Wealth Transfer,” which expected to move about $72.6 trillion between generations, the report found a 62 percent majority of millennials said they don’t have a will or trust. Only 43 percent of millennials foresee receiving an inheritance, and of those, just half consider it in their financial strategies

Tenant Experience and asset management platform for commercial real estate Aeria has raised $1.8 million in pre-seed funding led by Kalaari Capital and Foundamental along with AC Ventures, AL Trust and others.

MINNEAPOLIS--(BUSINESS WIRE)--San Diego-based Trust & Will launches new ad campaign “Make It Count” in partnership with All-Inclusive TV agency Marketing Architects.Founded in 2017, Trust & Will is on a mission to help every family leave a legacy by bringing the estate planning process online. Today, they’ve helped hundreds of thousands of families create estate plans and settle probate with affordable and customizable plans, and they’re only continuing to grow.A key channel behind this growth has been TV advertising. Seeing TV's impact and potential, Trust & Will was ready to develop fresh creative that would continue to build the brand, attract new customers, and support their mission. Working with Marketing Architects to uncover audience insights and produce compelling creative, Trust & Will landed on ‘Make It Count’ for the campaign.'Make It Count’ highlights people verbally sharing their end-of-life wishes with loved ones—a heartfelt gesture, but one that won’t hold up legally. Then, spokesperson Eddie Blackwell Williams explains why these wishes only count when documented in a will or a trust, which Trust & Will can help you build from the convenience of your home.“For many, estate planning can feel daunting,” says Dale Sperling, CMO at Trust & Will. “At Trust & Will, we're making the difficult conversations of end-of-life planning easier than most imagine is possible, and this campaign reflects that by bringing a light, engaging tone to a challenging topic.”Creative was shot in Salt Lake City, and a national search was conducted to land a spokesperson who was likeable, authoritative, and funny