Trust & Will & Minerva
“What sets Minerva apart is the team. They’ve been responsive, technically rigorous, and willing to build alongside us rather than simply hand over a generic product. That combination of data quality, engineering depth, and a true partnership mindset has made Minerva a valuable partner as we continue building more proactive, personalized experiences for our members.”
Trust & Will is the leading digital estate planning platform, helping families create and manage attorney-designed, state-specific estate plans. Their mission is to help every family protect what matters most and leave a legacy.
Trust & Will partnered with Minerva to strengthen their data enrichment capabilities and better understand important life events that may create a need for estate planning support. Through Minerva’s /enrich API, Trust & Will is able to enrich eligible customer and related-party records with structured household, identity, and life-event signals that can support more timely and relevant customer experiences.
As part of the partnership, Trust & Will and Minerva also developed a dedicated workflow to evaluate deceased-person indicators. Minerva’s proprietary data sources and identity resolution capabilities help surface certain death-related signals and resolve them back to known individuals within its person graph. These signals can help Trust & Will identify moments when families may need additional guidance, when account or household data may need to be updated, or when probate-related support may be relevant.
The partnership is designed to complement Trust & Will’s existing first-party data, member experience strategy, and lifecycle programs. Minerva provides valuable enrichment signals that help Trust & Will better understand customer needs so that Trust & Will can continue to deliver a best-in-class customer-first product experience and customer relationship.
“Minerva has brought valuable data infrastructure and life-event intelligence to our work. Their enrichment capabilities help us identify relevant moments where Trust & Will can provide more timely and useful support to our members. As we continue improving personalization across product and lifecycle experiences, these signals are becoming a helpful input into how we serve families more proactively.”
What’s Next
Trust & Will and Minerva are continuing to explore opportunities to use enriched data signals responsibly across customer experience, lifecycle marketing, and growth programs. Future areas of collaboration may include:
- Improving the consistency and usability of enriched customer and household data
- Identifying life events that may indicate a need to create, review, or update an estate plan
- Supporting more relevant lifecycle messaging and member education
- Exploring audience insights that may help inform campaign strategy and media efficiency
Together, Trust & Will and Minerva are focused on using data responsibly to make estate planning more timely, relevant, and accessible for more families.