The Partnership Economy

CHAPTER 12How to Get Your Partnerships Program Started

Trust & Will is a digital disruptor in the estate planning industry. It knows that estate planning can be a daunting task, no matter how savvy you are. Its goal: “enabling every American to create a plan that's customized to fit their needs, their life, and their legacy.” Trust & Will does this by making the process of setting up a will, trust, or nomination of guardianship as simple and straightforward as possible.

As a relatively new start-up, Trust & Will had not yet entered the partnerships space.

To get its partnerships program established and productive quickly, Trust & Will wanted to work with a partnerships agency that understood the full landscape and had successfully worked with other early-stage companies. It chose PartnerCentric, a leading partnerships agency for start-ups, which has assisted in the IPO or acquisition of over 65 brands.

But before it could jump in, Trust & Will wanted to strategically develop a data-backed program that would reach its target consumer. Working together with PartnerCentric, it delved deep, enriching its understanding of its target audience, and researching and recruiting partners that could successfully reach them. The research revealed a core target customer: recently married parents. These folks tend to think about estate planning later in life, revealing the need for an educational component that could be delivered via partnerships to reach and influence this audience.

PartnerCentric ...