Sureify Partners with Estate Planning Platform FreeWill

The strategic partnership enables life insurance companies to offer a seamless solution for individuals and families to create end-of-life plans.

(FreeWill co-CEOs Jenny Xia Spradling and Patrick Schmitt.)

Sureify (San Jose, Calif.), a provider of digital distribution- and service-related solutions to the life insurance industry, and estate planning platform FreeWill (New York) have announced a strategic partnership designed to enable major life insurers to provide estate planning benefits to their clients and prospects. The partnership will enable FreeWill’s estate planning solutions to be integrated with life insurance tools that together offer a seamless way for individuals and families alike to create their end-of-life plans, according to a Sureify statement.

Dustin Yoder, Founder and CEO, Sureify.

FreeWill helps more than 200,000 Americans write wills and revocable living trusts each year, which the vendor says is more than any other digital estate planning tool. By partnering with Sureify, FreeWill’s estate planning solutions can be distributed and implemented easily across the respective footprints of several of America’s largest life insurance providers, according to the Sureify statement. Sureify says this will allow FreeWill to scale its enterprise platform, which includes building embedded, custom sites that offer convenience to end-consumers while offering advanced insights and analytics tools to clients.

Sureify asserts that its LifetimeENGAGE product has already transformed the life insurance experience for many carriers, enabling them to connect with customers in new and meaningful ways. By partnering with FreeWill, Sureify says its customers will be better equipped to provide estate planning resources, a critical element of financial planning that is all too often neglected because of perceived cost and complexity.

Empowering People to Protect their Loved Ones Financially

“FreeWill is a well-known, highly regarded estate planning platform, and this partnership will provide a truly integrated solution that addresses the interconnected needs of life insurance and estate planning,” comments Dustin Yoder, founder & CEO, Sureify. “We foresee this partnership as a way to empower individuals and families to protect their loved ones financially, and we believe carriers are eager to offer this benefit to their customers.”

“We are thrilled to partner with Sureify as we continue to scale our enterprise offering to a variety of financial institutions, including life insurers,” adds Jenny Xia Spradling, co-CEO of FreeWill. “Estate planning is one of the most important elements of financial planning, yet at the same time, just 30 percent of Americans have a will. There’s definitely an access problem. By aligning with Sureify—a digital partner to many life insurers—we’re confident that we can help more carriers  deliver solutions while driving brand loyalty and solving a continued societal challenge.”

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Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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