In the midst of the largest generational wealth shift in history, Toronto-based startup Trusty is stepping up to bring clarity and compassion to estate planning.
The company has announced a $1 million pre-seed funding round co-led by Relay Ventures and Graphite Ventures, with additional support from Mistral Venture Partners and strategic angels.
Trusty is on a mission to modernize the way families preserve and pass on their legacy—combining AI innovation with deeply personal intent.
About Trusty
Trusty is an AI-powered platform reimagining estate planning by helping families create secure, digital Letters of Wishes that go beyond legal documents to capture the meaning behind their legacy.
Designed for individuals, families, and advisors, Trusty makes it easy to organize assets, assign heirs, store essential documents, and leave personal video messages—bringing clarity to life’s most complex transitions.
With features like image recognition, a conversational AI assistant named Max, and bank-grade security, Trusty ensures that the things you love end up with the people you love—reducing confusion, preventing conflict, and strengthening intergenerational connection.
Bridging the Gap in Estate Planning
Founded by repeat entrepreneur Randy Frisch, Trusty is reimagining a core element of legacy planning: the Letter of Wishes. While legal documents like wills and trusts provide structure, they often lack context—what the assets mean, who should receive personal heirlooms, and how families should interpret a loved one’s true intentions.
Trusty fills this emotional and logistical gap through an AI-powered platform that helps users:
- 📷 Digitize and organize important documents and valuables using image recognition
- 🤖 Leverage a conversational AI assistant named Max to explain legal language
- 🎥 Record personal video messages to accompany bequests
- 🔐 Securely share estate details with family members and advisors
It’s estate planning that goes beyond paperwork—built to preserve stories, sentiment, and legacy.
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A Personal Journey Behind the Product
Frisch, best known for co-founding and scaling content experience platform Uberflip, was inspired to launch Trusty after navigating the complexities of his own grandmother’s estate.
Despite having a will, the lack of emotional context and clarity around certain assets created confusion and stress for his family.
“Wills don’t tell the whole story,” Frisch said. “The gaps from misplaced assets and unclear intent can create conflict. Trusty helps families feel confident and connected during life’s hardest transitions.”
Designed for Families, Built for Advisors
While Trusty is a consumer-first app, it’s also being developed with financial advisors, estate planners, and wealth managers in mind.
The platform is already being piloted in commercial settings, with Purpose Unlimited—a financial services firm led by Som Seif—among its first distribution partners.
Trusty complements, rather than replaces, traditional estate tools. It enables:
- 📂 Collaborative visibility for advisors and clients
- 🧭 Streamlined workflows for estate planning professionals
- 🔄 Integration into advisory platforms used by banks, insurance providers, and wealth teams
By bridging personal sentiment with legal documentation, Trusty empowers advisors to offer more holistic and human-centered planning.
The Positive Impact: Empowering a New Generation of Legacy Builders
With over $84 trillion expected to change hands in the coming decades as part of The Great Wealth Transfer, tools like Trusty have the potential to reshape how wealth and wisdom are passed down.
This is especially critical as younger generations inherit not only financial assets but the responsibility of preserving family values and stories.
The platform promotes:
- 🛡️ Financial clarity and reduced conflict among heirs
- 💬 More open, honest conversations about end-of-life intentions
- 🧬 Intergenerational connection and trust
By digitizing and humanizing estate planning, Trusty is not just modernizing a sector—it’s making legacy building more inclusive, accessible, and emotionally intelligent.
