Track 6

Competitive Battlecards

Know the four categories

Prospects often believe estate planning is already handled, through a direct-to-consumer affiliate deal or an informal network of local attorneys.
The four competitive categories are: D2C affiliate programs like Trust and Will, enterprise wealth platforms like Wealth.com and Vanilla, generalist legaltech like LegalZoom and Rocket Lawyer, and the status quo of local attorney referrals.

Trust and Will is often distributed to credit unions through aggregators such as Love My Credit Union Rewards.
The credit union posts a link or banner offering members a 20 percent discount. The member is sent off the credit union's domain, creates a Trust and Will account, and pays Trust and Will directly.
Data disintermediation: Trust and Will keeps 100 percent of the member's asset data, beneficiaries, and estate inventory. The credit union sees nothing of the member's outside balance sheet.
Brand decay: it trains members to look outside the institution for financial and legal solutions.
Negligible economics: zero revenue, or a one-time referral commission of a few dollars, giving up real non-interest fee margin.

These are sophisticated platforms built for high-net-worth and ultra-high-net-worth RIAs, private banks, and family offices.
Advisors personally walk multi-millionaire clients through estate tax mitigation, irrevocable trusts, and dynasty structures.
They carry steep enterprise annual minimums, need deep advisor involvement, and cannot run as a self-service, mass-market utility for retail members.

Legacy consumer legal storefronts selling everything from trademarks to criminal defense referrals.
No native financial institution integration, no core banking single sign-on, and no way to feed asset intelligence back to the balance sheet.

Branch staff hand the member an attorney's business card.
About 95 percent of members never follow through, because of the expected 2,000 to 5,000 dollar cost and scheduling friction.
The attorney keeps the fee, and the credit union gets zero revenue, zero data, and zero cross-sell intelligence.
Worse, private attorneys often name outside custodians or national trust companies in trusts, quietly moving deposits away.

Branding: 100 percent white- or grey-labeled on the institution's domain. Others redirect off-site, use vendor-branded portals, or send members to a private law office.
Commercial model: the institution sets retail pricing and keeps 100 percent of the margin. Affiliates pay a minor fee, RIA tools charge high licenses, attorneys keep everything.
Data ownership: the institution owns all asset and member data. Affiliates own it, advisors own it, or attorney-client privilege hides it.
Cross-sell: the AI Business Insights Engine flags wealth and insurance leads. Competitors keep data in a silo, or have no incentive to refer back.
Integration: native single sign-on with Alkami, Q2, and Jack Henry Banno, versus a hyperlink, desktop advisor software, or a paper card.
Lift: turnkey, with Legal Karma handling all chat, phone, and email support.
The one-liner: Legal Karma is the only enterprise solution combining total white label, 100 percent revenue retention, zero operational lift, and two-way core data intelligence.

0:00~4:06

Next: Track 7