Gentreo

Gentreo is a software company that provides online estate planning for individuals and families, including wills, powers of attorney and health care proxies, along with a secure digital vault for storing and sharing important documents and records. The platform is organized around "Life Milestones" — events such as getting married, having a baby, caring for an aging parent, or the death of a loved one — so users can produce the documents relevant to their current situation rather than a single one-time document. Additional features let a user share information such as a health care proxy, medication list and physician contacts with people they choose, and revoke that access at any time.

The company also markets a pet-specific package, Gentreo Pets, covering documents pet owners need to arrange care and decision-making for animals in an emergency. Gentreo describes itself as a fintech, all-software business and a woman-owned company; its name is derived from "three generations," reflecting families simultaneously caring for parents and children. It is headquartered in Quincy, Massachusetts, and is characterized as operating in consumer services.

Founding story

Gentreo was founded by sisters Renee Fry and Julie Fry after they accompanied their parents to an estate planning meeting with lawyers that cost $10,000. Both concluded the price was prohibitive for ordinary families and decided to build an online alternative. Their father was later diagnosed with Alzheimer's disease, which gave the founders direct experience of the need to share medical and legal information across generations — an experience reflected in the company name, meaning "three generations."

Business model

Gentreo sells subscription-style access to estate planning software and a digital vault directly to consumers, and also distributes through a business-to-business-to-consumer model in which employers, banks, credit unions and member-based organizations offer Gentreo as a benefit to their employees, customers or members.

Revenue comes from paid consumer estate planning packages, including tiered and product-specific offerings such as Gentreo Pets, and from arrangements with employers and member organizations that provide the service as a benefit.

Traction

Gentreo reports partnerships with credit unions including Dirigo Federal Credit Union and Chelsea Employees Federal Credit Union, and with employers offering the service as a benefit. A third-party data provider estimated approximately 16 employees and an annual revenue range of $10M-$25M as of July 2026, and the company's executives are regularly quoted in personal finance media.

Latest developments

Company executives contributed commentary to Kiplinger and Yahoo Finance in November and December 2024 on life insurance and estate plan alignment, state-specific wills, retirement savings barriers, and estate planning for women's financial independence. Credit union distribution partnerships were announced with Dirigo Federal Credit Union (May 2025) and Chelsea Employees Federal Credit Union.