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Herbie, Herbie Plan
500 Global '258 employees on LinkedIn · 1 known investors
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Herbie (Herbie Plan) is a US company applying AI to estate planning. Its product is intended to help people prepare wills, trusts, and related documents.
Also known as Herbie · Herbie Legal · Herbie Plan
Founders & leadership
Investors · 1
How we know: open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · open dataset · 500 Global portfolio 2026-08 · Not right? Tell us
Company profile
researched Sep 2026Herbie (Herbie Plan) is an estate planning company that combines an agentic software system with an affiliated nationwide law firm, Herbie Legal. The platform lets individuals and partner organizations create wills, trusts, and related legal documents online, encoding the principles, laws, and practice of estate planning into a system that drafts and assembles documents at scale. It is paired with an AI copilot providing natural-language guidance and optional attorney review.
The company positions itself as an outsourced "in-house estate planning team" for financial professionals, delivering estate plans through advisors that clients already work with. Its stated segments include wealth management firms, insurance companies (including pairing coverage with irrevocable life insurance trusts), and employers. Herbie states that its workflows are built, tested, and refined by practicing trusts-and-estates attorneys, and that state formalities and attorney review are built into every document.
Business model
Herbie operates a hosted software service alongside an affiliated law firm. Estate planning is offered directly to consumers and as an embeddable "estate planning as a service" offering that partner organizations — wealth managers, insurers, and employers — can deliver to their own clients.
Latest developments
A third-party profile scored Herbie's public developer surface on 2026-09-25, recording no published APIs and a composite "Kin Score" of 14.7/100 with an agent-readiness rating of 0/100.
▸Full profile — market position, technology, go-to-market, geography
Market position
Positions itself as an AI-native law firm and estate planning provider staffed by attorneys from large US law firms, at the intersection of legal technology, document automation, and wealth management.
Technology
Herbie describes an internal agentic layer that supports its attorneys: agentic workflows designed and refined by practicing trusts-and-estates attorneys, a document generation engine that assembles wills, trusts, and related instruments at scale, an AI copilot for natural-language guidance, and a review layer covering state formalities and attorney review. Publicly listed developer-facing resources include pricing, a blog/resources section, a signup flow, terms of use, and a privacy policy; no public API specifications were published as of the September 2026 assessment.
Go-to-market
Partnership-led distribution through financial professionals, who offer estate planning to their existing clients under Herbie's delivery model, alongside a direct-to-consumer signup path. The website centers on a contact/partner form for prospective partners.
Individuals seeking wills and trusts, and partner organizations that serve them: wealth management firms, insurance companies, and employers.
Geography
United States; Herbie Legal is described as a nationwide law firm.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
▸Research sources · 5
primary sources listed
- Herbie, Herbie Planherbieplan.com · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Herbie, Herbie Plan do?
- Herbie is an AI-native estate planning platform and affiliated law firm serving individuals and partner financial institutions.
- Who founded Herbie, Herbie Plan?
- Herbie, Herbie Plan was founded by Joshua Aronoff, Michael Moritz.
- Who are Herbie, Herbie Plan's investors?
- Herbie, Herbie Plan's investors include 500 Global.