Vanilla - About the company
Vanilla is a series C company based in Los Angeles (United States), founded in 2019 by Steve Lockshin. It operates as a Providing solutions to investment advisors for estate planning. Vanilla has raised $84.3M in funding from investors like Insight Partners, Venrock and HCVT. The company has 17 active competitors, including 9 funded and 1 that has exited. Its top competitors include companies like Empathy, Trust and Will and Wealth.
Company Details
Providing solutions to investment advisors for estate planning. It leverages technology and design to simplify and streamline the estate planning process.
- Website
- justvanilla.com
- Social
- Email ID
- *****@justvanilla.com
- Registered Address
- 310 South Main Street Suite 1000, Salt Lake City, UT 84101, US
Key Metrics
Founded Year
2019
Location
Los Angeles, United States
Stage
Series C
Total Funding
$84.3M in 4 rounds
Latest Funding Round
Investors
Ranked
3rd among 17 active competitors
Employee Count
219 as on Sep 30, 2026
Investment & Acquisitions
Legal entities associated with Vanilla
Vanilla is associated with 2 legal entities given below:
Legal Entity Name | Date of Incorporation | Revenue | Latest Employee Count | Reports |
|---|---|---|---|---|
Vanilla Technologies Inc. CIN: 20231027386 , United States, Active | Jan 06, 2023 | - | - | - |
JUST ADVISING LTD CIN: 12872346 , United Kingdom, Deadpooled | Sep 09, 2020 | £0 - £1M (As on Sep 30, 2021) | 1 (As on Sep 30, 2023) |
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Vanilla's funding and investors
Vanilla has raised a total funding of $84.3M over 4 rounds. Its first funding round was on Jun 14, 2019. Its latest funding round was a Series C round on Aug 15, 2024 for $*****. 5 investors participated in its latest round. Vanilla has 6 institutional investors and 8 angel investors.
Here is the list of recent funding rounds of Vanilla:
Filter this list
Filter this listDate of Funding | Funding Amount | Round Name | Post-Money Valuation | Revenue Multiple | Lead Investors | Other Investors |
|---|---|---|---|---|---|---|
Aug 15, 2024 | 8034825 | Series C | 9563250 | 1231500 | 1705487 | 4001464 |
Apr 28, 2022 | 4656236 | Series B | 1299800 | 2139877 | 5609005 | |
Aug 30, 2021 | 6003293 | Series A | 5372202 | 2611057 |
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Vanilla's founders and board of directors
Founder? Claim ProfileThe founders of Vanilla is Steve Lockshin.
Here are the details of Vanilla's key team members:
- Steve Lockshin: Founder of Vanilla. Contact Info: 1 email address
Vanilla's Board of Directors
Vanilla's board has 8 active members. Robert Thornton, Nick Beim, Amjad Hussain, Jonathan Rosenbaum, F. William McNabb III, Steven Lockshin, Eugene Farrell and Karen Nachbar are independent board members.Here is the list of Vanilla's board of directors:
Name | Type | Representing | Status | Duration |
|---|---|---|---|---|
Independent board member | - | Current | 3y 7m | |
uc{mskg | Independent board member | - | Current | 3y 1m |
b{zhqir | Independent board member | - | Current | 4y 8m |
ttbawuw | Independent board member | - | Current | 6y 4m |
lzlsrgh | Independent board member | - | Current | 3y 5m |
vciuvzw | Independent board member | - | Current | 9y 8m |
yfogsie | Independent board member | - | Current | 2y 9m |
ukzmbp{ | Independent board member | - | Current | 4y 7m |
View details of Vanilla's Founder profiles and Board Members
Vanilla's employee count trend
Vanilla has 219 employees as of Sep 26. Here is Vanilla's employee count trend over the years:
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Vanilla's Competitors and alternates
Top competitors of Vanilla include Empathy, Trust and Will and Wealth. Here is the list of Top 10 competitors of Vanilla, ranked by Tracxn score:
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Rank | Company Details | Short Description | Total Funding | Investors | Tracxn Score |
|---|---|---|---|---|---|
1st |  Empathy 2021, New York City (United States), Series C | Provider of support solutions for legacy planning, loss, and leave | $162M | 71/100 | |
2nd |  Trust and Will 2017, San Diego (United States), Series C | Cloud based platform offering legal will planning solutions | $75M | 69/100 | |
3rd |  Vanilla 2019, Los Angeles (United States), Series C | Providing solutions to investment advisors for estate planning | $84.3M | 63/100 | |
4th |  Wealth 2021, Tempe (United States), Series B | Online estate planning platform | $111M | 59/100 | |
5th | Tomorrow 2015, Seattle (United States), Acquired | Online will planning and life insurance comparison platform | $21.6M | 54/100 | |
6th |  Luminary 2022, New York City (United States), Series A | Developer of AI-powered software for trust and estate planning professionals | $31.5M | 53/100 | |
7th |  The Postage 2019, Houston (United States), Funding Raised | Cloud-based enterprise legacy planning solution provider | - | 39/100 | |
8th | Cake 2013, Sudbury (United States), Seed | Online platform that provides end of life planning | $5.05M | 38/100 | |
9th | Cloud-based legacy planning solution provider | $115K | 30/100 | ||
10th |  Peacefully 2018, Los Angeles (United States), Seed | Provider of after-death services | $200K | 29/100 |
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Vanilla's Investments and acquisitions
Vanilla has a total of 1 investment in FA Match. Vanilla has not made any acquisitions as of now.Reports related to Vanilla
Here is the latest report on Vanilla's sector:
News related to Vanilla
Filter this listMedia has covered Vanilla for a total of 5 events in the last 1 year, 3 of them have been about company updates and 2 about partnerships.
•
Vanilla Becomes First Estate Planning Platform to Independently Validate Its Calculation EngineBusiness Wire•Oct 07, 2026•Vanilla
•
Vanilla to open first East of England store at Queensgate, PeterboroughThe Retail Bulletin•Sep 16, 2026•Vanilla
•
Vanilla Launches Vanilla Safe™ to Keep Every Family Ready for the UnexpectedBusiness Wire•Aug 25, 2026•Vanilla
•
Cetera Chooses Vanilla, Further Enhancing Estate Planning Services for Approximately 12,000 AdvisorsBusiness Wire•Dec 16, 2025•Vanilla, Cetera
•
Vanilla Named a Preferred Estate Planning Technology Partner by Elevation PointBusiness Wire•Nov 18, 2025•Elevation Point, Vanilla
•
Vanilla Approved by Osaic as Estate Planning Solution Provider to 11000+ AdvisorsBusiness Wire•Oct 07, 2025•Osaic, Vanilla
•
Betterment Advisor Solutions partners Vanilla to offer estate planning tech for advisorsCrowdfund Insider•Sep 15, 2025•Vanilla, Betterment
•
Vanilla Unveils Vanilla Scenarios™: Instant Modeling, Unified Workflow Tool for AdvisorsBusiness Wire•Aug 12, 2025•Vanilla
•
Vanilla Secures US Patent for Estate Planning Technology for Financial AdvisorsBusiness Wire•Jul 24, 2025•Vanilla
•
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