When was Vanilla founded?

Vanilla was founded in 2019 and raised its 1st funding round within a year of its incorporation.

Where is Vanilla located?

Vanilla is headquartered in Los Angeles, United States. It is registered at 48 BLENHEIM AVENUE,STONY STRATFORD,MILTON KEYNES,ENGLAND,MK11 1EX.

How many employees does Vanilla have?

As of Apr 30, 2026, the latest employee count at Vanilla is 198.

Is Vanilla a funded company?

Vanilla is a funded company, having raised a total of $84.3M across 4 funding rounds to date. The company's 1st funding round was a $***** Seed round, raised on Jun 14, 2019.

When was the latest funding round of Vanilla?

Vanilla's latest funding was a $***** Series C round on Aug 15, 2024, with participation from 5 investors.

Where does Vanilla rank among its competitors?

Vanilla ranks 2nd amongst 17 active competitors, of which 8 are funded. It stands 1st in terms of total funding among its competitors. The most recent competitor to raise funding was Trust and Will, which secured $4.5M in Apr, 2025.

Who are the top competitors of Vanilla?

Vanilla's top competitors include Trust and Will, Wealth and Tomorrow. Among them, Trust and Will secured the most recent funding round in April, 2025.

Vanilla - 2026 Company Profile, Team, Funding & Competitors

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 8 funded and 1 that has exited. Its top competitors include companies like Trust and Will, Wealth and Tomorrow.

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: 48 BLENHEIM AVENUE,STONY STRATFORD,MILTON KEYNES,ENGLAND,MK11 1EX

Key Metrics

Founded Year

2019

Location

Los Angeles, United States

Stage

Series C

Total Funding

$84.3M in 4 rounds

Latest Funding Round

Series C, Aug 15, 2024, $*****

Investors

Insight Partners & 13 more

Ranked

2^nd among 17 active competitors

Employee Count

198 as on Apr 30, 2026

Investment & Acquisitions

FA Match

Similar Companies

Trust and Will & 16 more

View Vanilla's full profile

Vanilla is associated with 2 legal entities given below:

Legal Entity Name	Date of Incorporation	Revenue	Latest Employee Count	Documents
Vanilla Technologies Inc. CIN: 20231027386 , United States, Active	Jan 06, 2023	-	-	-
JUST ADVISING LTD CIN: 12872346 , United Kingdom, Active	Sep 09, 2020	$686 (As on Sep 30, 2021)	1 (As on Sep 30, 2023)

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

Date of Funding	Funding Amount	Round Name	Post-Money Valuation	Revenue Multiple	Lead Investors	Other Investors
Aug 15, 2024	4838654	Series C	1229536	8638985	5440319	2687889
Apr 28, 2022	6803675	Series B	7774269	8428482	5820189	Venrock & 3 more
Aug 30, 2021	9864687	Series A	5892628	4619295	Venrock	F. William McNabb & 4 more

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View details of Vanilla's funding rounds and investors

The founders of Vanilla is Steve Lockshin. Gene Farrell is the CEO of Vanilla.

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
Robert Thornton	Independent board member	-	Current	3y 1m
rexmj{b	Independent board member	-	Current	3y 1m
inqgqtz	Independent board member	-	Current	8y 8m
iqkmdum	Independent board member	-	Current	6y 5m
muzzagg	Independent board member	-	Current	4y 9m
jkxuceh	Independent board member	-	Current	2y 3m
wgtmfka	Independent board member	-	Current	5y 6m
hyoflzx	Independent board member	-	Current	4y 5m

View details of Vanilla's Founder profiles and Board Members

Vanilla's employee count trend

Vanilla has 198 employees as of Apr 26. Here is Vanilla's employee count trend over the years:

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Top competitors of Vanilla include Trust and Will, Wealth and Tomorrow. Here is the list of Top 10 competitors of Vanilla, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	Trust and Will 2017, San Diego (United States), Series C	Cloud based platform offering legal will planning solutions	$75M	Link Ventures, Revolution & 25 others	69/100
2nd	Vanilla 2019, Los Angeles (United States), Series C	Providing solutions to investment advisors for estate planning	$84.3M	Insight Partners, Venrock & 12 others	65/100
3rd	Wealth 2021, Gilbert (United States), Series A	Online estate planning platform	$46M	Anthos Capital, Google Ventures & 7 others	64/100
4th	Tomorrow 2015, Seattle (United States), Acquired	Online will planning and life insurance comparison platform	$21.6M	Sinai Ventures, IDC Ventures & 16 others	57/100
5th	Cake 2013, Sudbury (United States), Seed	Online platform that provides end of life planning	$5.05M	Pillar VC, The Longevity Fund & 18 others	43/100
6th	Luminary 2022, New York City (United States), Series A	Developer of AI-powered software for trust and estate planning professionals	$9.5M	8VC, LeFrak & 3 others	37/100
7th	The Postage 2019, Houston (United States), Funding Raised	Cloud-based enterprise legacy planning solution provider	-	Ben Jen Holdings, Long View Tech Ventures	36/100
8th	Memori 2018, Brunei, Seed	Cloud-based legacy planning solution provider	$115K	113venture.com, MaGIC	29/100
9th	FamilyCloud 2023, Bengaluru (India), Unfunded	Cloud-based platform for families to store access and share data	-	-	28/100
10th	Myafter Life 2021, Mumbai (India), Unfunded	Provider of digital vault services for end-of-life planning and succession	-	-	27/100