Snug

Snug is an online estate planning platform that provides digital solutions for creating and managing trusts, wills, and guardianships through an annual subscription model. The platform takes a goal-oriented approach rather than a document-centric view of estate planning, allowing users to create, modify, and update their estate planning documents as their life circumstances evolve. The service enables users to develop comprehensive estate plans that protect families and assets, addressing the needs of a digitally-native generation that is building families and accruing assets. The platform emphasizes flexibility and accessibility, offering secure access to estate planning documents with the ability to make unlimited updates. In December 2023, 64% of Americans aged 30-49 did not have a will, and 43% of college graduates lacked this essential document, highlighting the market need that Snug addresses.

The company differentiates itself by providing a more modern and convenient approach to estate planning compared to traditional methods that often require finding and securing a lawyer, investing significant time, and paying substantial fees. Snug anticipates becoming a common gift option for wedding and baby registries, as well as an added benefit offered by realtors and financial planners.