Vanilla, a leading platform in modern estate planning, announced a partnership with national services firm Mariner to deliver estate planning and advisory capabilities to the 700+ advisors managing $560 billion in assets at the firm. And since the partnership started, Mariner has seen a 200% increase in revenue growth rates among the advisors who have adopted Vanilla for holistic planning.
With this partnership, Mariner advisors can access Vanilla’s comprehensive and intuitive platform, offering assistance throughout the estate planning process. Advisors will also be able to utilize Vanilla’s suite of tools that simplify complex processes and accelerate client engagement, enhancing efficiency and driving firm growth.
Mariner is a fast-growing financial advisory firm in the US. Deploying Vanilla’s estate automation suite to advisors accelerated Mariner’s growth trajectory, enabling firms to differentiate their services, enhance client relationships, and grow revenue through wallet share and new revenue expansion. And Vanilla drives measurable value by helping advisors build and extract wills and trusts, connect documents into a comprehensive estate plan, and surface key insights to facilitate meaningful client conversations via integrated AI.
Historically seen as a complex offering reserved for ultra-high-net-worth clients, estate planning is now the fastest-growing category in financial advisor technology. Along with the Mariner partnership, Vanilla has seen significant momentum so far in 2025, closing its fiscal year with 293% year-over-year platform growth and launching Copilot (an AI assistant that helps advisors navigate the estate planning process proactively).
KEY QUOTES:
“We’re thrilled to have expanded our relationship with an iconic firm like Mariner, which is leading the charge for innovation in wealth management. Unlocking estate planning as a service offering for every advisor with the help of AI is a core component of our mission to empower everyone to create a meaningful legacy.”
Gene Farrell, CEO at Vanilla
“Vanilla’s technology is yet another tool in our arsenal as we look to grow our practice to more than 5,000 advisors by 2027. The ability to offer estate planning services in a simple and understandable way allows us to grow our partnerships with our clients and deliver more value throughout the wealth advisory journey.”
Marty Bicknell, CEO of Mariner
