EP 97 Plain Vanilla: Reinventing Estate Planning with Gene Farrell, President & Chief Executive Officer, Vanilla

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Today, I’m thrilled to welcome a powerhouse in fintech and leadership In The Suite: Gene Farrell, President and CEO of Vanilla.

If you think estate planning is confusing, costly, or only for the ultra-wealthy—this episode is going to flip that belief on its head. Gene joins us to talk about how Vanilla is on a mission to reimagine and radically simplify estate planning, making it accessible, human, and empowering for advisors and families alike.

This conversation is especially meaningful to me. As someone navigating a personal health journey, I’ve come to understand just how vital it is to plan ahead—not just for ourselves, but for the people we love. It’s not just paperwork. It’s peace of mind. And Vanilla is making that possible.

Founded in 2019 by renowned entrepreneur and financial advisor Steve Lockshin, Vanilla was born out of a deep understanding of the wealth management space—and a bold vision to modernize how legacy planning gets done. Backed by leaders like Michael Jordan and Bill McNabb, Vanilla is transforming an industry that has long been overdue for innovation.

In today’s episode, Gene brings both personal passion and professional fire. We talk about everything—from the heartbreaking family experience that fuels his drive at Vanilla, to his journey through giants like Coca-Cola, Amazon, and Smartsheet. Yes, he’s the brains behind Coca-Cola Freestyle—you know, that magical machine that lets you mix over 100 drink combinations? Yeah, that was Gene.

But this episode goes deeper. We dive into how Vanilla is transforming the advisor-client relationship through intelligent estate planning tools—using AI, intuitive design, and real human connection. You’ll hear about the myth of "estate planning is only for the rich,” why 92% of clients want their advisor’s help—but only 23% get it—and what you can do about it.

Plus, we explore the power of legacy, leadership, and living with intention.

So whether you're a fintech founder, financial advisor, or someone navigating your own life planning journey—this episode is packed with wisdom, innovation, and inspiration.

Get ready for an unforgettable conversation with one of the most purpose-driven leaders in fintech—right here, In The Suite.

Books Referenced:

• First, Break All the Rules by Marcus Buckingham and the Gallup Organization
• Now, Discover Your Strengths by Marcus Buckingham
• Younger Next Year by Chris Crowley & Henry Lodge
• Toughness Training for Life by James E. Loehr
• Toughness Training for Sport by James E. Loehr

Websites & Tools:

• Vanilla 
• Download the 2025 State of Estate Planning Report

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