INFORMAZIONI SU QUESTO EPISODIO
Most American families procrastinate on estate planning—over 50% have no plan at all. But Cody Barbo, founder and CEO of TrustAndWill (the nation's leading digital estate planning platform), reveals why this isn't a knowledge problem. It's an anxiety problem.
In this episode of Contrasting Viewpoints, Ray Sclafani and Mark Hurley explore the real opportunity ahead for financial advisors who make estate planning a core service. Cody shares why his startup has helped 1.3 million families—and how he got there by recognizing that clients are worried about money more than ever before. The conversation covers why traditional estate planning failed to solve this problem, how digital platforms change the equation for advisors, and why over 50% of clients would consider switching advisors if their current advisor didn't offer estate planning capability.
Whether you're looking to add a competitive service, deepen client relationships, or unlock a new revenue stream, this episode reveals the business case for estate planning in your practice today.
About Our Guest:
Cody Barbo | Founder & CEO, TrustAndWill
Cody Barbo is a serial entrepreneur and founder of TrustAndWill, the nation's leading digital estate planning platform serving 1.3+ million families. With 16 years of entrepreneurial experience and a mission to make estate planning accessible to everyday American families, Cody has built TrustAndWill into a 50+ million dollar revenue business in just seven years, with backing from strategic investors including UBS, Northwestern Mutual, American Express, USAA, and others.
Before TrustAndWill, Cody built a hospitality tech platform serving restaurants and hotels, raising millions in venture capital. His personal catalyst for TrustAndWill came in late 2017 when he recognized that millions of Americans know they should address estate planning but continue to postpone—creating both a business opportunity and a human need.
Today, 26,000 financial advisors use TrustAndWill as part of their client service delivery, and Cody is focused on continuing to partner with the wealth management industry to solve the estate planning gap. He speaks regularly at industry conferences and contributes research on advisor best practices and client engagement strategies.
About Our Hosts:
Mark Hurley
Mark Hurley is CEO of Digital Privacy and Protection, a cybersecurity specializing in serving clients of financial advisory firms and other professionals. Prior to that, he was CEO of Fiduciary Network, an acquirer of minority interests in RIAs. From 1998 to 2004, he was CEO of Undiscovered Managers, a mutual fund company that was sold to JP Morgan Asset Management. He began his career as an investment banker in the financial services division of Goldman Sachs, where he specialized in asset management. He is a graduate of the United States Military Academy at West Point and holds an M.B.A. from the Stanford Graduate School of Business.
To learn more about Mark Hurley and Digital Privacy and Protection visit dpripro.com
Ray Sclafani
Ray Sclafani is the Founder and CEO of ClientWise, a premier business and executive coaching firm serving financial advisors, advisory teams, and wealth management leaders nationwide. A recognized authority on advisory firm growth, leadership, succession, and enterprise development, Ray brings 20+ years of experience in financial services, including a distinguished tenure at AllianceBernstein where he served as one of the company's top sales professionals and executive leaders.
As a Professional Certified Coach (PCC) and Master Certified Neuro-Linguistic Programmer, Ray has coached many of the industry's top-performing advisory firms and teams, including those at Merrill Lynch, Morgan Stanley, LPL, Raymond James, Ameriprise, and Northwestern Mutual. He is the host of the Building the Billion Dollar Business podcast, co-host of Contrasting Viewpoints published by Financial Advisor magazine, and author of You've Been Framed (Wiley, 2015).
Ray's thought leadership and impact have been recognized through multiple 2026 awards: Finalist for Chief Executive Officer of the Year at the Wealth Management Industry Awards, Finalist for Thought Leader of the Year in the Advisory Support Platform Category at the ThinkAdvisor Luminaries Awards, and Top Financial Advisor Coaching Service 2026 from Financial Services Review.
To learn more about Ray Sclafani and ClientWise visit www.clientwise.com
