About Vanilla
Vanilla is a company based in Los Angeles (United States) founded in 2019 by Steve Lockshin. It operates as a SaaS (Software-as-a-Service). Vanilla has raised $84.26 million across 4 funding rounds from investors including Vanguard, Insight Partners and Venrock. Vanilla offers products and services including Vanilla Estate Planning Software. Vanilla operates in a competitive market with competitors including Tomorrow, Trust and Will, Cake, Luminary and The Postage, among others.
- Headquarter Los Angeles, United States
- Founders Steve Lockshin
- SectorsProfessional & Legal Services
- Email••••••••
- Website justvanilla.com
- Social LinkedIn X Facebook
- Legal Name Vanilla Technologies Inc.
- Total Equity Funding$84.26M (USD)
in 4 rounds
- Latest Funding Round$35M (USD), Series C
Aug 2024
- InvestorsVanguard
& 13 more
Products & Services of Vanilla
Vanilla offers a comprehensive portfolio of products and services, including Vanilla Estate Planning Software.
Estate planning is facilitated for advisors and clients.
Funding Insights of Vanilla
Vanilla has successfully raised a total of $84.26M across 4 strategic funding rounds. The most recent funding activity was a Series C round of $35 million completed in August 2024. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $84.26M
- Total Rounds 4
- Last Round Series C — $35M
- First Round $4.8M
(Jun 2019)
- Investors Count 14
All 4 funding rounds of Vanilla with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Aug 2024 | $35M | Series C | – | Insight Partners | |
| Apr 2022 | $30.11M | Series B | – | Insight Partners | |
| Aug 2021 | $14.35M | Series A | – | Venrock | |
| Jun 2019 | $4.8M | Seed | – | HCVT |
14 investors in total: 6 institutional and 8 angel.
Investors in Vanilla
Vanilla has secured backing from 14 investors, including venture fund, institutional, and angel investors. Prominent investors backing the company include Vanguard, Insight Partners and Venrock.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Investment firm scaling software and technology companies from early to late stages. | – | insightpartners.com | - | |
Venture capital firm focused on tech sectors | – | venrock.com | Palo Alto, United States | |
Venture capital investing and portfolio management services for accredited investors. | – | av.vc | - | |
- | – | edwardjonesventures.tcc.mode | - | |
Diversified investment management services are offered to investors worldwide. | 1975 | vanguard.com | Valley Forge, United States | |
Accounting, tax, audit, and advisory services for professional and business sectors. | – | hcvt.com | - | |
MJ Michael Jordan | Indian angel investor with interests in early-stage startups and technology ventures. | – | unknown_48f06935f4424d54b | - |
BM Bill McNabb | Former Vanguard CEO, active angel investor in Indian startups | – | unknown_c85483c6587f46e3a | - |
FW F. William McNabb | - | – | unknown_3a3b4f5f029544eb9 | - |
JW Jason Wenk | Founder of Altruist, fintech innovator, active angel investor in tech startups. | – | unknown_61ff5752808144ff8 | - |
Investor details for Vanilla
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of Vanilla
36 people are tracked at Vanilla (18 in leadership, 4 in board & advisors, 14 in team).
| Name | Role | Group |
|---|---|---|
Steve Lockshin | Founder | Leadership |
Gene Farrell | CEO | Leadership |
Cree Flory | Director Of Engineering, Platform And Integrations | Leadership |
Tj Jann | Sr. Director, Enterprise Sales | Leadership |
Robyn Rossi | Vice President, People | Leadership |
Shirley Zhang | Vp, Head Of Sales | Leadership |
Sam Trapkin | VP Of Strategy, GM Of Document Builder | Leadership |
Marc Dorfman | Chief Revenue Officer (cro) | Leadership |
Nathan Hunt | Chief Financial Officer | Leadership |
Sarah Marriott | Director Of Sales, Advisor Solutions | Leadership |
Alex Pines | Co-founder, VP Of Product Experience & Design | Leadership |
Doug Rybacki | Chief Product Officer | Leadership |
Michael Schwoerer | Head Of Strategic Partnerships And Integrations | Leadership |
Larry Steinberg | Chief Technology Officer | Leadership |
Sandy Kovalak | Executive Assistant to President & CEO | Leadership |
George Mayorga | Director Of Engineering | Leadership |
Karen Nachbar | Chief Legal Officer | Leadership |
Laura Jogani | Head Of HNW & Family Office Sales | Leadership |
Jon Rosenbaum | Board Member | Board & advisors |
Nick Beim | Board Member | Board & advisors |
16 more people are available in the full profile.
Complete people profiles for Vanilla
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of Vanilla
3 dated milestones of Vanilla across 5 years, from founding to its latest funding, stage changes and deals.
- Founded Vanilla is founded.
- Funding First funding round of $4.8M.
- Funding Latest funding round, Series C, of $35.0M.
Competitors of Vanilla
Vanilla operates in a dynamic and competitive business environment, facing competition from various established players and emerging companies in the market. The competitive landscape includes prominent companies such as Tomorrow, Trust and Will, Cake, Luminary and The Postage, among others.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| tmrow.com | 2015 | Copenhagen, Denmark | – | 7 | Carbon footprint of daily activities is tracked via mobile software. | |
| trustandwill.com | 2017 | San Diego, United States | $69.01M | 87 | Legal will planning solutions are provided through a cloud-based platform. | |
| joincake.com | 2013 | Sudbury, United States | $5.05M | 10 | Online platform that provides end of life planning | |
| withluminary.com | 2022 | New York, United States | $9.5M | – | Estate planning software is provided with AI-driven insights by Luminary. | |
| thepostage.com | 2019 | Houston, United States | – | 6 | Cloud-based legacy planning solutions are offered for enterprises. | |
| peacefully.com | 2018 | Los Angeles, United States | $200,000 | – | After-death services including end-of-life planning are provided by Peacefully. | |
| lifelegacy.io | 2020 | New York, United States | – | – | Online will planning software is provided for document management. | |
| encorestateplans.com | 2021 | Seattle, United States | – | – | Offers estate planning software and services to financial advisors for document creation. |
Detailed competitors of Vanilla
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of Vanilla
The website of Vanilla (justvanilla.com) receives about 26.2K visits a month.
- Monthly visits26.2K
▲ 24.4% vs previous month
Websites whose visitors overlap most with Vanilla. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| wealth.com | 100% | 50.2K | #357,050 | View details | |
| betterment.com | 92% | 2.9M | #17,107 | View details | |
| mywealthtrace.com | 91% | – | #941,636 | View details | |
| qedinvestors.com | 89% | – | #975,982 | View details | |
| jumpapp.com | 88% | 252.4K | #147,171 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 27 similar websites and full traffic analytics for Vanilla
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 27 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Latest news on Vanilla
Complete news archive for Vanilla
Full article history, source details, and older brand coverage require an active premium plan.
- Full article archive
- Source and publication date
- Older coverage
- Brand-specific news history
Verified entity values are shown only after access is granted.
Similar companies to Vanilla
10 companies that operate in the same segment as Vanilla (Legal Tech), ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Cloud and AI-based electronic signatures and contract management are provided. | 2003 | San Francisco, California, United States | USD 520 M | USD 3.22 B | 6,840 | |
Legal practice management software is provided for law firm operations. | 2007 | Burnaby, British Columbia, Canada | USD 1.79 B | – | – | |
AI-powered software for contract drafting and management is provided. | 2017 | India | USD 112.95 M | USD 2.43 M | 162 | |
Contract lifecycle management software is developed using AI-powered intelligence. | 2016 | San Carlos, California, United States | USD 154.69 M | – | – | |
AI-powered ediscovery platform streamlines investigations and workflows. | 2012 | Houston, Texas, United States | USD 194.03 M | USD 156.85 M | 561 | |
AI-powered software for legal contract management is utilized. | 2012 | Lehi, Utah, United States | USD 170.95 M | – | – | |
Cloud-based legal management and data services are provided for businesses. | 2008 | Toronto, Ontario, Canada | – | USD 7.63 B | 26,400 | |
AI-driven legal research platform for attorneys is operated. | 2013 | San Francisco, California, United States | USD 67.83 M | – | – | |
Online legal services are offered to businesses and families. | 2008 | San Francisco, California, United States | USD 288.44 M | – | – | |
SaaS-driven property management software for owners and residential property managers | 2006 | Santa Barbara, California, United States | USD 30 M | USD 950.82 M | 1,630 |
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Frequently Asked Questions about Vanilla
Vanilla was founded in 2019.
Vanilla is headquartered in Los Angeles, United States. It is registered at Los Angeles, California, United States.
Gene Farrell is the current CEO of Vanilla.
Vanilla is a funded company, having raised a total of $84.26M across 4 funding rounds to date. The company's 1st funding round was a Seed of $4.8M, raised on Jun 2019.
Estate planning solutions are offered by Vanilla to financial advisors and attorneys. The software is designed to simplify complex estate planning processes through AI-powered tools, visualizations, and document creation. Services are extended to wealth management firms, law firms, and family offices. Automation of tax calculations, scenario planning, and client onboarding is supported. The platform is recognized for enhancing client relationships and driving revenue growth in the financial advisory sector.
Vanilla's top competitors include Trust and Will, Luminary and Cake.
Vanilla offers Vanilla Estate Planning Software.
Vanilla has 14 investors. Key investors include Vanguard, Insight Partners, Venrock, Alumni Ventures, and Edward Jones Ventures.
Vanilla operates through Vanilla Technologies Inc..