In the midst of the largest intergenerational wealth shift in history, a Toronto-based startup is taking aim at one of estate planning’s most overlooked challenges: emotional clarity. Trusty, an AI-powered platform led by serial entrepreneur Randy Frisch, is introducing a modern way for families to share intentions, identify assets, and preserve their legacy with ease and transparency.
“I saw firsthand how emotionally and logistically complicated managing an estate can be, even in well-prepared families,” said Frisch, Trusty’s founder and CEO. “Wills don’t tell the whole story, and the gaps from misplaced assets and unclear intent create confusion and conflict. Trusty makes it easy to share your wishes clearly and securely, so families are brought together, not apart.”
The company recently raised $1 million in pre-seed funding, co-led by Relay Ventures and Graphite Ventures, with participation from Mistral Venture Partners and strategic angel investors, to accelerate development and expand its AI-powered platform across Canada and the United States.
Filling the Gaps Wills Leave Behind
Rather than focus solely on legal documents like wills and tax forms, Trusty addresses what many estate plans leave out: the context behind personal items and the wishes that accompany them.Traditionally captured in handwritten Letters of Wishes, these intentions are often misplaced, vague, or difficult to interpret. Trusty brings this practice into the digital age with an interactive, AI-enhanced platform that helps families organize everything from family heirlooms to video messages for loved ones.
The platform uses artificial intelligence for image recognition, document scanning, and even a conversational assistant named Max. Users can catalog items, annotate legal documents, and attach personal notes or video messages. This human layer of context helps prevent the misunderstandings and family disputes that often follow a loss.
“I’ve seen the toll it takes when families are left without clarity,” said Aaron Bast, Managing Director and General Partner at Graphite Ventures. “The legal documents are there, but the context is often missing: what’s valuable, who it’s for, and where to find it. That’s where Trusty comes in.”
Rather than replacing financial advisors and estate professionals, Trusty is designed to support their work. Families can control their data and choose what to share, while advisors gain a better understanding of their clients’ priorities. Commercial partnerships are already in place, including one with Purpose Unlimited, the financial services firm founded by Som Seif, which is exploring how Trusty can support its advisors’ toolkit.
Positioned for a Historic Wealth Transfer
With over $84 trillion expected to transfer between generations in the coming decades, Trusty is positioning itself as a key player in a growing and necessary space.
“Randy is doing something few founders attempt, redefining a category with a clear sense of purpose,” said Alex Baker, Managing Partner at Relay Ventures. “Trusty fits naturally into the workflows of families and professionals alike. It’s the type of platform that becomes indispensable once you start using it.”
The app is now available for download on the Apple App Store and Google Play. The company continues to form partnerships across wealth management, insurance, and legal services.
