Vanilla Delivers Modern Estate Planning Capabilities to More Than 700 Advisors at Mariner
Vanilla, the leading platform in modern estate planning, announced a partnership with Mariner, a national financial services firm, to deliver estate planning and advisory capabilities to the more than 700 advisors managing $560B in assets at the firm. Since the partnership began, Mariner has seen a 200% increase in revenue growth rates among the advisors who have adopted Vanilla for holistic planning.
“We’re thrilled to have expanded our relationship with an iconic firm like Mariner, which is leading the charge for innovation in wealth management," said Gene Farrell, CEO at Vanilla. “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.”
Through this partnership, Mariner advisors have access to Vanilla’s comprehensive and intuitive platform, which offers assistance throughout the estate planning process. Advisors will also be able to leverage 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 United States. Deploying Vanilla’s estate automation suite to its advisors has accelerated Mariner’s growth trajectory, enabling firms to differentiate their services, deepen client relationships, and grow revenue through wallet share and new revenue expansion. Vanilla drives measurable value by helping advisors build and extract wills and trusts, connect documents into a holistic estate plan, and surface key insights to facilitate meaningful client conversations via the use of integrated AI.
“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,” said Marty Bicknell, CEO of Mariner. “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.”
Historically viewed as a complex offering reserved for ultra-high-net-worth clients, estate planning is now the fastest-growing category in financial advisor technology with 259% growth over the last two years. In addition to 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 with confidence.
To learn more about Vanilla’s impact on financial advisory growth, visit https://www.justvanilla.com/.
About Vanilla
Vanilla is the leading estate advisory platform that makes it easy to deliver holistic wealth planning for every client. With Vanilla, you get powerful software for client engagement, estate planning, analysis, and document creation–all supercharged with AI and 180+ years of T&E expertise. Leading advisors from firms like Vanguard, Mariner, and Baird trust Vanilla to accelerate revenue growth and expand relationships for generations to come. Learn more about how Vanilla is leading the next frontier of holistic wealth management at justvanilla.com.
About Mariner
Mariner is a privately held national financial services firm equipped with the experience to meet your modern wealth needs. Our advisors have access to in-house expertise covering everything from tax, estate, trust, and insurance to investment banking and valuation, so they can maximize time spent creating unified wealth plans with clients. By opening more windows of wealth, we create opportunities to positively impact the lives of many. With this purpose, we intend to raise the bar for the entire industry. Founded in 2006 with $300 million in assets under advisement, Mariner and its affiliates now advise on over $560 billion as of 12/31/24. Assets include assets under management and assets under advisement for subsidiaries of Mariner Wealth Advisors, LLC. Learn more at www.mariner.com.
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Contacts
Media Contact:
Ross Stevens
Caliber Corporate Advisers for Vanilla
vanilla@calibercorporate.com
