Snug was founded in 2021 and is headquartered in Denver, Colorado. The platform was built as a white-label estate planning solution for financial services professionals — including financial advisors, estate attorneys, accountants, insurance brokers, and real estate agents — who want to add estate planning as a client service without building their own document infrastructure. It supports legal compliance across all 50 states.
The platform provides a client-facing intake system that collects personal, financial, and beneficiary information in a structured format, then generates core estate planning documents including wills, revocable trusts, powers of attorney, and healthcare directives. Clients can complete their basic estate plan in under 20 minutes. Beyond document creation, Snug includes a financial organization layer that allows clients to inventory assets, digital accounts, insurance policies, and personal property — giving advisors and attorneys a consolidated view of the client's estate.
Snug targets professionals who want to offer estate planning as part of a broader advisory relationship rather than as a standalone legal service. Financial advisors use it to identify planning gaps, prompt estate plan updates after life events, and strengthen client retention. Estate attorneys use it to streamline initial client intake and gather the information needed before drafting more complex instruments.
Snug's primary differentiation is its white-label architecture and its dual function as both an estate planning document tool and a client asset organization system. This combination is less common among pure document automation platforms, and its design for non-attorney professionals as well as attorneys gives it broader distribution than tools aimed exclusively at legal practices.
Hands-on review pending.
