Toronto-based startup Trusty has raised $1 million in pre-seed funding to reinvent how families manage and share their legacy.
Co-led by Relay Ventures and Graphite Ventures, with participation from Mistral Venture Partners and strategic angels, the round will accelerate product development and commercial expansion across North America.
Founded by Randy Frisch, the former co-founder of Uberflip, Trusty offers an AI-powered platform that helps families catalog personal assets, document intentions, and reduce estate conflict—filling a critical gap left by traditional wills.
“Wills don’t tell the whole story,” Frisch told Fintech.ca. “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.”
Inspired by a deeply personal moment—organizing a drawer of valuables and documents the day after leaving his last startup—Frisch realized how unstructured most families’ estate planning remains. The product idea crystallized further after the death of his 104-year-old grandmother.
“Everyone got along, but no one knew who should get what. It was too polite, and nothing got resolved,” Frisch said. “That’s when I knew there had to be a better way.”
While estate tech has traditionally focused on legal documentation, like wills and power of attorney, Trusty aims to digitize and modernize the overlooked pieces—jewelry, art, heirlooms, even a family boat—through a user-friendly mobile experience. Using image recognition and conversational AI, users can snap a photo of an item, log its details, and assign it to a loved one, optionally attaching a personal video message.
“Imagine leaving your daughter a watch, and instead of just finding it in a drawer, she hears a video from you explaining why it mattered,” said Frisch. “That’s the emotional clarity families need.”
The company’s in-app assistant, Max, uses AI to summarize dense legal documents and even answer natural-language questions like “What is Lyla set to inherit?” This simplifies complex documents and ensures executors and heirs can act confidently and quickly.
Frisch emphasized Trusty’s role as a complement to existing legal services, not a replacement. “We’re not trying to compete with will providers like Willful or Epilogue. In fact, we want to partner with them.”
Trusty is already in talks with banks, insurers, and estate professionals, and has begun pilots with wealth teams. One early partner is Purpose Unlimited, the financial services firm founded by Som Seif, which plans to distribute Trusty through its advisor network.
“Trusty is designed to be the connective tissue families and advisors have long needed,” said Aaron Bast, General Partner at Graphite Ventures.
Alex Baker, Managing Partner at Relay Ventures, added: “Randy’s blend of vision, founder experience, and product intuition makes this an easy bet for us and any family or advisor.”
The app, currently priced at a $199 one-time fee, is available on the Apple App Store and Google Play. While Frisch says long-term plans may include making the app free to consumers through partnerships and embedded services, the current focus is building traction and expanding Trusty’s network of advisors.
“Our vision is a trusted platform for sharing your wishes—not just your wealth, but your meaning,” said Frisch.
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