GoodTrust positions itself as a modern and accessible solution for individuals seeking to secure their legacy through estate planning. By offering a comprehensive suite of services, including wills, trusts, and directives backed by a smart digital vault, GoodTrust caters to a tech-savvy and budget-conscious audience. The brand emphasizes user-friendliness in its document creation process, ensuring that estate planning is no longer a daunting task but rather an empowering experience. GoodTrust aims to redefine the estate planning space by combining affordability with innovation and convenience, appealing primarily to younger families, professionals, and individuals who recognize the importance of planning for the future.