How Cody Barbo Took a $2,000 Gamble on a Domain and Built TrustAndWill.com

In a recent episode of "Master of Your Domain," Rob Schutz sat down with Cody Barbo, co-founder, and CEO of Trust & Will, to discuss the importance of domain names in building a successful online brand. Cody shared the intriguing story behind how Trust & Will acquired their domain, TrustAndWill.com, and the challenges they faced along the way.

The Birth of Trust & Will

Cody explained that Trust & Will is an online estate planning platform, often described as "TurboTax for estate plans." Their mission is to make estate planning accessible, affordable, and straightforward, allowing families to complete their plans in about 30 to 45 minutes. Since its inception, Trust & Will has served over a million people across all 50 states.

The Domain Dilemma

The journey to secure TrustAndWill.com began in August 2017 when Cody and his co-founder, Daniel, were brainstorming names for their new venture. The idea for the company stemmed from Cody’s personal experience as he prepared for marriage and began thinking about estate planning. They realized that while many people recognized the importance of estate planning, the task was often overshadowed by procrastination.

As they searched for a name that would resonate with their mission, they initially considered "Legacy," but quickly discovered that Legacy.com was already taken by a large obituary website. The duo then shifted their focus to more specific terms related to estate planning, eventually landing on "Will and Trust."

A Rocky Start

When Cody and Daniel first looked up WillAndTrust.com, they found it was owned by a Minnesota attorney named Bob…who happened to rock a bold tie with a Lion on it. The domain was merely forwarding to his law firm’s website, so they decided to reach out. Cody recalled how they called the law firm, playing the role of eager college students working on a "school project," hoping to negotiate a deal. Unfortunately, the receptionist was not impressed and abruptly hung up on them, leaving them to reassess their approach.

The Revelation

Undeterred, Cody and Daniel had a lightbulb moment: what if they reversed the order of the words? A quick search on GoDaddy revealed that TrustAndWill.com was available for purchase—for just $2,000. While the price was steep for a young startup, Cody was determined to secure the domain. After a brief deliberation, he reached out to his dad, hoping he would front the money. Thankfully, the domain was soon theirs.

The Importance of Consistency

Cody emphasized how crucial it was for Trust & Will to maintain consistency across all digital platforms. They managed to secure the TrustAndWill handle on major social media platforms like Twitter and Instagram, which further solidified their brand. Cody highlighted that having a cohesive online presence not only builds trust with consumers but also enhances the company’s credibility as it grows.

He also shared a humorous story about an alternative domain they considered: Adulting.com. They initially thought it could work as a catchy name for their brand, playing on the popular term “adulting.” However, upon visiting the site in a co-working space, Cody quickly realized that Adulting.com was far from appropriate for their purposes—an embarrassing but valuable lesson in domain research.

Building a Trusted Brand

Rob and Cody discussed the challenges of securing a consistent brand identity in today’s digital landscape. Cody pointed out that while it’s possible to succeed with different handles and domain names, it’s much harder. He stressed that in the early stages of a company, consistency in branding is key to gaining trust and recognition.

Today, Trust & Will has become a well-known name in the estate planning industry, and Cody continues to proudly represent the company by wearing their swag wherever he goes. He shared an anecdote about a chance encounter with a co-founder of DoorDash who, like Cody, was wearing his company’s t-shirt while traveling. This encounter reinforced the importance of being an advocate for your brand, no matter where you are.

Persistence Pays Off

Cody’s journey to acquiring TrustAndWill.com is a testament to the perseverance and creativity required to build a successful brand in the digital age. His story highlights the importance of domain names, consistency across platforms, and the impact of a strong online presence. As Trust & Will continues to grow, their domain story serves as a valuable lesson for entrepreneurs navigating the complex world of digital branding.