Your page scores 66 out of 100 for sameness against the 3 competitors you named.

Claims only you make, that buyers weigh, and that competitors can’t easily copy.

Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.

• Commodity · 100%KeepHero

  estate planning platform for advisors

  • “Your Back Office Estate Planning Team & Platform”

  Wealth.com, Vanilla and Trust & Will all say what they are and who they are for, as every page in a category must. Keep it — it is orientation, not differentiation.

  This is grouped wrong
  They say

  • Wealth.com“The AI-Powered Estate & Tax Planning Platform”
  • Vanilla“We help financial advisors deliver estate planning at scale with AI-powered tools and expert legal support”
  • Trust & Will“Create your will or trust with the platform built to evolve”
• Commodity · 100%Table stakesHero

  third-party recognition and rankings

  • “The #1 estate planning platform among RIAs (source: Kitces.com)”

  Wealth.com, Vanilla and Trust & Will all cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.

  This is grouped wrong
  They say

  • Wealth.com“Wealth.com is the industry-leading estate planning platform, recognized not only for its innovation but also for its adoption by the most respected firms in…”
  • Vanilla“The most trusted name in estate planning”
  • Trust & Will“The most trusted name in online estate planning and settlement”
• Commodity · 67%Table stakesHero

  human experts and support included

  • “Encore brings human support and technology together to ensure your clients' estate plans are completed and funded”
  • “Everything's done in-house with EncorEstate Plans so that your clients aren't bounced around like a hot potato”
  • “We give you the resources, training, and education at no cost”

  You say this 3 different ways.

  Common ground with Vanilla and Trust & Will. Say it if buyers need it — lower on the page, where it is not the thing they read first.

  This is grouped wrong
  They say

  • Vanilla“Dedicated in-house team of former practicing attorneys and the Vanilla Attorney Network available when human expertise matters most”
  • Trust & Will“Our attorneys are ready to offer one-on-one support”
• Commodity · 100%Table stakesSection

  documents are accurate and quality-controlled

  • “Every plan undergoes our 60-point quality control checklist”
  • “Every Document Reviewed by a Real Person Before It Reaches You. Guaranteed.”
  • “Ensure good inputs and correct documents”

  You say this 3 different ways.

  Wealth.com, Vanilla and Trust & Will make the same claim. It cannot set you apart, so it should not carry the section. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Wealth.com“Wealth.com automatically generates attorney-grade documents”
  • Vanilla“Document Builder: Clients complete wills, trusts, and essential documents through guided questionnaires—while you uncover details that deepen your…”
  • Trust & Will“Every plan is legally-valid, state specific, and created to meet your specific needs”
• Commodity · 100%Table stakesSection

  end-to-end platform covering the whole planning lifecycle

  • “Estate Document Creation and Trust Funding in One Platform”

  A buyer comparing tabs sees this on Wealth.com, Vanilla and Trust & Will. Yours earns nothing by repeating it up top; it can live lower down. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Wealth.com“to deliver continuous tax analysis and coordinated estate strategies in one unified system”
  • Vanilla“Gives advisors the technology, expertise, and workflows to uncover planning opportunities, review existing estate documents, model strategies, and deliver…”
  • Trust & Will“Life changes and your estate plan should keep up. Our intelligent platform keeps everything organized, updated, and ready”
• Commodity · 67%Table stakesSection

  flexible customizable documents covering complex needs

  • “Flexible Estate Documents”

  Wealth.com and Trust & Will got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Wealth.com“Revocable Trust and Pourover Will, Last Will & Testament, Financial Power of Attorney, Advance Health Care Directive, and Guardianship…”
  • Trust & Will“Contains all Will documents”
• Commodity · 67%Table stakesSection

  named customers and firms as proof

  • “LOVED by the Best Firms”

  Wealth.com and Vanilla make the same claim (67% of the set). It cannot set you apart, so it should not carry the section.

  This is grouped wrong
  They say

  • Wealth.com“trusted by advisor firms, broker dealers, and private banks”
  • Vanilla“I've never seen the Vanguard team so excited about a new technology. Advisors think Vanilla is really special.”
• Contested · 33%SharpenSection

  clients complete plans faster and finish them

  • “End client procrastination”

  Trust & Will is on this territory too (33% of the set). It narrows the field without winning it — make it specific enough that it cannot be said of them. Nobody else uses your exact words, but everyone is on the ground. Nobody else makes this exact claim, but everyone occupies the territory — lead with the specific, not the generic.

  This is grouped wrong
  They say

  • Trust & Will“Find your plan in 1 minute”

Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.

AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.

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