Founded in 2017, Trust & Will is the leading digital estate planning platform, trusted by over one million users. We provide modern, accessible solutions to help families protect their legacies with attorney-approved, legally valid documents tailored to individual state requirements. Our seamless online platform simplifies the estate planning and settlement process, empowering individuals to create wills and trusts while also partnering with financial advisors, attorneys, and institutions to make legacy planning more inclusive and affordable.
If you are passionate about contributing to a high-impact mission and want to work in a collaborative environment where your skills and expertise will be valued, we would love to hear from you!
About You
- You are a clear, concise communicator who can translate a complex regression or other mathematical reasoning into a one-paragraph recommendation for a non-technical stakeholder.
- You are a data scientist and analyst hybrid equally comfortable building a causal inference model and presenting the business implication to a VP.
- You have startup experience and know what it means to stand up an analytics function, ship scrappy analyses, and build toward rigor not wait for it.
- You treat experimentation as a discipline, not a buzzword. You design tests, size samples, interpret results correctly, and know when an A/B test isn't the right tool.
- You think in systems and funnels you connect product behavior to business outcomes and are never satisfied stopping at the metric without asking why.
- You operate with high autonomy and you identify the most important question, define the approach, execute the analysis, and deliver the recommendation without a detailed playbook.
- You are AI-curious and actively explore how AI tools can accelerate your analytical workflows, automate repetitive queries, and surface insights faster.
- This position is available to candidates residing in the following states only: California (CA), Colorado (CO), Florida (FL), Georgia (GA), Idaho (ID), Illinois (IL), Maryland (MD), New Jersey (NJ), New York (NY), North Carolina (NC), South Carolina (SC), Pennsylvania (PA), Texas (TX), Vermont (VT)
About the Role
We're looking for a Senior Product & Growth Analyst to own the analytical engine behind Trust & Will's growth. This is a high-ownership role: you'll work across product, marketing, and revenue to understand what's driving conversion, retention, and lifetime value and you'll translate those findings into decisions that move the business.
This is not a reporting role. You will define the questions worth asking, build the models that answer them, run experiments to test the hypotheses, and guide the roadmap based on what the data shows. You'll partner closely with the Director of Data Engineering, product managers, and growth leadership and you'll have direct access to senior stakeholders.
The core challenge is analytically interesting: estate planning is a low-frequency, high-intent product with a B2C direct channel and a growing B2B2C advisor network. Understanding how different user segments activate, convert, and retain and which levers compound requires real analytical depth.
You'll have the data, the infrastructure, and the mandate to figure it out.
Product Analytics
- Instrument and analyze user behavior across the Trust & Will product activation milestones, feature adoption, onboarding drop-off, and engagement patterns using PostHog/Other.
- Develop and maintain the core product analytics dashboard and data models, enabling self-serve access for PMs, designers, and marketers.
- Identify friction points in the estate plan creation flow and quantify the impact of proposed product changes before and after release.
Growth & Funnel Analytics
- Own end-to-end funnel analysis from acquisition through plan completion and membership renewal identifying drop-off points, segmenting by channel and user type, and prioritizing optimization opportunities by expected impact.
- Build and maintain cohort models to track retention and engagement across consumer and advisor-sourced customers; surface early-warning signals for churn.
- For example, develop and maintain LTV models that account for plan type, channel, upsell pathways, and membership behavior directly informing marketing budget allocation and partnership ROI decisions.
- Design and execute multi-touch attribution analysis across paid media, organic, AARP partnership, and advisor referral channels.
Experimentation
- Lead the experimentation program end-to-end: hypothesis formation, experimental design, sample size and power analysis, execution in PostHog/Others, statistical analysis, and business recommendation.
- Build guardrails and standards for when and how to run experiments including when to apply experimental methods propensity score matching and when randomized testing isn't feasible.
- Partner with product and marketing teams to prioritize the test backlog based on expected impact and feasibility.
Data Science & Modeling
- Build predictive models for churn risk, conversion propensity, and upsell likelihood using early behavioral signals.
- Develop user segmentation frameworks that inform personalization, messaging, and product prioritization.
- Apply statistical rigor to all analytical work communicating uncertainty, flagging limitations, and recommending confidence thresholds before decisions are made.
Stakeholder Partnership & Communication
- Serve as the primary analytics partner for product and growth leadership, owning the analytical workstreams that support quarterly roadmap decisions.
- Prepare and deliver data-driven recommendations to senior stakeholders and the executive team punchline first, minimum viable backstory, clear ask.
- Mentor junior analysts and product/eng on methodology, communication, and prioritization; help build team-wide analytical standards.
Qualifications
Core Experience
- 8-12+ years of experience in analytics, data science, or a closely related quantitative role.
- Prior experience in a high-growth startup environment you've operated with limited resources, ambiguous data, and shifting priorities and delivered anyway.
- Demonstrated data science background: you've built predictive models, designed and analyzed experiments, and applied statistical methods to business problems in production settings.
- Experience owning an analytics domain end-to-end not just answering requests, but generating the questions and driving decisions.
Technical Skills
- SQL: Advanced window functions, CTEs, complex joins, query optimization on large datasets.
- Python: Proficient pandas, statsmodels, scikit-learn, matplotlib/seaborn; you write clean, reproducible analytical code.
- Experimentation: End-to-end A/B test ownership, power analysis, and working knowledge of experimental methods.
Product Analytics: PostHog, Amplitude, Mixpanel, or equivalent funnel analysis, cohort analysis, event instrumentation.
- BI / Visualization:ThoughtSpot, Omni, or equivalent building dashboards that enable self-serve, not just answering one-off requests.
- Data Modeling: Familiarity with dbt and the analytical data modeling - like ActivitySchema, Star Schema etc…
Bonus Points
- Experience in fintech, legaltech, insurtech, or another regulated consumer vertical.
- Familiarity with Bayesian methods or causal inference frameworks beyond standard A/B testing.
- Experience with product-led growth (PLG) motions or B2B2C business models.
- Background in subscription, membership, or low-frequency/high-intent consumer products.
- Contributions to building an analytics function from scratch metrics frameworks, data dictionaries, experimentation standards.
- Comfort working with an AI Data Analyst tool in a self-serve analytics context.
Employee Benefits & Perks
- Compensation: Salary + Equity
- Our salary range for this position is $140,000 - $190,000, in addition to compensation we also include an employee equity package as a component of our offer along with other benefits and perks outlined below.
- PTO
- Flexible time off that you are encouraged to use
- Generous paid company holidays and breaks throughout the year
- Monthly friends & family day
- Paid time off to volunteer in your community
- Health and Wellness Benefits
- Exceptional health benefits including medical, dental, vision, life, and disability insurance - we cover 100% of premiums for employees and dependents on medical coverage
- Mental health support through Spring Health, plus access to One Medical for primary care and Cleo for family planning and caregiving
- Financial wellness benefits (unlimited 1:1 sessions with a UBS financial coach and employer-sponsored 401k with up to 4% company match)
- Extra
- Flexible work schedule + hours
- Family-friendly work environment. We support the complexity of a remote world with the needs of families
- Up to $1,000 annually in learning & development reimbursement
- Optional company-sponsored events and travel throughout the year
- $500 Work from home stipend + Apple accessories
About Trust & Will:
- We are a remote-first company, giving our employees the flexibility they need to work in an environment that best suits their needs. Our hiring process is also conducted virtually unless otherwise noted. We are a company that was founded in San Diego, CA, and offer a collaborative co-working space that is available for you to use if you'd like but not required. #LI-Remote
- We are proud to be a certified B Corporation, using business as a force for good. We are committed to building a healthy, sustainable, and engaging working environment for all employees, their families, and communities. We publish an annual impact report to outline our positive contributions to our world and set an example for all employers.
- Trust & Will's mission is to help every family leave their legacy through affordable, accessible estate planning. That starts with the people we hire and the ways in which we support the development of their unique talents and capabilities. We are committed to prioritizing ways to make our company and industry more inclusive. This means we must be revolutionary in the way we value diversity to revolutionize our business sector. At Trust & Will, everyone has a seat at the table and space to be their authentic selves because only in a company that is inclusive and diverse can we truly stand in our members' shoes.
California Privacy Notice: Trust & Will collects personal information from applicants including identifiers, professional/employment history, and education information to evaluate qualifications and communicate about your application. California residents have the right to know what information we collect, request a copy, correct inaccuracies, or request deletion (subject to exceptions). To exercise these rights, contact [email protected]. For more information, visit our privacy policy.
Trust & Will may use AI tools to assist with administrative recruiting tasks. All final hiring decisions are made by people. For accommodations, contact [email protected].