1
Start free
Get LQ™ in ~90s
Curiosity + intent acquisition. Value first → account later. Highest completion moment.
2
Personalize
Build household graph
Add family, assets, beneficiaries, docs → structured upstream dataset + future switching costs.
3
Next steps
Action list + progress
Advice-neutral tasks. Verified actions raise LQ™ and push toward the decision gate.
4
Decision
Forced conversion moment
Choose: DIY subscription for simple estates or pro-routed execution when complexity appears.
5
Route
Pros execute outcomes
Routing fees on completion + retention across life events (birth, move, new assets, marriage, etc.).
Subscription$29–$49/yr (DIY)
Routing$12–$1.7k (by complexity)
Gross margin85% (software + outcomes)
The score drives acquisition. The checklist drives habit + retention. The decision gate creates a predictable conversion moment:
simple estates convert to subscription; complex estates route to licensed pros.