Estate planning isn’t usually something people get excited about, but for sisters Renee and Julie Fry, it became a calling. After helping their parents navigate an expensive, confusing legal process, they saw an opportunity to build something better. Enter: Gentreo, the platform making estate planning affordable, accessible, and human.
We sat down with the Gentreo founders to talk legacy, life logistics, and why planning isn’t just for the wealthy.
Learn more about Duckbill's partnership with Gentreo here.
Q: What inspired you to start Gentreo, and how did you decide to tackle estate planning of all things?
We started Gentreo after watching our parents spend $10,000 on their estate plan. They were just your average people next door, but the cost, time, and complexity were shocking. And the kicker? The lawyers were using software to generate the documents. We thought: “Why isn’t there a smarter, more affordable way for families to do this themselves?” That’s when the idea for Gentreo was born.
Q: For those who aren't familiar, what's the core problem Gentreo solves for everyday families?
We help families with Life and Estate Planning: not just wills or living trusts, but the full suite of tools that support people through major life changes: getting married, having a baby, buying a home, going through a divorce, or caring for aging parents. Our platform makes it simple to create essential documents like healthcare proxies and powers of attorney, store them securely in our Digital Vault, and update or share them as life evolves.
Q: Estate planning can sound intimidating and overwhelming. How does Gentreo make it more approachable and human?
We designed Gentreo to feel like you're talking to a real person, not a law textbook. Instead of throwing legalese at you, we walk you through each step, explaining what documents mean and why they matter. We’ve anchored the experience in real-life moments so it’s always relevant. Tools like our Instant Access button let users pull up and share documents from their phone in seconds, because when emergencies happen, you shouldn’t be digging through file cabinets.
Q: What do you offload in your personal or professional lives to stay sane?
We grew up in central Illinois with a garden half the size of a football field. It wasn’t for fun though, it was about saving money. Summers were spent weeding, watering, and selling produce. Today, even walking through a farmers’ market makes us quiver a bit. So now? We order groceries online and use meal kits. No gardening required.
Q: What’s something you used to DIY that you’ve now outsourced—and wish you’d done sooner?
Dry cleaning. I refuse to own an iron. I used to try doing it myself, but I was bad at it and always left burn marks. Now I happily outsource it. We all have strengths, ironing isn’t one of mine!
Q: What are the emotional or logistical ripple effects of not having a plan in place?
When people don’t plan, families pay the price. We’ve seen loved ones left guessing, arguing, or navigating the courts in the middle of grief. It’s heartbreaking, and entirely avoidable. A simple document can prevent emotional trauma, financial loss, and long-term resentment. Planning protects your relationships.
Q: Is estate planning only for people with a lot of money or assets?
Not even close. Estate planning is for everyone over the age of 18. Even if you just have a bank account, a pet, or a healthcare preference, those things need protection. It’s not about wealth; it’s about love and responsibility. A health care proxy or power of attorney can make a massive difference during a crisis.
Q: What’s the most surprising or overlooked part of estate planning that people tend to miss?
People often create a will and think they’re done, but then forget to update it or tell anyone where it is. We’ve seen current spouses left with nothing because an old will named the first spouse. Also, if no one can access your documents, they’re basically useless. That’s why we focus not just on creating the plan, but on sharing and updating it, too.
Q: How do you think tech will continue to change the way we handle legacy, planning, and life’s big decisions?
Technology is going to make estate planning smarter and more responsive. Imagine your documents automatically prompting updates when you move, get married, or change jobs. Estate planning will become something you manage from your phone, not something you do once with a lawyer and forget about. It’ll be part of your digital life, woven into the way you live.
Q: If everyone had an estate plan tomorrow, what would the world look like?
Fewer court battles. Fewer family fights. More peace of mind. Kids would have guardians. Pets wouldn’t end up in shelters. Health care choices would be respected. People could grieve and remember their loved ones instead of scrambling for paperwork or making impossible decisions. The world would feel more prepared, more compassionate, and more clear.
Want to learn more or create your plan? Get $50 off Gentreo through Duckbill using this link, or through your app (just ask us!) and take the first step. You don’t need to be rich to protect the people you love.