When people ask how we scaled Trust & Will into a national brand that’s helped over half a million families, I could point to our venture funding, our partnerships with Amex and AARP, or our TV ...

The first wave of conversational AI focused on efficiency. It was about cutting call centre costs, reducing queues, and answering FAQs. But that was only the beginning.

The authors do not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and have disclosed no relevant affiliations beyond their ...