Trust & Will is the category-leading B2C estate-planning platform — a long-cycle, trust-driven consumer purchase that lives or dies on lifecycle communications. iExcel is the active partner running the Iterable email program, the analytics cleanup, and the partner-level testing discipline that lets the team optimize against revenue truth, not platform noise.
Trust & Will digitizes a category that historically required attorneys — a conversion runs weeks, from first visit through prepayment. That window is the lifecycle email layer's job.
iExcel's engagement at Trust & Will centers on the two intersecting disciplines that determine whether a long-cycle B2C category leader is reading its own conversion data accurately: lifecycle email program optimization on Iterable, and the analytics-layer cleanup that lets the team trust what GA4 and ThoughtSpot are saying.
The starting diagnosis identified a familiar pattern in mature email programs: an over-reliance on the first message in a multi-touch flow, with steep engagement drop-off in the subsequent sends. Plus partner-level performance differences in the channel mix that suggested specific partner cohorts deserved targeted testing rather than blended optimization.
Layered underneath, a historical Iterable bug had duplicated order events for a period — meaning the platform-side revenue numbers and the GA4-side revenue numbers had been drifting in ways the team had been compensating for manually. The cleanup project realigns the source of truth so every subsequent optimization decision rests on data the team can defend.
Two named Asana projects are actively driving the engagement: an Account Management workstream that started in April 2026, and a dedicated Iterable workstream that spun up in May 2026 as the email-platform discipline deepened.
In long-cycle B2C with a high-trust product, the temptation is always to ship more campaigns and hope volume reveals the answer. The discipline iExcel is running at Trust & Will inverts that: clean up the analytics surface first, identify the specific signal the team should test against, then run partner-level experiments that produce findings the team can act on.
That means the win-back strategy and the personalization roadmap both get scoped against a revenue source-of-truth the team trusts. No more "the Iterable dashboard says X but ThoughtSpot says Y." No more optimization decisions made on duplicated-event noise.
The receipt is the cadence: 33 of 45 scoped tasks already closed across two active workstreams, with continuous weekly review and a Q3 testing roadmap calibrated to specific partner cohorts the team had previously been forced to treat as blended.
For a long-cycle B2C category leader, the marketing-ops partner that matters isn't the one with the flashiest creative. It's the one who can sit in the data, identify the specific places the platform's reality has drifted from the team's understanding, and rebuild the source of truth so every subsequent optimization decision compounds.
That's the engagement Trust & Will is running with iExcel right now. Iterable cleanup. Analytics reconciliation. Partner-level testing. Win-back strategy. The unglamorous infrastructure work that lets a B2C category leader make confident decisions on a long-cycle product.
Trust & Will got the lifecycle-email and analytics discipline that lets a long-cycle B2C category leader trust its own numbers. The engagement is live, the workstreams are shipping, and the source of truth is being rebuilt — one closed Asana task at a time.
