Vanilla Appoints Emily Tran as Vice President of Marketing to Accelerate Growth

BELLEVUE, Wash.--(BUSINESS WIRE)--Vanilla, the category-defining estate planning platform for financial advisors, announced today that Emily Tran has joined the company as Vice President of Marketing. Tran will lead all facets of Vanilla’s marketing strategy, with a focus on driving awareness, deepening advisor engagement, and accelerating adoption of the platform across the wealth management industry.

Tran brings over 10 years of financial services marketing experience to the role, most recently serving as Head of Marketing at Practifi, a CRM platform for advisory firms. Prior to that, she held senior marketing positions at Morningstar, where she led integrated campaigns that supported product growth and advisor education at scale.

“Emily is a rare blend of strategic thinker and hands-on operator,” said Gene Farrell, CEO of Vanilla. “She understands the advisor mindset, knows how to build marketing engines that drive real results, and has a passion for helping advisors grow and deliver more value to their clients. We’re thrilled to have her on board.”

At Vanilla, Tran will be responsible for shaping and executing a marketing strategy that reflects the firm’s mission: to make estate planning a core part of holistic financial advice. She will lead efforts across brand, product marketing, content, digital, events, and advisor communications.

“Vanilla is doing something truly meaningful—helping advisors bring clarity and confidence to one of the most important parts of their clients’ financial lives,” said Tran. “I’m excited to tell that story, connect more advisors to the platform, and help them unlock the power of estate planning.”

Her appointment comes at a pivotal time for Vanilla, which has experienced significant momentum following the launch of its latest product innovations and a surge in advisor adoption across the RIA, broker-dealer, and enterprise markets.

About Vanilla

Vanilla is the modern estate planning platform built for financial advisors. By transforming complex legal documents into clear, interactive visuals, Vanilla enables advisors to deliver more personal, impactful conversations around legacy, wealth transfer, and generational planning. With deep integrations, intuitive workflows, and expert support, Vanilla helps advisors bring estate planning into the heart of holistic financial advice. Learn more at www.justvanilla.com.