We're here for you

We created Herbie to democratize high-quality estate planning, so every family can be in control of what matters most to them.

FOUNDING

Built by lawyers who’ve lived it

Herbie was born from personal experiences. Our platform helps others plan ahead to ease the burdens that can make a loss feel overwhelming—because we've been there.

Herbie is founded by individuals who have experienced the benefits and burdens of good and bad estate plans. They have spent years experiencing the turmoil that can unfold when settling a loved one's estates, and have crafted complicated estate plans while working at the most prestigious law firms. That same caliber of legal thinking and experience is embedded in Herbie's intuitive platform.

Our Team

Josh Aronoff

Co-Founder & CEO
Michael Moritz

Michael Moritz

Co-Founder & President

Gabriel Valladares

Founding Engineer
Backed by 500 Global and our strategic investors and advisors

Our Strategic Advisors

We're bringing together a team of leaders in consumer, growth and technology.

Deborah Liu

Board Member, Intuit;
former CEO, Ancestry and VP, Facebook

Jack Davis

Board Member, Jomboy Media, Chain;
founder, Crypt TV (acquired); investor, Dave's Hot Chicken (acquired), Pop Up Bagels

Ilya Pesahovsky

Engineering Manager, Meta AI Superintelligence Labs

Meet our founders

Josh Aronoff

Following his JD/MBA from Duke, Josh began his career at Cravath, one of the nation’s most prestigious law firms, where he represented corporate clients in commercial transactions. After losing his father, Josh found himself navigating the overwhelming, costly and disjointed process of administering his father’s estate. The experience exposed serious flaws in how estate planning and administration are handled, leading him to co-found Herbie (named after his father), a platform designed to solve for others the problems that Josh faced along the way.

Michael Moritz

Michael Moritz

Michael began his career as a litigator at Skadden, one of the nation’s most prestigious law firms, where he represented some of the world’s largest companies in securities litigation and complex commercial disputes. After experiencing a tense lawsuit regarding his grandfather’s estate, Michael was driven to estate planning, earning a Masters of Law degree from NYU's first-ranked tax and estate planning program. He then practiced at McDermott Will & Emery, and later at Paul Weiss, where he advised ultra high net worth individuals on estate planning and tax matters. Now, he’s bringing his deep expertise to everyone.

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3455 Peachtree Road NE
Suite 500
Atlanta, GA 30326

hello@herbieplan.com