No power of attorney. No healthcare directive. No plan. Each is one ER visit away from a six-figure legal disaster. The category has been measured at $109B (2025) and is growing 4.5% annually, while the digital subset compounds at 8.2%. Demand exists. Distribution does not.
"I'm in the hospital lobby. My mom's in surgery. The social worker just asked if I'm her power of attorney. I'm not. They can't tell me anything."
Trust & Will and LegalZoom stop at document generation. POA-IT owns the document through its entire legal life — from intent to revocation, with verification in between.
Remote online notary or in-person. Witnesses where required. Tamper-evident digital seal.
Competitors offer two — general financial and healthcare. POA-IT covers the full taxonomy of delegated authority required by US law.
Authority over banking, real estate, taxes, contracts. Effective through incapacity.
Power of attorney is governed by state law. POA-IT launches state by state — never nationally until the legal foundation is sound and operational.
Largest aging population in the US (21.7% over 65) plus snowbird real estate volume. Highest urgency-driven POA demand per capita.
Per document for the urgent moment. Subscription for family coordination. Enterprise for the institutions where the need actually originates.
One financial or healthcare POA, state-specific, ready in eleven minutes.
The four documents everyone over 30 should have. Bundled and synchronized.
One specific transaction. Auto-expires when the transaction does. No paperwork to revoke.
POA need is identified by someone else first — a hospital, a bank, an HR team, an advisor. B2B2C is the front door. D2C is the cleanup channel.
Embedded in admissions and transitional care. Highest-conversion B2B2C channel because hospitalization is the trigger AND the demand.
Benchmarked against Trust & Will's actual 6-year trajectory to a $169M valuation, accelerated by B2B2C-led economics and a POA-first thesis.