Simplifying the tricky parts of life so Kiwis can
plan for the future
with confidence

Public Trust Website
Public Trust

52% of all New Zealand adults haven’t gotten around to creating a will. It can seem daunting for people to contemplate and plan for what happens after they die, but it’s the best way to ensure that the people and things they love are looked after.

Public Trust, a proudly independent Crown Entity, is New Zealand’s largest provider of wills and estate administration services. They came to us with a clear mission; to increase the amount of New Zealanders who have a will by developing an accessible, compelling and empathetic customer facing website.

Public Trust website old and new

Public Trust wanted to make it simpler and quicker for more individuals to manage their affairs online and protect their legacy. RUSH took on the transformation of their website to deliver a product Public Trust would be proud to love, and find easy to grow with.

With the entire online platform up for reimagining, RUSH scoped a solution design to respond to Public Trust’s specific requirements and refreshed brand identity. This included an audit and recommendation for improving the information architecture, CMS platform, content, UI design system and user experience.

A thorough and collaborative discovery process with the UX research team, technical team, client stakeholders and customers gave us valuable insights about how to not only meet, but exceed the needs of people trying to manage their wills, EPAs and trusts, but also those of the Public Trust team managing the maintenance and future content of the website itself.


The new Public Trust website was launched in August 2021 bringing the new brand identity to life online through interactive features and UI design system.

Visitors to the site are met with engaging visuals and clear navigation markers, making it easy to find information about estates, wills, EPAs, and trusts, and then take action. The content strategy included a full rewrite of the website with consideration for brand tone, accessibility, and search engine optimisation. A broader base of visitors was considered, creating opportunities to address people at different stages of life or coming from different social and economic backgrounds.

Public Trust site on mobile
Public Trust screens

The new Public Trust website lets Kiwis tick a long-standing task off their list, leaving them feeling confident and protected.

What our client says
RUSH has worked with Public Trust over the last year to create and enhance our new website. We appreciate their initiative and partnership to understand our complex needs, to ensure we had the best customer-centric solutions. The team challenge our thinking and take the time to understand our products really well.
Alice Mitchell
Digital Lead

Services delivered
  • Analytics and Search Engine Optimisation
  • User Insight
  • UX Research & Design
  • UI Design
  • Content Design
  • Visual Design
  • Front End Development
  • Back End Development
  • Information Architecture
  • Quality Assurance & Testing
  • Project Management Services