Willful

Willful is a Canadian startup that aims to revolutionize the traditional estate planning process by providing an efficient and affordable solution for consumers. Founded in 2017, the company's slogan "Building a suite of estate planning products for Canadian consumers" reflects its commitment to simplifying end-of-life arrangements.

Willful's platform guides customers through entering basic information and details about property, gifts, and beneficiaries. Once completed, the platform generates a document, which can be made legally binding by following the provided instructions and having it signed in the presence of two witnesses.

The company offers three packages with prices starting at $99 CAD for an individual will and going up to $329 CAD for a Premium Coverage for Families plan. Additionally, users have the benefit of unlimited edits to each document, thus saving time and money in the future.

With 56% of Canadian adults lacking a will, Willful addresses a significant gap in the market. In January 2023, the company secured a Seed Round investment, with participation from Backbone Angels and Archangel Network of Funds. The startup operates in the E-Commerce, Internet, Legal Tech, and Real Estate sectors, with its headquarter based in Canada.