Willful is an online platform that guides people through a series of questions to create customized legal wills and estate-planning documents drafted with provincial estate lawyers. The company offers free future updates so customers can keep wills current as life changes, and its fully digital notarial will in Quebec can be completed online without an in-person notary. Willful launched a pilot program for digital wills in British Columbia and the service is available in Ontario, Quebec, British Columbia, Saskatchewan, Alberta, Nova Scotia, New Brunswick, and Manitoba. The company was co-founded in 2017 by Erin Bury and Kevin Oulds and operates with a 15-person team. Willful partners with estate lawyers in each province to draft and maintain legal content as legislation changes. The platform also supports appointment of executors and beneficiaries and provides instructions for executing wills in accordance with provincial requirements. Willful provides an online platform for Canadians to create legal wills and assign powers of attorney for personal care and/or property. The startup plans to use its new funding to launch products that make it easier for Canadians to prepare legacy plans and tools to help families wrap up a loved one’s affairs, and to invest in its partner program. Willful has partnerships with League, Wealthsimple, Sonnet Insurance, and CAA, and Tactico will help lead the company’s Quebec launch. The company reported a 600 percent increase in demand during COVID-19 and a threefold increase in revenue, and it has provided more than 2,500 free plans to frontline healthcare workers. Willful’s platform is available in Ontario, British Columbia, Saskatchewan, Alberta, Nova Scotia, New Brunswick, and Manitoba. The company was launched in 2017 and graduated from Real Ventures’ FounderFuel accelerator in 2019.

Total raised

$2M

Funding rounds

2

Latest round

Equity

Latest activity

Dec 2021