Willful

Willful is a Canadian online platform founded in 2017 that simplifies estate planning. It allows users to create legally valid wills, powers of attorney, and related documents from the comfort of their homes. The company was co-founded by Erin Bury and Kevin Oulds, motivated by personal experiences with end-of-life planning. Headquartered in Toronto, Willful employs 11-50 people and focuses on technology-driven solutions to traditional estate planning.

The platform offers an intuitive process for users to create their documents in about 20 minutes. Core offerings include individual wills starting at $99 CAD, premium coverage for health and property at $189 CAD, and family packages at $329 CAD. All packages come with free unlimited updates for life changes. Willful collaborates with experienced estate lawyers to ensure legal validity and accuracy. The company has gained the trust of 400,000 Canadians and has partnered with major brands like Amazon, Wealthsimple, and Scotiabank to enhance accessibility in estate planning.