About the brand
Willful is rewiring one of the most avoided tasks in adult life: the will. Founded in 2017 by Erin Bury and based in Wellington, Ontario, the company lets Canadians create a legally valid will online in about twenty minutes for a fraction of a lawyer's fee. Its customers are the majority of Canadian adults (new parents, homeowners, newcomers, adult children of aging parents) who know they need estate planning and have put it off for years. Willful's thesis is that this was never a knowledge problem but an access problem, and nine years of growth have proven it right. The company has turned end-of-life paperwork from an intimidating legal ritual into an act of empowerment. It is quietly changing how an entire generation of Canadians handles mortality, money and family.
