Insights

Growing Market Demand With over 56% of Canadian adults lacking a will, there is significant potential for Willful to expand its customer base by targeting the large underserved segment seeking digital estate planning solutions.

Expansion Opportunities The recent launch of Willful for Professionals indicates a strategic move into the financial advisor sector, presenting opportunities to cross-sell to financial institutions and advisors looking to offer integrated estate planning tools.

Partnership and Collaborations Ongoing partnerships with organizations like SickKids Foundation, Toronto Humane Society, and DocuSign highlight opportunities to develop new B2B collaborations with charities, legal tech providers, and corporate clients wanting digital legal documentation solutions.

Targeted Product Offers Willful’s tiered packages and unlimited editing features create upsell opportunities for clients seeking comprehensive estate planning, especially among families and professionals requiring customizable legal documents.

Technology Integration By leveraging integrations with platforms like DocuSign, Contentful, and analytics tools, Willful can enhance its user experience and data-driven marketing efforts, opening doors for sales towards tech-savvy legal and financial service providers.

Willful Tech Stack

Willful uses 8 technology products and services including Podsights, Contentful, jQuery, and more. Explore Willful's tech stack below.

  • Podsights
    Advertising
  • Contentful
    Content Management System
  • jQuery
    Javascript Libraries
  • Typeform
    Online Form Builders
  • Ruby
    Programming Languages
  • Google Tag Manager
    Tag Management
  • Google Analytics
    Web Analytics
  • Facebook
    Widgets

Media & News

Willful's Email Address Formats

Willful uses at least 1 format(s):
Willful Email FormatsExamplePercentage
First@willful.coJohn@willful.co
93%
FirstLast@willful.coJohnDoe@willful.co
4%
FirstL@willful.coJohnD@willful.co
3%

Frequently Asked Questions

Where is Willful's headquarters located?

Minus sign iconPlus sign icon
Willful's main headquarters is located at 200 Wellington Street West Suite Toronto, Ontario m5v 3c7 Canada. The company has employees across 2 continents, including North AmericaAsia.

What is Willful's official website and social media links?

Minus sign iconPlus sign icon
Willful's official website is willful.co and has social profiles on LinkedInCrunchbase.

What is Willful's NAICS code?

Minus sign iconPlus sign icon
Willful's NAICS code is 5112 - Software Publishers.

How many employees does Willful have currently?

Minus sign iconPlus sign icon
As of April 2026, Willful has approximately 34 employees across 2 continents, including North AmericaAsia. Key team members include Ceo & Co-Founder: E. B.Chief Product And Technology Officer: C. L.Chief Revenue Officer (cro): S. H.. Explore Willful's employee directory with LeadIQ.

What industry does Willful belong to?

Minus sign iconPlus sign icon
Willful operates in the Software Development industry.

What technology does Willful use?

Minus sign iconPlus sign icon
Willful's tech stack includes PodsightsContentfuljQueryTypeformRubyGoogle Tag ManagerGoogle AnalyticsFacebook.

What is Willful's email format?

Minus sign iconPlus sign icon
Willful's email format typically follows the pattern of First@willful.co. Find more Willful email formats with LeadIQ.

When was Willful founded?

Minus sign iconPlus sign icon
Willful was founded in 2017.

Willful

Software DevelopmentOntario, Canada11-50 Employees

Willful was founded as an alternative to traditional estate planning, and it allows Canadians to make end-of-life arrangements quickly and easily. Customers are guided through entering basic information including their name and date of birth, as well as the names of their beneficiaries. 

When the customer is finished filling out details about property, gifts, and beneficiaries, Willful generates a document (or documents depending on the package selected) and provides instructions for how to make it legally binding by having it signed in the presence of two witnesses. 

Willful offers three packages, starting at $99 CAD for an individual will, $189 CAD for a will and power of attorney documents (Premium Coverage plan) and $329 CAD for a Premium Coverage for Families plan. Willful also allows for unlimited edits to each document, saving users even more time and money in the future.

56% of Canadian adults don't have a will. Do you?

Section iconCompany Overview

Headquarters
200 Wellington Street West Suite Toronto, Ontario m5v 3c7 Canada
Website
willful.co
NAICS Code
5112 - Software Publishers
Founded
2017
Employees
11-50

Section iconFunding & Financials

  • $1M$10M

    Willful's revenue is estimated to be in the range of $1M$10M

Section iconFunding & Financials

  • $1M$10M

    Willful's revenue is estimated to be in the range of $1M$10M

Ready to create more pipeline?

Get a demo and discover why thousands of SDR and Sales teams trust
LeadIQ to help them build pipeline confidently.

© LeadIQ, Inc. All rights reserved.