Insights

Growing Digital Estate Market Willful operates in the expanding online estate planning sector, addressing the significant portion of Canadian adults who lack wills. This presents a substantial sales opportunity to partner with financial advisors, legal service providers, and estate planners seeking digital solutions for their clients.

Strategic Partner Ecosystem The company's recent collaborations with organizations like SickKids Foundation, Toronto Humane Society, and DocuSign demonstrate its openness to forming alliances. Engaging with these partners can open avenues for cross-promotion and targeted marketing towards audiences interested in estate planning and legacy giving.

Expanding Professional Tools The launch of Willful for Professionals indicates an opportunity to sell advanced estate planning tools to financial advisors and legal professionals, enabling them to offer seamless digital estate services, thereby increasing client engagement and retention.

Technology and Automation Opportunities Willful's emphasis on digital document completion and remote signing solutions highlights potential for upselling related automation and compliance services, especially as remote legal and estate planning procedures become more mainstream.

Market Penetration and App Growth With a diverse client base, strong online presence, and multiple partnerships, there is an opportunity to expand into new markets and enhance user engagement through targeted digital marketing, especially in regions with low will ownership and high digital adoption.

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
48%
FirstLast@willful.coJohnDoe@willful.co
2%
FirstL@willful.coJohnD@willful.co
2%
First@willful.coJohn@willful.co
48%

Frequently Asked Questions

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

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Willful's official website is willful.co and has social profiles on LinkedInCrunchbase.

What is Willful's NAICS code?

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Willful's NAICS code is 5112 - Software Publishers.

How many employees does Willful have currently?

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As of December 2025, Willful has approximately 28 employees across 2 continents, including North AmericaAsia. Key team members include Chief Product And Technology Officer: C. L.Chief Revenue Officer (cro): S. H.Chief Operating Officer: J. W.. Explore Willful's employee directory with LeadIQ.

What industry does Willful belong to?

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Willful operates in the Software Development industry.

What technology does Willful use?

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Willful's tech stack includes PodsightsContentfuljQueryTypeformRubyGoogle Tag ManagerGoogle AnalyticsFacebook.

What is Willful's email format?

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

When was Willful founded?

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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

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

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