Estate Planning Platform Willful Acquires WillowBee to Help More Canadians Create a Will

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First acquisition for Toronto-based online will provider

Willful, Canada’s leading online estate planning platform, today announced it has acquired Ottawa-based online will platform WillowBee. WillowBee launched in 2017 to provide Canadians with accessible, affordable estate planning tools, and since launch has helped thousands of customers create their legal documents. The acquisition will further enable Willful’s mission to ensure every Canadian family is protected through comprehensive end of life planning tools.

“We’re thrilled to announce that WillowBee is joining Willful. The WillowBee team has similarly aimed to reduce the barriers to estate planning and ensure more Canadians have wills,” said Erin Bury, CEO, Willful. “As we focus on building out more products that will help Canadians and their families with end of life planning, this acquisition will enable us to reach even more of the 57% of Canadian adults who don’t have a will.”

This marks Willful’s first acquisition since launching in 2017. Willful’s platform gives Canadians an easy, affordable, and convenient way to create a will and Power of Attorney documents online, and to date, the company has helped customers create over 35,000 documents. Willful is currently active in seven provinces, and will be launching in additional provinces in early 2021. The company will also be launching additional products that help Canadians with end-of-life planning.

WillowBee’s platform launched in 2017, and it helps Canadians create a will, a dual will for business purposes, or to connect with a lawyer for more complex scenarios. As part of the acquisition, WillowBee’s customers will be fully supported by Willful plans and thereby gain access to additional products and capabilities for end of life planning. Following the transition, WillowBee President Rob McGrorty will work with Willful to expand the existing product suite to further the mission of providing comprehensive end of life planning tools.

“WillowBee has always been focused first and foremost on how we can remove barriers to estate planning, including cost, convenience, and accessibility. We’ve been admirers of Willful and their ability to accelerate the charge for simple online wills in Canada,” said Rob McGrorty, President, WillowBee. “We know that joining forces will help us to reach even more Canadians as Willful grows, and we’re so excited to be working with their team to continue to modernize estate planning.”

The terms of this asset-based transaction are not being disclosed.

To learn more about Willful, visit

About Willful

Willful is on a mission to change the way Canadians prepare for and deal with death. Their first product is an online platform that makes it affordable, convenient, and easy for Canadians to create a legal will online. The platform provides simplified estate planning services, enabling consumers to create a will and/or power of attorney by following a clear step-by-step process. Willful’s platform was developed in collaboration with leading estate lawyers, and has pricing plans starting at $99. Willful is based in Toronto, and it is currently available to residents of Ontario, British Columbia, Saskatchewan, Alberta, Nova Scotia, New Brunswick, and Manitoba.

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Erin Bury, CEO
+1 (416) 230-9766
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