Willful Launches Partner Program to Empower Professionals with Estate Planning Tools

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Online will platform has already partnered with hundreds of companies and advisors

Willful, Canada’s leading online estate planning platform, today announced the launch of its partner program, Willful for Professionals, which enables Canadian companies and professionals to equip their audience with simplified estate planning tools. Willful has already partnered with hundreds of financial advisors, insurance brokers, and other professionals, and has partnered with companies like League, CAA, and Sonnet Insurance. According to an AngusReid survey commissioned by Willful, 59% of Canadians are thinking more about emergency planning due to COVID-19, and this new program will make it even easier for companies to ensure their audience has access to complete important end-of-life planning documents.

“Willful has always had a vision of making estate planning easier, more accessible, and more affordable for Canadians, and since launching in 2017 we’ve built amazing partnerships with brands and professionals who are talking to their audience about financial planning,” said Erin Bury, CEO at Willful. “Estate planning is more top of mind than ever due to COVID-19, and we’ve seen demand from companies to offer our platform to their employees and customers - our new partner program will help their audience check ‘make a will’ off their list.”

Only 36% of Canadians have an up-to-date will, and the common barriers include cost, convenience, and accessibility. Willful’s platform makes it easy for Canadians to get a will and Power of Attorney documents online for anywhere from $99-$249. The new partner program helps companies equip their audience with simplified estate planning tools, while opening up new revenue streams and helping to attract new customers and increase retention and loyalty. The partner program has three components:

Referral program - Equips professionals with marketing materials, unique discounts for clients, and customer support and education to ensure clients are supported while creating their will. Ideal for professionals who want to recommend Willful to their clients and pass on unique savings, including financial advisors, wealth managers, life insurance brokers, or lawyers.

Volume pricing - Provides companies and professionals the opportunity to purchase estate planning tools at a discount and offer them free to their audience. Ideal for HR managers, group benefits providers, charities, financial planners, or life insurance companies who want to use Willful for customer acquisition, client retention, or employee wellness.

Affiliate program - Enables partners to earn commissions for trusted recommendations from their online platform. Ideal for high-volume online platforms, content publishers, or personal finance brands.

“Part of being a great advisor is ensuring your clients have a proper estate plan. As a part of that we made a commitment to ensure that our clients have access to wills, POAs and guardians for minor children. The volume pricing program at Willful gives a very cost-effective solution to ensure that all our clients have access to these incredibly important documents,” said John Baynham, President of Retirement Income Group. “We have also been able to generate more referrals and business from offering this program to our clients and their families. The financial services industry has changed significantly over the years and I think that in the future we will see that offering these types of solutions to clients will become standard in the industry.”

Willful launched in 2017 to give Canadians an easy, affordable, and convenient way to create a will and power of attorney documents online. 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 also plans to launch additional products that help Canadians with end-of-life planning.

To learn more about Willful for Professionals, visit willful.co/professionals or email us at partners@willful.co

Survey methodology: AngusReid polled a representative sample of 1,500 Canadians on July 10, 2020.

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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