Willful was founded in 2017 in Toronto, Ontario, and has grown to become Canada's leading online estate planning service, trusted by more than 500,000 Canadians. The platform was built to close the gap in Canadian will-making, where studies consistently show the majority of adults have no will in place, often due to cost and perceived complexity. Willful was the first online will platform accepted into the Law Society of Ontario's Access to Innovation project, which validates its legal standing within the Canadian regulatory framework.
The platform guides users through a step-by-step process to create a last will and testament, mirror will, powers of attorney for property, and powers of attorney for personal care. Documents are generated in compliance with the laws of each Canadian province, covering Ontario, Alberta, British Columbia, Manitoba, New Brunswick, Newfoundland, PEI, Nova Scotia, Saskatchewan, and Quebec. Plans start at $129 and include unlimited free lifetime updates, a 30-day money-back guarantee, and access to an online help center staffed by estate planning specialists.
Willful serves individual Canadian adults across income levels, including those with straightforward estates and those managing blended families, business interests, or minor children. It is designed for self-directed users who want an attorney-quality document without scheduling and paying for in-person legal services. Financial advisors and insurance brokers also refer clients to Willful as part of broader financial planning conversations.
Willful's focus on Canadian provincial law compliance is its primary competitive differentiator, since most major online will platforms are U.S.-only. Its inclusion of unlimited updates at no additional cost addresses one of the common drawbacks of one-time document generation services, encouraging users to keep plans current as their circumstances evolve.
Hands-on review pending.
