Willful
PrivateLast Round
Seed
Oct 1, 2023
Total Funding Raised
$2.63M
Company Overview
Willful is a Canadian online platform that enables users to create legally-binding wills and power of attorney documents. Founded in 2017 by Erin Bury and Kevin Oulds, the company's mission is to make estate planning affordable, accessible, and easy for all Canadians. The platform guides users through a step-by-step process to generate customized legal documents. Willful is available in all 10 Canadian provinces and has received a license from the Law Society of Ontario. The company has secured venture funding, acquired competitor WillowBee in 2020, and established partnerships with major financial institutions like CIBC and Scotiabank.
Sector
Consumer & Commerce
Verticals
Legal Tech, D2C Brands, Personal Finance
Business Model
B2C
Customer Profile
Freemium, Services & Consulting
AI Layer
Non-AI
Keywords
Historical Pricing
Historical view of private secondary pricing and transaction trends.
Willful Comps
Public and private peers based on sector, stage, and business model.
Willful Funding Rounds
Historical fundraising activity
| Round | Date | Amount Raised | Valuation | Investors | Sources |
|---|---|---|---|---|---|
| Seed | Oct 1, 2023 | ||||
| Seed | Dec 2, 2021 | ||||
| Seed | May 28, 2020 |
Key People
Founding team and executive leadership
Willful Investors
Notable investors and investment history
| Investor | Rounds |
|---|---|
| Conconi Growth Partners | Seed |
| JANT Ventures | Seed |
| Real Ventures | Seed |
| Baycrest Hospital | Seed |
| Tactico | Seed |
| Centre for Aging and Brain Health Innovation | Seed |
| VentureOut | Seed |
Market signals
Structured signals derived from secondary market and firmographic data.
- Mar 1, 2026
Partnerships announced with Scotiabank and CIBC.
- Mar 1, 2026
Helped over 350,000 Canadian families since 2017.
Willful Filings
SEC and related filings with document metadata.
| Typed | Date | Amount Offered | Amount Sold | Filling | Pages | Download |
|---|---|---|---|---|---|---|
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Frequently Asked Questions
Common questions about Willful's valuation, stock price, and market status.
