Safewill

What Safewill does

Safewill is an Australian digital estate planning platform founded in 2019 and headquartered in Sydney, operating a self-serve online service that enables individuals to create legally valid wills in under 20 minutes without traditional solicitor consultations. The product suite comprises the Essentials Will (A$160, currently discounted to A$80), a premium Customised Will (A$359) with personalised legal advice and priority lawyer review, an Enduring Power of Attorney product (A$99) covering financial and medical decision-making, and a Digital Vault for secure document storage. All will documents are reviewed by Safewill Legal, a wholly-owned affiliate law firm providing probate, letters of administration, and estate administration services nationwide.

The platform is built on Google Cloud Platform with Vercel hosting, Google Cloud SQL, and an ISO 27001-certified Zero Trust security architecture, with payments processed via Stripe and Afterpay. Safewill's go-to-market is product-led growth combined with two non-D2C channels: a Financial Adviser portal and the Safewill for Charities programme, which has assembled a network of more than 250 charity partners driving top-of-funnel acquisition and generating charitable bequests at five times the national average. The company has expanded from Australia into New Zealand, holds a 4.8/5.0 Google rating across 1,514 reviews, and reports facilitating $650m+ in pledged charitable bequests through user wills.

Monetisation combines one-time will and POA purchases with an optional A$15/year subscription providing unlimited updates and encrypted storage, alongside a capped A$10 referral programme. Safewill has raised approximately A$17M across five funding rounds through November 2024, employs a small team of approximately 15-20 across technology, operations, growth, and legal functions, and is led by co-founder and CEO Adam Lubofsky.

Name

Safewill

Legal name

Safe Will Pty Ltd

Website

https://safewill.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Safewill is a Sydney-based digital estate planning platform that enables Australian and New Zealand consumers to create legally valid wills, powers of attorney, and secure document storage online in under 20 minutes, with documents reviewed by its affiliated law firm and distributed through a 250+ charity partner network.

Ownership category

akta.pro rank

Product category

Estate Planning Software

NAICS

Legal Services (5411)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Custody Trust & Safekeeping Services (FSAAANAD)

Keywords

• Online will writing
• Estate planning software
• Digital will creation
• Power of attorney services
• End-of-life planning

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Will Writing Products: One-time purchase of will documents (Essentials Will and Customised Will tiers) reviewed by Australian lawyers
2. Annual Subscription: Optional annual subscription at $15/year for unlimited will updates, encryption, safe storage, and access to support staff. First year free with will purchase.
3. Power of Attorney: One-time purchase of Power of Attorney documents at $99
4. Referral Program: $10 referral reward per successful will purchase, capped at $50

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Safewill is an online estate planning platform that enables individuals in Australia and New Zealand to create legally valid wills and powers of attorney through a self-service digital flow in under 20 minutes. Documents are reviewed by Australian lawyers from its affiliate law firm, Safewill Legal. The platform offers tiered will products (Essentials Will and Customised Will), Enduring Power of Attorney, a secure Digital Vault, and an optional annual subscription for unlimited will updates.

Product overview

Safewill is an online estate planning platform offering a suite of products for creating and managing end-of-life legal documents. The core platform comprises the Essentials Will (self-service online Will writing) and Customised Will (premium tier with legal advice), complemented by a Power of Attorney product for financial and medical decision-making. The Digital Vault provides secure storage for important documents. The affiliate Safewill Legal firm handles probate, estate administration, and provides legal reviews for Will products. The Safewill for Charities programme enables partnership with non-profits for bequest campaigns. The platform operates primarily in Australia and New Zealand with pricing in AUD.

Differentiator

Problem solved

Functional benefit

Products and services

• Essentials Will A self-service online Will writing product priced at A$160 (currently discounted to A$80) that allows individuals to create a legally valid Australian Will by answering lawyer-prepared questions. Includes unlimited updates for 1 year (first year free), legal review by Safewill Legal, and chat and phone support. Designed for adults with simple estates.
• Customised Will A premium Will writing tier priced at A$359 (discounted to A$179) for individuals with complex estates. Includes personalised legal advice, bespoke drafting requirements, priority 3-5 business day legal review, one round of unlimited custom amendments, and a complimentary call with a specialist lawyer from Safewill Legal.
• Power of Attorney Online service for creating Enduring Powers of Attorney for financial and medical decision-making. Financial POA covers management of property, finances, and legal affairs; Medical POA (Enduring Guardianship/Advance Care Directive) covers healthcare and lifestyle decisions. Priced at A$99.
• Safewill Legal (Affiliate Law Firm) An affiliate law firm providing Wills and Estates legal services including probate, letters of administration, and estate administration. An award-winning specialist practice based in Sydney operating nationwide. Also provides the legal review backing for Safewill's will products and the personalised advice call for Customised Wills.
• Safewill for Charities A charity partnership programme that helps charitable organisations unlock bequest potential by appearing at the moment supporters are writing their Wills. Includes branded messaging, landing pages, and access to Safewill's platform. Partner network includes 250+ Australian charities including Very Special Kids, Variety Circle, Lifeline, Oxfam, Fred Hollows Foundation, Cancer Council, and Red Cross Australia.

Quantifiable outcome

• Create will in under 20 minutes
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• StripecoreTechnology or IntegrationPayment processing partner. PCI-DSS Level 1 compliant service provider for credit/debit card transactions. Safewill does not store credit card information - all payment details sent directly to Stripe over encrypted connections.
• Google Cloud Platform (GCP)coreTechnology or IntegrationCloud infrastructure provider for hosting, networking, physical security, and Google Cloud SQL with point-in-time recovery backups.
• VercelcoreTechnology or IntegrationSecure hosting and deployment platform for Safewill's application and infrastructure.
• Safewill LegalcoreStrategic or Co-development PartnerAffiliate law firm providing will reviews, probate, letters of administration, and estate administration services. Award-winning specialist Wills and Estates practice based in Sydney operating nationwide. Provides Customised Will legal advice calls.
• ReFreshminorOthersWorkplace compliance software startup. Safewill is listed as one of ReFresh's organizational customers using their compliance software under Australia's psychosocial safety laws.
• Very Special KidsminorGTM or Marketing PartnerCharity partner for legacy giving programs
• Variety CircleminorGTM or Marketing PartnerCharity partner for legacy giving programs
• LifelineminorGTM or Marketing PartnerCharity partner for legacy giving programs
• OxfamminorGTM or Marketing PartnerCharity partner for legacy giving programs
• Fred Hollows FoundationminorGTM or Marketing PartnerCharity partner for legacy giving programs
• Cancer CouncilminorGTM or Marketing PartnerCharity partner for legacy giving programs
• Red Cross AustraliaminorGTM or Marketing PartnerCharity partner for legacy giving programs

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Willful: Canadian D2C online will and POA platform with self-serve creation, comparable in product, price point and target consumer to Safewill.
• Farewill: UK online will-writing and probate provider with a strong charitable-bequest partnership model, closely paralleling Safewill's charity-partner go-to-market.
• FreeWill: US online will platform monetized through nonprofit/charity legacy-giving partnerships, structurally similar to Safewill's 250+ charity bequest engine.
• Trust & Will: US digital estate-planning platform offering lawyer-backed wills and trusts via self-serve flows, mirroring Safewill's product model in a different geography.

Broad incumbents

• Rocket Lawyer: Online legal-documents and subscription legal-services company that includes will creation within a wider offering, overlapping with Safewill's self-serve legal documents.
• LegalZoom: Large US online legal-services provider offering wills and estate documents as part of a broad portfolio; overlaps with Safewill's will product but not specialized in estate planning.

Regional players

• Willed: Australian online will-writing and end-of-life planning platform offering wills, POA and funeral services; the most direct domestic competitor to Safewill in the same AU market.
• Gathered Here: Australian end-of-life and funeral-planning platform that also offers free online wills, competing for the same AU end-of-life planning customer.

Others

• Cake: End-of-life planning platform for advance directives and final wishes; thematically adjacent to Safewill's end-of-life document suite rather than a direct will-writing competitor.

Emerging players

• Empathy: Venture-backed digital platform supporting families through loss and estate administration; adjacent to Safewill's probate/estate-administration services with partial overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SafewillAus
• LinkedInlinkedin.com/company/safewill

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Safewill