What Willed does

Willed is an Australian end-of-life planning platform founded in 2020 in Melbourne, operating as a private, founder- and staff-owned company that has reached profitability without institutional venture backing. The company provides a consolidated suite covering online Will creation, Power of Attorney, probate and letters of administration (delivered through its affiliated legal practice, Willed Law Pty Ltd), direct cremations, funeral services, and prepaid funeral plans. Its digital core is a cloud-based self-serve platform on Firebase and Google Cloud with AES-256 encryption at rest and HTTPS/TLS in transit, integrated with Stripe for PCI-compliant payments. Products are priced on a fixed-fee basis (single Will at AUD $159, couples Wills at AUD $238, Power of Attorney at AUD $99/$89) with an optional AUD $15/year unlimited-update subscription; funeral services are unit-priced by state (direct cremations from AUD $2,099 to AUD $3,699; funeral services at AUD $5,999 in NSW, VIC, QLD, SA).

Willed serves two complementary customer segments: individual Australian consumers purchasing directly through the willed.com.au website or 1300-number phone support, and B2B partners who distribute the platform as a referral or white-label service. The partner channel includes a financial adviser program (Zurich Australia, Australian Unity, Everest Wealth, Skye, Crown Money, Ladies Finance Club, Finance Differently) that embeds Willed as the estate-planning completion step in financial advice workflows, plus a charity white-label program covering The Salvation Army, Beyond Blue, WWF, RFDS Vic, National Breast Cancer Foundation, St John WA, Guide Dogs Australia, Lost Dogs Home, and Heart Foundation for supporter bequest programs. Free supporting tools include a death notice generator and a digital vault for storing Wills, special wishes, and video messages.

The company operates across all Australian states and territories for online Wills and direct cremations, with funeral services available in NSW, VIC, QLD, and SA and funeral arrangement teams in every capital city. Willed has served 160,000+ Australian families and reports a 4.9/5 rating from 1,317 verified reviews. Prepaid funeral funds are custodied by Foresters Financial, a 170-year-old APRA-approved Friendly Society, providing regulatory protection if Willed ceases operations.

Name

Willed

Legal name

Willed Pty Ltd

Website

https://willed.com.au

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Willed is an Australian end-of-life planning platform that lets consumers create Wills, Power of Attorney, probate, and funeral services online via fixed-price self-serve tools, supplemented by white-label distribution through financial advisers and major charities.

Ownership category

akta.pro rank

Product category

Estate Planning and Funeral Services

NAICS

Legal Services (5411), Trusts, Estates, and Agency Accounts (52592), Funeral Homes and Funeral Services (812210)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Estate & Probate Administration Services (FSAEAKAD)

akta.pro secondary industries

Estate Administration & Probate Services (FSAAANAE), Estate & Legacy Planning Advisory (FSAEAAAG), Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Online wills
• Estate planning
• Funeral services
• Probate services
• Prepaid funerals

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Will and Power of Attorney Sales: One-off payments for Online Will ($159 single, $238 for couples), Power of Attorney ($99 standalone, $89 add-on). Subscription optional for unlimited annual updates ($15/year). First 12 months of updates included free with every Will purchase.
2. Probate and Administration Services: Fixed-fee legal services for Grant of Probate and Letters of Administration, handled by Willed Law. Customer pays only once the grant is issued. Fees quoted upfront.
3. Funeral Arrangement Services: Direct cremations and full funeral services across Australia. Direct cremation packages from $2,099 (QLD/SA) to $3,699 (WA). Funeral service packages at $5,999 in NSW, VIC, QLD, and SA. All prices fixed upfront.
4. Prepaid Funeral Plans: Customers prepay funeral costs at today's prices, locking in rates against inflation. Payment options include single lump sum or instalments over 2–3 years. Funds held by Foresters Financial, an APRA-approved Friendly Society.
5. Will Update Subscription: Optional annual subscription at $15/year for unlimited Will updates, allowing customers to edit and re-download documents as life changes.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Willed sells fixed-price Australian end-of-life planning services through an online self-serve platform: legally valid Wills (single or couples), Enduring Powers of Attorney, fixed-fee Probate and Letters of Administration handled by its affiliated law firm Willed Law, plus direct cremations, full funeral services, and prepaid funeral plans backed by APRA-approved Foresters Financial. Documents are drafted by Australian lawyers, the platform takes roughly 20 minutes to complete a Will, and customers can access a Digital Vault for storing Wills, special wishes, and video messages.

Product overview

Willed is an Australian end-of-life planning platform offering a unified suite of estate planning and funeral services. The core product portfolio includes Online Wills and Couples Wills for estate planning, Power of Attorney documents, and Probate/Letters of Administration services for estate administration (all handled by affiliated Willed Law). On the funeral side, Willed provides Direct Cremations, Funeral Services, and Prepaid Funerals. Supporting features include a Digital Vault for secure document storage, Funeral Wishes recording, and a free Death Notice Generator tool. The platform operates on a technology-first model with fixed pricing, offering products online with lawyer-reviewed documents, supplemented by phone and chat support.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Wills Self-serve online workflow that generates a legally valid Australian Will in approximately 20 minutes using a ten-step plain-English questionnaire, with lawyer review by Willed Law at no extra cost, included Digital Vault and Funeral Wishes, unlimited edits for 12 months, instant download with signing instructions, and pricing of A$159 single (GST inclusive).
• Couples Wills Bundle of two legally independent Wills written together for A$238 (a stated A$80 saving versus two single Wills), with the second Will at half price; each Will includes unlimited 12-month updates, Digital Vault, and Funeral Wishes.
• Power of Attorney State-specific Enduring Power of Attorney documents covering financial, property, and medical decision-making, generated online and editable for 12 months; A$99 standalone or A$89 when added to a Will purchase.
• Probate Services Fixed-fee assistance from Willed Law to obtain a Grant of Probate and administer an estate when there is a Will, with the fee quoted upfront and payable only once the grant is issued; court filing fees and disbursements are additional.
• Letters of Administration Fixed-fee court application service from Willed Law for estates without a valid Will or where the named executor cannot act, with the fee payable only once the Letters are granted.
• Direct Cremations Simple cremation without a funeral service, available nationwide with 24/7 arrangement coordination; state-tiered fixed pricing from A$2,099 (QLD/SA) up to A$3,699 (WA), including transfer into care, eco-friendly coffin, private cremation, and return of ashes in an urn.
• Funeral Services Full personalised funeral service at a fixed A$5,999 in NSW, VIC, QLD, and SA, including suitable venue, dedicated funeral arranger, Willed coffin, viewing at the ceremony, transfer, cremation, and return of ashes.
• Prepaid Funerals Funeral prepayment plan that locks in today's prices against inflation, payable as a single lump sum or instalments over 2-3 years, with funds held by Foresters Financial (an APRA-approved Friendly Society); includes a 30-day money-back guarantee and covers services within 50 km of the residential address.
• Death Notice Generator Free online tool that walks users through writing a death notice via gentle prompts, producing four short sentences suitable for newspaper classifieds and online obituary listings.
• Will Update Subscription Optional annual subscription at A$15/year giving customers unlimited updates to their Will and Power of Attorney documents, with the first 12 months included free with every Will purchase and the ability to opt out at any time.

Quantifiable outcome

• 160,000+ Australian families served
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Willed Law Pty LtdcoreStrategic or Co-development PartnerAffiliated Australian law firm incorporated in Victoria (ACN 646 911 855), member of the Law Institute of Victoria. Prepares all Will and Power of Attorney legal documents used on the Willed platform. Conducts free data-entry reviews of Wills on request. Handles probate and Letters of Administration applications for customers. Willed Law lawyers undertake Will reviews as part of quality audit process. Not a separate company but a related legal practice that underpins the legal credibility of Willed's documents.
• StripecoreTechnology or IntegrationThird-party payment processor for all online payments. PCI-compliant. Willed does not store credit card or banking details; all payment information goes directly to Stripe. Stripe processes payments for Will purchases, subscriptions, funeral arrangements, and prepaid funeral plans. Mentioned in privacy policy and platform terms as the payment processing provider.
• Firebase / Google CloudcoreTechnology or IntegrationCloud infrastructure provider for the Willed platform. Data stored in Firebase and Google Cloud with AES-256 encryption at rest. Firestore and Storage security rules restrict access to authorised users and systems. Managed infrastructure reduces Willed's operational overhead for hosting and security.
• Finance DifferentlyminorChannel Partner/ Reseller/ DistributorMortgage broker firm founder Kat Marsalek uses Willed as a value-add for clients needing Wills. Public testimonial quotes praise Willed for affordability and convenience for clients who struggle to complete Wills through traditional channels.
• Skye, Everest Wealth, Zurich, Australian Unity, Crown Money, Ladies Finance ClubminorChannel Partner/ Reseller/ DistributorFinancial service providers listed as working with Willed for estate planning referrals. Financial adviser partner program enables these firms to offer Will creation to clients without leaving their advice scope. Referrals and white-label pathways available.
• The Salvation Army, Beyond Blue, WWF, RFDS Vic, National Breast Cancer Foundation, St John WA, Guide Dogs Australia, Lost Dogs Home, Heart FoundationcoreChannel Partner/ Reseller/ DistributorCharity partners use Willed's white-label platform to enable supporters to create Wills including charitable bequests. Each charity has a branded, co-designed Will journey with reporting on campaign performance and bequest data. Includes national charities and community organisations. Also listed: Include A Charity and Fundraising Institute Australia as membership/industry partners.
• Include A Charity, Fundraising Institute Australia (FIA)minorGTM or Marketing PartnerIndustry membership organisations for charities. Willed is listed as a partner of Include A Charity (an initiative encouraging charitable bequests) and is a member of FIA, the professional body for fundraising organisations in Australia.
• World Vision, Shepherd Centre, Cerebral Palsy Alliance, RSPCA WA, WA WildlifeminorChannel Partner/ Reseller/ DistributorCharities that appear on Willed's homepage as beneficiaries of bequests from Willed customers. Over $500 million has been pledged by Willed users to charitable causes. These charities benefit from Willed users choosing to leave a portion of their estate to charitable causes.
• Macarthur Grange Crematorium, Macquarie Park Cemetery and Crematorium, Pinegrove Memorial Park, Rockwood Memorial GardencoreOthersExternal crematorium and cemetery suppliers used for funeral services in NSW. Services include cremation, chapel hire, and cemetery facilities. Willed uses these partners to fulfil funeral service obligations in NSW. Also: Independent Mortuary Services (owned by Fishbone Investments) for mortuary services.
• Geelong Memorial Park Crematorium, Altona Memorial Park, Lilydale Memorial Park, Springvale Botanical Cemetery, Bunurong Memorial Park, Fawkner Memorial ParkcoreOthersCrematorium and cemetery suppliers used for funeral services in Victoria. Willed partners with Greater Metropolitan Cemeteries Trust, Southern Metropolitan Cemeteries Trust, and Geelong Cemeteries Trust for VIC funeral fulfilment.
• Eco Memorial Park, Mount Gravatt Cemetery and Crematorium, Coastal CrematoriumcoreOthersCrematorium and cemetery suppliers used for funeral services in Queensland. Eco Memorial Park (Stapylton) is a key partner for both cremation and chapel services. DCD Transfer Service (Slacks Creek) and Eco Transfer Team handle body transfers in QLD.
• Northern Region Crematorium (Gawler), Tri-TransferscoreOthersCrematorium and transfer service suppliers used for funeral services in South Australia. Tri-Transfers handles body transfers in SA; Northern Region Crematorium handles cremations in greater Adelaide area.
• Western Australian Licensed Funeral Director Partners (MCB Licensed)coreOthersIn Western Australia, Willed acts as funeral arrangement coordinator only. All regulated funeral services including physical care, transportation, cremation, and cemetery services are performed by licensed funeral director partners holding Metropolitan Cemeteries Board (MCB) licences. Willed does not directly perform funeral directing services in WA.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gathered Here: Australian online will-writing service that competes head-to-head with Willed on price, self-serve digital flow, and consumer-direct estate planning. Most directly comparable competitor in Willed's home market.
• LegalZoom: US-listed online legal documents platform offering wills, powers of attorney, and business formation. Closely comparable business model: fixed-price, self-serve, lawyer-reviewed legal documents targeted at consumers, the template Willed follows internationally.
• Trust & Will: US online estate planning platform offering wills, trusts, and healthcare directives through a guided digital flow. Closely comparable product surface (estate planning only) and similar self-serve consumer model.
• FreeWill: US nonprofit-built online will platform whose core distribution is through charity partnerships for bequest programs — directly analogous to Willed's white-label charity model with The Salvation Army, Beyond Blue, and WWF.
• Affordable Wills: Long-established Australian online and phone-based will-writing service. Directly comparable on price-led consumer will creation in Australia, although with a more phone-centric (less digital) experience than Willed.

Broad incumbents

• Lawpath: Australia's largest online legal services platform offering documents, lawyer marketplace, and subscriptions to SMBs. Overlaps with Willed's online will and document offering but spans a much broader legal-services category rather than specialising in estate planning.
• InvoCare: ASX-listed (IVC) operator of Australia's largest funeral brands including White Lady Funerals and Simplicity Funerals. Overlaps with Willed's funeral and prepaid funeral lines but operates a brick-and-mortar network at much larger scale, not a digital-first model.
• Propel Funeral Partners: ASX-listed (PFP) owner and operator of funeral homes across Australia and New Zealand. Comparable on the funeral services side of Willed's business but lacks any digital will-creation or estate planning capability.
• State Trustees Victoria: Victorian state-owned provider of wills, power of attorney, probate, and trust administration services. Competes with Willed's estate administration and Will products from an institutional, government-backed position rather than a digital-first model.
• Slater and Gordon: Large ASX-listed Australian law firm with a wills and estates practice. Overlaps with the legal side of Willed's offering through traditional solicitor delivery rather than online self-serve, and previously owned the Gathered Here online wills business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WilledAustralia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors3 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 Willed