Gathered Here
Gathered Here is an Australian end-of-life services platform offering free online Will-writing, funeral director comparison across 1,000+ providers, fixed-fee probate via Gathered Here Legal, and celebrant and headstone marketplaces, serving individual consumers and 400+ nonprofit partners.
- Company typePrivate
- Founded2017
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Gathered Here does
Gathered Here is an Australian end-of-life services platform founded in 2017 and headquartered in Sydney, operating as Gathered Here Pty Ltd. The platform serves individual consumers and nonprofit organisations through an interconnected suite of products covering the full end-of-life value chain: a free online Will-writing tool (EveryWill) that can be completed in roughly ten minutes, a funeral director comparison database covering 1,000+ providers with 10,000+ itemised prices and 1,000+ customer reviews across all Australian states and territories, fixed-fee probate and letters of administration services delivered through its wholly-owned Gathered Here Legal subsidiary (from $1,798 + GST, with a price-match guarantee and four-business-day lodgement), plus celebrant finder and headstone quote marketplaces.
Underlying technology is a web-based self-serve platform built on standard web tooling rather than disclosed AI/ML infrastructure, supported by distributed offices in Melbourne, Brisbane, Perth, Adelaide, and Hobart and a phone-based consultation channel. The business model combines a freemium acquisition funnel (free Wills), affiliate-style referral economics through a 400+ nonprofit partner network that has channeled over $500 million in gifts in Wills, and transactional revenue from Gathered Here Legal's probate services. Go-to-market is primarily product-led growth supplemented by nonprofit partner referrals, content marketing/SEO, and earned media coverage in tier-1 Australian outlets (AFR, Sydney Morning Herald, ABC, The Guardian). Total disclosed equity funding is modest at approximately $721,145 (2022 round led by Common Sense Ventures), with smaller rounds in 2021 and 2023, consistent with a capital-efficient, sub-50-person operating model.
Gathered Here firmographics
Firmographics- Name
- Gathered Here
- Legal name
- Gathered Here Pty Ltd
- Website
- https://gatheredhere.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gathered Here is an Australian end-of-life services platform offering free online Will-writing, funeral director comparison across 1,000+ providers, fixed-fee probate via Gathered Here Legal, and celebrant and headstone marketplaces, serving individual consumers and 400+ nonprofit partners.
- Ownership category
- akta.pro rank
Gathered Here industry classification
Industry- Product category
- End-of-Life Planning Services
- NAICS
- Death Care Services (8122)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Estate & Probate Administration Services (FSAEAKAD)
- akta.pro secondary industries
- Estate Administration & Probate Services (FSAAANAE), Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI)
Keywords
Where Gathered Here is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
Gathered Here business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Free Will Writing: Free Will-writing service attracts consumers to the platform. Revenue is generated indirectly through conversion to other paid services and nonprofit partnerships.
- Probate Services: Fixed-fee legal services for grant of probate and letters of administration. Letters of administration starts from $1,798 + GST. Grant of probate pricing provided during consultation with price match guarantee.
- Charitable Bequest Partnerships: Partnership with 400+ nonprofits to help them raise funds through gifts in Wills. Has helped raise over $500 million in bequests, working towards $1.5 billion goal.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Will Writing - Basic estate planning |
| Subscription | Pay-as-you-go | Letters of Administration - When deceased has no valid will |
| Other | Pay-as-you-go | Grant of Probate - When deceased left a valid will |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Gathered Here product offering
Product offeringCore offering
Gathered Here is an Australian end-of-life services platform offering a free online Will-writing service (EveryWill), a funeral director comparison database with itemised pricing and reviews, and fixed-fee probate legal services through Gathered Here Legal. The platform also connects users with celebrants and headstone providers, and supports charitable bequests through a network of 400+ nonprofit partners. Founded in 2017, the platform has helped raise over $500 million in gifts in Wills for charity.
Product overview
Gathered Here is an Australian end-of-life services platform offering a suite of interconnected products. The core offerings include a free online Will-writing service (EveryWill), a funeral director comparison platform with pricing and reviews, and a low-cost fixed-fee probate service (Gathered Here Legal). Additional services include celebrant finding, headstone quotes, and a charity partnership platform. The company positions itself as a one-stop destination for all end-of-life planning needs, having started in 2017 to bring transparency to the funeral industry and expanded to cover Wills and probate services.
Differentiator
Problem solved
Functional benefit
Products and services
- EveryWill (Free Online Will) A 100% free online Will-writing service that allows Australian consumers to create their Will in approximately 10 minutes. Users can write, update, and manage their Will online without any hidden costs.
- Gathered Here Legal (Probate Services) Low-cost, fixed-fee probate and estate administration legal service offering grant of probate and letters of administration from $1,798 + GST. Includes price match guarantee, free initial consultation, document preparation, communication with banks and creditors, and application lodgement within 4 business days.
- Funeral Director Comparison Platform Australia's top-rated funeral comparison site enabling users to search, compare prices, costs, and customer reviews for funeral directors across all Australian states and suburbs. Lists over 1,000 funeral directors with 10,000+ itemised funeral prices and 1,000+ genuine customer reviews.
- Celebrant Finder Service to find and compare funeral celebrants near the user, covering all Australian states and popular cities.
- Headstone Quotes Service providing free quotes for headstones and monuments, accompanied by guides on styles, materials, lettering, and costs.
- Charity/Nonprofit Bequest Platform Platform for charities enabling them to raise funds through bequests in Wills. Partnered with over 400 nonprofits to help raise over $500 million in gifts in Wills, working towards a $1.5 billion bequest target.
Quantifiable outcome
- Over $500 million raised in gifts in Wills for charity partners
- +3 more outcomes
Companies that use Gathered Here
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Gathered Here technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Gathered Here partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Black DogcoreNonprofit partner receiving bequests through Gathered Here's free Will-writing service. Featured on Gathered Here website as a charity partner helping raise funds for mental health causes.
- McGrath FoundationcoreNonprofit partner receiving bequests through Gathered Here's free Will-writing service. Featured on Gathered Here website as a charity partner.
- PETAcoreNonprofit partner receiving bequests through Gathered Here's free Will-writing service. Featured on Gathered Here website as a charity partner.
- Climate CouncilcoreNonprofit partner receiving bequests through Gathered Here's free Will-writing service. Featured on Gathered Here website as a charity partner.
- LifelinecoreNonprofit partner receiving bequests through Gathered Here's free Will-writing service. Featured on Gathered Here website as a charity partner.
- 400+ Nonprofits (Total Partnership Network)coreGathered Here has partnered with over 400 nonprofits to help them raise funds through gifts in Wills. This extensive network represents the company's core strategic partnership approach.
- Queensland Law SocietyminorGathered Here Legal is a member of the Queensland Law Society, providing credibility and regulatory standing for their probate legal services.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Gathered Here competitors and assessment
Company assessmentRegional players
- Willful: Willful is a Canadian online Will service offering Will creation and estate planning tools. Comparable product (online Will), though geographically focused on Canada.
- After (funeral comparison): After is a UK funeral comparison and information platform helping consumers compare funeral providers and costs. Direct functional analog to Gathered Here for funeral price transparency, but operating in the UK rather than Australia.
Direct peers
- Safewill: Safewill is an Australian online Will-writing and estate planning platform offering free Wills plus paid probate and executor services. Directly comparable to Gathered Here's Will + probate bundle for the same Australian consumer segment.
- Willed: Willed is an Australian online Will-writing service that also partners with charities for gifts in Wills. Closely overlaps with Gathered Here's free Will + nonprofit bequest model in Australia.
- Trust & Will: Trust & Will is a US online estate planning platform offering Will and trust creation with paid tiers and partner integrations. Highly comparable in product (online Will), pricing model (freemium), and target customer.
- Cake: Cake is a US end-of-life planning platform covering Wills, funeral planning, and end-of-life wishes. Overlaps with Gathered Here's Wills + funerals + celebrants content and comparison offering for consumers.
- Everplans: Everplans is a US digital end-of-life planning platform providing checklists, document storage, and planning tools. Comparable to Gathered Here on the consumer end-of-life planning and resources side.
- Lantern: Lantern is a US end-of-life planning and benefits platform serving both consumers and employers. Comparable to Gathered Here in addressing advance planning, final wishes, and family guidance.
Broad incumbents
- LegalZoom: LegalZoom is a large US-headquartered online legal services platform offering Wills, estate planning, and business formation. Broader portfolio but overlaps on online Will creation and estate-related legal services for consumers.
Emerging players
- Parting Stone: Parting Stone is a US-based cremation alternative provider offering solidified remains. Adjacent to Gathered Here's death-care marketplace through alternative end-of-life disposition options.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Gathered Here social profiles
Digital presenceGathered Here financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gathered Here leadership team
Management profileNumber of profiles
Profiles7 records
Gathered Here subsidiaries and ownership
Company hierarchySubsidiaries1 record
Gathered Here funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gathered Here M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gathered Here
What does Gathered Here do?
Gathered Here is an Australian end-of-life services platform offering a free online Will-writing service (EveryWill), a funeral director comparison database with itemised pricing and reviews, and fixed-fee probate legal services through Gathered Here Legal. The platform also connects users with celebrants and headstone providers, and supports charitable bequests through a network of 400+ nonprofit partners. Founded in 2017, the platform has helped raise over $500 million in gifts in Wills for charity.
Is Gathered Here a public or private company?
Gathered Here is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gathered Here founded?
Gathered Here was founded in 2017. It employs 11 to 50 people.
Where is Gathered Here based?
Gathered Here is headquartered in Sydney, Australia, in the Oceania region.
How does Gathered Here make money?
Three revenue lines are on record. Free Will Writing is the primary driver. The others are probate Services and charitable Bequest Partnerships.
Who are Gathered Here's main competitors?
Regional players on record are Willful and After (funeral comparison). Direct peers are Safewill, Willed, Trust & Will, Cake, Everplans and Lantern. LegalZoom is listed as a broad incumbent. Parting Stone is listed as an emerging player.
Does Gathered Here have an API?
No public API is recorded for Gathered Here.
What industry is Gathered Here in?
Gathered Here's product category is End-of-Life Planning Services. Its primary akta.pro industry code is FSAEAKAD, Estate & Probate Administration Services, with a secondary code of FSAAANAE, Estate Administration & Probate Services. Its NAICS code is 8122 and its SIC code is 8111.