Guardian Angel

What Guardian Angel does

Guardian Angel, operating commercially as Octopus Legacy, is a UK-based private company founded in 2018 that provides end-of-life planning and bereavement support services to individual consumers. The company operates through a dual-regulated platform, holding authorization from the Financial Conduct Authority (FRN 955266) and the Solicitors Regulation Authority (SRA ID 8007668), enabling it to offer both regulated financial products and reserved legal activities within a single integrated offering.

The product portfolio spans pre-death planning and post-loss support. Pre-death offerings include will writing (delivered online, by phone, or face-to-face), trust setup, lasting powers of attorney, no-medical-exam life insurance, and bundled estate planning packages that combine wills, LPAs, and the Legacy Box, a digital and physical tool for transmitting personal information and guidance to surviving family. Post-loss services include probate assistance, community support hubs, and personalised plans covering funeral organization and ongoing practical support. The platform functions as a self-serve online portal supplemented by telephone and in-person consultation channels, targeting UK consumers seeking a more human-centered alternative to traditional legal and financial advisory firms.

The business model combines one-time transactional fees for legal documents and estate packages with recurring premium revenue from life insurance, plus professional services fees for probate and personalised support. The go-to-market motion is direct-to-consumer, with primary customer acquisition driven through website content and educational resources. Total disclosed funding across two rounds (2019 and 2021) is approximately $2.08 million, led by impact-oriented investors including Fair By Design Fund, with the company operating with a small team of 11-50 employees based in London.

Name

Guardian Angel

Legal name

Octopus Legacy Limited

Website

https://guardianangel.network

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Guardian Angel (trading as Octopus Legacy) is a UK-regulated platform offering wills, trusts, lasting powers of attorney, life insurance, and probate services to individual consumers planning for end-of-life and bereavement support needs.

Ownership category

akta.pro rank

Product category

Estate Planning Services

NAICS

Direct Life Insurance Carriers (524113), Death Care Services (8122)

SIC

Investment Advice (6282), Services-Social Services (8300)

akta.pro primary industry

Estate & Legacy Planning Advisory (FSAEAAAG)

akta.pro secondary industries

Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI), End-of-Life Planning & Hospice/Palliative Care Coordination (HLADALAL)

Keywords

• Estate planning services
• Will writing services
• Life insurance products
• Probate support services
• Lasting powers of attorney

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Will Writing Services: One-time and subscription-based will writing services available online, over the phone, or face-to-face. Provides tailored wills to protect customers' loved ones.
2. Trust Setup: One-time setup fees for trust arrangements that provide control and protection for beneficiaries after death.
3. Life Insurance: Online life insurance products providing protection without medical examination requirements. Recurring premium payments.
4. Lasting Powers of Attorney: Expert-guided services for setting up LPAs to protect future decision-making capabilities.
5. Estate Planning Packages: Comprehensive holistic packages including wills, LPAs, Legacy Box and other services as bundled offerings.
6. Probate Services: Support services for managing practical, personal and emotional challenges after death of a loved one.
7. Personalised Support Plans: Customized assistance ranging from funeral organization to ongoing practical support after loss.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Guardian Angel (operating as Octopus Legacy) sells end-of-life planning and post-loss support services to UK consumers, including will writing, trust setup, online life insurance without medical exams, lasting powers of attorney, and the Legacy Box legacy-sharing tool. The company bundles these into holistic estate planning packages and provides probate, support hubs, and personalised plans for bereaved families. Services are delivered via self-serve online, telephone, and face-to-face channels.

Product overview

Octopus Legacy is a multi-product service platform offering estate planning and post-loss support solutions. The core offering includes Will Writing, Trusts, Life Insurance, and Lasting Powers of Attorney for pre-death planning, supplemented by the Legacy Box and comprehensive Estate Planning Packages. For post-loss support, they provide Probate services, Support Hubs, and Personalised Plan services. The platform operates across multiple delivery channels including online, phone, and face-to-face interactions.

Differentiator

Problem solved

Functional benefit

Products and services

• Will Writing Tailored will writing service that protects loved ones, available online, over the phone, or face-to-face, designed for individual consumers in the UK.
• Trusts Trust setup service that gives customers control over asset distribution after death while protecting beneficiaries, offered to individual UK consumers.
• Life Insurance Online life insurance product that protects loved ones without requiring a medical examination, sold on recurring premiums to individual consumers.
• Lasting Powers of Attorney Expert-guided service enabling individuals to designate a trusted person to make decisions on their behalf if they become unable, available to UK consumers.
• Legacy Box Digital and physical tool for sharing meaningful personal information, memories, and practical guidance with loved ones after death, offered to individual consumers.
• Estate Planning Packages Holistic estate planning bundles combining wills, lasting powers of attorney, the Legacy Box, and additional services into comprehensive packages for UK consumers.
• Probate Support service helping bereaved individuals manage the practical, personal, and emotional challenges that follow the death of a loved one.
• Support Hubs Community-based support resources providing a supportive network for individuals going through loss, offered to bereaved UK consumers.
• Personalised Plan Customized assistance ranging from funeral organization to help with daily tasks and other practical needs following the death of a loved one.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Farewill: UK digital-first will writing and probate platform. Closest direct competitor to Octopus Legacy's online will writing and estate planning motion, with a stronger purely-digital funnel but no FCA-authorised insurance or face-to-face channel.
• Co-op Legal Services: Well-known UK provider of wills, probate, LPAs and estate planning under the Co-op brand. Directly competes across the same product set and customer segment, with brand trust advantages but a less integrated insurance offering.
• Kings Court Trust: UK specialist probate and estate administration firm. A direct competitor in the post-loss probate services that form one of Guardian Angel's revenue legs, though more focused on B2B referrals from solicitors.
• Dead Simple Wills: UK online will writing service, also offering LPAs. Directly comparable on the digital will-writing product, though without the regulated insurance, probate or bereavement support extensions.
• The Probate Partnership: Specialist UK probate firm competing directly with Guardian Angel's Probate, Support Hubs and Personalised Plan services. Comparable customer base of bereaved families and executors.

Broad incumbents

• Age UK: Large UK charity providing will writing, LPAs and information services to older consumers. A broad incumbent offering overlapping services in the same end-of-life planning category, with strong trust among the target demographic.
• Protect Line: UK FCA-regulated distributor of life insurance, funeral plans and related protection products. Competes with Octopus Legacy on the no-medical-exam online life insurance and broader protection category, with a heavier direct-response telesales model.
• Golden Charter: UK provider of pre-paid funeral plans and related support services. An adjacent incumbent in the broader end-of-life category whose customers overlap with Octopus Legacy's bereaved segment.

Emerging players

• Trust & Will: US-based digital estate planning platform offering wills, trusts and LPAs online. Same end-of-life planning category and digital-first delivery model, though operating in the US market rather than the UK.
• Beyond (New York Life / Elevant): Emerging digital end-of-life planning brand (part of the New York Life ecosystem) offering wills and related services. Comparable product concept and digital-first GTM, though operating in the US market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GAngel_Network
• LinkedInlinkedin.com/company/guardian-angel-network

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 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 Guardian Angel