Octopus Legacy
Octopus Legacy is a London-based online estate planning platform serving UK families with will writing, lasting powers of attorney, probate, life insurance, and related end-of-life services via digital, phone, and face-to-face channels, regulated by both the FCA and SRA.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Octopus Legacy does
Octopus Legacy is a London-based, privately held estate planning platform that serves UK adults seeking to plan for end-of-life events and bereavement. The company offers will writing, trusts, lasting powers of attorney (LPAs), estate administration (probate), life insurance, and complementary products such as the Legacy Box, delivered through an omnichannel model spanning online self-serve, phone-based expert support, and face-to-face consultations. Following the June 2025 acquisition of WSL Will Writing and the May 2026 acquisition of NewLaw Solicitors' private client team, Octopus Legacy has become the second-largest estate planning firm in the UK by volume, with a stated lifetime customer base exceeding 700,000 families.
The technology stack centres on a proprietary AI platform used to automate administrative work in probate case processing, which the company claims will support a tenfold increase in probate caseload within 12 months. Probate and legal services are delivered through Octopus Legal Services Limited, an SRA-regulated subsidiary (SRA ID 8007668), while the wider estate planning and life insurance activity is authorised and regulated by the FCA (FRN 955266). Fixed-fee pricing — £585 to £11,182.50 for probate depending on complexity and £699 for the full LPA service — is quoted upfront to remove uncertainty for customers.
The revenue model combines fixed-fee professional services across probate, wills, and LPAs with affiliate/referral economics from the Shepherds Friendly life insurance partnership. Go-to-market is product-led via the digital platform, supplemented by content marketing, PR in major UK outlets (Telegraph, Financial Times), and charity partnerships such as Naomi House & Jacksplace. Customer growth exceeded 340% across 2025 and headcount grew by a third to over 50 staff following the NewLaw acquisition, signalling an aggressive scaling phase.
Octopus Legacy firmographics
Firmographics- Name
- Octopus Legacy
- Legal name
- Octopus Legacy Limited
- Website
- https://octopuslegacy.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Octopus Legacy is a London-based online estate planning platform serving UK families with will writing, lasting powers of attorney, probate, life insurance, and related end-of-life services via digital, phone, and face-to-face channels, regulated by both the FCA and SRA.
- Ownership category
- akta.pro rank
Octopus Legacy industry classification
Industry- Product category
- Estate Planning Services
- NAICS
- Trusts, Estates, and Agency Accounts (52592), Direct Life Insurance Carriers (524113)
- SIC
- Investment Advice (6282), Life Insurance (6311)
- akta.pro primary industry
- Estate & Legacy Planning Advisory (FSAEAAAG)
- akta.pro secondary industries
- Estate Administration & Probate Services (FSAAANAE), Estate & Probate Administration Services (FSAEAKAD)
Keywords
Where Octopus Legacy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Octopus Legacy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Estate Planning Services: One-time and service-based fees for will writing, lasting powers of attorney, estate planning packages, and probate services
- Probate Services: Fixed-fee probate services ranging from grant-only applications (£585-£1,290) to full estate administration (£2,730+)
- Lasting Powers of Attorney: Full LPA service at £699, handling creation, document review, and submission for both financial and health/welfare LPAs
- Life Insurance Partnership: Partnership with Shepherds Friendly to offer life insurance products with estate planning and bereavement concierge services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Grant of Probate - No Inheritance Tax Forms |
| One time/ perpetual license | Pay-as-you-go | Grant of Probate - With Inheritance Tax Forms |
| One time/ perpetual license | Pay-as-you-go | Full Estate Administration |
| One time/ perpetual license | Pay-as-you-go | Full LPA Service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Octopus Legacy product offering
Product offeringCore offering
Octopus Legacy provides online, telephone, and face-to-face estate planning and end-of-life services for UK consumers, including will writing, trusts, lasting powers of attorney, life insurance (via Shepherds Friendly partnership), and SRA-regulated probate services from grant-only applications through full estate administration. The company combines qualified solicitors and legal executives with a proprietary AI platform that automates administrative work in probate case processing.
Product overview
Octopus Legacy is a unified platform offering estate planning and end-of-life services, combining human expertise with technology-driven automation. The core product portfolio includes Will Writing, Trusts, Life Insurance, Lasting Powers of Attorney, Legacy Box, and Probate Services, all available through online, telephone, or face-to-face channels. The company also offers comprehensive Estate Planning Packages that bundle multiple services together. Through acquisitions (WSL Will Writing) and partnerships (Shepherds Friendly), Octopus Legacy has grown to become the UK's second-largest estate planning firm by volume, serving over 700,000 families.
Differentiator
Problem solved
Functional benefit
Brands
- WSL Will Writing: Acquired estate planning brand providing will writing services, founded in 1992, serving over 300,000 people.
Products and services
- Will Writing Online, telephone, or face-to-face will writing service tailored to individual circumstances, helping UK customers protect their loved ones and create legally valid wills.
- Trusts
- Life Insurance Online life insurance product offered in partnership with Shepherds Friendly that protects loved ones without requiring a medical examination, with a streamlined conversational application process completed in approximately 15 minutes.
- Lasting Powers of Attorney (LPA)
- Legacy Box
- Estate Planning Packages
- Probate Services
Quantifiable outcome
- Customer numbers grew 340%+ between start and end of 2025
- +1 more outcomes
Companies that use Octopus Legacy
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles1 record
Octopus Legacy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Octopus Legacy partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Shepherds FriendlycorePartnership to launch a simplified life insurance product requiring no medical examination, completed online in approximately 15 minutes. Utilized behavioural science and consumer research to design a transparent, conversational application process. Research from Octopus Legacy indicates 54% of UK adults have no life insurance coverage.
- Naomi House & JacksplaceminorCharity partnership offering free will-writing services up to £150 for hospice supporters, enabling them to leave lasting legacies to support seriously ill children in England.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Octopus Legacy competitors and assessment
Company assessmentDirect peers
- Beyond: UK digital end-of-life platform combining online will writing, probate referrals and funeral planning. Closely comparable to Octopus Legacy in product mix, customer segment (UK consumers) and PLG-style online distribution model.
- Taylor Rose: UK full-service law firm with a substantial private client practice covering wills, probate, LPAs and estate planning. Comparable to Octopus Legacy's regulated legal services offering, though with a broader legal portfolio beyond estate planning.
- Farewill: One of the UK's leading online will-writing platforms offering wills, LPAs and probate via a digital self-serve experience. Directly competes with Octopus Legacy in the same product category and target customer base of UK adults seeking affordable, accessible estate planning.
- Kings Court Trust: UK specialist probate and estate administration firm providing fixed-fee probate services to bereaved families. Highly comparable to Octopus Legacy's probate service line in pricing model, customer profile and use case.
Broad incumbents
- Rothschild & Co Wealth & Trust: Global wealth and trust advisory offering estate planning, trust administration and probate services to high-net-worth clients. Comparable to Octopus Legacy's estate and trust services at the higher-complexity end of the market, but with a focus on HNW and ultra-HNW segments.
- Slater and Gordon: UK national law firm with private client services including wills, probate and estate planning. Comparable to Octopus Legacy in customer-facing estate planning offerings but much larger and more diversified across legal practice areas.
- Hugh James: UK top-50 law firm with a strong private client department covering wills, probate, trusts and estate planning. Comparable to Octopus Legacy in service offerings and target customer base, but as a broader full-service firm rather than an estate planning specialist.
- Co-op Legal Services: Large UK legal services provider offering wills, probate, LPAs and family law with strong consumer brand recognition through the Co-op. Comparable to Octopus Legacy in service offerings but operates at much greater scale as part of the Co-op's broader portfolio.
- Irwin Mitchell: One of the UK's largest full-service law firms with a significant private client and wills/probate practice. Comparable to Octopus Legacy in regulated legal services for estate planning but operates across many legal verticals with deeper institutional resources.
- DWF Group: Large international legal services group with UK private client capabilities including wills, probate and estate administration. Comparable to Octopus Legacy's regulated legal offering, but operates as a broad incumbent across many legal services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Octopus Legacy social profiles
Digital presenceOctopus Legacy compliance and trust
Trust signalCompliance2 records
Octopus Legacy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Octopus Legacy leadership team
Management profileNumber of profiles
Profiles1 record
Octopus Legacy subsidiaries and ownership
Company hierarchySubsidiaries3 records
Octopus Legacy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Octopus Legacy 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 Octopus Legacy
What does Octopus Legacy do?
Octopus Legacy provides online, telephone, and face-to-face estate planning and end-of-life services for UK consumers, including will writing, trusts, lasting powers of attorney, life insurance (via Shepherds Friendly partnership), and SRA-regulated probate services from grant-only applications through full estate administration. The company combines qualified solicitors and legal executives with a proprietary AI platform that automates administrative work in probate case processing.
Is Octopus Legacy a public or private company?
Octopus Legacy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Octopus Legacy founded?
Octopus Legacy was founded in 2016. It employs 11 to 50 people.
Where is Octopus Legacy based?
Octopus Legacy is headquartered in London, United Kingdom, in the Europe region.
How does Octopus Legacy make money?
Four revenue lines are on record. Estate Planning Services are the primary driver. The others are probate Services, lasting Powers of Attorney and life Insurance Partnership.
Who are Octopus Legacy's main competitors?
Direct peers on record are Beyond, Taylor Rose, Farewill and Kings Court Trust. Broad incumbents are Rothschild & Co Wealth & Trust, Slater and Gordon, Hugh James, Co-op Legal Services, Irwin Mitchell and DWF Group.
Does Octopus Legacy have an API?
No public API is recorded for Octopus Legacy.
What industry is Octopus Legacy in?
Octopus Legacy's product category is Estate Planning Services. Its primary akta.pro industry code is FSAEAAAG, Estate & Legacy Planning Advisory, with a secondary code of FSAAANAE, Estate Administration & Probate Services. Its NAICS code is 52592 and its SIC code is 6282.