Goodwill
Goodwill (MakeGoodwill) is a Singapore-headquartered online will-writing platform that lets Singapore residents draft a legally valid will via a guided questionnaire for a flat SGD 179 fee — roughly 10x cheaper than traditional lawyers — with optional annual subscriptions and a partner-will cross-sell for household expansion.
- Company typePrivate
- Founded2019
- HeadquartersSingapore, Singapore
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Goodwill does
Goodwill, operating as MakeGoodwill, is a Singapore-incorporated digital will-writing platform built and operated by Plover Tech Pte. Ltd. (UEN 201915951C, registered office at 32 Carpenter Street, Singapore). Founded in 2019, the company targets Singapore residents — citizens, permanent residents, and expats aged 21+ — who need an affordable, legally valid will without engaging a traditional law firm. The platform uses a web-based guided questionnaire (makegoodwill.com) backed by a customer portal app (app.makegoodwill.com), which auto-saves progress, generates a Singapore-law-compliant PDF will, and stores the document for lifetime customer access. The questionnaire embeds compliance with the Wills Act 1838, the Probate and Administration Act 1934, and Singapore case law; data handling is PDPA-compliant.
The business model is product-led growth: customers self-serve through the platform with no sales interaction, paying a flat SGD 179 one-time fee for an Individual Will that includes one year of unlimited edits, lifetime document access, and 30-day money-back guarantee. After year one, an optional SGD 35/year subscription unlocks continued edits, creating a modest recurring revenue stream. A Partner's Will cross-sell is offered at 50% off (SGD 89.50) at the same checkout to drive incremental per-household revenue. Distribution is fully digital — organic SEO, an in-house Learning Centre content hub, and a referral/affiliate partnership with Singapore wealth manager StashAway — with no physical offices, no field sales, and no paid advertising disclosed. The company has produced over 1,100 cumulative wills since launch, has a 1-10 employee headcount, and has not disclosed external funding.
Customer concentration is structurally Low: every customer is an individual consumer, no enterprise or institutional contracts are referenced, the largest single revenue lever is per-will pricing at SGD 179 (i.e., a hard cap on any single-customer contribution), and reviews span a broad cross-section of verified individual clients with no repeat-buyer or anchor-account dependence. The StashAway partnership is a referral/affiliate channel rather than a revenue concentration risk — it sources leads but does not create a single large customer. This decentralization produces highly predictable, low-variance revenue at the unit level but also means churn exposure is uniform across the long tail of individual wills rather than tied to any one cohort. The main commercial risk is volume volatility — revenue is a function of consumer awareness and life-event triggers (home purchase, childbirth, retirement) rather than contracted recurring contracts.
Goodwill firmographics
Firmographics- Name
- Goodwill
- Legal name
- Plover Tech Pte. Ltd.
- Website
- https://makegoodwill.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Goodwill (MakeGoodwill) is a Singapore-headquartered online will-writing platform that lets Singapore residents draft a legally valid will via a guided questionnaire for a flat SGD 179 fee — roughly 10x cheaper than traditional lawyers — with optional annual subscriptions and a partner-will cross-sell for household expansion.
- Ownership category
- akta.pro rank
Goodwill industry classification
Industry- Product category
- Online Estate Planning / Digital Will Writing
- NAICS
- Offices of Notaries (541120)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Special Needs & Supplemental Needs Trust Services (FSAAANAJ)
Keywords
Where Goodwill is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
Goodwill business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Individual Will (One-time Purchase): Customers pay a flat fee of SGD 179 for a legally valid will, including one year of unlimited edits, secure lifetime document access, and support from the will-writing team. The first year subscription for updates is bundled into the one-time price. Revenue is recognised at the point of purchase.
- Annual Subscription for Will Updates: After the first year, customers can optionally subscribe for SGD 35 per year to continue making unlimited edits and updates to their will. If they do not subscribe, their existing will remains valid and documents remain accessible but no further edits can be made.
- Partner's Will (Cross-sell): During checkout, customers are offered 50% off a second will for their partner (SGD 89.50). Each partner creates their own separate will. This drives incremental revenue per household.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Individual Will — SGD 179 one-time payment |
| One time/ perpetual license | Multi-year contract | Partner's Will — 50% off at SGD 89.50 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Goodwill product offering
Product offeringCore offering
MakeGoodwill is an online will-writing platform that enables Singapore residents to create legally valid wills through a guided online questionnaire covering guardians, assets, beneficiaries, executors, gifts, and personal messages. Customers pay a one-time flat fee of SGD 179 for an Individual Will (or SGD 89.50 for a Partner's Will at 50% off) and receive a printable, court-accepted PDF will, one year of unlimited edits, and secure lifetime document access, with an optional SGD 35/year subscription for ongoing updates after year one.
Product overview
MakeGoodwill is a single unified online estate planning platform that provides Singapore residents with a legally valid will-writing service. The core offering is the Individual Will (SGD 179), which includes a guided online questionnaire, document generation, and lifetime access to updates. A Partner's Will add-on offers 50% off for couples who create wills together. The platform is designed by lawyers in Singapore and complies with the Wills Act 1838, the Probate and Administration Act 1934, and Singapore case law.
Differentiator
Problem solved
Functional benefit
Products and services
- Individual Will A one-time purchased, legally valid online will for Singapore residents aged 21+, generated through a guided questionnaire and delivered as a printable PDF that customers sign with two independent witnesses. Covers asset distribution, executor appointment, guardianship, gifts, personal messages, and a Schedule of Assets.
- Partner's Will A discounted cross-sell will offered at 50% off (SGD 89.50) during checkout of an Individual Will, allowing a partner to create their own separate, independent will through the same MakeGoodwill platform with the same bundled first-year benefits.
- Annual Subscription for Will Updates An optional recurring subscription (SGD 35 per year) available after the first year of an Individual or Partner's Will purchase, granting the customer continued ability to make unlimited edits and updates to their stored will document.
Quantifiable outcome
- ~1 hour to complete a legally valid will vs. 1+ month and multiple office visits for traditional lawyers
- +3 more outcomes
Companies that use Goodwill
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Goodwill technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Goodwill partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- StashAwayminorStashAway is listed as a partner on the MakeGoodwill website under the 'Our partners' section. The partnership appears to be a cross-promotional arrangement where MakeGoodwill is offered to StashAway's affiliate audience, clients, or employees. StashAway is a Singapore-based digital wealth management platform, and the partnership targets a complementary audience of individuals already engaged in financial planning who may benefit from estate planning services. No specific launch date or deeper integration details were available in the source material.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Goodwill competitors and assessment
Company assessmentRegional players
- Willful: Canadian online will and estate planning platform with similar guided-questionnaire UX and flat-fee pricing; comparable product but focused on Canadian common-law jurisdictions.
- Lawpath: Australian online legal platform offering DIY documents including wills alongside broader legal services; comparable hybrid SaaS-plus-consumer model targeting a common-law English-speaking jurisdiction.
Broad incumbents
- Nolo: Long-established US legal publisher and DIY forms provider, including wills and estate planning forms — comparable in offering will templates to consumers, though with a stronger legacy publishing/forms distribution model.
- Rocket Lawyer: Subscription-based online legal platform that includes will creation alongside broad legal document and counsel services; matches MakeGoodwill's subscription-adjacent model and DIY online delivery.
- LegalZoom: Large US legal-tech incumbent offering wills as one of many self-serve legal products; comparable in product overlap (will creation) but operates at much broader scale and across many legal categories.
Emerging players
- Cake: US-based end-of-life planning platform covering wills, funeral planning, and estate organization — comparable category adjacency with overlap on the will creation surface but a much broader end-of-life positioning.
- Wealth.com: US-focused estate planning platform targeting financial advisors and their clients — comparable end-customer outcome (estate documents) but distributed through a B2B advisor channel rather than direct-to-consumer.
Direct peers
- Trust & Will: US-based online estate planning platform offering guided will creation, trusts, and guardianship tools — the closest direct analog to MakeGoodwill in terms of digital, self-serve, consumer-facing estate planning.
- LawDepot: Canadian DIY legal forms platform offering wills, powers of attorney, and estate planning documents through a guided online process; directly comparable self-serve, flat-fee digital document model.
- FreeWill: US-based online will-writing platform that produces legally valid wills through a guided questionnaire — directly comparable product/category, differing mainly in monetization model (free + donations) and geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Goodwill social profiles
Digital presenceGoodwill compliance and trust
Trust signalCompliance1 record
Goodwill financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodwill leadership team
Management profileNumber of profiles
Profiles1 record
Goodwill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodwill 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 Goodwill
What does Goodwill do?
MakeGoodwill is an online will-writing platform that enables Singapore residents to create legally valid wills through a guided online questionnaire covering guardians, assets, beneficiaries, executors, gifts, and personal messages. Customers pay a one-time flat fee of SGD 179 for an Individual Will (or SGD 89.50 for a Partner's Will at 50% off) and receive a printable, court-accepted PDF will, one year of unlimited edits, and secure lifetime document access, with an optional SGD 35/year subscription for ongoing updates after year one.
Is Goodwill a public or private company?
Goodwill is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Goodwill founded?
Goodwill was founded in 2019. It employs 1 to 10 people.
Where is Goodwill based?
Goodwill is headquartered in Singapore, Singapore, in the Asia region.
How does Goodwill make money?
Three revenue lines are on record. Individual Will (One-time Purchase) is the primary driver. The others are annual Subscription for Will Updates and partner's Will (Cross-sell).
Who are Goodwill's main competitors?
Regional players on record are Willful and Lawpath. Broad incumbents are Nolo, Rocket Lawyer and LegalZoom. Emerging players are Cake and Wealth.com. Direct peers are Trust & Will, LawDepot and FreeWill.
Does Goodwill have an API?
No public API is recorded for Goodwill.
What industry is Goodwill in?
Goodwill's product category is Online Estate Planning / Digital Will Writing. Its primary akta.pro industry code is FSAAANAJ, Special Needs & Supplemental Needs Trust Services. Its NAICS code is 541120 and its SIC code is 8111.