Free Wills
Free Wills (FreeWills.co.uk) is a UK-based online will-writing platform that enables users to create free, solicitor-checked Wills in under 15 minutes, monetizing via add-ons, affiliate commissions, and a 500+ charity partner distribution network.
- Company typePrivate
- Founded-
- HeadquartersWimborne, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Free Wills does
Free Wills (FreeWills.co.uk) is a UK-based online will-writing service that enables users to create legally binding Wills at no cost through a self-service web platform. The service targets UK adults — particularly the approximately 60% (31 million people) who do not currently have a Will — by removing traditional cost and complexity barriers associated with solicitor-drawn Wills. The core product is a proprietary will-writing wizard that guides users through plain-English questions to generate a personalized, solicitor-checked Will in under 15 minutes. The platform supports executor and guardian nomination, estate distribution, trust setup, funeral wishes, and Mirror Wills for couples. An optional Lasting Power of Attorney (LPA) add-on extends the product line.
The business operates on a freemium model: the core Will creation service is free, while revenue is generated through paid add-ons (notably LPA), affiliate commissions from complementary service providers, and discreet website advertising. Distribution is driven by a dual GTM approach combining direct-to-consumer online acquisition (organic search, Trustpilot word-of-mouth) with a community-led channel through 500+ UK charity partners who co-brand FreeWills pages to drive legacy giving among their supporters. To date, the platform has facilitated 175,026+ Wills with over £200 million pledged to UK charities, including £52 million pledged in 2024 alone. The service is currently restricted to England and Wales, and the company is privately held, profitable, and self-sustaining with no disclosed external institutional investment.
Free Wills firmographics
Firmographics- Name
- Free Wills
- Legal name
- Free Wills (FreeWills)
- Website
- https://freewills.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Free Wills (FreeWills.co.uk) is a UK-based online will-writing platform that enables users to create free, solicitor-checked Wills in under 15 minutes, monetizing via add-ons, affiliate commissions, and a 500+ charity partner distribution network.
- Ownership category
- akta.pro rank
Free Wills industry classification
Industry- Product category
- Online Will Writing
- NAICS
- Other Legal Services (54119), Trusts, Estates, and Agency Accounts (525920), All Other Legal Services (541199)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Special Needs & Supplemental Needs Trust Services (FSAAANAJ)
Keywords
Where Free Wills is headquartered
LocationHeadquarters
- HQ city
- Wimborne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Free Wills business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Add-on Products and Upgrades: Optional paid upgrades and add-on products offered to users who complete free Wills. Premium services may include will storage, additional legal documents, or enhanced features. Upsell to paid services like Lasting Power of Attorney.
- Affiliate Commissions: Small affiliate commissions earned through partnerships with complementary service providers. Cross-sells on add-on products through partnerships with reputable companies.
- Discreet Advertising: Revenue generated from discreet advertising placements on the website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Will Creation - Core Service |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels4 records
Free Wills product offering
Product offeringCore offering
Free Wills operates an online will-writing wizard that guides UK consumers through structured plain-English questions to generate personalised, legally binding wills checked by practising solicitors. The core service is 100% free, completed in under 15 minutes, and monetises through optional paid add-ons (e.g., Lasting Power of Attorney), affiliate commissions on complementary products, and discreet advertising.
Product overview
Free Wills operates as a single-platform online will writing service. The core product is a free online will creation wizard that guides users through plain-English questions to generate personalised, solicitor-checked wills. The company monetises through optional add-on paid services including Lasting Power of Attorney (LPA) and trust setup capabilities, as well as affiliate commissions from complementary product partnerships and discreet advertising. All wills are vetted by practicing solicitors regulated by the Solicitors Regulation Authority.
Differentiator
Problem solved
Functional benefit
Products and services
- Free Will Creation
Quantifiable outcome
- 175,026+ Wills created through the platform
- +3 more outcomes
Companies that use Free Wills
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Free Wills technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Free Wills partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- 500 UK Charity PartnerscoreFreeWills partners with 500+ UK registered charities to offer free Will writing services to charity supporters. Charities benefit from legacy fundraising opportunities while FreeWills gains customer acquisition through partner referrals. First UK Will writer to reach 500 charity partner milestone. Partners include organisations of all sizes from grassroots to household names.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Free Wills competitors and assessment
Company assessmentDirect peers
- Farewill: Direct UK competitor offering online Will writing and probate services. Closely comparable product (free Will online, paid probate), same UK geography, same digital-first GTM, and the most head-to-head rival in the category.
- Beyond (beyond.life): Online end-of-life planning platform offering Wills, LPAs, and funeral planning in the UK. Overlaps directly on the Will and LPA products and competes for the same charity-partner legacy channel.
- Lawpack: UK provider of DIY legal document packs, including Wills, LPAs, and probate forms. Comparable online Will product targeting UK consumers, with a longer heritage and broader legal template catalogue.
- Net Lawman: UK online legal document provider selling Will templates, LPAs, and other legal documents. Direct competitor in the DIY online Will category, monetising via paid document downloads rather than freemium.
Broad incumbents
- LegalZoom: US-listed online legal services platform offering Wills, LPAs, and estate planning. Operates a similar freemium/paid add-on model and would be the obvious reference comp for international expansion or eventual exit.
- Co-op Legal Services: Established UK legal services provider (part of Co-op Group) offering Wills, probate, and LPAs including online Will writing. Competes in the same category with the advantage of a trusted consumer brand and offline distribution.
- Irwin Mitchell: Large UK law firm with a substantial Wills, trusts, and estates practice. Represents the traditional solicitor channel that FreeWills disrupts; a credible counter-mover if it expands its own online offering.
- Docusign (Trust & Will-style offerings): Large e-signature and agreement-cloud platform that has moved into online Will and estate document workflows. Overlaps on the digital Will template category but at much broader scale and with deeper enterprise distribution.
Emerging players
- LawBite: UK online legal services platform offering on-demand lawyer access and document services. Adjacent competitor — overlaps on legal document workflows and could move more directly into the Will category.
Others
- Society of Will Writers (SWW): UK professional body for Will writers of which FreeWills is a member. Not a direct competitor, but a relevant ecosystem participant — its member directory is a competing customer-acquisition channel for the same DIY Will seekers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Free Wills social profiles
Digital presenceFree Wills financial estimates
Financial estimateRevenue estimate
Valuation estimate
Free Wills leadership team
Management profileNumber of profiles
Free Wills funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Free Wills 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 Free Wills
What does Free Wills do?
Free Wills operates an online will-writing wizard that guides UK consumers through structured plain-English questions to generate personalised, legally binding wills checked by practising solicitors. The core service is 100% free, completed in under 15 minutes, and monetises through optional paid add-ons (e.g., Lasting Power of Attorney), affiliate commissions on complementary products, and discreet advertising.
Is Free Wills a public or private company?
Free Wills is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Free Wills founded?
Free Wills was founded in -1. It employs 1 to 10 people.
Where is Free Wills based?
Free Wills is headquartered in Wimborne, United Kingdom, in the Europe region.
How does Free Wills make money?
Three revenue lines are on record. Add-on Products and Upgrades are the primary driver. The others are affiliate Commissions and discreet Advertising.
Who are Free Wills's main competitors?
Direct peers on record are Farewill, Beyond (beyond.life), Lawpack and Net Lawman. Broad incumbents are LegalZoom, Co-op Legal Services, Irwin Mitchell and Docusign (Trust & Will-style offerings). LawBite is listed as an emerging player. Society of Will Writers (SWW) is listed as an others.
Does Free Wills have an API?
No public API is recorded for Free Wills.
What industry is Free Wills in?
Free Wills's product category is Online Will Writing. Its primary akta.pro industry code is FSAAANAJ, Special Needs & Supplemental Needs Trust Services. Its NAICS code is 54119 and its SIC code is 8111.