Free Wills

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.

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

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

• Online will writing
• Estate planning software
• Last will testament
• Power of attorney
• Legacy fundraising

Headquarters

HQ city

Wimborne

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. Affiliate Commissions: Small affiliate commissions earned through partnerships with complementary service providers. Cross-sells on add-on products through partnerships with reputable companies.
3. Discreet Advertising: Revenue generated from discreet advertising placements on the website.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels4 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 500 UK Charity PartnerscoreGTM or Marketing Partner · 1 September 2024FreeWills 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

Direct 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

• LinkedInlinkedin.com/company/freewills

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Free Wills