Heritage Wills

What Heritage Wills does

Heritage Wills (legal name: Heritage Will Writers) is a UK private limited company founded in 2002 and headquartered in Norwich, Norfolk, that delivers consumer-facing Will writing, estate planning, and probate services across East Anglia and the South East of England. The firm's core product set comprises Will Writing, Lasting Powers of Attorney (LPA) for property & financial affairs and health & welfare, discretionary lifetime and property protection trusts, Tenants in Common arrangements, full Probate Services (offered for over 15 years), Funeral Plans, and a recurring Client Care Package that bundles secure document storage, free annual Will updates, an Executor helpline, and registration with Certainty the National Will Register. In 2021 it extended into tax and financial consultancy and a residential sales and lettings service. A Corporate Benefit Package targets businesses purchasing Wills as an employee benefit.

Distribution is multi-channel and consultative: free consultations are delivered in person at two offices (Norwich headquarters and a St Ives, Cambridgeshire regional hub), via home visits across Norfolk, Cambridgeshire, Huntingdonshire, Lincolnshire, Hertfordshire and parts of the Midlands, and remotely over Zoom, Skype, WhatsApp, Facetime, Microsoft Teams, and telephone. Pricing is a fixed-fee structure with a freemium tier (free basic Wills for NHS frontline staff during COVID-19).

Underlying technical capability is conventional legal-services tooling - document preparation and secure storage - augmented by an 'Attestation Station' at the Norwich HQ created during COVID-19 to safely witness Will signings. Revenue is overwhelmingly transactional (per-engagement fees for Wills, LPAs, trusts, and probate), with the Client Care Package as the only explicitly recurring subscription stream. Leadership and technical oversight are provided by Society of Trust and Estate Practitioners (STEP) qualified managers, and the firm has won the National Paralegal Awards' Will Writing Organisation of the Year in 2019, 2020, and 2021, plus the inaugural British Wills and Probate Awards' Regional Will Writing Firm of the Year (2018). The company is independently owned with no parent, no subsidiaries, and no disclosed funding or M&A activity; Stuart Burrell serves as Managing Director (since 2020, succeeding founder-era MD Kathy Long), supported by a Marketing Manager (Paul Rowlands) and field-based Estate Planning Consultants (e.g., John Grantham, James Pond).

Name

Heritage Wills

Legal name

Heritage Will Writers

Website

https://heritagewills.co.uk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Heritage Wills is a privately held UK Will-writing and estate planning firm (founded 2002, Norwich-headquartered) serving individual consumers and a small corporate client base across East Anglia and the South East with Wills, LPAs, trusts, probate, and funeral plans delivered via offices, home visits, and virtual consultations.

Ownership category

akta.pro rank

Product category

Estate Planning and Probate Services

NAICS

Trusts, Estates, and Agency Accounts (52592)

SIC

Services-Legal Services (8111)

akta.pro primary industry

Family & Private Client (Trusts & Estates) Law (BPAHAAAK)

akta.pro secondary industries

Estate & Probate Administration Services (FSAEAKAD), Estate Administration & Probate Services (FSAAANAE), Estate & Legacy Planning Advisory (FSAEAAAG)

Keywords

• Will writing services
• Estate planning
• Probate services
• Lasting power of attorney
• Trust administration

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Will Writing Services: Primary revenue stream from writing Wills for individual clients, with fixed fee structure
2. Lasting Power of Attorney (LPA): Legal document preparation for LPA services covering financial affairs and health & welfare
3. Trust Services: Discretionary Lifetime Trusts and Property Protection Trusts for estate planning and tax efficiency
4. Probate Services: Full probate service providing assistance with administering estates, offered for over 15 years
5. Client Care Package: Annual document storage, Will updates, Executor helpline, and Certainty National Will Register registration
6. Funeral Plans: Funeral planning services as part of comprehensive estate planning
7. Corporate Benefit Package: Bespoke Will writing services offered to businesses for employee benefits packages

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Heritage Wills is a professional estate planning firm that drafts legally valid wills, lasting powers of attorney, discretionary lifetime trusts, property protection trusts and tenants-in-common arrangements, delivered by STEP-qualified Estate Planning Consultants. The firm also arranges funeral plans, administers probate estates, and provides an annual Client Care Package for ongoing document storage and amendments.

Product overview

Heritage Wills is a dedicated Will writing and estate planning service company, not a software product. The company offers a unified suite of estate planning services delivered through qualified Estate Planning Consultants. The core services include Will Writing and Probate Services, supported by Lasting Powers of Attorney (LPA). Additional protective services include Discretionary Lifetime Trusts, Property Protection Trusts, and Tenants in Common arrangements. The Client Care Package provides ongoing document storage and annual updates, while the Corporate Benefit Package extends services to businesses. Funeral Plans complete the end-of-life planning offering. Services are available via home visits, online video consultations (Zoom, Skype, WhatsApp, Facetime, Microsoft Teams), and telephone appointments.

Differentiator

Problem solved

Functional benefit

Products and services

• Will Writing
• Lasting Power of Attorney (LPA)
• Discretionary Lifetime Trust
• Property Protection Trust
• Tenants in Common
• Probate Services
• Funeral Plans
• Corporate Benefit Package
• Client Care Package
• Free Will for NHS Staff

Quantifiable outcome

• Over £8 million goes to the government annually because people don't leave Wills

Named customers7 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Certainty the National Will RegistercoreStrategic or Co-development Partner · 21 March 2019Heritage Will Writers joined Certainty the National Will Register to provide clients with even greater peace of mind by ensuring their Wills can be traced by loved ones in the event of passing. Certainty is the Law Society's endorsed provider of a National Will Register used by the public, legal profession, PI insurers, Government agencies, and charities.
• Norwich City Dementia Action AllianceminorStrategic or Co-development PartnerHeritage Will Writers is a member of the Norwich City Dementia Action Alliance and committed to helping make Norwich a Dementia Friendly city. Staff received Dementia awareness training and the company supported Dementia Action Week through social media channels.
• Norfolk WILL Help SchememinorStrategic or Co-development PartnerHeritage Will Writers participates in the Norfolk WILL Help scheme which enables Norfolk residents to have a basic Will written in return for a donation split equally between five local charities.
• Nelson's JourneycoreStrategic or Co-development PartnerNelson's Journey is Norfolk's leading child bereavement charity that Heritage Will Writers supported as Charity of the Year for 2019. The company joined the NJ Twenty20 scheme (20 Norfolk businesses raising minimum £1,000 each) and raised over £15,000 through various fundraising events including a Charity Golf Day (£5,434.72 in 2018, £4,375 in 2019), Halloween Party sponsorship, and staff activities.
• Cruse Bereavement CarecoreStrategic or Co-development PartnerCruse Bereavement Care was Heritage Will Writers' Charity of the Year for 2020. Fundraising focused on Norfolk and Cambridgeshire areas where the company has regional offices. Cruse is an independent organisation providing sympathetic, compassionate and confidential support from trained volunteers for those struggling with bereavement.
• Norwich Rugby ClubminorStrategic or Co-development PartnerHeritage Will Writers is a proud sponsor of Norwich Rugby Club which is a big part of the local community and brings together people who have family and friends who play for or support the club.
• Grapes Hill Community GardenminorStrategic or Co-development PartnerHeritage Will Writers is a sponsor of the Grapes Hill Community Garden in Norwich, a community garden project that grows fruit, vegetables, herbs and flowers for the local community. The sponsorship included plans to host a fundraising event in the Garden to thank local supporters.
• The Holden GroupminorGTM or Marketing PartnerThe Holden Group sponsored the Heritage Will Writers Charity Golf Day and supplied prizes including a new Honda Type R car as the prize for a hole in one.
• Norwich Rugby ClubminorStrategic or Co-development PartnerHeritage Will Writers sponsored the Halloween Party organized by schoolchildren that raised funds for Nelson's Journey, held at Norwich Rugby Club venue.
• Royal Norwich Golf ClubminorStrategic or Co-development PartnerRoyal Norwich Golf Club hosted the Heritage Will Writers Charity Golf Challenge events (2018 and 2019), with the 2019 event being held at the historic course in Hellesdon before its move to Weston Longville.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Slater and Gordon (UK): National UK law firm offering wills, probate and estate planning services across multiple regions. Comparable in breadth of estate-planning services and national footprint, with different brand positioning.
• Irwin Mitchell: Large UK national law firm with a substantial Private Client / Wills & Probate practice. Comparable offering at scale; competes for higher-value estates and represents the regulated-solicitor alternative to Heritage Wills.
• Mishcon de Reya: Major London-headquartered UK law firm with a significant Private Client practice covering wills, trusts, probate and estate planning. Comparable in service mix though focused on higher-net-worth segments and London-centric.

Direct peers

• Co-op Legal Services: National UK legal services provider offering will writing, probate, LPA and estate planning with both online and in-person channels. Directly comparable to Heritage Wills in product scope, with significantly broader geographic reach and brand power.
• Farewill: Online-first UK will writing, probate and funeral-planning provider offering low-fee digital products. Competes head-on with Heritage Wills' entry-level Will Writing service, representing the digital-native threat to consultative regional players.

Regional players

• Hatch Brenner Solicitors: Norwich-based solicitors with wills, trusts and probate practice. Competes with Heritage Wills in the Norwich and Norfolk private-client market with similar high-touch service model.
• Ashtons Legal: Norfolk and East Anglia-headquartered full-service law firm providing wills, probate, trusts and estate planning. Direct regional competitor to Heritage Wills with overlapping geography and regulated solicitor-led delivery.
• Hansells Solicitors: Norfolk-based law firm offering wills, probate and private client services. Regional competitor with similar consultative positioning and Norwich-area presence.

Emerging players

• Make a Will Online: UK online DIY will-writing platform with templated digital documents at low price points. Comparable as an alternative to Heritage Wills' transactional Will service, particularly for younger or simpler-estate clients.

Others

• Certainty the National Will Register: Law Society-endorsed UK Will Register that Heritage Wills already partners with via its Client Care Package. Ecosystem / infrastructure player rather than a competitor, but adjacent to the firm's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/heritagewills
• YouTubeyoutube.com/channel/UC5mor36r8r5-Z61vGkGGs8A
• Facebookfacebook.com/heritagewills
• LinkedInlinkedin.com/company/heritagewills
• Instagraminstagram.com/heritage_wills

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Heritage Wills