What Kwil does

Kwil is a UK-based online estate planning and management company, trading as Kwil Legal Services Ltd and headquartered at 30 Clarendon Road, Watford. Founded in 2020, it sells wills, Lasting Powers of Attorney (LPA), family trusts, probate application support, estate administration, executorship services, and secure document storage to adult residents of England and Wales — explicitly excluding Scotland and Northern Ireland. Its go-to-market is primarily direct-to-consumer via a self-serve website and a telephone-advisor channel, augmented by a B2B2C referral layer comprising charity partners running "Make a Will Month" campaigns and an estate agent panel offering 20% commission on probate referrals.

The platform is built on Microsoft Azure cloud infrastructure located within the European Union, with ISO 27001 and SAS70 Type II certifications, SSL/TSL encryption, end-to-end data privacy controls, and £3,000,000 indemnity coverage per claim. SRA-regulated solicitor checks are applied to all wills. Customers access the service through PC, Mac, tablet, smartphone, or a dedicated mobile app, with UK-based phone, email, and live-chat support. The service offers unlimited will amendments, executor read-only access granted upon death, and integrated marketing content (guides and blog) to drive organic SEO demand, reportedly generating 12,000 probate-related searches per month.

Kwil's revenue model is predominantly one-time transactional: single telephone wills at £170, couple packages at £340–£680, trust packages at £2,500–£2,750, grant-only probate at £595–£999, and full estate administration starting from £1,500, with 0% interest monthly instalment plans over 6 or 12 months. The only subscription element is a £35/month Probate Support Service providing unlimited legal-team Q&A during estate administration. Charity partnerships (RSPCA Halifax, Stonewall, Yorkshire Children's Trust, St Gemma's Hospice, and others) and an estate agent referral network constitute the main distribution layers beyond the company's own website and SEO content.

Name

Kwil

Legal name

Kwil Legal Services Ltd

Website

https://kwil.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Kwil is a UK online estate planning and management provider selling wills, Lasting Powers of Attorney, trusts, and probate services to individual consumers in England and Wales via a digital self-serve platform and telephone advisors, complemented by charity and estate-agent referral channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Stevenage

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Will Writing Services: One-time fees for will writing services including Single Telephone Wills (£170) and Mirror Telephone Wills for couples (£680 package with LPA x4)
2. Lasting Power of Attorney: Fees for creating LPAs including single LPA (£170), double LPA (£340), and couple packages
3. Trust Services: Trust packages including Mirror Telephone Wills with Property Protection Trusts (£2,500-£2,750)
4. Probate Services: Grant-only probate service (£595 for smaller estates, £999 for complex ones) and full estate administration service (starting from £1,500) plus monthly retainer service (£35/month)
5. Finance Plans: 0% interest finance options allowing monthly payments over 6-12 months, providing flexible payment options for customers

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Kwil provides online and telephone estate planning services for residents of England and Wales, enabling customers to create wills, lasting powers of attorney, family trusts, and apply for probate through a digital platform supported by Microsoft Azure cloud infrastructure. The company offers fixed-fee legal document preparation, secure storage of wills with read-only executor access upon death, and full estate administration with monthly retainer support, positioning itself as a low-cost digital alternative to high street solicitors.

Product overview

Kwil is an online estate planning and management company offering a suite of digital legal services for UK residents. The core products include Online Wills and Telephone Wills for will writing, Probate Services (grant-only and full estate administration), and Lasting Power of Attorney (LPA) for both Health and Welfare and Property and Financial Affairs. Supporting services include Family Trusts with Care Home Protection and Family Trust Protection modules, Estate Administration, Executorship Services, International Probate, and Secure Storage. The company provides these services through a web platform and telephone, with pricing ranging from £170 for single telephone wills to £2,750 for trust packages, and offers monthly payment plans (0% finance over 6-12 months).

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Fees typically 40% lower than high street solicitors
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• RSPCA HalifaxminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• Stonewall LGBTQ+ CharityminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• Yorkshire Childrens TrustminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• MaytreeminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• NICEminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• Tools with a Mission (TWAM)minorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• West Mercia Womens AidminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• Willen HospiceminorGTM or Marketing PartnerCharity partner receiving legacy donations from customer wills. Kwil supports charities through donations left in customers' wills at no charge to the charity.
• St Gemma's HospicecoreGTM or Marketing PartnerActive charity partner using Kwil for Make a Will Month campaigns. During a campaign, 40 supporters created wills through Kwil with 11 leaving legacy gifts to the Hospice. Kwil provides dedicated dashboard, free online and telephone wills, and exclusive charity packages.
• Estate Agent Referral NetworkcoreChannel Partner/ Reseller/ DistributorKwil offers estate agents 20% commission on successful probate referrals (£119-£4,400 per case). Agents gain inclusion on the 'Probate Friendly Estate Agent Panel' generating 12k probate searches per month, free marketing toolbox, and transparent dashboard for tracking referrals and commissions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Co-op Legal Services: Co-op Legal Services is a large UK legal services provider offering wills, probate, LPAs, and estate administration through both online and telephone channels. It competes directly with Kwil on fixed-fee probate and will-writing, with broader brand recognition and legacy infrastructure.
• LawDepot: LawDepot is an online legal document provider offering wills, LPAs, and trusts in the UK via self-service templates. It competes with Kwil on price-sensitive, self-serve will writing, though it does not offer probate services or solicitor-backed execution.
• McClure Solicitors: McClure Solicitors is a UK firm specializing in wills, probate, and estate planning with a strong digital presence and fixed-fee pricing. It targets a similar mid-market consumer seeking affordable alternatives to traditional high-street solicitors, directly competing with Kwil.
• Beyond (formerly Beyond.life): Beyond is a UK end-of-life planning platform offering wills, probate, and funeral planning through digital channels. It is a direct peer competing with Kwil on consumer-facing will writing and probate with a similar digital-first ethos.
• Kings Court Trust: Kings Court Trust is a UK specialist in estate administration and probate services, offering fixed-fee and after-death care. It overlaps directly with Kwil's Probate Services and Estate Administration offerings and serves the same executor/beneficiary customer base.
• Farewill: Farewill is the UK's leading online will-writing service, offering online wills, probate, and LPAs on a digital platform. It is the most direct competitor to Kwil, serving the same England and Wales consumer base with a similar low-cost, fixed-fee model and charity-partner distribution strategy.

Broad incumbents

• Slater and Gordon (UK): Slater and Gordon is a national UK law firm offering wills, probate, and estate planning alongside a broader portfolio of legal services. It is a broad incumbent with overlapping capabilities but does not specialize in the digital-only niche where Kwil operates.
• LegalZoom (UK): LegalZoom is a major online legal services platform operating in the UK, offering wills, LPAs, and business formation documents. It is a broad incumbent with comparable digital-first delivery and pricing model, though with a much wider product portfolio than Kwil.
• Rocket Lawyer (UK): Rocket Lawyer is an online legal services platform with a UK presence, offering wills, LPAs, and general legal documents via subscription. It targets similar SMB/consumer customers with a digital subscription model that overlaps with Kwil's approach to document delivery.

Regional players

• Hughes Fowler Carruthers: Hughes Fowler Carruthers is a London-based private client firm specializing in wills, trusts, and estate planning for HNW and UHNW clients. It is a regional player serving a higher-end niche that does not directly compete with Kwil's value-oriented consumer offering but operates in the same broader estate planning category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xx.com/kwil_wills

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 Kwil