What MyWishes does

MyWishes is a UK-based, privately held end-of-life planning platform that provides a unified set of free digital tools for documenting wills, advance care plans, digital legacies, funeral wishes, goodbye messages, and bucket lists. The platform is delivered as a web application hosted on Amazon Web Services with AES-256 encryption and SSL/HTTPS across all endpoints, and it is accredited by ORCHA as a reviewed health application. It produces downloadable PDFs for each module, integrates social sharing into Facebook and Twitter, and uses a Trusted Contact death-confirmation system to securely release posthumous goodbye messages.

The company operates a fully self-serve, product-led model with no paywall, subscription, or transaction fees for any user. Its customer base spans individual UK adults, healthcare professionals and NHS/hospice providers (via the clinician-led MyWishes Care sub-brand), local and national government bodies (Department of Health for Northern Ireland, Newham Council, Integrated Care Boards), and the UK charity and hospice sector, which benefits from free legacy-giving infrastructure. Distribution is driven by earned media, conference speaking, and institutional referral partnerships rather than paid acquisition.

MyWishes generates no direct revenue from end users and discloses no funding rounds or financial figures; sustainability appears to rely on commissioned localisations of the platform, grant-funded projects (notably the Masonic Charitable Foundation-backed Digital Wellbeing Hub with Harlington Hospice), and charity/government partnerships. Founded in 2013 as DeadSocial by James Norris and rebranded to MyWishes in early 2019, the company is headquartered within Michael Sobell Hospice in Northwood, United Kingdom.

Name

MyWishes

Legal name

My Wishes

Website

https://mywishes.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

MyWishes is a UK-based, free-to-use end-of-life planning platform that lets individuals create legally binding wills, advance care plans, digital legacy documents, funeral wishes, and posthumous goodbye messages, serving UK consumers, NHS and hospice clinicians via MyWishes Care, local councils, and charities.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Free Platform — No Direct Revenue: MyWishes is a 'tech for good' free-to-use platform. All core features — Last Will & Testament, Advance Care Plan, Digital Legacy, Funeral Wishes, Goodbye Messaging, Bucket List — are provided at no cost to users with no ongoing subscription or transaction fee. The company does not derive direct revenue from users. The sustainability model is not explicitly disclosed on the website; the company relies on grants, partnerships with charities and government bodies, and earned media to sustain operations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

MyWishes is a free, self-serve web platform that helps UK adults document their end-of-life wishes across seven integrated modules: a free legally binding Last Will & Testament, an Advance Care Plan for future health and social care preferences, a Digital Will covering online accounts, Funeral Wishes with playlist and obituary tools, scheduled posthumous Goodbye Messages (video/text), a Bucket List, and a Trusted Contact death-confirmation system. The platform also offers MyWishes Care, a clinician-led version for healthcare professionals.

Product overview

MyWishes is a free, unified 'tech for good' platform that provides multiple interconnected end-of-life planning tools. The core product portfolio consists of seven integrated modules: My Last Will & Testament (legally binding will writing), My Digital Will / Social Media Will (online account management), My Advance Care Plan (future healthcare documentation), My Funeral Wishes (funeral planning), Goodbye Messages (posthumous video/text messaging), My Bucket List (life goal setting), and Register a Death (trusted contact administration). All documents can be downloaded, printed, and shared with loved ones and professionals. MyWishes Care is a clinician-led sub-brand for healthcare professionals. The platform generates both legally and non-legally binding documents, all available free with no ongoing costs.

Differentiator

Problem solved

Functional benefit

Brands

• MyWishes Care: The clinician-led version of MyWishes provided to health and social care professionals who support patients, residents and the wider community with their advance care plans.

Products and services

• My Last Will & Testament Free will writing software that enables users to draft a legally binding Last Will & Testament in approximately 15 minutes; once completed the document can be downloaded, printed, and signed in front of two witnesses to become legally binding.
• Goodbye Messages Digital legacy messaging platform enabling users to create video and text messages that are only released after their death is confirmed by a Trusted Contact, acting as a modern memory box for loved ones.
• My Digital Will / Social Media Will Document outlining what users would like to happen to their online accounts following death, covering social media, email, media storage, shopping, gaming, betting, online banking, cryptocurrency, and other financial accounts.
• My Funeral Wishes Funeral planning software enabling users to document funeral preferences, curate funeral playlists of songs/readings/poems, and write or record obituaries for distribution at their funeral.
• My Advance Care Plan Advance care planning software enabling users to document future health and social care preferences, designate someone to speak on their behalf if unable, and share the plan with GPs and healthcare professionals; takes 5–10 minutes to complete and is ORCHA-accredited.
• My Bucket List Goal-setting and achievement platform allowing users to create a list of experiences, goals, and tasks they would like to achieve before death; items can be set as public or private and shared on social media.
• Register a Death / Trusted Contact Administration Death confirmation service allowing assigned Trusted Contacts to administrate a user's account after death; upon confirmation, Goodbye Messages are sent immediately and scheduled messages are released on assigned dates or backlogged for weekly distribution.
• MyWishes Care Clinician-led version of MyWishes provided to health and social care professionals who support patients, residents, and the wider community with advance care plans, designed to complement the public-facing MyWishes platform.

Quantifiable outcome

• Legally binding Last Will & Testament generated in approximately 15 minutes
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Harlington Hospice / The Wellbeing Hub (Hillingdon)coreStrategic or Co-development Partner · 1 January 2023Following a grant from the Masonic Charitable Foundation (managed by Hospice UK), Harlington Hospice and MyWishes co-developed a 'Digital Wellbeing Hub' for Hillingdon residents. The Wellbeing Hub empowers residents to make plans for their future health and wider wishes, improving overall feelings of wellbeing. The project was shortlisted for the Royal Society of Medicine's Palliative Care and Mental Health Prize 2023. MyWishes provides the platform technology and public engagement content.
• Department of Health for Northern IrelandcoreStrategic or Co-development PartnerThe Department of Health for Northern Ireland commissioned MyWishes to develop a country-specific localised version of the platform for Northern Ireland residents. MyWishes adapted the Advance Care Planning questions and content to align with Northern Ireland's national guidelines and the document 'Advance Care Planning: For Now and For the Future'. The design was updated to mirror the artwork in official documentation, and support videos were included. The localised platform is free for all Northern Ireland residents and used by both the general public and health and social care professionals.
• Newham CouncilcoreGTM or Marketing PartnerMyWishes provides Newham Council with a localised version of the platform tailored to the borough's needs. Additional support includes paper Advance Care Plans that mirror the questions on the digital platform, public engagement materials, and participation in community events led by Newham Council. MyWishes engages with harder-to-reach audiences in Newham to improve digital and face-to-face access to end-of-life planning tools. Councillor Neil Wilson (Cabinet Member for Health and Adult Social Care) has publicly endorsed the platform.
• Compassionate HillingdoncoreStrategic or Co-development PartnerCompassionate Hillingdon is a collaborative project supporting adults living with life-limiting illness, loneliness, or social isolation in the last years of life. The project facilitates reciprocal friendships between like-minded people in the local area. MyWishes provides the website platform, public engagement content, and ongoing support to the Compassionate Hillingdon team.
• Hospice UKminorGTM or Marketing PartnerHospice UK manages the Masonic Charitable Foundation grant that funded the Harlington Hospice Digital Wellbeing Hub. MyWishes is featured as a recommended free tool for hospices and charities seeking to increase legacy giving and support advance care planning among their supporters. MyWishes participates in Hospice UK's network and events.
• Brighton and Sussex University Hospitals NHS TrustminorGTM or Marketing PartnerDr Ollie (PhD FRCP FHEA, Macmillan consultant in palliative medicine at Brighton and Sussex University Hospitals NHS Trust) has publicly endorsed MyWishes and contributed clinical expertise to platform development. The endorsement appears on the MyWishes homepage and marketing materials.
• UK NHS and Local Councils (General)coreGTM or Marketing PartnerMyWishes supports the NHS and local councils in increasing the number of care plans created, reducing time required by GPs and professionals with advance care planning activities, and increasing charitable donations. The homepage states that MyWishes supports NHS and local councils in these outcomes, indicating ongoing general partnerships. Specific council partnerships (Newham, Hillingdon) are detailed separately.
• UK Hospices and Charities (General Legacy Giving)coreGTM or Marketing PartnerMyWishes supports UK hospices and charities in receiving gifts pledged within Last Wills & Testaments and funeral donation preferences at zero cost. Unlike other will-writing platforms that charge charities per pledge or require monthly fees, MyWishes is free for both the user and the charity receiving the donation. This free model removes barriers to legacy giving and in-memory donations, increasing fundraising outcomes for the charity sector.

Scale indicators5 records

Recent moves2 records

Expansion highlights5 records

Regional players

• FreeWill: US-based free online will-writing platform with strong nonprofit/charity partnerships for legacy giving. Comparable to MyWishes on free will positioning and charity integration, but operates in the US market.
• Everplans: US-based end-of-life planning platform covering wills, advance directives, digital legacy, and funeral wishes. Functional analogue to MyWishes across advance care planning and digital legacy, but US-focused.

Direct peers

• Farewill: UK-based online will-writing and funeral-planning platform offering free wills alongside paid add-on services. Directly competes with MyWishes in UK digital will writing, advance planning, and funeral wishes, but operates a hybrid freemium model with paid probate and funeral services.
• The Free Will Company: UK online will-writing service offering free basic wills with paid upgrades. Competes directly with MyWishes on free will writing for UK consumers and charity legacy-giving partnerships.
• Cake: US-based end-of-life planning platform covering wills, advance care planning, funeral planning, and legacy messaging. Closest US functional analogue to MyWishes' integrated end-of-life planning suite, but serves a different geography.
• SafeBeyond: Digital legacy platform enabling users to record messages and designate beneficiaries for posthumous delivery. Directly comparable to MyWishes' Goodbye Messages and Digital Will modules, though primarily serving non-UK markets.
• Beyond: UK online will-writing and end-of-life planning platform with comparable free-will positioning and paid funeral/ probate services. Directly competes with MyWishes across will writing, funeral wishes, and legacy giving.

Broad incumbents

• Co-op Legal Services: Established UK legal services provider offering will writing, probate, and estate planning as part of a broader portfolio. Competitor in the will-writing market but with a regulated-solicitor model and far broader service offering than MyWishes.

Emerging players

• LawBite: UK online legal services platform providing wills, contracts, and business legal documents. Overlaps with MyWishes on will-writing but is a broader digital legal platform with paid pricing and regulated solicitor backing.
• Eterneva: US-based memorial and digital legacy service turning cremated remains into diamonds and offering online tribute platforms. Adjacent to MyWishes' digital legacy/funeral wishes category with a more premium, consumer-product model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mywishesapp
• Xx.com/mywishesapp
• Facebookfacebook.com/mywishesapplication
• LinkedInlinkedin.com/company/65821647

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 MyWishes