What DeinAdieu does

DeinAdieu, operated by EMNA Web AG and headquartered at Limmatstrasse 65, 8005 Zürich, is a Swiss digital end-of-life planning platform launched in 2016. The company offers an interactive Online Testament-Assistent alongside a Patientenverfügung (living will) generator, a Vorsorgeauftrag (advance care directive) generator, downloadable contract and funeral-correspondence templates, and a directory of partner lawyers and notaries. The underlying technology is a domain-specific, questionnaire-driven document generation engine purpose-built for Swiss inheritance law, including mandatory-portion calculation via family-tree logic and legally verified templates; the platform is Swiss Made Software certified and available in German, French, Italian, and English.

The company operates a hybrid GTM: the core document tools are free for individual end users (product-led growth), while monetization is concentrated on Swiss NGOs and charitable organizations through tiered annual subscriptions (CHF 1,900–5,400/year based on NGO annual revenue) plus add-on modules including a white-label solution (CHF 5,900/year plus CHF 1,900 setup), top-listing visibility (CHF 2,400–6,400/year), directory placements, and webinar services. DeinAdieu has built a partner network of 200+ Swiss nonprofits since 2016, supplying NGOs with embedded widget or white-label deployment plus a real-time partner dashboard that tracks clicks, completions, and legacy-donor leads.

The business model creates a two-sided network: free end-user tools generate the wills and living-wills that NGOs then use for legacy fundraising, while NGO partnerships fund the platform and provide distribution through embedded widgets on partner websites. Selected reference customers include Kinderspital Zürich, Biovision, and ZEWO. The company is privately held, bootstrapped with no disclosed funding rounds or institutional investors, and operates with 11–50 employees.

Name

DeinAdieu

Legal name

EMNA Web AG

Website

https://deinadieu.ch

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

DeinAdieu (EMNA Web AG) is a Swiss digital end-of-life planning platform offering free online wills, living wills, and advance care directives for individuals, monetized through tiered subscriptions and white-label tools sold to 200+ Swiss NGOs for legacy fundraising.

Ownership category

akta.pro rank

Product category

Estate Planning Software

NAICS

Trusts, Estates, and Agency Accounts (52592)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Estate Planning & Trust Structuring Advisory (FSAEAKAC)

akta.pro secondary industry

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Estate planning software
• Digital will creation
• Legacy fundraising platform
• Advance care directives
• NGO bequest services

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. NGO Subscription Fees: Annual subscription fees from Swiss non-profit organizations for access to the platform, document generators, partner login, tracking, and resources. Tiered pricing based on NGO annual revenue.
2. White-label Licensing: Additional annual fees plus one-time setup fees for NGOs wanting full white-label solution with own domain, branding, and branded emails.
3. Top-Listing Premiums: Additional annual fees for priority placement in the Online Testament-Assistent and directory listings on DeinAdieu.ch.
4. Webinar Services: Additional annual fees for webinar services (3x German, 2x French per year) for partner NGOs.
5. Lead Generation for NGOs: Platform connects potential legacy donors with partner NGOs, generating leads that NGOs can use for relationship management and fundraising.
6. End User Document Generation: Free for individual end users. Basic will, living will, and advance care directive templates are provided at no cost.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

DeinAdieu operates an online Swiss estate planning platform that enables individuals to generate legally reviewed wills, living wills (Patientenverfügung), and advance care directives (Vorsorgeauftrag) through interactive questionnaire-based templates tailored to Swiss inheritance law. The platform also serves Swiss non-profit organizations with subscription-based access, embedded widgets, white-label solutions, real-time lead analytics, and legacy fundraising tools to capture bequests from testators.

Product overview

DeinAdieu operates as a digital end-of-life planning platform offering a suite of interconnected document generation tools. The core product is the Online Testament-Assistent (Online Will Assistant), which works alongside the Patientenverfügung (Living Will) and Vorsorgeauftrag (Advance Care Directive) tools to provide comprehensive Swiss estate and healthcare planning documentation. The platform connects users with over 200 Swiss charitable organizations through its legacy/bequest feature (Legat & Vermächtnis), while the Partnerlogin dashboard provides partner organizations with real-time analytics and lead management. Additional modules include whitelabel solutions for custom branding, webinar services for donor education, top-listing visibility upgrades, and a directory of legal professionals. All services are available in German, French, Italian, and English, with most core features offered free to end users while partner organizations subscribe to tiered pricing based on their annual revenue.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Testament-Assistent (Online Will Assistant) An interactive online tool enabling users to create legally reviewed, software-supported testament templates following Swiss inheritance law through a guided question-and-answer process. Considers Swiss inheritance law specifically, including mandatory portions calculation via family tree creation. Free for individual end users; available to NGO partners via subscription and white-label.
• Patientenverfügung (Living Will/Patient Decree)

Quantifiable outcome

• CHF 95 billion inherited annually in Switzerland; CHF 300 million currently goes to NGOs
• +2 more outcomes

Named customers3 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

Integration13 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• 200+ Swiss Non-Profit OrganizationscoreChannel Partner/ Reseller/ Distributor · 1 January 2016DeinAdieu partners with over 200 Swiss non-profit organizations, Hilfswerke, and NGOs who use the platform for legacy fundraising. Organizations pay subscription fees to access the Online Testament-Assistent, receive leads from potential legacy donors, and gain visibility on the DeinAdieu.ch directory. The partnership has been active since 2016 and has measurably increased the number of wills that include NGO consideration.
• Swiss Lawyers and Notaries (Anwälte & Notare)minorChannel Partner/ Reseller/ DistributorPlatform provides directory of lawyers and notaries specializing in inheritance law who can be contacted through the platform for legal consultation on estate planning matters.
• ZOHO Corporation (CRM, Email Marketing, Analytics)coreTechnology or IntegrationUses ZOHO services for CRM (Zoho CRM), email marketing campaigns (ZOHO Campaigns), web analytics (ZOHO Pagesense), and visitor interaction analysis (ZOHO SalesIQ). Data stored on servers in Netherlands/Ireland with potential transfers to India.
• Infomaniak Network SA (Web Hosting)coreTechnology or IntegrationSwiss web hosting provider hosting deinadieu.ch on servers in Switzerland.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Cake: US-based end-of-life planning platform covering wills, advance directives, funeral planning, and legacy messaging. Comparable end-of-life product scope and target demographic, but broader US-centric offering without DeinAdieu's charity-bequest lead-generation specialization.

Regional players

• Betterplace.org: Germany's leading online charitable giving platform connecting donors with NGOs. Comparable B2B nonprofit channel model and charitable-giving culture context, but focused on recurring donations rather than legacy bequests; useful for DACH expansion benchmarking.
• Testamento Online (by Strategic Innovation Services): Portugal-based online will creation service offering legally verified digital testament generation. Closest functional analog in a Southern European market; demonstrates that the digital-will SaaS model has been replicated in multiple jurisdictions but not yet consolidated.

Broad incumbents

• Rocket Lawyer: US/UK online legal services platform with will-creation, business formation, and document automation. Comparable prepackaged software model; broader portfolio, not specialized in Swiss estate law but a credible category incumbent.
• LegalZoom: Large US online legal services platform offering wills, trusts, and business formation documents. Broad incumbent in digital legal services; could enter the Swiss market or compete internationally, and provides a benchmark for the legal-document SaaS category.
• Legacy.com: Global memorial and obituary platform with adjacent end-of-life services. Related audience (families of deceased) and category, though positioned at post-death memorialization rather than pre-death estate planning.

Direct peers

• Remember A Charity: UK consortium-led legacy giving campaign that connects testators with member charities for bequest inclusion. Closest analog to DeinAdieu's NGO-channel/legacy-funnel mechanic, though delivered as a coalition rather than a software platform.
• Farewill: UK-based digital will-writing and probate service offering free online wills with optional charity bequest integration. Comparable product (free wills), customer (individuals 60+), and partnership model (charity integrations), making it a direct peer despite UK geography.
• FreeWill: US-based digital estate planning platform offering free online wills with integrated charitable-giving functionality. Most direct international comparable: freemium end-user model, B2B partnership model with nonprofits, and lead-generation mechanic for partner charities mirror DeinAdieu's Swiss operation.
• GoodTrust: US digital estate planning platform offering wills, healthcare directives, and legacy planning tools with a tech-first UX. Overlaps directly on core product (digital wills and advance directives) and target persona, though without DeinAdieu's NGO channel model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCap13_PIFpXHvy4lNKl6P2w
• Facebookfacebook.com/deinadieu
• LinkedInlinkedin.com/company/deinadieu
• Instagraminstagram.com/deinadieu
• Xx.com/deinadieu

Compliance1 record

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 DeinAdieu