Nsure Financial Services

What Nsure Financial Services does

Nsure Financial Services is a privately held, family-run estate planning practice headquartered in Haywards Heath, West Sussex, operating as part of the Nsure Group of Companies alongside sister company Nsure Financial Services Ltd, which provides independent financial planning. The firm serves individual retail clients across approximately 24 towns and villages in West Sussex, including Burgess Hill, Crawley, Horsham, Worthing, and Brighton, with both in-person appointments and remote consultations via Zoom, Microsoft Teams, and Skype.

Its core offering covers the end-to-end personal estate planning workflow: single and mirror wills from £175 to £575, lasting powers of attorney (property and financial affairs, and health and welfare), probate and estate administration, lifetime and living wills, trusts, guardianship, inheritance tax planning, and funeral plans. The firm also operates a secure document storage service with discounted update pricing for existing clients, creating an ongoing client relationship beyond the initial transaction. Leadership includes Tony Cohen (FIPW, IPW Southern Regional Coordinator from 2019) and Emma Cohen, who in 2020 became one of the youngest Fellows of the Institute of Professional Willwriters, supported by a small team of consultants and administrative staff.

The business model is fee-for-service B2C, with revenue generated per engagement rather than via subscriptions or retained mandates. Distribution is driven by local reputation, community seminars, content marketing, and referrals, with cross-referral into the sister financial planning company extending the wallet share per household. The firm hosts IPW Southern Regional meetings at its offices, positioning itself within the regional professional willwriting community, while remaining a small, privately financed operation with no external funding, no disclosed revenue, and no technology or AI capability disclosed in the available material.

Name

Nsure Financial Services

Legal name

Nsure Estate Planning Services

Website

https://nsureestateplanningservices.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Nsure Financial Services is a family-run estate planning practice in Haywards Heath, West Sussex, offering wills, lasting powers of attorney, probate, trusts, and document storage to individual retail clients across approximately 24 surrounding towns and villages.

Ownership category

akta.pro rank

Product category

Estate Planning Services

NAICS

Trust, Fiduciary, and Custody Activities (523991), Trusts, Estates, and Agency Accounts (525920)

SIC

Services-Legal Services (8111), Investment Advice (6282)

akta.pro primary industry

Estate Planning & Trust Structuring Advisory (FSAEAKAC)

akta.pro secondary industries

Trust & Estate Tax Planning & Compliance (FSAEAKAE), Estate & Legacy Planning Advisory (FSAEAAAG), Family & Private Client (Trusts & Estates) Law (BPAHAAAK), Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Estate planning services
• Will writing services
• Lasting powers of attorney
• Probate administration
• Inheritance tax planning

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Will Writing Services: One-time professional fees for drafting Wills ranging from £175 for straightforward single wills to £575 for complex mirror wills. Includes consultation, document drafting, and witnessing.
2. Lasting Power of Attorney Services: One-time fees for drafting LPAs ranging from £175 to £550 depending on document type and whether for individuals or couples. Includes drafting, certificate provider role, and registration handling. Excludes £82 registration fee per document charged by Office of the Public Guardian.
3. Document Storage Services: Annual recurring storage fees: £20 per year for first document, £5 for each subsequent document. Includes free access during office hours with one working day's notice.
4. Probate and Estate Administration: Percentage-based fees (1% subject to £2,000 minimum) for estate administration plus £500 per property title and £500 for executing wills not originally drafted by them.
5. Will and LPA Bundle Packages: Discounted bundle pricing for multiple services: single straightforward Will with both LPAs for £400, couple bundle for £700. Complex bundle for single at £650, couple at £975.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Nsure Estate Planning Services drafts professional Wills (single, mirror, and complex with trust clauses) and Lasting Powers of Attorney (Property & Finance and Health & Welfare) for individual consumers in West Sussex. The firm also provides Probate Administration, Trusts (Life Interest, Vulnerable Person, Discretionary), Guardianship arrangements, Living Wills, Document Storage, Inheritance Tax Planning, and Funeral Planning, delivered via personal consultation at its Worthing office, client homes, or virtual appointment.

Product overview

Nsure Estate Planning Services is a professional estate planning firm offering a comprehensive suite of Will and legacy planning services. The core offering centers on Will Writing (straightforward single and mirror wills, complex wills with trust clauses) and Lasting Powers of Attorney (Property & Finance and Health & Welfare). Additional services include Guardianship arrangements, Probate Administration, Trust creation and management (Life Interest Trusts, Vulnerable Person Trusts, Discretionary Trusts), Document Storage, Living Wills/Advance Directives, Inheritance Tax Planning, and Funeral Planning. The firm operates in partnership with sister company Nsure Financial Services to provide integrated financial planning, pensions, equity release, and investment advice. Services are delivered through in-person consultations at their Worthing office or virtual appointments via Zoom, Skype, and Microsoft Teams.

Differentiator

Problem solved

Functional benefit

Products and services

• Will Writing

Quantifiable outcome

• 54% of UK adults don't have a Will, creating massive market opportunity for professional services

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Richard Cohen - Nsure Financial ServicescoreStrategic or Co-development Partner · 16 April 2019Richard Cohen, Director of Nsure Financial Services, spoke at IPW Southern Regional Meeting on Estate Planning from a financial services perspective. Discussed underused benefits of pension contributions for grandchildren and how to help clients' finances work for them.
• Kings Court TrustminorImplementation/ SI/ Consulting Partner · 16 April 2019Nigel Merchant from Kings Court Trust spoke at IPW Southern Regional Meeting hosted by Nsure. Discussed difficulties faced when trying to get poorly drafted or executed Wills through probate.
• Buckles SolicitorsminorImplementation/ SI/ Consulting Partner · 16 April 2019Dennis Phillips from Buckles Solicitors spoke at IPW Southern Regional Meeting hosted by Nsure. Provided insight into French and Spanish inheritance law and succession rules for properties in those countries.
• Institute of Professional Willwriters (IPW)coreStrategic or Co-development Partner · 1 April 2019Nsure Estate Planning Services is the only IPW member firm in Worthing. Tony Cohen serves as Southern Regional Coordinator for IPW. The firm is a Fellow member of IPW with Emma Cohen holding FIPW qualification. IPW membership provides regulatory protection through Chartered Trading Standards Institute and professional indemnity insurance requirements.
• Nsure Financial Services LtdcoreStrategic or Co-development PartnerSister company located in the same building providing holistic financial services including Inheritance Tax Advice, Pensions, Equity Release, Investments, Life Cover, and Funeral Plans. Richard Cohen (Chartered Financial Planner) and Tony Cohen provide financial planning perspective at IPW events. Lorna Marrett (DipPFS Cert CII MP & ER) specializes in equity release and older clients' needs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hugh James: UK law firm with established private client / personal wealth practice covering wills, estate administration, and tax planning. Comparable on private client services but operates at significantly larger scale and broader geographic reach.
• Taylor Rose MW: National UK law firm offering private client services including wills, LPAs, trusts, and probate. Comparable core services with Nsure but operating nationally with broader legal practice rather than estate planning focus.
• Slater and Gordon: UK legal services firm offering wills, probate, and estate planning as part of a wider consumer legal practice. Overlaps with Nsure on estate planning products within a much broader legal services portfolio.
• Irwin Mitchell Private Wealth: Large UK law firm with substantial private client / trusts and estates practice. Comparable service breadth (wills, trusts, IHT, probate) but at national scale and broader legal portfolio rather than focused estate planning niche.

Emerging players

• Buckles Solicitors: Regional UK law firm with private client practice that has presented at IPW events hosted by Nsure. Comparable on wills, probate, and cross-border estate planning (e.g. French/Spanish inheritance), with overlapping regional client base.
• Hughes Fowler Carruthers: Boutique London private client and family law firm specializing in wills, trusts, and succession planning for high-net-worth individuals. Comparable on the high-value complex will and trust segment that Nsure targets.

Direct peers

• Farewill: UK digital-first will writing and probate provider offering straightforward wills from £90 with online flow. Directly competes with Nsure on the simple-will segment, though Nsure differentiates with in-person complex will and trust services in West Sussex.
• Kings Court Trust: UK probate and estate administration specialist that has presented at IPW events alongside Nsure. Directly comparable on probate and estate administration services with similar fixed-fee pricing model.
• Co-op Legal Services: National legal services provider offering wills, LPAs, and probate at competitive fixed fees with both online and telephone-based service. Comparable to Nsure across the full estate planning offering at much larger scale.
• Beyond (estate planning): Digital-first UK will writing, LPA, and probate platform. Comparable to Nsure on LPA and will writing core products with online delivery versus Nsure's consultation-led approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NsureInsure
• LinkedInlinkedin.com/company/nsure-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Nsure Financial Services