EasyWill
EasyWill is a Dubai-based, AI-powered digital platform that lets UAE residents create and register legally compliant wills online without legal consultations, serving expats, investors, and families, with distribution via real estate agents through REELLY AI.
- Company typePrivate
- Founded2025
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What EasyWill does
EasyWill is a Dubai-headquartered digital legal-tech platform that allows UAE residents to create and register wills entirely online, without engaging traditional legal counsel. The platform uses AI to guide users through a will-drafting flow that is structured to comply with UAE inheritance law, and supports multiple languages to serve the UAE's diverse expatriate and resident population. Its core product is a single, unified self-serve web platform, launched in November 2025 under CEO Alessandro Console, with distribution currently direct-to-consumer and via a March 2026 strategic partnership with REELLY AI that extends reach through UAE real estate agents.
The business operates a product-led growth motion aimed at individual UAE residents and, increasingly, property-owning expats referred through real estate professionals. While specific pricing is not publicly disclosed, revenue is generated from users paying to create and register wills on the platform, framed as a low-cost substitute for legal consultations. EasyWill is privately held with no disclosed funding rounds, parent company, or financial metrics, and sits within a UAE will-registration market that grew approximately 14% in the first half of 2025 — the demand backdrop the company was built to capture.
EasyWill firmographics
Firmographics- Name
- EasyWill
- Legal name
- EasyWill
- Website
- https://easywill.ae
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- EasyWill is a Dubai-based, AI-powered digital platform that lets UAE residents create and register legally compliant wills online without legal consultations, serving expats, investors, and families, with distribution via real estate agents through REELLY AI.
- Ownership category
- akta.pro rank
Where EasyWill is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
EasyWill business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Digital Will Creation and Registration Service: Revenue generated from用户提供在线遗嘱创建和注册服务. As a digital platform, EasyWill likely charges users for creating and registering wills through its AI-powered platform, eliminating traditional legal consultation costs.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels1 record
EasyWill product offering
Product offeringCore offering
EasyWill provides an AI-powered, fully digital platform that enables UAE residents to create and register wills online in compliance with UAE inheritance laws. The service eliminates the need for traditional legal consultations by guiding users through the will creation process using artificial intelligence, and supports multiple languages to serve the diverse expat and family population in the UAE.
Product overview
EasyWill is a single, unified digital platform for creating and registering wills online in the UAE. The platform is AI-powered and provides a fully digital service that ensures compliance with UAE laws. It addresses inheritance law navigation issues and eliminates the need for users to engage legal consultations. The offering consists of the core EasyWill Platform as its primary product.
Differentiator
Problem solved
Functional benefit
Products and services
- EasyWill Platform A fully digital, AI-powered platform that enables UAE residents (expats, investors, and families) to create and register wills online in compliance with UAE inheritance laws, eliminating the need for traditional legal consultations.
Quantifiable outcome
- 14% increase in registered wills in UAE during first half of 2025
Companies that use EasyWill
Customer profileSegments2 records
Ideal customer profiles2 records
EasyWill technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
EasyWill partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- REELLY AIcoreEasyWill announced a strategic partnership with REELLY AI to assist real estate agents in the UAE with safeguarding client assets. This partnership enables real estate professionals to offer estate planning services to their clients, expanding EasyWill's reach through the real estate agent network while providing REELLY AI users with compliant will creation and registration services.
Scale indicators1 record
Recent moves3 records
Expansion highlights4 records
EasyWill competitors and assessment
Company assessmentDirect peers
- Cake: US-based end-of-life planning platform that helps consumers document wills, healthcare wishes, and legacy wishes online. Comparable as a consumer-facing digital estate planning product, though more end-of-life focused than EasyWill's UAE-compliance-led positioning.
- Trust & Will: US digital estate planning platform providing online wills, trusts, and estate planning products on a subscription basis. Closely mirrors EasyWill's product-led, recurring-revenue model for digital estate planning, though operating in the US legal regime.
- LawDepot: Canadian online legal document service providing standardized wills, powers of attorney, and estate planning forms. Comparable as a self-serve legal document platform, though focused on Canadian common-law jurisdictions rather than UAE civil/Sharia framework.
- FreeWill: US-based digital will creation platform offering free, self-serve online will drafting. Directly comparable to EasyWill's AI-guided will creation workflow, though FreeWill is US-focused and nonprofit-structured while EasyWill targets UAE compliance.
Emerging players
- Wealth.com: US digital estate planning platform serving financial advisors and their clients with wills, trusts, and succession planning tools. Comparable in vertical focus but operates via a B2B advisor channel rather than direct-to-consumer like EasyWill.
Broad incumbents
- Rocket Lawyer: Global online legal services platform providing wills, contracts, and attorney consultations on a subscription basis. Comparable in business model and recurring revenue structure to EasyWill, though broader in scope and not UAE-specific.
- LegalZoom: Established US online legal services platform offering wills, incorporation, and other legal documents. Comparable as a broad incumbent in the digital legal services space, though primarily US-centric and not specialized to UAE inheritance frameworks.
- DIFC Wills Service Centre: UAE government-affiliated wills registry and service operating out of Dubai International Financial Centre, providing non-Muslim will registration and probate services. Direct comparable as the dominant institutional provider of will services in EasyWill's home market.
- ADJD Wills Service: Abu Dhabi Judicial Department's public will registry and digital will services for UAE residents. Comparable as the primary government-run alternative for will creation in the UAE, representing the incumbent regulatory-backed option that EasyWill's digital-first model competes against.
Regional players
- Snug: UK-based digital will creation platform offering online wills and estate planning tools. Comparable product offering to EasyWill but focused on UK/England & Wales jurisdiction, serving as a useful comp for UK expats in the UAE.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
EasyWill social profiles
Digital presenceEasyWill financial estimates
Financial estimateRevenue estimate
Valuation estimate
EasyWill leadership team
Management profileNumber of profiles
Profiles1 record
EasyWill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EasyWill M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EasyWill
What does EasyWill do?
EasyWill provides an AI-powered, fully digital platform that enables UAE residents to create and register wills online in compliance with UAE inheritance laws. The service eliminates the need for traditional legal consultations by guiding users through the will creation process using artificial intelligence, and supports multiple languages to serve the diverse expat and family population in the UAE.
Is EasyWill a public or private company?
EasyWill is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EasyWill founded?
EasyWill was founded in 2025. It employs 11 to 50 people.
Where is EasyWill based?
EasyWill is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does EasyWill make money?
One revenue line is on record: digital Will Creation and Registration Service.
Who are EasyWill's main competitors?
Direct peers on record are Cake, Trust & Will, LawDepot and FreeWill. Wealth.com is listed as an emerging player. Broad incumbents are Rocket Lawyer, LegalZoom, DIFC Wills Service Centre and ADJD Wills Service. Snug is listed as a regional player.
Does EasyWill have an API?
No public API is recorded for EasyWill.