Will Aid
Will Aid is a UK charity partnership running an annual November Will-writing campaign that connects 320+ solicitor firms with individuals seeking basic Wills in exchange for voluntary donations to eight partner charities. Since 1988 it has helped over 350,000 people and raised more than £25 million.
- Company typePrivate
- Founded1988
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Will Aid does
Will Aid is a UK charitable partnership, established in 1988, that runs an annual Will-writing campaign each November. Participating solicitors across more than 320 UK firms waive their usual fees to draft basic Wills and instead invite clients to make a voluntary donation to Will Aid (suggested at £120 for a single basic Will and £200 for a pair of mirror Wills). Donations are distributed among eight partner charities: Age UK, British Red Cross, Christian Aid, Crisis, NSPCC, Shelter, SCIAF, and Trócaire. To date the scheme has helped more than 350,000 people write a Will and raised over £25 million for these causes, with millions more pledged in legacies.
The underlying platform is a modestly scaled web stack: a public-facing website with postcode-based solicitor lookup, Stripe-powered donation processing, Google Analytics for traffic attribution, Olark for live chat, and Facebook/LinkedIn advertising pixels for donor acquisition. Will Aid itself operates with 1-10 staff from a single London office (The Print House, 18 Ashwin Street), led by Campaign Director Peter de Vena Franks and Chair Lauren Poole. Distribution is hybrid: most clients are matched to a local participating solicitor, while a Remote List of firms offers phone and video consultations nationally. Will Aid also extends the offering through minor partnerships (Certainty National Will Register, Verify 365) and runs a year-round Early Bird email reminder service that funnels prospects into the November campaign.
The revenue model is donation-based rather than fee-based: Will Aid is a pass-through coordinator and does not generate traditional revenue, retaining only an operational share to fund coordination of the campaign. Lead generation is heavily event-driven, relying on earned media (notably Martin Lewis/Money Saving Expert endorsements that have driven spikes of 1,000+ enquiries in a single hour) and on a celebrity ambassador (Dame Judi Dench). There is no disclosed use of AI/ML in the product or operations, and the technology footprint is entirely composed of third-party SaaS integrations.
Will Aid firmographics
Firmographics- Name
- Will Aid
- Legal name
- Will Aid
- Website
- https://willaid.org.uk
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Will Aid is a UK charity partnership running an annual November Will-writing campaign that connects 320+ solicitor firms with individuals seeking basic Wills in exchange for voluntary donations to eight partner charities. Since 1988 it has helped over 350,000 people and raised more than £25 million.
- Ownership category
- akta.pro rank
Will Aid industry classification
Industry- Product category
- Charity Will Writing Services
- NAICS
- Grantmaking and Giving Services (81321), Grantmaking and Giving Services (8132), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Membership Organizations (8600), Services-Social Services (8300)
- akta.pro primary industry
- Grantmaking & Philanthropic Funds (Institutional Donors) (BPADAOAB)
- akta.pro secondary industries
- Humanitarian & Disaster Assistance (Bilateral) (BPADABAB), Faith-Based Humanitarian Aid & Relief Ministries (BPAGAJAF)
Keywords
Where Will Aid is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Will Aid business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Charitable donations: Will Aid operates as a charity partnership where participating solicitors waive their usual fees for writing basic Wills and instead invite clients to make voluntary upfront donations to Will Aid. Donations are shared among eight partner charities. Since 1988, more than £24 million has been donated through Will Aid with millions more pledged in legacies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Single basic Will donation |
| Other | Pay-as-you-go | Pair of mirror Wills donation |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Will Aid product offering
Product offeringCore offering
Will Aid runs an annual November will-writing campaign in the United Kingdom in which more than 320 participating solicitor firms waive their usual fees to write basic Wills for members of the public. Clients are invited to make a voluntary donation to Will Aid (suggested £120 for a single Will or £200 for a pair of mirror Wills), with the proceeds shared among eight partner charities (Age UK, British Red Cross, Christian Aid, Crisis, NSPCC, Shelter, SCIAF and Trócaire). The scheme is delivered via in-person appointments and remote phone/video consultations, with clients located through a website postcode lookup, and has raised more than £25 million since 1988.
Product overview
Will Aid is a charity partnership between the UK legal profession and eight leading charities (Age UK, British Red Cross, Christian Aid, Crisis, NSPCC, Shelter, SCIAF, and Trócaire). The organization operates an annual will writing campaign every November where participating solicitors volunteer their time to write basic wills for clients in exchange for voluntary donations to the charity partnership. The core offering consists of the annual campaign, basic will writing services with suggested donations of £120 for single wills or £200 for mirror wills, legacy planning services, and remote video/phone consultations. Since 1988, Will Aid has helped raise over £25 million for charity while promoting professional, regulated legal advice when making wills.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Over £25 million raised for charity since 1988
- +2 more outcomes
Companies that use Will Aid
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles2 records
Will Aid technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Will Aid partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- CrisiscoreCrisis is the national charity for people experiencing homelessness in the UK. They work side by side with thousands of people to help them rebuild their lives. New partner for 2024/2025. Gifts support one-to-one coaching, intensive case management, and housing deposits.
- SheltercoreShelter exists to defend the right to a safe home and fight the housing emergency. They provide campaigns, advice and support. New partner for 2024/2025. Helps people fight for housing rights and social housing renewal.
- Age UKflagshipAge UK is Will Aid's longest-standing partner charity. The charity focuses on supporting older people in the UK, providing information, advice, friendship, and services to those in need. Legacies to Age UK help fund advice lines, research, and the Telephone Friendship Service.
- British Red CrossflagshipThe British Red Cross is part of the world's largest humanitarian network, working in 191 countries. They provide emergency response and humanitarian relief. Donations help fund emergency hygiene packs, livestock for families, and clothing for vulnerable families.
- Christian AidflagshipChristian Aid has been fighting poverty and injustice for 80 years, working in Africa, Asia, Europe, Middle East, Latin America, and Caribbean. Supports millions of people experiencing poverty and humanitarian emergencies. Gifts in Wills fund healthcare, sustainable farming, and education.
- NSPCCflagshipThe NSPCC leads the fight against child abuse in the UK and Channel Islands, helping protect children and young people. Supports the Speak out Stay safe programme, ChildLine, and practitioners helping children recover from abuse.
- SCIAF (Scottish Catholic International Aid Fund)flagshipSCIAF is the official relief development agency of the Catholic Church in Scotland, helping people in the world's poorest places lift themselves out of poverty. Works with local civil and church organisations across the world.
- TrócaireflagshipTrócaire was set up in 1973 to help people in the world's poorest regions, supporting communities in 16 countries across Africa, Asia, Latin America, and Middle East. Last year helped 2.7 million people including refugees from Syria.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Will Aid competitors and assessment
Company assessmentOthers
- British Red Cross: Flagship Will Aid partner charity since 1988 and one of the largest UK humanitarian fundraising organisations. Comparable as a major legacy-giving charity with significant Wills-related donor engagement.
- Age UK: One of Will Aid's eight flagship partner charities and the longest-standing partner. Directly comparable as a major UK legacy-giving beneficiary that also runs its own will-promotion activity for supporters.
Direct peers
- Farewill: UK online will-writing platform that allows customers to write a basic will from home and optionally donate to charity in lieu of solicitor fees. Competes directly with Will Aid for the same donor-will-maker audience, but executes purely digitally without the solicitor network.
- Remember A Charity: A consortium of 200+ UK charities promoting legacy giving and encouraging Wills that include charitable gifts. Operates the 'Remember A Charity Week' campaign analogous to Will Aid's November push and shares the same end donor and beneficiary profile.
- Free Wills Month: A UK charity will-writing scheme where participating solicitors write wills free of charge during a designated month, with no donation expectation. Closest comparable concept to Will Aid as both run solicitor-facilitated charity will campaigns, though Free Wills Month does not solicit donations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
Will Aid social profiles
Digital presenceWill Aid financial estimates
Financial estimateRevenue estimate
Valuation estimate
Will Aid leadership team
Management profileNumber of profiles
Will Aid funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Will Aid 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 Will Aid
What does Will Aid do?
Will Aid runs an annual November will-writing campaign in the United Kingdom in which more than 320 participating solicitor firms waive their usual fees to write basic Wills for members of the public. Clients are invited to make a voluntary donation to Will Aid (suggested £120 for a single Will or £200 for a pair of mirror Wills), with the proceeds shared among eight partner charities (Age UK, British Red Cross, Christian Aid, Crisis, NSPCC, Shelter, SCIAF and Trócaire). The scheme is delivered via in-person appointments and remote phone/video consultations, with clients located through a website postcode lookup, and has raised more than £25 million since 1988.
Is Will Aid a public or private company?
Will Aid is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Will Aid founded?
Will Aid was founded in 1988. It employs 1 to 10 people.
Where is Will Aid based?
Will Aid is headquartered in London, United Kingdom, in the Europe region.
How does Will Aid make money?
One revenue line is on record: charitable donations.
Who are Will Aid's main competitors?
Others on record are British Red Cross and Age UK. Direct peers are Farewill, Remember A Charity and Free Wills Month.
Does Will Aid have an API?
No public API is recorded for Will Aid.
What industry is Will Aid in?
Will Aid's product category is Charity Will Writing Services. Its primary akta.pro industry code is BPADAOAB, Grantmaking & Philanthropic Funds (Institutional Donors), with a secondary code of BPADABAB, Humanitarian & Disaster Assistance (Bilateral). Its NAICS code is 81321 and its SIC code is 8600.