Willfora
Willfora is a Toronto-based digital estate planning company that offers a free, self-serve online platform for Canadians to create wills and power of attorney documents, funded by charity sponsorships and premium tools sold to Canadian nonprofits for legacy-giving programs.
- Company typePrivate
- Founded2018
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
What Willfora does
Willfora, operating as OM COMPANY INC., is a Canadian digital estate planning company headquartered in Toronto. The company provides a free, self-serve online platform at willfora.com and via iOS/Android apps that enables individual Canadians to create legally binding wills and power of attorney documents in under 20 minutes through a guided wizard that dynamically customizes questions and document output. The platform also integrates a searchable database of more than 85,000 charities registered with the Canada Revenue Agency, allowing will-creators to add charitable bequests to their wills. Since launch in 2018, Willfora states it has facilitated nearly $50 million in legacy donations to Canadian charities through wills created on the platform.
The company's revenue model is freemium and charity-sponsor-funded rather than consumer-paid. The service is offered to individuals at no cost with unlimited updates; revenue is generated from Canadian registered charities and nonprofit partners that sponsor the platform. For charity partners, Willfora sells Charity Pages (customized landing pages with UTM-tagged donor tracking), Sponsored Listings (premium placement in the charity search carousel), and an Insights Dashboard providing real-time legacy gift notifications, future income projections, and aggregate giving-trend analytics. Distribution occurs through direct-to-consumer SEO and content marketing, charity partner referral channels, and the Sun Life Lumino Health marketplace, where Willfora is the exclusive digital estate planning provider with access to more than 5 million Sun Life clients and dependents.
Operationally, Willfora is a small private company (1-10 employees) with no disclosed institutional funding, supported by the Legal Innovation Zone at Ryerson University. Founder and Executive Chair Arunan Sri leads the company. Its customer base is bifurcated: individual Canadians (free, self-serve, long-tail) on the consumer side, and a growing roster of Canadian registered charities (MSF Canada, Nature Canada, Children Believe, Egale Canada, YMCA, Lung Health Foundation, Trans Canada Trail, and others) on the sponsor side. Strategic direction since 2020 has centered on expanding the charity partner network, layering on premium charity-side products, and leveraging the Sun Life marketplace as a distribution anchor.
Willfora firmographics
Firmographics- Name
- Willfora
- Legal name
- OM COMPANY INC.
- Website
- https://willfora.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Willfora is a Toronto-based digital estate planning company that offers a free, self-serve online platform for Canadians to create wills and power of attorney documents, funded by charity sponsorships and premium tools sold to Canadian nonprofits for legacy-giving programs.
- Ownership category
- akta.pro rank
Willfora industry classification
Industry- Product category
- Digital Estate Planning
- NAICS
- Grantmaking and Giving Services (8132), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Prepackaged Software (7372), Services-Legal Services (8111)
- akta.pro primary industry
- Donor-Advised Fund (DAF) Sponsors (BPAGAKAF)
- akta.pro secondary industry
- Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments) (FSAAABAH)
Keywords
Where Willfora is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Willfora business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Charity Sponsorships and Platform Fees: Willfora's free service for individuals is made possible by support from charity partners. Charities pay to sponsor the platform, access Charity Pages, Sponsored Listings, and real-time gift insights. The company also generates revenue from optional paid features, premium charity services, and guarantees on premium products.
- Transaction and Gift Notification Services: Willfora tracks legacy gifts left through its platform and provides gift notification services to charities, enabling real-time stewardship and donor relationship management. This provides a data-driven revenue stream from charity partners seeking visibility into future income.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Will Service |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Willfora product offering
Product offeringCore offering
Willfora operates a free, self-serve online will-creation platform that guides Canadian individuals through generating legally-binding wills and power of attorney documents in under 20 minutes, with unlimited free updates. The platform integrates with a database of over 85,000 CRA-registered Canadian charities so users can include charitable legacy gifts in their wills, and provides charities with real-time gift notifications, customized landing pages (Charity Pages), sponsored listing placement, and an insights dashboard. The service is free to individuals and funded by charity partners that sponsor the platform.
Product overview
Willfora is a digital estate planning platform that serves two distinct user segments: individual Canadians and registered charities/nonprofits. For individuals, the core product is the Free Wills Platform — a fully free, guided online service that generates personalized wills and power of attorney documents in under 20 minutes with unlimited updates. The platform also provides a CRA-registered charity search database so users can add charitable bequests to their wills. For charity partners, Willfora offers a suite of tools including Charity Pages (customized landing pages that tag donors and prompt for legacy gifts), Sponsored Listings (premium placement in the charity search carousel), and an Insights Dashboard providing real-time gift notification and income projections. All charity tools are designed to digitize and automate legacy giving programs at scale, closing the gap between donor intent and actual commitments in wills.
Differentiator
Problem solved
Functional benefit
Products and services
- Free Wills Platform A guided step-by-step online platform that enables Canadian individuals to create legally-binding wills and power of attorney documents in under 20 minutes, with unlimited free updates. The platform walks users through beneficiaries, guardians, pet trusts, and charitable gifts, and generates personalized, province-specific documents.
- Charity Pages Customizable landing pages on Willfora.com for individual charities that personalize the will-creation experience and prompt donors originating from the charity's page to leave a charitable gift, with UTM tagging for donor tracking.
- Sponsored Listings A premium placement product that enables charities to appear front-and-centre in a carousel above the charity search box when Will-creators look up charitable recipients, providing higher visibility in crowded cause categories.
- Insights Dashboard A real-time analytics console for charity partners that delivers legacy gift notifications, future income projections, and aggregate reports on giving trends and donor engagement to inform stewardship strategies.
- Canada Revenue Agency (CRA) Charity Search Database A searchable directory of all charities registered with the Canada Revenue Agency (over 85,000 Canadian charities) embedded in the will-creation flow, enabling Will-creators to easily find and include charitable bequests in their wills.
Quantifiable outcome
- Nearly $50 million in legacy donations facilitated for Canadian charities since launch
- +3 more outcomes
Companies that use Willfora
Customer profileSegments2 records
Ideal customer profiles2 records
Willfora technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Willfora partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Trans Canada TrailminorWillfora partnered with Trans Canada Trail, a national charity that stewards the longest network of multi-recreational trails in the world. The partnership supports Trans Canada Trail's mission to grow and sustain the trail for future generations.
- Doctors Without Borders/Médecins Sans Frontières (MSF) CanadaminorWillfora partnered with Doctors Without Borders/Médecins Sans Frontières Canada, an organization providing emergency medical care in humanitarian crises worldwide, to enable Canadians to leave legacy gifts to the charity in their Wills.
- YMCA of Hamilton, Burlington & BrantfordminorWillfora partnered with the YMCA of Hamilton, Burlington & Brantford, a community organization committed to helping members achieve personal growth in spirit, mind, and body.
- Egale CanadaminorWillfora partnered with Egale Canada, Canada's leading national 2SLGBTQI charity committed to improving the lives of 2SLGBTQI people in Canada and globally.
- Children BelieveminorWillfora partnered with Children Believe (formerly Christian Children's Fund of Canada), which empowers young people around the world to access education, overcome barriers, and be a voice for change.
- Lung Health FoundationminorWillfora partnered with the Lung Health Foundation, a charity dedicated to ending gaps in the prevention, diagnosis, and care of lung disease in Canada. Legacy gifts to the foundation can be left through Willfora's free will creation service.
- Nature CanadaminorWillfora partnered with Nature Canada, one of the oldest national nature conservation charities in Canada, focused on protecting nature and wildlife for over 80 years.
- Sun Life (Lumino Health)coreWillfora joined the Sun Life Lumino Health marketplace as the exclusive digital estate planning provider. Over 5 million Sun Life clients and dependents have access to Willfora's free estate planning services through the marketplace. This partnership marks Sun Life's expansion of Lumino Health from health and wellness into financial well-being services.
- Legal Innovation Zone at Ryerson UniversitycoreWillfora is a technology start-up supported by the Legal Innovation Zone at Ryerson University, indicating an early-stage strategic partnership for innovation in legal technology and estate planning.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Willfora competitors and assessment
Company assessmentDirect peers
- Trust & Will: Trust & Will is a U.S. online estate planning platform offering guided will and trust creation for consumers. It competes directly with Willfora in the digital self-serve will-creation category, with overlapping product surface area and customer segments.
- FreeWill: FreeWill is a U.S.-based online will-creation platform with a freemium model and a strong focus on charitable legacy giving. It is the closest analog to Willfora in terms of business model (free consumer product funded by nonprofit partners) and target market (charities seeking legacy gift pipelines).
- Beyond (online wills): Beyond is an online will and estate planning platform offering guided digital will creation. It competes with Willfora in the same product category of self-serve digital estate planning for consumers.
Broad incumbents
- Rocket Lawyer: Rocket Lawyer is an online legal technology company offering a subscription-based model with will creation, legal documents, and attorney consultations. It is a broader incumbent in the same digital legal services space as Willfora, though without the charity legacy giving focus.
- LegalZoom: LegalZoom is a large, established online legal services platform that includes will preparation among a broad portfolio of legal documents and services. It is a broader incumbent that overlaps with Willfora's will-creation functionality but does not specialize in charity legacy giving.
Emerging players
- Cake (end-of-life planning): Cake is an end-of-life planning platform offering free resources and tools for wills, funerals, and estate planning. It shares Willfora's mission of reducing friction in end-of-life planning, though its scope extends beyond wills into broader end-of-life decisions.
- Wealth.com: Wealth.com is an estate planning platform designed for financial advisors, providing tools for will and trust generation and beneficiary management. It overlaps with Willfora's estate planning functionality but is targeted at advisor workflows rather than direct-to-consumer.
- Snug: Snug is an online estate planning platform offering will creation and end-of-life planning tools. It is a smaller emerging player in the digital estate planning category with overlapping product offerings to Willfora, though operating in different geographies.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Willfora social profiles
Digital presenceWillfora financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willfora leadership team
Management profileNumber of profiles
Profiles1 record
Willfora funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willfora 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 Willfora
What does Willfora do?
Willfora operates a free, self-serve online will-creation platform that guides Canadian individuals through generating legally-binding wills and power of attorney documents in under 20 minutes, with unlimited free updates. The platform integrates with a database of over 85,000 CRA-registered Canadian charities so users can include charitable legacy gifts in their wills, and provides charities with real-time gift notifications, customized landing pages (Charity Pages), sponsored listing placement, and an insights dashboard. The service is free to individuals and funded by charity partners that sponsor the platform.
Is Willfora a public or private company?
Willfora is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Willfora founded?
Willfora was founded in 2018. It employs 1 to 10 people.
Where is Willfora based?
Willfora is headquartered in Toronto, Canada, in the North America region.
How does Willfora make money?
Two revenue lines are on record. Charity Sponsorships and Platform Fees are the primary driver. The others are transaction and Gift Notification Services.
Who are Willfora's main competitors?
Direct peers on record are Trust & Will, FreeWill and Beyond (online wills). Broad incumbents are Rocket Lawyer and LegalZoom. Emerging players are Cake (end-of-life planning), Wealth.com and Snug.
Does Willfora have an API?
No public API is recorded for Willfora.
What industry is Willfora in?
Willfora's product category is Digital Estate Planning. Its primary akta.pro industry code is BPAGAKAF, Donor-Advised Fund (DAF) Sponsors, with a secondary code of FSAAABAH, Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments). Its NAICS code is 8132 and its SIC code is 7372.