SimpleWill
SimpleWill is a Little Rock, Arkansas-based online estate planning platform that uses an automated document-generation interview paired with affiliated state-licensed attorneys to deliver customized wills, powers of attorney, and healthcare directives to individual consumers and couples at $449-$750 per plan.
- Company typePrivate
- Founded-
- HeadquartersLittle Rock, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What SimpleWill does
SimpleWill, LLC operates a direct-to-consumer online estate planning platform, headquartered in Little Rock, Arkansas, that enables individuals and couples to generate customized legal documents through a guided online interview and then have those documents reviewed, revised, and approved by an affiliated state-licensed attorney during a 20-minute virtual appointment. The core product bundles six documents — Last Will and Testament, General Durable Power of Attorney, Healthcare Power of Attorney, Living Will, HIPAA Authorization, and Personal Property Memorandum — into Individual ($449-$550) and Family ($579-$750) plans, with prices varying by the affiliated attorney selected. Technically, the platform runs on AWS infrastructure with SSL encryption and a WordPress-based front end, exposing attorney-branded subdomains (e.g., quraishilaw.oursimplewill.com) and is marketed as "Patent Pending." Customer acquisition is driven by Google AdWords and Facebook remarketing, content marketing on estate planning topics, and an emerging Employer Referral Network channel structured through JTS Financial Services as a prepaid group legal service plan. The affiliated attorney network currently consists of three firms across Arkansas, Alabama, and Texas, and the company's legal posture is explicit that SimpleWill, LLC itself is not a law firm and that all legal services are rendered by separately licensed firms.
SimpleWill firmographics
Firmographics- Name
- SimpleWill
- Legal name
- SimpleWill, LLC
- Website
- https://oursimplewill.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SimpleWill is a Little Rock, Arkansas-based online estate planning platform that uses an automated document-generation interview paired with affiliated state-licensed attorneys to deliver customized wills, powers of attorney, and healthcare directives to individual consumers and couples at $449-$750 per plan.
- Ownership category
- akta.pro rank
SimpleWill industry classification
Industry- Product category
- Online Estate Planning Services
- NAICS
- Legal Services (5411)
- SIC
- Services-Legal Services (8111)
- akta.pro primary industry
- Trust, Fiduciary & Estate Planning Services (FSABADAG)
- akta.pro secondary industries
- Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE), Estate Administration & Probate Services (FSAAANAE), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
Keywords
Where SimpleWill is headquartered
LocationHeadquarters
- HQ city
- Little Rock
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
SimpleWill business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Individual Plan (Estate Planning Documents): One-time purchase of a customized estate planning package for an individual. The plan includes document creation, attorney review and revision, and a 20-minute virtual appointment with a licensed attorney. Priced between $449 and $550 depending on the attorney selected.
- Family Plan (Estate Planning Documents for Me and Spouse): One-time purchase of a customized estate planning package covering both the individual and their spouse. Priced between $579 and $750 depending on the attorney selected. Includes the same services as the Individual Plan for two people.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Annual | Individual Plan: $449–$550 per individual |
| One time/ perpetual license | Annual | Family Plan (Me and my Spouse): $579–$750 per couple |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
SimpleWill product offering
Product offeringCore offering
SimpleWill operates an online platform that guides users through an automated interview to generate customized estate planning documents — Last Will and Testament, General Durable Power of Attorney, Healthcare Power of Attorney, Living Will, HIPAA Authorization, and Personal Property Memorandum. Each package is reviewed, revised, and approved by an affiliated state-licensed attorney through a 20-minute virtual appointment. The service is sold as Individual or Family plans at fixed one-time prices varying by affiliated attorney.
Product overview
SimpleWill is an online estate planning platform offering a two-tier subscription model (Individual and Family plans) that combines automated document generation with affiliated licensed attorney services. The core platform enables users to create customized estate planning documents—including Last Will and Testament, General Durable Power of Attorney, Healthcare Power of Attorney, Living Will, HIPAA Authorization, and Personal Property Memorandum—through an online interview process. The service connects users with state-licensed attorneys who review, revise, and approve documents via virtual appointments. Pricing varies by geographic location and selected attorney, ranging from $449-$550 for Individual plans and $579-$750 for Family plans.
Differentiator
Problem solved
Functional benefit
Products and services
- SimpleWill Online Estate Planning Platform
Quantifiable outcome
- 20-minute virtual attorney appointment included with every plan
Companies that use SimpleWill
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
SimpleWill technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SimpleWill partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Murphy Law Firm, PLLC (Patrick H. Murphy, J.D., LL.M.)coreMurphy Law Firm, PLLC is an affiliated law firm in Little Rock, Arkansas, operated by Patrick H. Murphy. The firm offers SimpleWill's estate planning documents and provides the required attorney review, revision, and 20-minute virtual appointment. Services cover individual ($449) and family ($579) plans. Murphy's practice includes wills, trusts, probate, wealth transfer, asset protection, tax resolution, charitable planning, and business succession.
- Quraishi Law Firm & Wealth Management, PLLC (Carrie Russom Quraishi, JD, CAPP)coreQuraishi Law Firm & Wealth Management, PLLC is an affiliated law firm in Jonesboro, Arkansas, operated by Carrie Russom Quraishi, serving clients nationwide. The firm provides SimpleWill's estate planning services and attorney review. Plans: Individual $499 / Family $699. Quraishi specializes in proactive tax planning, estate planning, elder law, probate and trust administration, charitable planning, business succession, and special needs planning.
- Legacy Legal Services, PC (James Brandon Cooper, J.D.)coreLegacy Legal Services, PC is an affiliated law firm in Birmingham, Alabama, operated by James Brandon Cooper, serving the entire State of Alabama. The firm provides SimpleWill's estate planning services with attorney review. Plans: Individual $550 / Family $750. Cooper focuses on wills, revocable trusts, elder law (long-term care planning), special needs trusts, financial power of attorney, and health care power of attorney.
- Amazon Web Services (AWS)coreSimpleWill's service is built on top of Amazon Web Services (AWS) infrastructure. AWS maintains ISO 27001 and SAS70 Type II certification. AWS provides the underlying compute, storage, and security infrastructure for the SimpleWill platform, enabling the company to deliver its online estate planning services.
- JTS Financial ServicesminorJTS Financial Services is referenced in SimpleWill's legal disclaimers as a partner entity. Neither JTS Financial Services nor SimpleWill, LLC is a law firm. With respect to employee benefit plans, services are rendered as part of a 'prepaid group legal service plan.' No attorney-client relationship is created between users and JTS Financial Services or SimpleWill, LLC.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
SimpleWill competitors and assessment
Company assessmentEmerging players
- Cake: End-of-life planning platform offering wills, advance directives, and funeral planning resources. Directly comparable to SimpleWill in the consumer-facing estate and end-of-life planning category, though with a broader scope into post-death planning.
- Everplans: Digital platform for end-of-life and estate planning, including wills, beneficiary information, and personal record storage. Adjacent to SimpleWill in estate planning intent but differentiated by ongoing record-management rather than document-generation focus.
- Wealth.com: Estate planning platform built primarily for financial advisors to deliver wills, trusts, and related documents to their clients. Adjacent to SimpleWill in estate planning technology, but routes through advisor channels rather than direct-to-consumer like SimpleWill.
Direct peers
- Trust & Will: Online estate planning platform offering wills, trusts, and related documents through a guided digital flow. Closest direct competitor to SimpleWill — both target consumers seeking affordable, attorney-involved or attorney-validated estate planning without traditional law firm visits.
- Nolo: Long-standing publisher of do-it-yourself legal guides, forms, and software including wills and estate planning. Comparable to SimpleWill in the legal self-help space, with stronger content/SEO authority but a less tech-forward delivery model.
- FreeWill: Online estate planning platform originally focused on charitable giving and now serving individuals and families. Directly comparable as a guided, online will-creation experience, with a similar value proposition of making estate planning accessible without traditional law firm engagement.
- LawDepot: Online legal document preparation service offering wills, powers of attorney, and hundreds of other legal forms. Comparable to SimpleWill as a self-service document-generation platform, though with a much broader document catalog and less attorney-supervised delivery.
Broad incumbents
- Avvo: Online legal directory and Q&A marketplace connecting consumers with attorneys across practice areas including estate planning. Comparable to SimpleWill as a digital channel linking consumers to estate planning attorneys, though via a marketplace rather than a structured product offering.
- Rocket Lawyer: Subscription-based online legal services platform providing document generation and on-demand attorney consultations. Comparable to SimpleWill in combining self-service document tools with attorney access, but at much larger scale and broader legal category coverage.
- LegalZoom: Large incumbent online legal services platform offering wills, LLC formation, and a wide range of legal documents. Competes with SimpleWill in the online will/estate planning category but operates at vastly greater scale with broader service breadth and stronger brand recognition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SimpleWill social profiles
Digital presenceSimpleWill financial estimates
Financial estimateRevenue estimate
Valuation estimate
SimpleWill leadership team
Management profileNumber of profiles
SimpleWill funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SimpleWill 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 SimpleWill
What does SimpleWill do?
SimpleWill operates an online platform that guides users through an automated interview to generate customized estate planning documents — Last Will and Testament, General Durable Power of Attorney, Healthcare Power of Attorney, Living Will, HIPAA Authorization, and Personal Property Memorandum. Each package is reviewed, revised, and approved by an affiliated state-licensed attorney through a 20-minute virtual appointment. The service is sold as Individual or Family plans at fixed one-time prices varying by affiliated attorney.
Is SimpleWill a public or private company?
SimpleWill is a private company. It is classified as unknown and is currently operating.
When was SimpleWill founded?
SimpleWill was founded in -1. It employs 11 to 50 people.
Where is SimpleWill based?
SimpleWill is headquartered in Little Rock, United States, in the North America region.
How does SimpleWill make money?
Two revenue lines are on record. Individual Plan (Estate Planning Documents) is the primary driver. The others are family Plan (Estate Planning Documents for Me and Spouse).
Who are SimpleWill's main competitors?
Emerging players on record are Cake, Everplans and Wealth.com. Direct peers are Trust & Will, Nolo, FreeWill and LawDepot. Broad incumbents are Avvo, Rocket Lawyer and LegalZoom.
Does SimpleWill have an API?
No public API is recorded for SimpleWill.
What industry is SimpleWill in?
SimpleWill's product category is Online Estate Planning Services. Its primary akta.pro industry code is FSABADAG, Trust, Fiduciary & Estate Planning Services, with a secondary code of FSAAABAE, Private Wealth Planning (Tax, Estate & Succession). Its NAICS code is 5411 and its SIC code is 8111.