The Purposeful Path: Revolutionizing Estate Planning with Erin Bury

The inception of Willful, an online legal will and estate planning platform, traces back to a personal experience shared by Erin Bury and her husband, Kevin Oulds. Following the passing of a family member who had not expressed end-of-life wishes, Kevin, a natural entrepreneur, recognized the difficulties surrounding traditional will drafting—issues of cost and time. This realization sparked the idea for Willful, aimed at serving an underserved market with a more accessible, cost-effective option for estate planning.

Having worked in several entrepreneurial roles, including as the founding editor of BetaKit, Erin developed a passion for solving real-life issues through business. Willful was launched in 2017, and since then, it has created over 300,000 legal documents for customers across Canada, offering a bilingual platform for Quebec residents. The user-friendly design, competitive pricing starting at just $99 for a will, and the cancellation of traditional lawyer fees for updates make the service appealing to younger demographics, mainly millennials. Willful has achieved an impressive list of recognitions, including high ratings on consumer review platforms and an A+ rating from the Better Business Bureau.

While the firm faces challenges from traditional estate lawyers who may perceive it as a threat, Erin believes there is a complementary relationship. Willful caters to people needing simpler wills—those who would not typically engage legal counsel for extensive assistance. For complex cases, lawyers remain essential. The integration of technology in will preparation has also faced regulatory barriers, with most provinces requiring physical signatures and copies except for British Columbia, which recently permitted electronic signatures. Willful has been proactive in adapting to these changes and was instrumental in executing BC’s first digital will in collaboration with DocuSign.

In addition to providing a service, Willful prioritizes educating consumers on estate planning. This philosophy has led them to be recognized by the Law Society of Ontario’s Access to Innovation program, showcasing their commitment to forward-thinking strategies. Erin’s team uses the Entrepreneur Operating System (EOS) to outline their goals and objectives, enabling them to remain adaptable to both consumer behavior and legislative shifts. They also see potential growth through artificial intelligence, which could revolutionize legal services.

Despite the transactional nature of their business potentially complicating revenue models, Erin emphasizes that it has fueled rapid growth. Estate planning services will always be in demand due to continual generational turnover. Willful has also established valuable partnerships with major financial institutions and insurance companies, broadening their market reach.

The company's financial trajectory reflects its strategic planning, having raised over $4 million from diverse sources, including angels and venture capitalists. Erin values the process of raising funds to enhance growth and autonomy—not just for survival due to immediate financial pressures.

Culturally, Erin has fostered a remote work environment that prioritizes inclusivity and employee well-being, an accomplishment she highly values. With her extensive experience and collaborative efforts with fellow women in tech, Erin not only leads Willful to success but also contributes to a more supportive entrepreneurial ecosystem. As Willful continues to grow, this commitment to culture and innovation will remain pivotal to its ongoing journey. For more details on Willful, interested readers can visit their website.